Asia Pacific Social Media Benchmarks: Airlines Q2 2026

What’s in this report

In Q2 2026, Airlines brands in Asia Pacific saw Instagram median post interactions of around 238 versus roughly 48 on Facebook, with Instagram engagement clearly outpacing Facebook across the category. On Facebook, Status posts (152 median interactions) and Reel posts (57) led organic performance, while on Instagram, Image posts (303) and Carousel posts (200) came out on top. Paid spend concentrated heavily in the Facebook feed, which also delivered the lowest CPC and highest CTR of any placement.

This quarterly benchmarks report pulls from Emplifi’s dataset of 159 Facebook pages and 54 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. Airlines itself holds a much smaller slice of the region’s interaction pie: 0.9% on Facebook and 0.5% on Instagram, placing it well outside the top categories on both platforms.

Facebook interaction distribution (Q2 2026):

Instagram interaction distribution (Q2 2026):

Platform landscape at a glance

In Asia Pacific, Airlines follows the opposite pattern to the region overall: Instagram brand profiles carry a lower median follower count than Facebook pages. The source chart for this metric is a bubble comparison without printed values, so the table below reflects directional comparisons rather than exact figures.

Activity volume is higher on Instagram than on Facebook, while user engagement on Instagram also 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 from around 355 in May 2025 to a low of about 200 in September 2025, recovered to a peak of roughly 295 in March 2026, then eased back to approximately 238 by Q2 2026. Facebook held broadly flat throughout the period, moving in a narrow band of roughly 45–70 interactions.

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, both platforms had converged to around 65–68% of their respective peaks. Facebook peaked earliest (hitting 100% around July 2025) and has drifted gradually downward since, while Instagram started the period at its peak, dropped as low as ~57% in September 2025, and has fluctuated without a clear recovery since.

Best-performing post types

Facebook: Status and Reel posts led organic performance this quarter, ahead of Video, Photo, and Link. Status generated a median of 152 post interactions, while Reel reached 57 (Live Video volume was too low in this category this quarter to report a reliable median).

Instagram: Image and Carousel posts lead organic performance. Image generated a median of 303 post interactions this quarter; Carousel reached 200.

Full organic post type performance (Q2 2026):

Post type distribution trends:

On Facebook, Photo remains the dominant post format at around 69% of posts, though Reels are gaining share steadily — rising from near zero earlier in the year to approximately 19% 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?

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.

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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:

Airlines did not clear Emplifi’s 200-active-ad-account minimum for its own industry-specific ad breakout this quarter, so only a region-wide Asia Pacific Ad Accounts Benchmark exists in the source deck — the same figures are used for both columns above rather than fabricating a separate industry-specific split. CPC held in a narrow $0.05–$0.07 band across the past year, ending Q2 2026 at approximately $0.06. CPM fluctuated between roughly $0.50 and $0.65, closing the period around $0.61. CTR trended upward over the year, rising from about 0.81% in mid-2025 to approximately 1.11% by Q2 2026.