What percentage of total budget should go to social media?

10-25% of the marketing budget, depending on industry and goals. B2B tends lower, B2C higher.

At what budget level do paid ads make sense?

From €500/month on one platform, meaningful campaigns can run. Below €300, the learning effect for algorithms is too small.

Do we need an agency or does an internal social media manager suffice?

For strategy and campaign management, an agency helps. Daily content creation often works better internally.

How do we measure the ROI of our social media investment?

Through attribution: UTM tracking, lead source analysis, and customer lifetime value. We set up the tracking for you.

What percentage of total budget should go to social media?

10-25% of the marketing budget, depending on industry and goals. B2B tends lower, B2C higher.

At what budget level do paid ads make sense?

From €500/month on one platform, meaningful campaigns can run. Below €300, the learning effect for algorithms is too small.

Do we need an agency or does an internal social media manager suffice?

For strategy and campaign management, an agency helps. Daily content creation often works better internally.

How do we measure the ROI of our social media investment?

Through attribution: UTM tracking, lead source analysis, and customer lifetime value. We set up the tracking for you.

Social Media

Social Media Budget Planning: A Guide for Mid-Market Companies

Kevin KrögerSocial Media

How much should a company invest in social media? The answer 'it depends' isn't helpful. So let's get specific. In this guide, we show how to divide your social media budget wisely — between organic content, paid ads, and the right tools.

The 70-20-10 rule for social media budgets

70% for proven formats: content that demonstrably works. Regular posts, stories, videos in formats that resonate with your audience. 20% for new experiments: testing new platforms, trying innovative formats, influencer partnerships. 10% for risk: bold campaigns, creative ideas, controversial takes. This distribution ensures you deliver consistently while staying innovative.

Paid vs. organic: Where to invest?

The honest answer: organic alone isn't enough in 2025. Organic reach is declining on all platforms. Paid amplification is necessary to get good content in front of the right audience. Our recommendation: 60% organic (content creation, community management), 40% paid (boosted posts, lead ads, remarketing). For startups: more paid for fast growth. For established brands: more organic for deepening.

Concrete budget examples by company size

Small SME (10-50 employees): €2,000-5,000/month (1 person part-/full-time + €500-2,000 ad budget). Mid-market (50-250 employees): €5,000-15,000/month (1-2 people + agency support + €2,000-5,000 ads). Larger companies: €15,000+/month (internal team + agency + significant ad budget). Important: These are benchmarks. The optimal budget depends on industry, goals, and current state.

Conclusion

Budget planning for social media doesn't need to be complicated. With clear priorities and the right split between organic and paid, you achieve maximum impact with every euro invested.