Latin America Social Media Benchmarks: Fashion Q2 2026

What’s in this report

In Q2 2026, Fashion brands in Latin America saw Instagram post engagement rates of around 2.25%, well ahead of Facebook’s roughly 0.9%. Instagram also led on impressions and median post interactions throughout the quarter. Ecommerce remained the top interaction-share category on both platforms, with Fashion ranking 4th on Instagram (6.8% share) and 6th on Facebook (3.7% share).

This quarterly benchmarks report pulls from Emplifi’s dataset of 1,942 Facebook pages and 1,485 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:

• 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.

Note: Fashion is one of the larger verticals in Emplifi’s dataset and has its own dedicated “Fashion UGC Accounts Benchmark” data this quarter, with figures that differ from the generic cross-industry constant. The numbers above are Fashion’s own.

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. Fashion itself ranks 6th on Facebook (3.7% share) and 4th on Instagram (6.8% share) in Latin America.

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

Note: The Social Media Landscape dataset for this particular report presents these three comparisons as unlabeled bubble sizes rather than printed numbers, so exact medians for followers, posts published, and total quarterly interactions weren’t included in this blog — only the relative direction (Instagram higher across all three).

Activity volume on both platforms is higher on Instagram than 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 peaked around 61 in May 2025, fluctuated between roughly 41 and 49 for most of the following year, and settled at around 39 by the end of Q2 2026. Facebook stayed low and largely flat throughout the period, moving in a narrow band of about 4 to 7 interactions.

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.

Facebook held at its peak (100%) from May through August 2025, then stepped down to around 83% and held there until early 2026, before falling to roughly 65% by Q2 2026. Instagram peaked near 98% in May 2025, dipped and recovered through late 2025, plateaued around 70–80% into early 2026, and also ended near 65% — converging with Facebook by 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 sharply from around 8,400 in May 2025 to a peak near 23,800 in August 2025, dipped, rose again to about 22,400 in November 2025, then fell sharply to around 8,500 by February 2026, rebounding briefly to roughly 12,300 in April 2026 before settling near 10,100 by Q2 2026. Facebook impressions stayed low and comparatively flat throughout, ranging from about 1,500 to 4,700, and ended the period at approximately 1,500.

Engagement rate trends

Median post engagement rates this quarter:

• Instagram: ~2.25%
• Facebook: ~0.9%

Instagram engagement stayed range-bound between roughly 1.8% and 2.25% across the past year, ticking up toward the end of the period to reach its high point in Q2 2026. Facebook engagement held largely flat between about 0.5% and 0.7% for most of the period before rising to around 0.9% in the final month.

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 21 post interactions, while standard Video reached 2.

Instagram: Carousel and Reel posts lead organic performance. Carousels generated a median of 53 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 60% of posts, though Reels are gaining share steadily — rising from near zero earlier in the year to approximately 30% 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 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 Latin America 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 Latin America 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 Latin America:

Note: Fashion cleared Emplifi’s 200-active-ad-account minimum this quarter, so it has its own dedicated Ad Accounts Benchmark in addition to the region-wide one — the “Brands benchmark” column above reflects Fashion-specific figures, and the “Latin America overall” column reflects the broader regional figures.

Fashion-specific CPC fluctuated between roughly $0.16 and $0.23 over the past year, dipping to a low near $0.16 in January 2026 before recovering to around $0.17 by Q2 2026. Latin America-wide CPC stayed far lower and more stable, moving between about $0.07 and $0.09 throughout, ending near $0.08. CPM followed a similar pattern — Fashion peaked near $3.05 in November 2025 before settling around $2.60, while the region-wide figure held steady near $0.60–$0.75. CTR for Fashion climbed from about 1.2% to a peak near 1.85% around December 2025/January 2026, before easing back to approximately 1.58% by Q2 2026; the region-wide CTR crept up more gradually, from around 0.8% to about 0.94% over the same period.