The CPM metric, or cost per mille, is a great tool for advertisers to use in comparing ad platforms side by side.  Defined as “cost per 1000 impressions,” it gives us a general sense of how expensive it is to garner prospect attention on any given platform.  It’s no surprise then that TikTok is gaining market share based solely upon the cost of impressions. 

According to data from 2022 reported by marketing agency VaynerMedia and the Financial Times, the cost per thousand impressions for video advertising on TikTok is cheaper compared to other competing platforms, with rates almost half those of Instagram Reels, a third less than Twitter and 62% lower than Snapchat’s.

To perhaps give you a more balanced sense of CPM, let’s look at the duopoly (Facebook [Meta] and Google Ads).  Facebook’s average CPM is around $14, and Google’s can be as high as $41, although it’s harder to pin down due to the multitude of different ad products on Google.  TikTok is around $8, making it a superb value. 

Despite this, the cost per thousand impressions of Facebook and Instagram, owned by the same company, decreased in the third quarter of last year according to Tinuiti. Despite this, many Meta advertisers saw an increase in ad prices [it’s funny how averages work], with the median advertiser seeing a 6% increase. In Q3 2022, the cost per thousand impressions of Facebook decreased by over 20% while Instagram’s increased by 17%. When compared to two years ago, the CPM of Facebook has risen by 16%, while Instagram’s CPMs have grown by 55%.

Combine that insight with a study conducted by ad design platform Creatopy last year, which discovered that TikTok garnered nearly three times as many impressions for a single video as Instagram Reels or YouTube Shorts, and the platform starts to look like even more of a value play as it continues to gain market share. 

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42 Responses

  1. I want to to thank you for this wonderful read!! I certainly loved every little bit of it.I have got you book marked to look at new stuff you post…

  2. whoah this blog is excellent i really like studying yourarticles. Keep up the good work! You know, many individuals are hunting round for this information, you could aid them greatly.

  3. Hey! This is my first visit to your blog! We are a group of volunteers and starting a new project in a community in the same niche. Your blog provided us useful information to work on. You have done a marvellous job!

  4. Aw, this was a really good post. Finding thetime and actual effort to make a really goodarticle… but what can I say… I put things offa whole lot and never manage to get anything done.

  5. I was suggested this blog by my cousin. I’mno longer sure whether this put up is written via him as nobody else recognise such particular approximately my trouble.You are wonderful! Thanks!

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