2026 Gartner® Magic Quadrant™

Emplifi named a Leader in the 2026 Gartner® Magic Quadrant™ for Social Media Management and Listening

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Emplifi named a Leader in the 2026 Gartner® Magic Quadrant™ for Social Media Management and Listening Get the Report

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13 min read

Jul 22, 2026

Worldwide Social Media Benchmarks: Coffee & Tea Q2 2026

Emplifi Team Social Media Marketing Experts

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What’s in this report

In Q2 2026, Coffee & Tea brands worldwide saw much higher organic engagement on Instagram than on Facebook, with Instagram median post interactions running roughly 4-5x Facebook’s. Link and Live Video posts led organic performance on Facebook, while Carousels and Reels dominated on Instagram. On the paid side, Facebook feed remained the cheapest and highest-CTR placement, while spend concentrated heavily on Facebook feed over every other placement.

This quarterly benchmarks report pulls from Emplifi’s dataset of 1,225 Facebook pages and 551 Instagram profiles across Worldwide, covering April 1, 2026 through June 30, 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. Coffee & Tea sits within the broader Beverages category, which captures 3.3% of total Facebook interactions and 2.9% of total Instagram interactions among tracked industries this quarter.

Facebook interaction distribution (Q2 2026):

Category	Share of total interactions
Ecommerce	27.5%
Retail	11.5%
Services	10.8%
Finance	6.1%
Electronics	5.8%
Others (incl. Beverages at 3.3%)	26.3%

Instagram interaction distribution (Q2 2026):

Category	Share of total interactions
Ecommerce	37.4%
Fashion	11.8%
Services	6.7%
Retail	6.4%
Sporting Goods	6.2%
Others (incl. Beverages at 2.9%)	18.6%

Platform landscape at a glance

In Coffee & Tea Worldwide, the pattern runs opposite to many industries: Facebook pages carry a higher median fan count than Instagram profiles carry followers. The figures below reflect relative standing across all profiles in the sample at the end of Q2 2026 (Emplifi’s underlying chart doesn’t print exact axis values for this view, so directional comparisons are shown instead).

Metric	Instagram	Facebook
Median followers / fans	Lower	Higher
Median posts published (quarter)	Higher	Lower
Median total interactions (quarter)	Higher	Lower

Activity volume is higher on Instagram than on Facebook for Coffee & Tea brands, and user engagement on Instagram also outpaces Facebook by a wide margin — consistent with the median post interactions data below.

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.

Platform	Q2 2026 median post interactions
Instagram	~37
Facebook	~8

Instagram median post interactions drifted down gradually from around 46 in mid-2025 to the high-30s by Q2 2026, with a brief bump in November 2025. Facebook held in a narrow 8-13 band all year and ended the period near its low point, widening the gap between the two platforms.

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 62% of its own peak — its lowest point in the period — while Instagram held up better, sitting near 75% of its peak. Both platforms trended downward from their spring 2025 highs, but Facebook’s decline was steeper.

Median post impressions

Emplifi’s Q2 2026 dataset for Coffee & Tea Worldwide doesn’t break out a separate impressions view this quarter, so no median impressions figures are available for either platform in this release.

Engagement rate trends

Emplifi’s Q2 2026 dataset for Coffee & Tea Worldwide doesn’t break out separate engagement-rate figures this quarter. Directionally, per the Social Media Landscape view above, user engagement on Instagram clearly outpaces Facebook for this industry — a pattern consistent with the median post interactions data, where Instagram runs roughly 4-5x Facebook’s typical post performance.

Best-performing post types

Facebook: Link and Live Video posts continue to outperform other formats organically. In Q2 2026, Link posts generated a median of 17 post interactions, while Live Video reached 10.

Instagram: Carousel and Reel posts lead organic performance. Carousels generated a median of 51 post interactions this quarter — 19 more than the next-best format; Reels reached 32.

Full organic post type performance (Q2 2026):

Post type	Platform	Median post interactions
Link	Facebook	17
Live Video	Facebook	10
Status	Facebook	8
Photo	Facebook	8
Reel	Facebook	7
Video	Facebook	5
Carousel	Instagram	51
Reel	Instagram	32
Image	Instagram	27

Post type distribution trends:

On Facebook, Photo remains the dominant post format, falling from around 74% of posts in mid-2025 to roughly 57-60% by Q2 2026, while Reels have climbed steadily from near zero to approximately 35-37% of posts over the same period. On Instagram, Reels lead at around 46% of posts, followed by Images (~32%) and Carousels (~22%) — with Reels and Carousels driving most of the top-performing content despite Carousels’ smaller share of volume.

