Latin America Social Media Benchmarks: Beverages Q2 2026

What’s in this report

In Q2 2026, Beverages brands in Latin America saw Instagram median post engagement rates of around 4.2%, far outpacing Facebook at roughly 0.8%. Ecommerce, Services, and Retail dominated overall interaction share on both platforms, with Beverages accounting for a modest 1.5% of Facebook interactions and ranking 8th on Instagram. Carousel and Reel posts led organic performance on Instagram, while Link and Photo posts performed best on Facebook.

This quarterly benchmarks report pulls from Emplifi’s dataset of 616 Facebook pages and 354 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. Beverages itself shares just 1.5% of total Facebook brand interactions in Latin America, and ranks 8th by interaction volume among industries 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 lower median follower count than Facebook pages for Beverages accounts. Note: the source chart for this metric (a bubble/circle chart) does not print exact numeric labels, so the figures below reflect the qualitative comparisons given directly in the report rather than precise counts.

Activity volume on both platforms is higher on Instagram, 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 held in the mid-40s for most of the past year before dropping sharply to around 37 by the end of Q2 2026, its lowest point in the period. Facebook stayed low and largely flat throughout, moving in a narrow 6–9 range.

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, Instagram’s relative median interactions had fallen to around 75% of its peak after holding near 95–98% through April and May 2026 — a notable late-quarter drop. Facebook ended the period at around 78% of its own peak, having fluctuated between roughly 65% and 100% over the prior year.

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 peaked near 2,900 in mid-2025, pulled back through the second half of the year, and recovered somewhat to end Q2 2026 around 1,150. Facebook impressions started higher (around 2,500 in May 2025), spiked briefly to about 2,350 in September 2025, then trended down to roughly 900 by the end of the period.

Engagement rate trends

Median post engagement rates this quarter:

• Instagram: ~4.2%
• Facebook: ~0.8%

Instagram engagement has held broadly steady in the 3.5%–4.5% range over the past year, ticking up toward the top of that band by Q2 2026. Facebook engagement remained low and flat throughout, holding close to 0.5%–1.0%.

Best-performing post types

Facebook: Unlike the Live Video/Video pattern seen in some other regions, Link and Photo posts are the strongest organic performers for Beverages brands in Latin America this quarter. Link posts generated a median of 17 post interactions, while Photo reached 5.

Instagram: Carousel and Reel posts lead organic performance. Carousels generated a median of 55 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 56% 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?

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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:

Note: Beverages does not have its own ad-account breakout in this deck (only a region-wide “Latin America Ad Accounts Benchmark” appears across all ad slides, with no separate “Beverages Ad Accounts Benchmark”), meaning Beverages advertisers in the region didn’t clear Emplifi’s 200-active-ad-account minimum for an industry-specific split. As a result, the same Latin America-wide figures are used for both columns below.

CPC held fairly flat across the past year, moving in a narrow $0.07–$0.09 band, dipping to around $0.07 in January 2026 before recovering to approximately $0.08 by Q2 2026. CPM trended gradually upward, rising from around $0.62 in May 2025 to a peak of roughly $0.72 in November 2025, dipping to about $0.57 in January 2026, then climbing again to end the period near $0.73. CTR rose steadily over the year, climbing from around 0.80% in May 2025 to nearly 1.00% around December 2025–January 2026, before settling at approximately 0.95% by Q2 2026.