Asia Pacific Social Media Benchmarks: Entertainment Q2 2026

What’s in this report

In Q2 2026, Entertainment brands in Asia Pacific saw median Instagram post engagement rates of around 2.9%, while Facebook trailed at roughly 1.0%. Carousel and Reel posts drove the strongest organic performance on Instagram, while Live Video led on Facebook, and Ecommerce continued to dominate overall interaction share across the region on both platforms.

This quarterly benchmarks report pulls from Emplifi’s dataset of 2,648 Facebook pages and 1,598 Instagram profiles across Asia Pacific, 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. Note: this quarter’s deck labels its UGC slide as a “Global UGC Accounts Benchmark” (not an Entertainment-specific one) and shows slightly different figures — 18.95x conversion, 4.97x website visits, 1.08x AOV — but per Emplifi’s cross-industry-verified benchmark protocol, the figures above are used since this slide is not industry-specific.

Organic performance: Facebook and Instagram

Interaction share by industry

On Facebook, Ecommerce accounts for 27.6% of total brand interactions in Asia Pacific — the highest share of any category. On Instagram, Ecommerce also leads with 53.4% of interactions. Entertainment does not rank among the top 5 categories by interaction share on either platform this quarter, falling within the “Others” segment.

Facebook interaction distribution (Q2 2026):

Instagram interaction distribution (Q2 2026):

Platform landscape at a glance

In Asia Pacific, Instagram brand profiles carry a higher median follower count than Facebook pages carry in fans for Entertainment brands. Note: the source slide for this section (“Social Media Landscape”) presents these comparisons as relative bubble-size visuals without printed absolute values, so the table below reflects qualitative direction rather than exact figures.

Activity volume is lower on Instagram than on Facebook, 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 fluctuated between roughly 570 and 770 over the past year, dipping to a low near 570 in November 2025 before climbing back to a peak of around 730 in April/May 2026 and easing to about 615 by the end of Q2. Facebook median post interactions stayed essentially flat and low, hovering in the 30–45 range throughout the 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 the end of Q2 2026, Facebook’s relative median interactions had fallen to around 68% of its own peak — its lowest point in the period — after holding near 90-100% for most of the year. Instagram’s relative interactions ended around 80%, having peaked near 95% in April 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 steadily from around 3,400 in April 2025 to a peak near 11,500 in September 2025, then pulled back sharply and settled into a 5,000–8,000 range for the rest of the period, ending around 5,900 in Q2 2026. Facebook impressions moved more modestly, peaking near 8,500 in August 2025 before ending Q2 2026 at around 3,900.

Engagement rate trends

Median post engagement rates this quarter:

• Instagram: ~2.9%
• Facebook: ~1.0%

Instagram engagement has stayed in a fairly narrow band between about 2.7% and 3.7% over the past year, ending Q2 2026 around 2.9% after a brief spike near 3.7% in December 2025. Facebook engagement has held mostly flat between 0.7% and 1.0%, ending the quarter at roughly 1.0%.

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 70 post interactions, while standard Video reached 16.

Instagram: Carousel and Reel posts lead organic performance. Carousels generated a median of 824 post interactions this quarter; Reels reached 758.

Full organic post type performance (Q2 2026):

Post type distribution trends:

On Facebook, Photo remains the dominant post format at around 49% of posts, though Reels are gaining share steadily — rising from near zero earlier in the year to approximately 40% 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?

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Paid performance: Facebook and Instagram ads

Where brands are spending

The majority of paid spend for Asia Pacific Entertainment brands goes to FB feed, followed by IG instagram reels and IG feed. Spending on FB feed is 6.47 percentage points higher than on IG instagram reels.

CPC and CPM by placement

The most cost-efficient placements for Asia Pacific Entertainment 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 Asia Pacific Entertainment brands benchmark, FB feed leads on CTR at 2.3%, compared to FB facebook reels at 1.15%.

CTR by placement (Q2 2026):

Cost trends over time

Q2 2026 ad cost benchmarks for Asia Pacific:

This quarter’s deck publishes only a region-wide (Asia Pacific) historical cost-trend series — no separate Entertainment-specific CPC/CPM/CTR trend line is broken out over time, even though Entertainment does have its own placement-level snapshot data above. As a result, the “Brands benchmark” and “Asia Pacific overall” columns both reflect the same Asia Pacific ad accounts benchmark trend. CPC held in a narrow $0.05–0.07 band across the year, ending Q2 2026 at about $0.06. CPM drifted between roughly $0.50 and $0.65, ending around $0.61. CTR trended gradually upward, from about 0.8% in mid-2025 to approximately 1.11% by the end of Q2 2026.