Latin America Social Media Benchmarks: Entertainment Q2 2026

What’s in this report

In Q2 2026, entertainment brands in Latin America saw median Instagram post engagement rates of around 3.5%, well ahead of Facebook at roughly 1.1%. Reels and Carousels drove the strongest organic performance on Instagram, while Facebook ad spend for the vertical concentrated heavily on the Facebook feed placement.

This quarterly benchmarks report pulls from Emplifi’s dataset of 2,348 Facebook pages and 2,309 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:

• 18.95x increase in conversion rate
• 4.97x 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. Entertainment itself does not rank in the top 5 categories on either platform in Latin America and falls into the “Others” share.

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 for entertainment accounts. The chart behind these figures doesn’t publish exact values, so the table below reflects the relative direction only.

Activity volume on both platforms is higher 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 held in a relatively narrow band between roughly 680 and 870 across the past year, dipping toward the low end in early 2026 before recovering to around 750 by June. Facebook median post interactions stayed extremely low and flat throughout the period, never exceeding about 20.

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 71% of its 2025 peak, while Instagram held up better at around 86% of its own peak.

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 20,000 in May 2025 to peaks near 33,000 in mid-2025 and again in Q2 2026, pulling back slightly to roughly 24,400 by quarter’s end. Facebook impressions remained low and flat throughout, hovering in the 4,000–6,000 range.

Engagement rate trends

Median post engagement rates this quarter:

• Instagram: ~3.52%
• Facebook: ~1.06%

Instagram engagement has stayed in a fairly tight 3.3%–3.9% range over the past year, ticking up slightly by Q2 2026, while Facebook engagement held close to 1% throughout with no clear upward or downward 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 30 post interactions, while standard Video reached 7.

Instagram: Carousel and Reel posts lead organic performance. Carousels generated a median of 826 post interactions this quarter; Reels reached 908.

Full organic post type performance (Q2 2026):

Post type distribution trends:

On Facebook, Photo remains a dominant post format at around 43% of posts, though Reels have risen from near zero earlier in the year to also sit at approximately 43% by Q2 2026 — the two formats have essentially converged in publishing share. 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 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 spending on IG instagram reels.

CPC and CPM by placement

The most cost-efficient placements for Latin America 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 Latin America entertainment 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 Latin America:

Note: this deck’s historical cost-trend charts provide only a single blended Latin America series rather than a separate entertainment-specific trend line, so the figures above are identical across both columns — unlike the current-quarter placement tables further up, which do include entertainment-specific figures. CPC held in the $0.06–$0.09 range for most of the past year, dipping to about $0.07 in early 2026 before ending Q2 2026 at roughly $0.08. CPM trended upward across the period, rising from about $0.62 to a period-high near $0.74 by the end of Q2 2026. CTR climbed from around 0.81% in mid-2025 to a peak near 0.99% at the end of 2025, before settling at approximately 0.95% by Q2 2026.