US ad prices rose fastest on Facebook in Q2 2026: CPM up 13% year over year, while Google Search and Amazon Sponsored Products click prices rose 1%, Instagram held flat and YouTube fell 3%

Budget allocation

Platform (pricing metric)	Year-over-year ad price growth (%)
Facebook (CPM)	13%
Amazon Sponsored Products (CPC)	1%
Google Search Overall (CPC)	1%
Instagram (CPM)	0%
YouTube (CPM)	-3%

YoY ad price growth by platform, Q2 2026

Reader Note:: These are rates of change, not price levels: the report prints no absolute cost per thousand impressions or click price for any platform, so nothing here says which one is actually cheaper to buy. Facebook's 13% is the outlier among five platforms that otherwise moved between −3% and +1%. The comparison runs on programmes that stayed active on a consistent strategy across both periods, mostly the same clients at each end, so a platform advertisers walked away from would not show up here as a price move at all.
Evidence:: Observed behaviour
Vendor interest:: High — This comes from a company with a commercial interest in this market, so it is not a neutral source.
Sample:: Anonymized performance data from Tinuiti-managed advertising programs representing over $4 billion in annual digital ad spend; sample restricted to programs that remained active and maintained a consistent strategy over the periods studied; mostly same-client growth.

Good for

Comparing yourself against a similar segment, and choosing what to test next.

Saying that one thing caused another, or predicting what you would get.
This comes from a company with a commercial interest in this market, so it is not a neutral source.
This is an aggregated or average number that covers very different cases. Real results in a particular segment may differ.

Nearly half of all marketers allocate nothing to consumer research in influencer marketing, and no one allocates more than 10%

Share of respondents by % of influencer budget allocated to consumer research and analytics before campaign execution
Budget allocation range	Share of respondents (%)
0% (no dedicated research budget)	48%
1-5%	35%
5-10%	19%
10-15%	0%
More than 15%	0%

TikTok and Instagram creator video pricing varies significantly, with Instagram typically being the pricier channel by follower tier

Sponsored video price range by influencer follower count, TikTok vs Instagram Reels
Influencer follower count	TikTok video pricing low (USD)	TikTok video pricing high (USD)
1K - 10K	$50	$200
10K - 100K	$200	$1,000
100K - 500K	$1,000	$5,000
500K - 1M	$5,000	$10,000
> 1 Million	$10,000	—

61%

of marketers plan to increase their investment in creator content in 2026

Our Substack turns the data behind these cards into full breakdowns: what changed, why, and what to do about it.

Typical macro influencer campaigns cost $8,000 to $25,000, while nano campaigns cost $400 to $1,200

Enterprise advertisers put 63.7% of their monthly Meta spend behind winning ads, against 23.0% at micro advertisers

Meta ads: share of monthly spend going to winners, mid-range and losers, by advertiser size (%)
Advertiser size	Losers (%)	Mid-range (%)	Winners (%)
Micro (<$10K)	31.5%	45.6%	23%
Small ($10K-$50K)	25.7%	39.7%	34.6%
Medium ($50K-200K)	18.6%	28.1%	53.3%
Large ($200K-1M)	17.1%	26.4%	56.5%
Enterprise ($1M+)	13.8%	22.4%	63.7%

71%

of organizations said their influencer marketing investment increased year over year