Worldwide Social Media Benchmarks: Bank Q2 2026

User-generated content: what’s achievable

Brands using Emplifi’s UGC solution this quarter saw:

• 19.88x increase in conversion rate
• 5.06x increase in website visits
• 1.08x increase in average order value

These figures represent the median uplift seen across Emplifi’s Brands UGC Accounts Benchmark for Q2 2026.

Organic performance: Facebook and Instagram

Interaction share by industry

On Facebook, Ecommerce accounts for 27.5% of total brand interactions — the highest share of any category. On Instagram, Ecommerce leads with 37.4% of interactions.

Facebook interaction distribution (Q2 2026):

Instagram interaction distribution (Q2 2026):

Platform landscape at a glance

In Worldwide, Instagram brand profiles carry a lower median follower count than Facebook pages carry fans for Bank brands. The figures below reflect relative positioning across all profiles in the sample at the end of Q2 2026.

Activity volume on both platforms is roughly comparable, while user engagement on Instagram outpaces Facebook.

Median post interactions

Median post interactions track the middle-ranked page or profile by monthly interactions — a measure of typical performance rather than outlier peaks.

Instagram’s median post interactions held in the low-30s across the past year before easing slightly toward the end of the period, while Facebook’s median hovered in the high teens throughout, briefly climbing near 20 around January 2026 before settling back to around 16 by June.

Relative median post interactions

Relative median interactions index each platform’s performance against its own peak over the reporting period, making it easier to compare directional trends across platforms regardless of absolute scale.

By June 2026, Facebook’s relative median interactions sat at around 82% of its 12-month peak, while Instagram was close behind at roughly 80% of its own peak — both platforms trending modestly below the highs they reached earlier in the period, with Facebook’s peak landing near January 2026.

Median post impressions

Impressions measure how many times posts were displayed, regardless of interaction. This metric is available for both platforms and reflects reach rather than engagement.

Instagram impressions climbed steadily from about 1,800 in May 2025 to a peak near 4,100 in November 2025, then pulled back sharply to roughly 2,300 by June 2026. Facebook impressions moved in a narrower band, peaking near 3,700 in November 2025 before easing to about 2,500 by the end of the period.

Engagement rate trends

Median post engagement rates this quarter:

• Instagram: ~2.55%
• Facebook: ~1.05%

Instagram engagement held fairly steady in the 2.4%–2.7% range throughout the year, while Facebook engagement trended gradually upward, climbing from around 0.75% in mid-2025 to roughly 1.05% by June 2026.

Best-performing post types

Facebook: Live Video and Status continue to outperform other formats organically. In Q2 2026, Live Video generated a median of 40 post interactions, which is 23 more than the 2nd-highest post type, Status, at 17.

Instagram: Reel and Carousel posts lead organic performance. Reels generated a median of 43 post interactions this quarter; Carousels reached 33.

Full organic post type performance (Q2 2026):

Post type distribution trends:

On Facebook, Photo remains the dominant post format at around 65% of posts, though Reels are gaining share steadily — rising from near zero in mid-2025 to approximately 25% by Q2 2026. On Instagram, Reel, Image, and Carousel each account for roughly a third of posts published, with Reel and Carousel driving the majority of top-performing content.

Top performing pages and profiles

Facebook — top pages by total interactions (Q2 2026):

Instagram — top profiles by total interactions (Q2 2026):

Top posts this quarter

The highest-performing individual posts by interactions across Worldwide brands in Q2 2026:

Facebook:

Instagram:

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Paid performance: Facebook and Instagram ads

Where brands are spending

The majority of paid spend for Bank brands goes to FB feed, followed by FB facebook reels and IG feed. Spending on FB feed is 17.11 percentage points higher than on FB facebook reels.

CPC and CPM by placement

The most cost-efficient placements for Bank brands this quarter:

• Lowest CPC: AN an classic, FB feed, and FB facebook reels
• Lowest CPM: AN an classic, FB facebook reels, and FB feed

CPC and CPM by placement (Q2 2026):

Click-through rate by placement

Within the Bank brands benchmark, AN an classic leads on CTR at 2.52%, compared to FB feed at 1.68%.

CTR by placement (Q2 2026):

Cost trends over time

Q2 2026 ad cost benchmarks for Worldwide:

Bank-specific CPC ran well below the Worldwide figure all year, holding in the $0.09–$0.13 range and ending around $0.10 in June 2026, compared to Worldwide’s $0.19–$0.23 band that settled near $0.21. CPM told a different story: Bank’s cost per thousand impressions climbed steadily from about $0.80 in May 2025 to roughly $1.35 by June 2026, narrowing the gap with Worldwide, which peaked near $2.30 in November 2025 before easing to about $2.10. CTR for Bank rose sharply from around 0.90% in late 2025 to approximately 1.35% by June 2026, overtaking the Worldwide rate, which held in a narrower 0.85%–1.10% band throughout the period.

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