Worldwide Social Media Benchmarks: Entertainment Q2 2026

User-generated content: what’s achievable

Brands using Emplifi’s UGC solution this quarter saw:

• 18.95x increase in conversion rate
• 4.97x 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. Entertainment doesn’t crack the top 5 individually on either platform, and instead falls within the “Others” bucket alongside dozens of other verticals.

Facebook interaction distribution (Q2 2026):

Instagram interaction distribution (Q2 2026):

Platform landscape at a glance

In Worldwide, Instagram brand profiles carry a higher median follower count than Facebook pages for Entertainment brands. The figures below reflect directional comparisons across all profiles in the sample at the end of Q2 2026 (the underlying chart doesn’t publish exact medians, so directional comparisons are shown instead).

Activity volume is higher on Facebook, while user engagement on Instagram outpaces Facebook by a wide margin.

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 have held in a fairly tight band over the past year — peaking near 655 in mid-2025, dipping to around 520 in November 2025, and recovering to roughly 575 by June 2026. Facebook’s median has stayed close to flat and near zero throughout the same period, underscoring how much organic reach has shifted to Instagram for Entertainment brands.

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, both Facebook and Instagram’s relative median interactions sat around 82–85% of their respective peaks, after dipping closer to 80% in November 2025 and again in March 2026. The two platforms tracked each other closely across the full period, suggesting similar seasonal engagement patterns despite very different absolute interaction volumes.

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 around 8,000 in mid-2025 to a peak near 17,000 in September 2025, before pulling back to roughly 11,500 in January 2026 and recovering to approximately 14,000 by June 2026. Facebook impressions stayed flat in the 5,500–6,500 range throughout the entire period.

Engagement rate trends

Median post engagement rates this quarter:

• Instagram: ~3.65%
• Facebook: ~1.0%

Both platforms’ engagement rates have been remarkably stable over the past year, with Instagram consistently running more than three times higher than Facebook and neither platform showing a meaningful directional shift quarter over quarter.

Best-performing post types

Facebook: Live Video and Reel continue to outperform other formats organically. In Q2 2026, Live Video generated a median of 44 post interactions, while Reel reached 30.

Instagram: Carousel and Reel posts lead organic performance. Carousels generated a median of 763 post interactions this quarter; Reels reached 738.

Full organic post type performance (Q2 2026):

Post type distribution trends:

On Facebook, Photo remains the most-published format at around 50% of posts, though Reels have grown sharply — rising from near zero in early 2025 to approximately 39% of posts by Q2 2026. On Instagram, Reels dominate the content mix at around 57% of posts, with Carousels at roughly 25% and Images at around 18%; Reels and Carousels also drive the bulk 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 Entertainment brands goes to FB feed, followed by IG instagram reels and IG feed. Spending on FB feed is 6.47 percentage points higher than on IG instagram reels.

CPC and CPM by placement

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

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

CPC and CPM by placement (Q2 2026):

Click-through rate by placement

Within the Entertainment brands benchmark, FB feed leads on CTR at 2.3%, compared to FB facebook reels at 1.15%.

CTR by placement (Q2 2026):

Cost trends over time

Q2 2026 ad cost benchmarks for Worldwide:

The trend charts for this period report a single pooled Worldwide line rather than a separate Entertainment-specific breakout, so the figures above apply to both columns. CPC held in the $0.19–$0.23 range for most of the year, dipped to around $0.17 in January 2026, and recovered to roughly $0.20–$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 $2.10–$2.15 by June. CTR trended gently upward all year, ending around 1.05–1.10%, while spend peaked near $5,800–$6,000 in both November 2025 and June 2026, with a dip to roughly $4,300–$4,500 in January 2026.

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