North America Social Media Benchmarks: Accommodation Q2 2026

What’s in this report

In Q2 2026, Accommodation brands in North America saw median Instagram engagement rates of around 3.9%, well ahead of Facebook at roughly 1.8%. Ecommerce dominated overall interaction share on both platforms (Accommodation itself accounts for a modest slice — 0.9% on Facebook and 0.4% on Instagram), while Reels and Carousels remained the top-performing organic Instagram formats and Live Video led on Facebook.

This quarterly benchmarks report pulls from Emplifi’s dataset of 2,225 Facebook pages and 588 Instagram profiles across North America, 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 48.3% of total brand interactions — the highest share of any category. On Instagram, Ecommerce leads with 33.8% of interactions. Accommodation itself shares 0.9% of total Facebook interactions and 0.4% of total Instagram interactions among North America brand pages/profiles.

Facebook interaction distribution (Q2 2026):

Instagram interaction distribution (Q2 2026):

Platform landscape at a glance

In North America, Instagram brand profiles carry a higher median follower count than Facebook pages. The figures below reflect relative values across all profiles in the sample at the end of Q2 2026. Note: the source chart for this slide is a bubble/circle visualization without printed numeric labels, so the table below reflects the directional comparison rather than exact figures.

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 steadily from around 37 in mid-2025 to approximately 24 by Q2 2026, while Facebook held broadly flat in the 3-4 range across the full 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 Q2 2026, Facebook’s relative median interactions had settled at around 75% of its peak after repeatedly touching 100% earlier in the period, while Instagram declined more steadily to around 65% of its own peak — its lowest point in the period.

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 sharply from mid-2025, peaking at around 4,400 in July 2025, before declining through the back half of the period to approximately 1,200 by Q2 2026. Facebook impressions remained low and comparatively flat throughout, ending around 420.

Engagement rate trends

Median post engagement rates this quarter:

• Instagram: ~3.9%
• Facebook: ~1.8%

Instagram engagement climbed notably in the final months of the period, reaching its highest point of the year by Q2 2026, while Facebook engagement also ticked upward after holding closer to 1.2-1.4% for most of the prior year.

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 10 post interactions, while standard Video reached a comparatively lower figure.

Instagram: Carousel and Reel posts lead organic performance. Carousels generated a median of 27 post interactions this quarter; Reels reached 37.

Full organic post type performance (Q2 2026):

Post type distribution trends:

On Facebook, Photo remains the dominant post format at around 73% of posts, though Reels are gaining share steadily — rising from near zero earlier in the year to approximately 20% 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 North America brands in Q2 2026:

Facebook:

Instagram:

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.

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Paid performance: Facebook and Instagram ads

Where brands are spending

The majority of paid spend for North America brands goes to FB feed, followed by IG feed and IG instagram reels. Spending on FB feed is 20.05 percentage points higher than on IG feed.

CPC and CPM by placement

The most cost-efficient placements for North America 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 North America brands benchmark, FB feed leads on CTR at 2.2%, compared to FB facebook reels at 1.44%.

CTR by placement (Q2 2026):

Cost trends over time

Q2 2026 ad cost benchmarks for North America:

Note: this deck did not include a separate Accommodation-specific ad-account breakout (only a “North America Ad Accounts Benchmark” was available), so the same region-wide figures are used for both columns above. CPC held in the $0.45-0.53 range through most of 2025, dipped to around $0.37 in January 2026, then climbed back to approximately $0.48 by Q2 2026. CPM followed a similar arc — rising from about $4.90 to a peak near $6.10 in December 2025, dipping to roughly $4.70 in January 2026, and climbing steadily to around $6.15 by Q2 2026. CTR trended upward overall, from about 1.3% in mid-2025 to a peak near 1.77% in March 2026, before easing slightly to approximately 1.67% by Q2 2026.