Latin America Social Media Benchmarks: Auto Q2 2026

What’s in this report

In Q2 2026, Auto brands in Latin America saw median Instagram engagement rates climb to around 3.75%, well ahead of Facebook’s roughly 1.35%. Ecommerce continued to dominate interaction share across both platforms regionally, with Auto itself capturing a modest 2.4% of Facebook interactions and 1.4% of Instagram interactions. Facebook Live Video and Instagram Carousels remained the top-performing organic post types this quarter.

This quarterly benchmarks report pulls from Emplifi’s dataset of 1,111 Facebook pages and 551 Instagram profiles across Latin 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 22.3% of total brand interactions — the highest share of any category. On Instagram, Ecommerce leads with 40.1% of interactions. Auto itself ranks outside the top 5 in Latin America, capturing 2.4% of total Facebook brand interactions and 1.4% of total Instagram brand interactions.

Facebook interaction distribution (Q2 2026):

Instagram interaction distribution (Q2 2026):

Platform landscape at a glance

In Latin America, Instagram brand profiles for Auto carry a lower median follower count than Facebook pages, according to Emplifi’s platform comparison. The underlying chart for this comparison (a bubble visualization) does not publish exact numeric values, so the figures below reflect directional comparisons only, per Emplifi’s own slide commentary for this quarter.

*Exact figures are not published in the source chart for this metric (bubble-size visualization with no numeric labels); direction is per Emplifi’s slide caption for Auto in Latin America.

Activity volume on both platforms is roughly comparable, while user engagement on Instagram 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 from around 56 in May 2025 to a low near 39 around late 2025, before recovering slightly to close Q2 2026 at approximately 40. Facebook held in the 8–10 range for most of the past year before dipping to around 6 by June 2026.

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 dropped to around 60% of its peak — its lowest point in the period — after tracking near its own peak (100%) as recently as September 2025. Instagram was comparatively steadier, ending Q2 2026 at around 72% of its peak, having bottomed out near 69% around late 2025 and early 2026.

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 around 1,800 in May 2025 to a peak near 6,000 in September 2025, before falling back to roughly 1,800 by June 2026 — likely reflecting reach patterns tied to Reels distribution earlier in the period. Facebook impressions moved in a narrower band throughout, ending Q2 2026 at around 2,400.

Engagement rate trends

Median post engagement rates this quarter:

• Instagram: ~3.75%
• Facebook: ~1.35%

Instagram engagement held fairly steady in the 2.6–3.0% range for most of the past year before climbing sharply toward the end of Q2 2026 to nearly 3.75%. Facebook engagement rose gradually over the same period, from under 1% in mid-2025 to around 1.35% by June 2026.

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 26 post interactions, while standard Video reached 6.

Instagram: Carousel and Reel posts lead organic performance. Carousels generated a median of 50 post interactions this quarter; Reels reached 48.

Full organic post type performance (Q2 2026):

Post type distribution trends:

On Facebook, Photo remains the dominant post format at around 61% of posts, though Reels are gaining share steadily — rising from near zero earlier in the year to approximately 36% 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?

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 Latin America Auto brands goes to FB feed, followed by FB facebook reels and IG instagram reels. Spending on FB feed is 20.15 percentage points higher than on FB facebook reels.

CPC and CPM by placement

The most cost-efficient placements for Latin America Auto 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 Auto brands benchmark, FB feed leads on CTR at 1.58%, compared to FB facebook reels at 1.02%.

CTR by placement (Q2 2026):

Cost trends over time

Q2 2026 ad cost benchmarks for Latin America:

Auto-specific CPC ranged from roughly $0.25 to $0.44 over the past year, spiking in December 2025 before settling near $0.31 by June 2026 — around four times the Latin-America-wide CPC, which stayed flat in the $0.06–$0.10 range throughout. CPM followed a similar pattern: Auto CPM peaked near $3.45 in November 2025 before ending around $2.80, versus the region-wide CPM, which held steady around $0.55–$0.75. CTR for Auto brands trended upward across the year, ending near 1.07%, edging out the Latin-America-wide CTR, which finished around 0.95% after tracking closely with the Auto line for most of the period.