Meta、TikTok的广告流量价格正在集体暴涨

Core Insights - The era of "cheap social advertising" is rapidly coming to an end, with significant increases in advertising costs across major social platforms in the U.S. [1][5][8] Group 1: Advertising Cost Trends - By Q4 2025, Instagram is projected to be the first social platform to exceed a CPM (cost per thousand impressions) of $10, while TikTok's CPM is expected to rise from $7.12 to $9.86, marking a 38.5% increase within the year [2][16][22] - The collective rise in advertising prices across U.S. social platforms indicates a systematic adjustment, moving away from the low-cost era [5][8][20] - The increase in CPM is driven by a shift in advertising efficiency metrics, focusing on "real intent" rather than mere impressions [6][10][19] Group 2: Changes in Advertising Strategy - Advertising is transitioning from a "traffic business" to an "intent business," with platforms limiting ineffective ad displays and promoting automated tools to enhance targeting precision [7][19][24] - The adoption of AI-driven automated tools, such as Meta's Advantage+ and TikTok's Smart+, is reshaping ad purchasing methods, leading to higher CPMs but improved conversion rates [10][19][24] - Brands are encouraged to focus on whether their ads reach the most likely converters and adapt to the new algorithmic priorities of the platforms [7][19][24] Group 3: Platform-Specific Insights - Instagram's CPM is expected to surpass Facebook's, with Reels playing a crucial role in its monetization success [12][22] - TikTok's advertising prices are on the rise despite policy uncertainties, with a strong performance during key shopping events indicating robust advertiser interest [13][25][26] - Snapchat remains the platform with the lowest CPM, but its growth in advertising revenue is lagging behind competitors, raising concerns about its long-term viability [14][30][32] Group 4: Market Dynamics and Future Outlook - The overall U.S. social advertising spending is projected to exceed $100 billion by 2025, with a significant portion directed towards social video [19][20] - Platforms are increasingly prioritizing "quality of impressions" over "quantity," leading to a more efficient advertising environment [21][34] - The competitive landscape among smaller social platforms is intensifying, with Snapchat's reliance on high-frequency, low-value ads potentially jeopardizing its market position [28][30][32]