Asia Pacific Social Media Benchmarks: Finance Q2 2026

What’s in this report

In Q2 2026, Finance brands in Asia Pacific saw Instagram median post engagement rates of around 2.8%, well ahead of Facebook’s roughly 1.5%. Ecommerce continued to dominate overall interaction share on both platforms, with Finance holding the second-highest share on Facebook. Live Video and Reels led organic performance on Facebook and Instagram respectively, while State Bank of India dominated both page rankings and top individual posts.

This quarterly benchmarks report pulls from Emplifi’s dataset of 1,547 Facebook pages and 515 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. This deck’s UGC slide was the generic cross-industry “Brands UGC Accounts Benchmark” rather than a Finance-specific breakout, so the figures above are the shared regional benchmark rather than a Finance-only figure.

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. Finance holds the second-highest share on Facebook, at 10.8% of total interactions. On Instagram, Ecommerce leads with 53.4% of interactions; Finance’s Instagram share is smaller, at 2.3%, placing it outside the top 5 Instagram categories (grouped into Others below).

Facebook interaction distribution (Q2 2026):

Instagram interaction distribution (Q2 2026):

Platform landscape at a glance

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

Note: the source slide for this section presents relative bubble sizes rather than printed counts, so the table above reflects directional comparisons rather than exact figures.

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.

Facebook median post interactions declined gradually across the period, from around 23 in mid-2025 to roughly 17 by Q2 2026 — its lowest point in the period. Instagram held in the high-20s to low-30s throughout, ending Q2 2026 at approximately 27.

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 68% of its peak — its lowest point in the period — while Instagram remained closer to its own peak, at around 82%.

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 mid-2025, peaking at around 7,000 in September 2025 before pulling back steadily to approximately 2,250 by Q2 2026 — likely reflecting algorithmic reach patterns tied to Reels distribution. Facebook impressions stayed comparatively flat throughout, ending Q2 2026 at around 2,150, close to Instagram’s level.

Engagement rate trends

Median post engagement rates this quarter:

• Instagram: ~2.8%
• Facebook: ~1.5%

Instagram engagement held broadly steady in the high-2% to low-3% range throughout the period, ending Q2 2026 near 2.8%. Facebook engagement trended gradually upward, from around 0.9% in mid-2025 to roughly 1.5% by Q2 2026 — its highest point in the period.

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 33 post interactions, while standard Video reached 3.

Instagram: Carousel and Reel posts lead organic performance. Carousels generated a median of 29 post interactions this quarter; Reels reached 36.

Full organic post type performance (Q2 2026):

Post type distribution trends:

On Facebook, Photo remains the dominant post format at around 70% of posts, though Reels are gaining share steadily — rising from near zero earlier in the year to approximately 22% 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 Finance 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 Finance brands goes to FB feed, followed by FB facebook reels and IG feed. Spending on FB feed is 17.67 percentage points higher than on FB facebook reels.

CPC and CPM by placement

The most cost-efficient placements for Asia Pacific Finance 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 Finance brands benchmark, FB feed leads on CTR at 1.53%, 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:

Finance-specific CPC ranged roughly $0.11–$0.14 across the past year, ending Q2 2026 at approximately $0.13 — more than double the Asia Pacific regional CPC, which held nearly flat around $0.05–$0.07 throughout. Finance CPM climbed steadily from about $1.05 in mid-2025 to roughly $1.45 by Q2 2026, while regional CPM stayed comparatively flat near $0.50–$0.60. CTR for Finance trended upward over the period, rising from around 0.85% to approximately 1.29% by Q2 2026, edging ahead of the broader Asia Pacific CTR, which also rose modestly to around 1.11%.