Prices for placements with the same formal parameters differ by dozens of times: one post costs UAH 500, another UAH 50,000. The problem is that this difference does not always correspond to the difference in results, and this is precisely where advertisers lose their budgets. Let’s examine how much it costs, how to check a channel, and which formula to use to avoid overpaying.

Approximate Prices on the Ukrainian Market

A small niche channel with 1,000–10,000 subscribers charges approximately UAH 300–2,000 per post. A medium-sized thematic channel with 10,000–50,000 subscribers charges approximately UAH 2,000–10,000. A large channel with 50,000–200,000 subscribers charges approximately UAH 10,000–50,000. Prices for top channels with broad reach and more than 200,000 subscribers start at UAH 50,000. Additional fees apply for certain formats. Pinning a post adds approximately 30–50% to the cost.

The Main Mistake Advertisers Make

Here is a real case from an agency’s experience. An online store selling children’s products paid UAH 25,000 for advertising in a channel with 80,000 subscribers. According to the table above, this figure looks reasonable. The problem is that the advertiser calculated the cost based on the number of subscribers rather than reach. If a post in such a channel gets 8,000 views, the cost per thousand impressions is approximately UAH 3,125. If it gets 25,000 views, the same amount works out to approximately UAH 1,000 per thousand impressions, or three times cheaper. The number of subscribers is the same in both cases. The practical conclusion: before making any payment, ask not how many subscribers the channel has, but how many views an ordinary post receives.

The Formula That Replaces All Tables

Divide the placement price by the average reach of a post and multiply by 1,000. The resulting number is your cost per thousand impressions, and this is what you compare across channels. Benchmarks for the Ukrainian market look like this. In business and investment topics, a cost of approximately UAH 250–400 per thousand people reached is considered normal. In general and entertainment niches, it is several times lower. If a channel charges significantly more than these benchmarks, you are overpaying regardless of its size.

How to Check a Channel in 10 Minutes

Free analytics services let you examine a channel from the outside, and this is enough to filter out most problematic placements. Here is what to look at. Subscriber growth dynamics. If a channel gained 5,000 subscribers in one day, this indicates artificial inflation, and such channels should be avoided. The ratio of reach to the number of subscribers. For an active channel, 20–40% is considered normal. A figure below 15% indicates either artificial inflation or a dead audience. The difference between the reach of ordinary posts and advertising posts. If advertising posts receive noticeably fewer views, the audience ignores them, and your post will be ignored too. The number of advertising posts per week. A channel that publishes ads every day has an audience suffering from advertising fatigue. Subscriber geography, because you need people from Ukraine, not simply a Ukrainian-language channel. What to request from the owner. Statistics for the last 30 days, not for the entire period. This is essential because all-time data conceals declines in reach over the past few months. Screenshots of the channel’s internal statistics, not just figures provided verbally. Examples of previous placements and their results.

The Official Advertising Dashboard

This is a separate tool with a completely different entry threshold. The platform operates on a cost-per-thousand-impressions model, and the minimum rate for most topics is approximately €0.7, while the average range in 2026 fluctuates between approximately €0.5 and €5, depending on competition. The format affects the price. At a base rate of €2, an advertisement with an image already costs approximately €3.6 per thousand impressions, while one with a video costs approximately €4. The main limitation is the entry threshold. The minimum top-up through most intermediaries is approximately €250, and after accounting for the commission and tax, the final bill comes to approximately €360. Direct access to the platform requires a substantially larger deposit, starting at approximately €1,500. The practical conclusion: for a small business, the official dashboard is a more expensive entry point than direct placements in channels, so it is worth starting with the latter.

How Much to Allocate for Testing

The main mistake is spending the entire budget on one placement in a large channel. The working approach is different. Choose 3–5 channels with similar topics and place an advertisement in each for a small amount, approximately UAH 3,000–5,000 per test. Calculate the cost per thousand impressions and the cost per target action for each, such as a subscription, click-through, or application. Scale only what works. For significant reach and brand awareness, the benchmark is approximately UAH 20,000–50,000 for the active phase of a campaign.

What Not to Do

Buy advertising in a channel whose statistics you have not seen. Focus on the number of subscribers instead of reach. Trust figures provided verbally without screenshots of internal statistics. Place ads in channels that publish advertising every day. Use all-time statistics instead of data from the last 30 days. Invest the entire budget in one placement before testing. Pay in advance without agreeing on the placement period and how long the post will remain in the feed.

What Affects Results More Than Price

Audience relevance. A post in a smaller channel with an audience that precisely matches your target can deliver more than a post in a large channel with a broad, poorly defined audience. The quality of the advertising text itself also matters, since native content written in the channel’s style performs several times better than banner-style advertising. Publication time matters because mornings and evenings generate more views. Where you direct people also matters. If the link leads to a page that does not match the promise made in the post, the budget is wasted regardless of reach.

Summary

Prices on the Ukrainian market range from approximately UAH 300 per post in a small niche channel to UAH 50,000 or more in top channels, but this table alone is not suitable for making a choice. Channels can only be compared by cost per thousand impressions, calculated by dividing the price by average reach, and the real case of paying three times more for the same amount of reach demonstrates how large the difference can be even when the number of subscribers is identical. Therefore, the sequence of actions is as follows: first, check reach and subscriber growth dynamics using free analytics services; then request statistics for the last 30 days; next, test 3–5 channels with small amounts; and only after that scale what worked.

Sources

Ukrainian market prices according to agencies Telegator and SMM Marketing as of 2026, a real case of overpayment from an agency’s experience, and data on rates and minimum deposits for the official advertising platform. Cost-per-thousand-impressions calculations were performed by the editorial team.