Worldwide Social Media Benchmarks: Body Care 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. Within Emplifi’s taxonomy, Body Care sits inside the broader Beauty category, which itself accounts for 1.9% of total Facebook interactions and 4.9% of total Instagram interactions worldwide this quarter — a modest but meaningful slice of a landscape still dominated by Ecommerce.

Facebook interaction distribution (Q2 2026):

Instagram interaction distribution (Q2 2026):

Platform landscape at a glance

For Body Care brands worldwide, Facebook pages carry a higher median fan count than Instagram profiles carry followers — the reverse of what’s typical across many other industries. Even so, activity volume is higher on Instagram than on Facebook, and Instagram also leads on user engagement.

Activity volume is higher on Instagram than on Facebook, while user engagement on Instagram also 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 median post interactions declined from around 33 in mid-2025 to the low-to-mid 20s by Q2 2026, with some month-to-month choppiness along the way. Facebook held in a narrow, low single-digit band throughout the same period, never approaching Instagram’s level of typical engagement.

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 Q2 2026, Facebook’s relative median interactions had fallen to around 50% of its own peak — its lowest point in the period — after holding near 100% through mid-2025. Instagram was more volatile but ended the period stronger, closing around 70-75% of its peak following a brief climb to nearly 90% in the prior month.

Best-performing post types

Facebook: Link and Reel posts lead organic performance this quarter. Link posts generated a median of 5 post interactions, while Reels reached 4 median post interactions — both ahead of Photo, Status, Live Video, and standard Video.

Instagram: Carousel and Reel posts continue to lead organic performance. Carousels generated a median of 25 post interactions this quarter; Reels reached 23.

Full organic post type performance (Q2 2026):

Post type distribution trends:

On Facebook, Photo remains the dominant post format at around 50% of posts, down from roughly 73% a year earlier, while Reels have grown from near zero to approximately 44% of posts by Q2 2026 — a steady shift in publishing mix even though Photo still edges out Reel on median interactions. On Instagram, Reels account for the largest share of posts (around 45-50%), followed by Images (roughly 30%) and Carousels (around 18-20%), with Carousels and Reels driving the bulk of top-performing content despite publishing less frequently than Reels alone would suggest.

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 Body Care 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 Worldwide brands goes to FB feed, followed by IG feed and IG instagram reels. Spending on FB feed is 18.7 percentage points higher than on IG feed.

CPC and CPM by placement

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

• Lowest CPC: FB feed, FB facebook reels, and IG instagram stories
• Lowest CPM: FB feed, FB facebook reels, and IG instagram reels

CPC and CPM by placement (Q2 2026):

Click-through rate by placement

Within the Worldwide brands benchmark, FB feed leads on CTR at 1.53%, compared to FB facebook reels at 0.87%.

CTR by placement (Q2 2026):

Cost trends over time

Q2 2026 ad cost benchmarks for Worldwide:

Body Care’s ad benchmarks are only available as a single pooled Worldwide line this quarter — there isn’t a separate industry-specific breakout, so the brands and overall figures above are identical. CPC held in the $0.19-0.22 range for most of the past year, dipped to around $0.17 in January-February 2026, and recovered to roughly $0.21 by June 2026. CPM followed a similar arc, peaking near $2.30 in November 2025, dropping to about $1.65 in January 2026, and climbing back to around $2.10 by quarter’s end. CTR trended gently upward across the full period, ending near 1.05-1.10% in June 2026, while total spend ranged from about $4,300 to $6,000, dipping in January 2026 and peaking around both November 2025 and June 2026.

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