Asia Pacific Social Media Benchmarks: Fashion Q2 2026

What’s in this report

In Q2 2026, Fashion brands in Asia Pacific saw median Instagram post engagement rates of around 2.2%, well ahead of Facebook’s roughly 1.0%. Instagram also generated far higher median post interactions and impressions than Facebook, while Facebook Live Video and Instagram Carousel and Reel posts remained the top-performing organic formats this quarter.

This quarterly benchmarks report pulls from Emplifi’s dataset of 2,117 Facebook pages and 1,305 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:

• 8.02x increase in conversion rate
• 4.31x increase in website visits
• 1.01x 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. Fashion itself holds a smaller share of the total: 3.4% of Facebook interactions, and the 3rd-highest share of Instagram interactions among all categories in Asia Pacific.

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. The figures below reflect median values across all profiles in the sample at the end of Q2 2026.

Activity volume on both platforms is higher 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 declined steadily from around 40 in mid-2025 to about 29 by Q2 2026, while Facebook held broadly flat in the 9–13 range across the full 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 Q2 2026, both platforms had converged to around 70% of their respective peaks — Facebook had spent much of the year oscillating between 80–100%, while Instagram trended down more gradually from its early peak, with the two lines meeting near the end of the period.

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 8,500 in April 2025 to a peak near 33,000 in August 2025, then declined sharply from December 2025 to a low of about 11,500 in February 2026, before recovering slightly to roughly 13,000 by Q2 2026. Facebook impressions remained low and largely flat around 5,000–6,000 for most of the period, tapering to about 3,000 by Q2 2026.

Engagement rate trends

Median post engagement rates this quarter:

• Instagram: ~2.2%
• Facebook: ~1.0%

Instagram engagement held broadly steady in the 2.0–2.2% range throughout the past year, while Facebook engagement rose gradually from around 0.55% in mid-2025 to about 1.0% by Q2 2026.

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 51 post interactions, while standard Video reached 4.

Instagram: Carousel and Reel posts lead organic performance. Carousels generated a median of 31 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 65% of posts, though Reels are gaining share steadily — rising from near zero earlier in the year to approximately 27% 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 8.9 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, IG instagram reels, and FB feed

CPC and CPM by placement (Q2 2026):

Click-through rate by placement

Within the Asia Pacific brands benchmark, FB feed leads on CTR at 1.99%, compared to IG feed at 1.45%.

CTR by placement (Q2 2026):

Cost trends over time

Q2 2026 ad cost benchmarks for Asia Pacific:

Fashion-specific CPC fluctuated between roughly $0.16 and $0.23 across the past year, dipping to a low near $0.16 around December 2025–January 2026 before recovering to about $0.17 by Q2 2026; Asia Pacific-wide CPC stayed flat and considerably lower, around $0.05–0.07 throughout. Fashion CPM rose from about $2.10 to a peak near $3.05 in November 2025 before settling around $2.60 by Q2 2026, while Asia Pacific CPM stayed flat near $0.50–0.60. CTR for Fashion climbed from around 1.2% to a peak near 1.85% in January 2026 before ending near 1.6%, while Asia Pacific overall CTR held steadier in the 0.8–1.1% range, ending around 1.1%.