Two quotes that both say “12 posts + 8 stories a month” may not describe the same work. In one the images are stock and the copy is templated; in the other there is product photography, original copy and ad management. This article gives no figures — those are on the packages page — but it lets you compare quotes on the same items.
The five items that set the price
- 01Visual production. The most expensive and most decisive item. Where do the images come from: phone photos you send, stock, a studio shoot, or AI-generated product images? AI production lowers studio cost while keeping a consistent visual language, which is why it appears in more packages.
- 02Content plan and copy. Monthly calendar, original copy, hashtag research. The difference between templated and original copy is invisible at first and visible in engagement after three months.
- 03Ad management. The ad budget is separate; the management fee covers setup, targeting, weekly optimisation and reporting. On quotes that say “ads included”, ask whether budget or management is included. The logic is in advertising on Instagram.
- 04Community management. Replies to comments and messages. Who, at which hours, how fast? An unanswered DM is a lost sale.
- 05Reporting. Is the monthly report “likes”, or “visitors and forms on the site”? The second needs measurement infrastructure (Pixel, GA4); the first is decoration.
Why “number of posts” misleads
Post count is output, not outcome. Two good posts a week bring more engagement than six mediocre ones. A quote should say less about the count and more about how each post is produced: image source, copy process, approval flow.
Hidden costs and questions
- Who owns the images and copy; can you use them after the contract ends?
- Do you keep admin access to the accounts?
- Is the ad account opened in your name? (If in the agency’s account, the historical data does not stay with you.)
- Revision rights and approval turnaround?
- Contract length and exit terms?
Do it yourself, or a package?
A single-branch café can run its own account with phone-shot product photos and a regular plan; the real estate and dental clinic articles carry sector plans. A package makes sense in three cases: visual production is beyond you, ads are being managed, or the routine breaks within two months. For the routine problem, posting and notification automation may be enough instead of a full package.
Sufitware’s social media ads service produces the visuals with AI and includes ads and reporting in the same package; what is included is stated on the packages page. Write your current accounts and how much content you want per month in the brief form and we will say which items you actually need.
Frequently asked questions
- Is the ad budget included in a social media package?
- Usually not; the package covers the management fee and the ad budget is paid to the platform separately. Ask explicitly in the quote.
- How many posts a month are enough?
- Regularity and quality matter more than count; for most small businesses two or three original posts a week beat six mediocre ones.
- Do I keep the content after the contract ends?
- It depends on the contract; ask in writing upfront that ownership of images and copy passes to you and that admin access stays with you.