Worldwide Social Media Benchmarks: Game Developer / Gaming Console / Computer Game 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, median Instagram followers and Facebook fans for game developer, gaming console, and computer game brands sit almost on par with each other. The figures below reflect directional patterns across all profiles in the sample at the end of Q2 2026.

Activity volume is higher on Instagram, while user engagement on Instagram also 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 held in a 400-560 band across the past year, dipping in early 2026 before recovering to around 500 by June. Facebook stayed essentially flat near 50-60 interactions throughout the entire period.

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, Instagram’s relative median interactions sat around 88% of its peak, while Facebook trailed at roughly 68% of its own peak — both platforms dipped in early 2026 before recovering into Q2.

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 across the past year, dipping to around 17,500 in March 2026 before rebounding sharply to roughly 29,000 by June. Facebook impressions stayed lower throughout, ending Q2 around 12,000.

Engagement rate trends

Median post engagement rates this quarter:

• Instagram: ~4.3%
• Facebook: ~0.9%

Instagram engagement has stayed strong and fairly stable over the past year, peaking briefly near 5.2% in late 2025, while Facebook engagement has held steady in a narrow band under 1% for the full period.

Best-performing post types

Facebook: Reel and Status posts lead organic performance this quarter. In Q2 2026, Reel generated a median of 49 post interactions, while Status posts reached 39.

Instagram: Reel and Carousel posts drive the strongest organic results. Reels generated a median of 760 post interactions this quarter — 177 more than the next-best format, Carousel, which reached 583.

Full organic post type performance (Q2 2026):

Post type distribution trends:

On Facebook, Photo remains the dominant post format at around 63% of posts, though Reels are gaining share steadily — rising from near zero earlier in the year to approximately 30% by Q2 2026. On Instagram, Reels lead the post mix at roughly 44% of posts, followed by Image at around 34% and Carousel at about 20%, with Reels and Carousels 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 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:

For this industry, ad performance is only tracked as a single pooled Worldwide benchmark rather than a separate industry-specific line, so the brands and overall figures above are identical. CPC held mostly in the $0.19-0.22 range over the past year, dipping to around $0.17 in January-February 2026 before recovering to roughly $0.20-0.21 by June. CPM followed a similar pattern, sliding to about $1.65 in January 2026 before climbing back to $2.10-2.15. CTR trended gently upward across the period, ending Q2 2026 at approximately 1.05-1.10%.

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