Latin America Social Media Benchmarks: Beauty Q2 2026

What’s in this report

In Q2 2026, Latin America beauty brands on Instagram saw median post engagement rates of around 3.05%, well ahead of Facebook at roughly 1.8%. Live Video was the standout organic format on Facebook, while Reels and Carousels led on Instagram. On the paid side, Facebook feed remained both the top spend destination and the strongest-performing placement on CTR.

This quarterly benchmarks report pulls from Emplifi’s dataset of 1,285 Facebook pages and 881 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. Beauty itself holds a smaller slice: 2.1% of Facebook interactions among Latin America brand pages, and the 5th-highest share of interactions among Instagram brand profiles in the region (5.0%).

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 relative standing across all profiles in the sample at the end of Q2 2026 — this chart does not print exact numeric values, only relative bubble sizes, so the table below reflects direction rather than precise medians.

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 from around 59 in mid-2025 to roughly 41 by Q2 2026, with a modest rebound to around 48 in Q1 2026 before easing back down. Facebook held broadly flat and low across the full period, hovering around 4-6 interactions throughout.

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 had declined to around 65-67% of their respective peaks, converging near the same level after a period earlier in 2025 when Facebook briefly ran higher than Instagram.

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 1,600 in mid-2025 to a peak near 4,750 around September 2025, then declined steadily to approximately 1,850 by Q2 2026. Facebook impressions followed a similar but more muted arc, peaking near 3,800 in the same window before falling to around 1,550.

Engagement rate trends

Median post engagement rates this quarter:

• Instagram: ~3.05%
• Facebook: ~1.8%

Instagram engagement held relatively steady in the 2.1-2.7% range for most of the past year before climbing to around 3.05% by Q2 2026. Facebook engagement stayed close to 0.7-1.0% for most of the period before rising sharply late in Q2 2026 to about 1.8%.

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 60 post interactions, while standard Video reached 2.

Instagram: Carousel and Reel posts lead organic performance. Carousels generated a median of 41 post interactions this quarter; Reels reached 50.

Full organic post type performance (Q2 2026):

Post type distribution trends:

On Facebook, Photo remains the dominant post format at around 53% of posts, though Reels are gaining share steadily — rising from near zero earlier in the year to approximately 41% 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.

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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 IG feed and IG instagram reels. Spending on FB feed is 11.1 percentage points higher than on IG feed.

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 instagram stories
• 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 beauty brands benchmark, FB feed leads on CTR at 1.28%, compared to FB facebook reels at 0.68%.

CTR by placement (Q2 2026):

Cost trends over time

Q2 2026 ad cost benchmarks for Latin America:

Beauty-specific CPC ranged from about $0.16 to $0.31 over the past year, spiking in November 2025 before settling back to around $0.21 by Q2 2026; the Latin America-wide figure stayed flat and much lower throughout, ending near $0.08. Beauty CPM rose from about $1.55 to a peak near $2.47 around December 2025/January 2026 before pulling back to roughly $1.90, while region-wide CPM held steady around $0.55-0.73. CTR for beauty spiked to about 1.07% in the same December-January window before easing, converging with the region-wide CTR at around 0.96-0.97% by Q2 2026.