Latin America Social Media Benchmarks: Accommodation Q2 2026

What’s in this report

In Q2 2026, Latin America accommodation brands saw Instagram median post engagement rates of around 3.7%, more than double Facebook’s roughly 1.7%. Reels led organic performance on both platforms, while paid CTR was strongest on the Facebook feed at 1.3%. Accommodation made up a modest share of total regional interactions — just 1.2% on Facebook and 0.6% on Instagram — with ecommerce brands dominating both platforms overall.

This quarterly benchmarks report pulls from Emplifi’s dataset of 1,561 Facebook pages and 570 Instagram profiles across Latin America, covering April 01, 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 22.3% of total brand interactions — the highest share of any category. On Instagram, Ecommerce leads with 40.1% of interactions. Accommodation is a smaller category in Latin America, contributing 1.2% of total Facebook brand interactions and 0.6% on Instagram.

Facebook interaction distribution (Q2 2026):

Instagram interaction distribution (Q2 2026):

Platform landscape at a glance

In Latin America, Instagram brand profiles carry a higher median follower count than Facebook pages. The figures below reflect median values 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.

Note: The underlying “Social Media Landscape” dataset for this particular report presents these figures as an unlabeled bubble chart with no printed numeric values, so the table above reflects the qualitative comparison rather than exact figures.

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 48 in May 2025 to roughly 33 by June 2026, with a temporary rebound around September 2025. Facebook median post interactions stayed low throughout the period, hovering between 5 and 8.

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 had fallen to around 62% of its own peak — its lowest point in the period — after repeatedly touching 100% earlier in the year, while Instagram held more steadily, ending near 68% of its peak.

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 from around 2,100 in May 2025 to a peak near 6,600 in September 2025, then declined steadily to about 2,100 by June 2026. Facebook impressions remained low and relatively flat throughout, ending around 1,050.

Engagement rate trends

Median post engagement rates this quarter:

• Instagram: ~3.7%
• Facebook: ~1.7%

Instagram engagement rate held steady around 3% for most of the period before climbing to roughly 3.7% by June 2026. Facebook engagement rate trended gradually upward as well, rising from about 1.0% to 1.7% over the same period.

Best-performing post types

Facebook: Live Video and standard Video continue to outperform other formats organically. In Q2 2026, Live Video generated a median of 56 post interactions, while standard Video reached 5.

Instagram: Carousel and Reel posts lead organic performance. Carousels generated a median of 35 post interactions this quarter; Reels reached 52.

Full organic post type performance (Q2 2026):

Post type distribution trends:

On Facebook, Photo remains the dominant post format at around 62% 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, Images, and Carousels each account for roughly a third of posts published, 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 Latin America brands in Q2 2026:

Facebook:

Instagram:

How does your brand compare?

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Paid performance: Facebook and Instagram ads

Where brands are spending

The majority of paid spend for Latin America brands goes to FB feed, followed by FB facebook reels and IG feed. Spending on FB feed is 14.92 percentage points higher than on FB facebook reels.

CPC and CPM by placement

The most cost-efficient placements for Latin America brands this quarter:

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

CPC and CPM by placement (Q2 2026):

Click-through rate by placement

Within the Latin America brands benchmark, FB feed leads on CTR at 1.3%, compared to FB facebook reels at 0.65%.

CTR by placement (Q2 2026):

Cost trends over time

Q2 2026 ad cost benchmarks for Latin America:

Accommodation in Latin America did not clear Emplifi’s 200-active-ad-account minimum for its own dedicated ad benchmark this quarter, so the “Brands benchmark” and “Latin America overall” figures shown here are identical — both reflect the region-wide Ad Accounts Benchmark rather than an accommodation-specific split. CPC held mostly flat around $0.08–$0.09 across the past year, dipping to about $0.07 in January 2026 before recovering. CPM trended upward, rising from around $0.62 in mid-2025 to roughly $0.73 by June 2026, while CTR climbed from about 0.75% to approximately 0.95% over the same period.