Latin America Social Media Benchmarks: Entertainment Q3 2026

What’s in this report

Latin America entertainment social media benchmarks for Q3 2026 show a vast gap between the platforms: the median entertainment brand’s Instagram post earned 690 interactions in September, while its Facebook post earned 12. Median engagement reached up to 2.50% on Instagram and up to 0.93% on Facebook during the quarter. Carousels and Reels finished almost level on Instagram, Live Video led on Facebook, and all six top posts were Reels.

This quarterly benchmarks report draws on Emplifi’s dataset of 1,881 Facebook pages and 2,082 Instagram profiles of entertainment brands in Latin America, covering July 1, 2026, through Sept. 30, 2026.

User-generated content: what’s achievable

Brands using Emplifi’s UGC solution saw these average uplifts in Q3 2026:

• 11.49x conversion rate
• 4.84x repeat website visits
• 1.03x average order value

These are averages from Emplifi’s Worldwide Brands UGC benchmark, calculated across 68 to 83 accounts per metric. The benchmark covers brands in every category worldwide, so the figures are not specific to entertainment or to Latin America.

Organic performance: Facebook and Instagram

Platform landscape at a glance

Instagram is where entertainment audiences in Latin America gather. The median Instagram profile has about 416,000 followers, roughly twice the median Facebook page’s 201,000 fans. Facebook pages post more often, 64 times in the quarter against 44, but the median Instagram profile collected about 27 times the interactions.

Median post interactions

This metric follows the middle-ranked page or profile each month, so a handful of viral accounts can’t inflate it.

Instagram stayed in a high band all period, between 682 interactions in September 2025 and 841.5 in January 2026, and moved from 799 in July to 690 in September. Facebook declined slowly but steadily, from 19.5 in July 2025 to 15 in July 2026 and 12 in September, its lowest month.

Relative median post interactions

Indexing each platform to its own 15-month peak makes the two easier to compare despite their different scales.

Instagram ended September 2026 at 82% of its January 2026 peak and never dropped below 81%. Facebook closed at 62% of its July 2025 high, the lowest point of the period for either platform.

Median post impressions

Impressions count how often posts were displayed, whether or not anyone interacted. They measure visibility, not engagement.

Instagram impressions dipped to 24,371 in February 2026 and recovered to 33,564 in September, near their September 2025 high of 35,093. Facebook impressions peaked at 5,443 in December 2025 and fell to 3,067 in August 2026 before edging up to about 3,285 in September. The decline is broad: median Facebook impressions for all brands in Latin America fell from 2,529 in July 2025 to about 1,027 in September 2026.

Engagement rate trends

Median post engagement rates this quarter:

• Instagram: up to 2.50%
• Facebook: up to 0.93%

Both platforms peaked in August. Across the quarter, Instagram’s median ranged from 2.32% to 2.50% (2.41% in September) and Facebook’s from 0.87% to 0.93%. Instagram’s rate has climbed from a low of 1.69% in November 2025. Facebook moved within a 0.71% to 0.99% band over the 15 months.

From this quarter, Emplifi calculates engagement rate from impressions instead of reach, because Facebook no longer provides reach data. These rates are therefore not comparable with the engagement rates in earlier quarterly reports.

Best-performing post types

Facebook: Live Video led with a median of 27 interactions per post, about twice the 13 for Reels, and made up 1.2% of entertainment brands’ Facebook posts in September. Photos, status updates and links followed at 10, nine and eight.

Instagram: Carousels (849) edged out Reels (834.5), and both earned more than twice as much as a single image.

Full organic post type performance (Q3 2026):

Post type distribution trends:

Reels grew from 24.6% of entertainment brands’ Facebook posts in July 2025 to 39.1% in October 2025 and 45.2% in September 2026, overtaking photos, which fell from 53.0% to 43.1%. Status updates dropped from 11.7% to 4.7%. On Instagram, Reels already dominate at 64.6% of posts in September 2026, against 23.8% for carousels and 11.2% for single images.

Top performing pages and profiles

Facebook: top pages by total interactions (Q3 2026):

Instagram: top profiles by total interactions (Q3 2026):

The leaders publish at enormous volume. La Casa de los Famosos México posted 18,981 times on Facebook and 11,392 times on Instagram in the quarter. CazéTV collected about 1.46 billion Instagram interactions from 16,151 posts, about 15 times the second-placed profile.

Top posts this quarter

Every top post was a Reel. A film scene, a reality show moment and a telenovela teaser fill the Facebook list, while on Instagram a sports clip, a news story about three children and a family wedding moment each passed 3.6 million interactions.

Facebook:

Instagram:

How does your brand compare?

