A package of posts sounds simple until the comments, approvals and reporting arrive. This estimate keeps content production and ongoing service time together.
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Let’s work it out.
The starting figures are illustrations, not industry benchmarks. Replace them with your own costs and assumptions. Calculations happen in your browser; figures are not saved to your account or sent as analytics properties.
Changes the display label only. It does not convert amounts. Use a consistent basis for tax-inclusive or tax-exclusive figures.
Your planning estimate
- Estimated monthly service fee
- AUD 1,687.50
- Monthly service hours
- 26 hours
- Monthly posts across channels
- 16
- Monthly cost allowance
- AUD 1,350.00
How this calculation works
Channels × posts per channel × hours per post gives content hours. Add community, planning and reporting hours, multiply by your hourly labour allowance and add direct monthly costs. Divide by (1 − target margin) for the monthly fee. Posts adapted for multiple channels are counted separately here; adjust the hours per post to reflect actual reuse.
A little more context: Keep a retainer’s scope clear.
How the calculation works
Channels × posts per channel × hours per post gives content hours. Add community, planning and reporting hours, multiply by your hourly labour allowance and add direct monthly costs. Divide by (1 − target margin) for the monthly fee. Posts adapted for multiple channels are counted separately here; adjust the hours per post to reflect actual reuse.
A worked example you can change
The tool starts with the illustrative figures below. They demonstrate the calculation; they are not industry averages, recommended rates or promises about what you will earn. All monetary figures in this example are AUD.
Channels included: 2 Posts per channel per month: 8 Hours per post, including adaptation: 1 Monthly community management hours: 6 Monthly planning and reporting hours: 4 Hourly labour allowance: 50 AUD Direct monthly tools and external costs: 50 AUD Target margin on the fee: 20% Estimated monthly service fee: 1,687.5 AUD Monthly service hours: 26 hours Monthly posts across channels: 16 Monthly cost allowance: 1,350 AUD
Make the estimate fit your social media work
The most useful estimate is one you can explain. Check these details against the actual job or business arrangement before you rely on the result.
- Include client calls and approvals in the planning and reporting hours.
- Separate advertising spend from your service fee unless it is explicitly included.
- Set boundaries for response hours and extra content. A monthly retainer should not imply round-the-clock availability.
What this tool does and does not include
The calculation uses the figures you enter and the method above. It does not fetch market rates, convert currencies, assess demand or calculate tax, payroll or legal obligations. Choose a consistent tax basis for the amounts you enter. Changing display currency changes the label only.
Your inputs stay in this browser page and reset when you leave or reload. You can copy or download a text estimate with its assumptions. If you choose to use Lufu, you can then prepare an actual quote or invoice with the details you have agreed.