Top performing pages and profiles

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

Rank	Brand	Posts	Interactions
1	SEYLON TEA Bangladesh	75	801,732
2	Ispahani Mirzapore Tea	40	528,284
3	Black Rifle Coffee Company	216	416,163

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

Rank	Brand	Followers	Posts	Interactions
1	7 Brew Coffee	1,000,578	60	1,470,183
2	Black Rifle Coffee Company	1,954,587	43	807,354
3	Matchæologist®	138,609	91	282,910

How does your brand compare?

These benchmarks reflect median performance across thousands of brands in Emplifi’s dataset. Get a free personalized assessment to see exactly where your brand stands today.

Get your free social media assessment →

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):

Placement	CPC (USD)	CPM (USD)
FB facebook reels	~$0.30	~$3.50
FB feed	~$0.20	~$3.50
IG feed	~$0.70	~$5.00
IG instagram reels	~$0.70	~$4.00
IG instagram stories	~$0.70	~$4.50

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):

Placement	CTR (%)
FB feed	1.53%
FB facebook reels	0.87%
IG instagram stories	~0.40%
IG feed	~0.40%
IG instagram reels	~0.25%

Cost trends over time

Q2 2026 ad cost benchmarks for Worldwide. Emplifi’s Q2 2026 ad dataset for Coffee & Tea shows only a pooled Worldwide line rather than a separate industry-specific breakout, so both columns below reflect the same Worldwide figures:

Metric	Brands benchmark	Worldwide overall
CPC (USD)	~$0.21	~$0.21
CPM (USD)	~$2.13	~$2.13
CTR (%)	~1.08%	~1.08%

CPC held in a $0.19-$0.22 band for most of the past year, dipped to around $0.17 in January-February 2026, and recovered to roughly $0.20-$0.21 by June 2026. CPM followed a similar arc, ranging $1.85-$2.30, dropping to about $1.65 in January 2026 before climbing back to $2.10-$2.15 by June. CTR trended mildly upward across the period, moving from around 0.85% to approximately 1.05-1.10% by the end of Q2 2026.

How to use these benchmarks

These figures represent median performance across thousands of brand profiles in Emplifi’s dataset — they’re a useful calibration point, not a ceiling. If your Coffee & Tea brand is generating fewer than roughly 37 median Instagram post interactions, there’s likely room to lean further into Carousels and Reels; on Facebook, where the bar is much lower, consistent Link and Live Video posting can put you ahead of the median quickly.

Frequently asked questions

Which social platform had the highest engagement in Q2 2026?

Instagram. Across 30 industries, Instagram posts got higher user engagement than Facebook posts — with no exceptions. Instagram also led on activity volume (post frequency) in most verticals, and ran neck-and-neck with Facebook in the rest. If you’re deciding where to focus organic effort this quarter, Instagram is the stronger channel almost everywhere.

What were the best-performing Instagram post types?

Reels and carousels. In nearly every industry we benchmarked, these two formats drove the highest median post interactions, often by a wide margin over photos and stories. Which one wins first place varies by industry, but the reel-carousel pairing is the consistent pattern.

Which Facebook ad placement had the lowest CPC?

The Facebook feed. It had the lowest cost per click worldwide, with Facebook Reels close behind as the second-cheapest placement. Instagram Stories was the lowest-CPC Instagram placement, but still came in behind both Facebook options.

Which industries generated the most social interactions?

E-commerce, by a wide margin — accounting for 37.4% of all brand-profile interactions on Instagram and 27.5% on Facebook. Retail and services follow as the next-largest categories on both platforms, with fashion also ranking high on Instagram specifically.

How does user-generated content affect conversions?

Brands using UGC saw a 19.88x increase in conversion rate, a 5.06x increase in website visits, and a 1.08x increase in average order value, compared to brands that don’t (Emplifi Brands UGC benchmark, Q2 2026). Conversion rate is where UGC makes the biggest difference.

Rank	Brand	Post description	Interactions
1	Ispahani Mirzapore Tea	Product showcase post	131,863
2	SEYLON TEA Bangladesh	Seasonal/cultural announcement post	80,207
3	NESCAFÉ	Iced coffee drink promo post	64,972

Rank	Brand	Post description	Interactions
1	Black Rifle Coffee Company	Humorous product parody post	111,931
2	Black Rifle Coffee Company	Patriotic-themed brand post	109,379
3	7 Brew Coffee	Seasonal drink launch promo	108,977

Report: The state of social media marketing 2026

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