What's almost always in the package
| Service | Share of packages |
|---|---|
| Content creation | 97% |
| Scheduling and publishing | 96% |
| Strategy and planning | 93% |
| Reporting and analytics | 81% |
| Community management | 75% |
| Paid social | 18% |
"Content creation" is the line to interrogate. To one provider it means captions and simple graphics; to another it means photography, video production, motion graphics, and multiple rounds of revisions. The same survey notes that video and creative production, paid social, and additional content or profiles are the services most commonly priced as extras.
How tiers usually differ
HeyOrca's 2026 benchmark describes the common three-tier shape: a Starter tier for clients who need consistent execution with a clearly defined scope; a Growth tier for more channels, content, strategy, or reporting; and a Custom tier for complex production, community management, paid social, or other requirements. The caution in that same guide is worth repeating from the buyer's side: if the only difference between tiers is "more posts," you're not being shown the strategic and creative work you're paying for.
Comparing two packages
Normalize before you compare. For each package, list the platforms, the posting cadence per platform, the formats (static, carousel, short-form video), whether community management is included and with what response window, what the monthly report contains, and whether strategy is a one-time document or an ongoing function. Then put the prices next to the lists. The cheaper package is usually cheaper for a reason you can now see.
Budgeting for a package
Decide the total you can afford from your own economics first — the budget allocator splits a monthly figure across content, paid media, and management — then shop for the package that fits it, rather than letting the package set the budget.