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Channel
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Paid social benchmarks
Meta, TikTok, Pinterest, Snapchat, Reddit, X, LinkedIn. Highest-volume direct-response channel for consumer brands. Creative-led, audience-targeted, algorithm-mediated.
Share of digital ad spend: ~28% of US digital ad spend (2026)
Channel snapshot
Avg CPM $4–80 depending on platform and stage. Meta = highest volume, TikTok = lowest CPM, LinkedIn = highest CPM with highest intent.
How to operate this channel
Operator playbook
- Maintain server-side Conversion API (CAPI/equivalent) on every platform.
- Run weekly creative refresh cycles — paid social rewards fatigue cycling.
- Measure with MER + incrementality, not pixel ROAS alone.
- Spark Ads / branded content beats brand-only creative by 30–55% on CTR.
- Test cross-platform holdouts quarterly to validate channel incrementality.
Platforms in this channel
Meta (Facebook & Instagram)Platform deep-diveTikTokPlatform deep-divePinterestPlatform deep-diveSnapchatPlatform deep-diveRedditPlatform deep-diveX (Twitter)Platform deep-diveLinkedIn AdsPlatform deep-dive
Want to model your spend in this channel? Use the CPM calculator, ROAS calculator, and budget allocator to plan allocation.