Latin America Social Media Benchmarks: Finance Q2 2026

What’s in this report

In Q2 2026, Latin America finance brands on Instagram saw median post engagement rates approaching 3%, while Facebook trailed at just over 1%. Ecommerce, services, and retail dominated overall interaction share on both platforms, with finance ranking 8th on Facebook and outside the top 8 on Instagram. Reels led organic performance on Instagram, while Live Video led on Facebook.

This quarterly benchmarks report pulls from Emplifi’s dataset of 1,438 Facebook pages and 680 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:

• 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 is captioned as the generic “Brands UGC Accounts Benchmark” rather than a finance-specific one, so these are the shared cross-industry figures, not a finance-only override.

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. Finance itself ranks 8th on Facebook in Latin America (3.2% share, per this deck’s own interaction-distribution slide) and falls outside the top 8 on Instagram, where it shares 1.5% of total interactions and is folded into the “Others” bucket below.

Facebook interaction distribution (Q2 2026):

Instagram interaction distribution (Q2 2026):

Platform landscape at a glance

In Latin America, Instagram brand profiles carry a lower median follower count than Facebook pages for finance. The source chart for this section (Emplifi’s “Social Media Landscape” slide) displays relative bubble sizes rather than printed figures, so the table below uses qualitative comparisons rather than invented numbers.

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.

Instagram median post interactions held in the low-to-mid 30s for most of the past year before easing to around 31 by Q2 2026, while Facebook stayed in the high single digits throughout the period before slipping to about 5 in the final quarter.

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 dropped to around 62% of its peak — its lowest point in the period — after tracking close to its own peak for most of the prior year, while Instagram remained closer to its peak at around 87%.

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 through mid-to-late 2025, peaking near 4,300 around October before declining steadily to approximately 2,150 in Q2 2026 — likely reflecting algorithmic reach patterns tied to Reels distribution. Facebook impressions stayed comparatively flat in the 2,000–3,000 range for most of the period before easing to around 1,350 in the final quarter.

Engagement rate trends

Median post engagement rates this quarter:

• Instagram: ~2.96%
• Facebook: ~1.07%

Instagram engagement rates climbed from around 2.3–2.5% for most of the past year to nearly 3% by Q2 2026, while Facebook engagement rose more gradually from roughly 0.6% to just over 1% over the same 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 26 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 50.

Full organic post type performance (Q2 2026):

Post type distribution trends:

On Facebook, Photo remains the dominant post format at around 63% of posts, though Reels are gaining share steadily — rising from near zero earlier in the year to approximately 31% 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?

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.

Get your free social media assessment →

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 FB facebook reels and IG feed. Spending on FB feed is 17.67 percentage points higher than on FB facebook reels (finance industry benchmark).

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, FB feed, and IG instagram reels

CPC and CPM by placement (Q2 2026, finance industry benchmark):

Click-through rate by placement

Within the finance industry benchmark for Latin America, FB feed leads on CTR at 1.53%, compared to FB facebook reels at 0.93%.

CTR by placement (Q2 2026, finance industry benchmark):

Cost trends over time

Q2 2026 ad cost benchmarks for Latin America:

Note: this deck includes a dedicated “finance Ad Accounts Benchmark” in addition to the region-wide “Latin America Ad Accounts Benchmark,” so the table below compares finance specifically (Brands benchmark) against the broader Latin America market (Region overall).

Finance-specific CPC held in the $0.11–$0.14 range across the past year, ending Q2 2026 at approximately $0.13 — consistently above the Latin America regional benchmark, which stayed lower throughout and closed the quarter at around $0.08. Finance CPM climbed from roughly $1.00 in mid-2025 to about $1.44 by Q2 2026, more than double the region-wide CPM of approximately $0.73. CTR followed a similar pattern: finance CTR trended upward across the period to reach about 1.29% in Q2 2026, versus the Latin America overall CTR of around 0.95%.