Latin America Social Media Benchmarks: FMCG Food Q2 2026

What’s in this report

In Q2 2026, FMCG Food brands in Latin America saw median post engagement rates of around 4.4% on Instagram, compared to just 1.2% on Facebook. Live Video remained the standout organic format on Facebook, while Carousel and Reel posts led on Instagram. Ecommerce continued to dominate overall interaction share on both platforms, with FMCG Food ranking 4th on Facebook and outside the top 5 on Instagram.

This quarterly benchmarks report pulls from Emplifi’s dataset of 2,021 Facebook pages and 1,050 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 April 1 – June 30, 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. FMCG Food ranks 4th on Facebook, with a 5.8% share. On Instagram, Ecommerce leads with 40.1% of interactions; FMCG Food holds a smaller 2.2% share of Instagram interactions in Latin America and does not place in the top 5 categories.

Facebook interaction distribution (Q2 2026):

Instagram interaction distribution (Q2 2026):

Platform landscape at a glance

In Latin America, Instagram FMCG Food profiles carry a lower median follower count than Facebook pages — the reverse of the pattern seen in some other regions. The chart below reflects relative comparisons across all profiles in the sample at the end of Q2 2026; Emplifi’s underlying chart for this view does not publish exact median figures, only relative (bubble-size) comparisons, so directional language is used instead of point estimates.

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 30s-40s range for most of the past year, dipping briefly to around 30 in December 2025 before recovering; by June 2026 it settled back near 31. Facebook median post interactions stayed in the single digits throughout, drifting down slightly to around 7 by the end of the 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, Facebook’s relative median interactions had fallen to around 70% of its own peak (from a high of 100% mid-2025), while Instagram remained closer to its peak at around 80%, after also dipping to roughly 77% in December 2025.

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.

Facebook impressions spiked to around 2,400 in February 2026 before falling sharply to under 900 by June. Instagram impressions peaked earlier, around 2,400 in August 2025, then declined steadily to roughly 830 by Q2 2026 — the two platforms converged to nearly identical impression levels by the end of the period.

Engagement rate trends

Median post engagement rates this quarter:

• Instagram: ~4.4%
• Facebook: ~1.2%

Instagram engagement climbed gradually over the past year, ending Q2 2026 at its highest point in the period (around 4.4%), while Facebook engagement also ticked up slightly in Q2 after holding close to 0.7–1.0% for most of the prior year.

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 59 post interactions, while standard Video reached 3.

Instagram: Carousel and Reel posts lead organic performance. Carousels generated a median of 40 post interactions this quarter; Reels reached 38.

Full organic post type performance (Q2 2026):

Post type distribution trends:

On Facebook, Photo remains the dominant post format at around 58% of posts, though Reels are gaining share steadily — rising from near zero earlier in the year to approximately 37% 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 FMCG Food brands goes to FB feed, followed by IG feed and IG instagram reels. Spending on FB feed is 23.56 percentage points higher than on IG feed.

CPC and CPM by placement

The most cost-efficient placements for Latin America FMCG Food brands this quarter:

• Lowest CPC: FB feed, FB facebook reels, and IG instagram stories
• Lowest CPM: FB feed, FB facebook reels, and IG instagram reels

CPC and CPM by placement (Q2 2026):

Click-through rate by placement

Within the FMCG Food brands benchmark, FB feed leads on CTR at 0.32%, compared to FB facebook reels at 0.15%.

CTR by placement (Q2 2026):

Cost trends over time

Q2 2026 ad cost benchmarks for Latin America — this industry clears Emplifi’s 200-active-ad-account threshold on its own, so a dedicated FMCG Food benchmark exists alongside the region-wide figures:

FMCG Food-specific CPC fluctuated between roughly $0.23 and $0.39 over the past year, ending Q2 2026 at about $0.34 — noticeably higher than the Latin America-wide figure, which stayed flat in the $0.07–$0.10 range throughout and ended at approximately $0.085. CPM followed a similar pattern: FMCG Food ranged from about $0.83 to $1.13, ending near $1.06, versus $0.56–$0.74 for Latin America overall. CTR told the opposite story — FMCG Food’s CTR stayed low and flat around 0.22–0.28%, ending at 0.25%, while Latin America’s overall CTR climbed steadily from around 0.81% to a plateau near 0.95–0.99%, ending Q2 2026 at approximately 0.95%.