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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
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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
E-Mail ChartDownload

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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