Asia Pacific Social Media Benchmarks: Ecommerce Q2 2026

What’s in this report

In Q2 2026, Ecommerce brands in Asia Pacific saw Instagram median post engagement rates of around 1.34%, while Facebook trailed at roughly 0.47%. Ecommerce accounted for the largest share of brand interactions on both platforms in the region — 27.6% on Facebook and 53.4% on Instagram — and Reels and Carousels remained the strongest organic formats on Instagram, while Live Video led on Facebook.

This quarterly benchmarks report pulls from Emplifi’s dataset of 1,574 Facebook pages and 679 Instagram profiles across Asia Pacific, covering April 01, 2026 through June 30, 2026.

User-generated content: what’s achievable

Brands using Emplifi’s UGC solution this quarter saw:

• 5.27x increase in conversion rate
• 6.61x increase in website visits
• 1.34x 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 27.6% of total brand interactions — the highest share of any category. On Instagram, Ecommerce leads with 53.4% of interactions.

Facebook interaction distribution (Q2 2026):

Instagram interaction distribution (Q2 2026):

Platform landscape at a glance

In Asia Pacific, Instagram brand profiles carry a lower median follower count than Facebook pages. The figures below reflect median values across all profiles in the sample at the end of Q2 2026.

Note: The source dataset for this section doesn’t include printed numeric labels, so exact follower, post, and interaction counts are not available. Instead, directional comparisons are used above.

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 gradually across the past year, dropping from a peak of around 34 in mid-2025 to approximately 25 by Q2 2026, with a dip to around 23 in early 2026 before a partial recovery. Facebook held roughly flat at 5-6 for most of the period before slipping to about 4 by quarter’s end.

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 fallen to around 65% of its peak after holding near 100% for much of 2025, while Instagram sat at approximately 72% of its own peak, having recovered somewhat from a trough near 68% in 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.

Facebook impressions fluctuated between roughly 5,500 and 7,800 across the period, ending around 7,000 in Q2 2026. Instagram impressions climbed steadily from about 2,800 in mid-2025 to a peak near 7,400 in late 2025, pulled back to around 4,600 in early 2026, then recovered to approximately 6,400 by quarter’s end.

Engagement rate trends

Median post engagement rates this quarter:

• Instagram: ~1.34%
• Facebook: ~0.47%

Instagram engagement held in a fairly narrow 1.7%-2.1% band for most of the past year before dropping sharply to around 1.34% in Q2 2026 — its lowest point in the period. Facebook engagement stayed flat and low throughout, moving in a tight 0.33%-0.49% range with no clear trend.

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 25 post interactions, while standard Video reached 2.

Instagram: Carousel and Reel posts lead organic performance. Carousels generated a median of 26 post interactions this quarter; Reels reached 29.

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 28% 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 Asia Pacific 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 Asia Pacific brands goes to FB feed, followed by IG feed and IG instagram stories. Spending on FB feed is 18.42 percentage points higher than on IG feed.

CPC and CPM by placement

The most cost-efficient placements for Asia Pacific 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 Asia Pacific brands benchmark, FB feed leads on CTR at 1.62%, compared to FB facebook reels at 0.93%.

CTR by placement (Q2 2026):

Cost trends over time

Q2 2026 ad cost benchmarks for Asia Pacific:

Ecommerce Ad Accounts Benchmark data shows CPC for Ecommerce brands ran consistently higher than the Asia Pacific overall figure across the past year, peaking near $0.19 in mid-2025 before settling to around $0.13 by Q2 2026, while the region-wide CPC stayed flat in a narrow $0.05-$0.07 band throughout. CPM for Ecommerce brands fluctuated between roughly $2.00 and $2.60, peaking in November 2025 before ending near $2.30, versus a flat $0.50-$0.65 for the region overall. CTR for Ecommerce brands trended upward through the year, peaking near 1.62% in November 2025 and ending at approximately 1.58% — consistently well above the Asia Pacific overall CTR, which climbed more gradually from around 0.90% to 1.11%.