Latin America Social Media Benchmarks: Fashion Q3 2026

What’s in this report

Latin America fashion social media benchmarks for Q3 2026 show Instagram at its strongest in 15 months: the median fashion brand’s Instagram post earned 51 interactions in September, against four on Facebook. Median engagement reached up to 1.42% on Instagram and up to 0.70% on Facebook, both 15-month highs. Carousels led on Instagram, and Live Video earned far more than any other Facebook format, though almost no brand uses it.

This quarterly benchmarks report draws on Emplifi’s dataset of 1,894 Facebook pages and 1,464 Instagram profiles of fashion 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 figures are averages from Emplifi’s Worldwide Brands UGC benchmark, measured across 68 to 83 accounts per metric. The benchmark spans brands in every category worldwide, so it is not specific to fashion or to Latin America.

Organic performance: Facebook and Instagram

Interaction share by industry

Services, gambling and ecommerce lead Facebook interactions in Latin America among the categories broken out. On Instagram, ecommerce and alcohol take half of brand interactions between them. Fashion is a minor presence on Facebook, with 3.3% of brand posts and 0.6% of interactions, but on Instagram it ranks fourth, with 7.0% of interactions from 8.5% of posts.

Facebook interaction distribution (Q3 2026):

Instagram interaction distribution (Q3 2026):

The categories listed are those with the most brand posts in Latin America, plus fashion. Others combines every remaining category, including fashion on Facebook.

Platform landscape at a glance

The median fashion brand in Latin America has about 138,000 Instagram followers and about 90,000 Facebook fans, and it posts more on Instagram, 46 times in the quarter against 37. Over the quarter, the median profile collected about 19 times as many interactions on Instagram.

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 climbed through Q3, from 45 interactions per post in July to 49 in August and 51 in September, the highest point of the 15 months, after a low of 42 in December 2025. Facebook drifted from six in mid-2025 to five for most of the following year, and has been at four in most months since May 2026.

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 its 15-month peak and never fell below 82% of it. Facebook finished at 67% 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 peaked at 23,790 in August 2025, bottomed at 8,821 in February 2026 and recovered to between 12,000 and 14,500 during Q3. Facebook impressions fell fast during the quarter, from 2,053 in July to about 851 in September, the lowest of the period and about a fifth of their August 2025 peak of 4,482. 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 1.42%
• Facebook: up to 0.70%

Across the quarter’s three months, Instagram’s median ranged from 0.98% to 1.42% and Facebook’s from 0.51% to 0.70%, with both peaking in September. Instagram’s rate has more than tripled from its August 2025 low of 0.42%, with the steepest rise between November 2025 and January 2026. Facebook spent most of the period between 0.40% and 0.57% before its September jump.

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 earned a median of 99.5 interactions per post, roughly 25 times any other format, but it made up just 0.1% of fashion brands’ Facebook posts in September. Reels and photos tied at four, ahead of links and status updates.

Instagram: Carousels led with a median of 57 interactions, ahead of Reels at 50, and both earned far more than single images at 29.

Full organic post type performance (Q3 2026):

Post type distribution trends:

Photos still account for 57.5% of fashion brands’ Facebook posts in Latin America, down from 75.0% in July 2025. Reels rose from 10.8% to 28.2% in October 2025 and 36.7% in September 2026, and status updates fell from 12.7% to 4.8%. On Instagram, carousels grew from 38.5% to 42.4% of posts, Reels held at about 38% and single images fell from 23.2% to 19.1%.

Top performing pages and profiles

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

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

Ragazza Fashion collected about twice the Facebook interactions of Máscara De Látex in second place. The Instagram race was much closer: the top three finished within about 290,000 interactions of each other, with Calvin Klein Brasil ahead.

Top posts this quarter

The top Instagram post, a Calvin Klein Brasil carousel with Jungkook, earned about 1.47 million interactions, more than twice the next. On Facebook, a runway Reel from Ragazza Fashion led, while a status update and a photo with humorous captions took second and third.

Facebook:

Instagram:

How does your brand compare?

These benchmarks describe the median fashion 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 fashion ad accounts benchmark, which pools fashion ad accounts across all regions, so they are not specific to Latin America. The cost trends table adds the Latin America overall benchmark, which covers ad accounts in every industry in the region.

Where brands are spending

Facebook feed takes 30.99% of the average fashion ad budget, 7.33 percentage points more than Instagram feed. Instagram Stories is third, and Reels on both platforms receive the smallest shares of the top five.

CPC and CPM by placement

The most cost-efficient placements this quarter:

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

Reels placements are the cheapest way to buy reach for fashion, at $3.97 CPM on Facebook and $4.12 on Instagram. Instagram feed and Instagram Stories cost the most per thousand impressions, at $6.27 and $5.92.

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

Click-through rate by placement

All five placements clear 1%, with Facebook feed at 2.16% and Instagram Stories at 1.82%.

CTR by placement (Q3 2026):

Cost trends over time

Q3 2026 ad cost benchmarks, shown for September 2026 with the quarter’s monthly range:

Fashion CPM ran between $2.07 and $3.06 over the 15 months and rose to $2.69 in September. Latin America’s overall CPM is about a third of that, $0.80 in September 2026, but it has climbed from about $0.60 in July 2025 and September was its highest month. Fashion CTR ended Q3 at 1.40%, its lowest month of the quarter, while the regional CTR reached a 15-month high of 1.09%. No monthly CPC series is available.

How to use these benchmarks

Treat these medians as a calibration point for fashion 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

On Instagram, carousels are the format to lead with, and Reels a close second. On Facebook, photos still make up most of what fashion brands publish but earn no more than Reels, and Live Video, used in 0.1% of posts, is worth testing.

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: 1,894 Facebook brand pages and 1,464 Instagram brand profiles in the fashion 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.