These benchmarks describe the median entertainment brand in Latin America. A free social media assessment shows where your own profiles sit against them, platform by platform.

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Paid performance: Facebook and Instagram ads

The placement figures below come from Emplifi’s entertainment ad accounts benchmark, which pools entertainment ad accounts across all regions, so they are not specific to Latin America.

Where brands are spending

Facebook feed and Instagram Reels take almost half the average entertainment ad budget between them, 24.70% and 22.45%. Instagram feed is third at 17.51%, ahead of Facebook Reels and Instagram Stories.

CPC and CPM by placement

The most cost-efficient placements this quarter:

• Lowest CPC: Facebook feed, Facebook Reels and Instagram Stories
• Lowest CPM: Instagram Reels, Facebook Reels and Instagram feed

The two biggest placements pull in opposite directions. Facebook feed has the cheapest clicks ($0.16) and the priciest impressions ($3.59 CPM), and Instagram Reels the cheapest impressions ($2.83) and the priciest clicks ($0.75).

Spend, CPC and CPM by placement (Q3 2026):

Click-through rate by placement

Facebook dominates click-through. Facebook feed’s 2.55% and Facebook Reels’ 1.70% compare with roughly 0.5% on each Instagram placement.

CTR by placement (Q3 2026):

Cost trends over time

The ad trend files include no entertainment series. The table therefore shows the Latin America overall benchmark, covering ad accounts in every industry in the region, next to Emplifi’s all-brands benchmark, which pools brand ad accounts across all regions. Figures are for September 2026, with the quarter’s monthly range:

Latin America’s overall CPM of $0.80 in September 2026 sits well below the all-brands benchmark of $2.09, but it has risen from about $0.60 in July 2025, and September was its highest month. Regional CTR also reached a 15-month high in September, 1.09%, up from 0.74% in July 2025. No monthly CPC series is available.

How to use these benchmarks

Treat these medians as a calibration point for entertainment brands in Latin America, not a ceiling. Pull the same measures for your own Facebook and Instagram profiles and set them against the September 2026 figures above:

• Median post interactions
• Median post impressions
• Median engagement rate
• Post type mix

Instagram carries the organic results here, so judge your program mainly on Instagram, where carousels deserve a bigger share alongside Reels. On Facebook, Live Video and Reels are the formats that still earn above the median.

Methodology

This report is produced quarterly from Emplifi’s proprietary social media dataset, drawn from the platform used by more than 22,000 brands worldwide.

Data collection: Data is pulled once per quarter and reflects the state of Emplifi’s database at the start of the quarter following the period analyzed. It is not updated between releases.

Sample: 1,881 Facebook brand pages and 2,082 Instagram brand profiles in the entertainment category in Latin America, July 1, 2026, through Sept. 30, 2026.

Reporting period: Monthly metrics are reported for September 2026, the final month of the quarter, and trend commentary covers July 2025 through September 2026. The ads trend series also covers July 2025 through September 2026.

Minimum thresholds: Reports require a minimum of 50 Instagram profiles and 50 Facebook pages for a given region and industry combination. Interaction distribution data requires a minimum of 300 profiles. Ad benchmarks require a minimum of 200 active ad accounts from the region or industry.

Key definitions

• Interactions (Facebook): Sum of all reactions (Like, Love, Haha, Wow, Sorry, Anger), comments and shares on brand-published posts. Care reactions are counted under Likes.
• Interactions (Instagram): Sum of likes, comments, saves, shares and reposts on brand-published posts. Saves, shares and reposts are counted from Q3 2026.
• Median post interactions: The middle-ranked page or profile when sorted by monthly post interactions. It represents typical performance rather than an average, so outliers don’t skew the figure.
• Relative median interactions: Median interactions indexed to the maximum value in the reporting period for each platform, expressed as a percentage. Useful for comparing direction across platforms at different absolute scales.
• Impressions: The number of times a post was displayed, whether or not anyone interacted with it. Reflects visibility rather than engagement.
• Engagement rate: Interactions divided by impressions, expressed as a percentage. From Q3 2026 the rate is based on impressions instead of reach, because Facebook no longer provides reach data, so it is not comparable with earlier quarters.
• Organic: Posts not paid to be promoted, detected using Emplifi’s internal algorithm with near-100% accuracy.
• CPC / CPM: Median cost per click and cost per thousand impressions across all available ad accounts, shown for the top five placements by relative spend.
• Relative spend: Normalized distribution (%) showing the average share of an account’s budget allocated to each placement.
• CTR: Median click-through rate for the top five placements by relative spend.

All costs are in USD. All figures are medians unless otherwise noted; UGC uplifts are averages. Data is first normalized at the profile or page level before aggregation.