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EMARKETER

US Social Ad CPMs Forecast 2025

Video, Lower-Funnel Ads, and AI Offerings Pump Up Prices

Report by Minda Smiley  |  Aug 14, 2025
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Table of Contents
Executive Summary
Social networks are increasing ad rates as they sell promise of AI
Meta prices are rising, but advertisers are seeing stronger results
TikTok’s pricing remains steady despite its shaky year
There’s a growing divide between smaller social networks
Implications for marketers
EMARKETER Interviews
Sources
Media Gallery
About This Report
CPM prices are rising YoY on every major social network in the US. But AI-driven ad products are helping advertisers see better outcomes, making it easier for them to justify the higher costs that come with more efficient targeting.
Topics
Total Media Ad Spending
Advertising Performance Metrics
US
Table of Contents
Executive Summary
Social networks are increasing ad rates as they sell promise of AI
Meta prices are rising, but advertisers are seeing stronger results
TikTok’s pricing remains steady despite its shaky year
There’s a growing divide between smaller social networks
Implications for marketers
EMARKETER Interviews
Sources
Media Gallery

CPM prices are rising across major social networks. This is partly due to AI-powered ad offerings that can command higher prices—but often lead to better results for advertisers. Video and lower-funnel ads are also contributing to higher prices.

Key Question: How are CPM prices trending across major social networks in the US?

Key Stat: Instagram’s average CPM hit $9.46 in Q2 2025, per our forecast, and will remain higher than Facebook’s for the foreseeable future in the latest sign that Instagram has become Meta’s primary platform.

As Meta's CPMs Rise, Instagram's Pricing Overtakes Facebook
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Here’s what’s in the full report

1file

Exportable files for easy reading, analysis and sharing.

8charts

Reliable data in simple displays for presentations and quick decision making.

4expert perspectives

Insights from industry and company leaders.

    Table of Contents

    1. Executive Summary
    2. Social networks are increasing ad rates as they sell promise of AI
    3. Meta prices are rising, but advertisers are seeing stronger results
    1. TikTok’s pricing remains steady despite its shaky year
    2. There’s a growing divide between smaller social networks
    3. Implications for marketers
    1. EMARKETER Interviews
    2. Sources
    3. Media Gallery

    Charts in This Report

    As Meta's CPMs Rise, Instagram's Pricing Overtakes FacebookInstagram, TikTok, and Pinterest Will Close 2025 With Double-Digit CPM Growth
    CPM Growth Is Outpacing Impressions Growth Across Major Social NetworksMeta Impressions Fall While Prices Go Up , (US Meta ad CPM vs. impressions per day per monthly active user (MAU), Q4 2022-Q4 2025)
    Reels Now Make Up a Fifth of Instagram Ad ImpressionsAs Meta's CPMs Rise, Instagram's Pricing Overtakes Facebook
    Instagram CPMs Are Higher Than TikTok's, and Will Remain So Through the End of the YearSnapchat CPMs Aren't Keeping Pace With Other Social Networks

    Interviewed for This Report

    Marissa Cristiano
    Cossette Media
    Associate Vice President
    Interviewed July 23, 2025
    Jack Johnston
    Tinuiti
    Senior Social Innovation Director
    Interviewed July 25, 2025
    Shuree Jones
    Rain the Growth Agency
    Group Director, Paid Social and Influencer Media
    Interviewed July 22, 2025
    Calla Murphy
    Belardi Wong
    Senior Vice President, Digital Strategy and Integrated Marketing
    Interviewed July 15, 2025

    authors

    Minda Smiley

    Contributors

    Rahul Chadha
    Director, Report Editing
    Vladimir de Leon
    Chart Editor
    Jasmine Enberg
    Vice President and Principal Analyst
    Donte Gibson
    Senior Charts Editor
    Kyndall Krist
    Senior Copy Editor
    Monica Peart
    Matt Torpey
    Senior Chart Editor
    Emman Velasco
    Chart Editor
    Paul Verna
    VP, Content
    Max Willens
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