Asia Pacific Social Media Benchmarks: Accommodation Q2 2026

What’s in this report

In Q2 2026, Accommodation brands in Asia Pacific saw Instagram median post engagement rates near 3.00%, well ahead of Facebook’s roughly 1.60%. Reels and Carousels drove Instagram’s strongest organic performance, while Live Video and Reels led organic engagement on Facebook. On the paid side, the Facebook feed remained the most cost-efficient and highest-converting ad placement across the region.

This quarterly benchmarks report pulls from Emplifi’s dataset of 2,020 Facebook pages and 1,074 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.

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. On Instagram, Ecommerce leads with 53.4% of interactions. Accommodation itself shares 1.7% of total Facebook brand interactions and 0.7% of total Instagram brand interactions in Asia Pacific.

Facebook interaction distribution (Q2 2026):

Instagram interaction distribution (Q2 2026):

Platform landscape at a glance

In Asia Pacific, Accommodation’s Instagram brand profiles carry a lower median follower count than Facebook pages’ median fan count. The source chart for this comparison does not print exact axis values (bubble sizes only), so the table below reflects the relative comparison rather than precise 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.

Instagram median post interactions declined gradually from around 28 in mid-2025 to approximately 22 by Q2 2026. Facebook held in a narrower band around 8–10 through most of the period before slipping to about 7 by quarter’s end.

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 peak — its lowest point in the period — while Instagram remained closer to its own peak at around 79%.

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 through mid-2025, peaking near 5,100 in August before declining steadily to approximately 1,400 by Q2 2026. Facebook impressions stayed comparatively flat throughout, ending at around 2,200.

Engagement rate trends

Median post engagement rates this quarter:

• Instagram: ~3.00%
• Facebook: ~1.60%

Instagram engagement held mostly steady between 2.3% and 3.0% over the past year, ticking up to around 3.00% by Q2 2026. Facebook engagement climbed more steadily, from roughly 0.8% a year ago to about 1.60% this quarter.

Best-performing post types

Facebook: Live Video and Reel continue to outperform other formats organically. In Q2 2026, Live Video generated a median of 18 post interactions, while Reel reached 10.

Instagram: Carousel and Reel posts lead organic performance. Carousels generated a median of 23 post interactions this quarter; Reels reached 31.

Full organic post type performance (Q2 2026):

Post type distribution trends:

On Facebook, Photo remains the dominant post format at around 67% of posts, though Reels are gaining share steadily — rising from near zero earlier in the year to approximately 26% 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 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 Asia Pacific brands goes to FB feed, followed by FB facebook reels and IG instagram reels. Spending on FB feed is 11.92 percentage points higher than on FB facebook reels.

CPC and CPM by placement

The most cost-efficient placements for Asia Pacific 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 brands benchmark, FB feed leads on CTR at 1.59%, compared to FB facebook reels at 0.79%.

CTR by placement (Q2 2026):

Cost trends over time

Q2 2026 ad cost benchmarks for Asia Pacific:

Accommodation in Asia Pacific did not clear Emplifi’s 200-active-ad-account minimum for a dedicated industry ad benchmark this quarter, so the brands and region-overall figures shown here are identical, both drawn from the broader Asia Pacific Ad Accounts Benchmark. CPC held in a narrow $0.05–$0.07 range throughout the past year, ending at around $0.06 in Q2 2026. CPM fluctuated between roughly $0.50 and $0.65 before closing near $0.61, while CTR trended upward from about 0.85% a year ago to approximately 1.11% by Q2 2026.