Worldwide Social Media Benchmarks: Baby Food Q2 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 27.5% of total brand interactions — the highest share of any category. On Instagram, Ecommerce leads with 37.4% of interactions. Within Emplifi’s broader FMCG Food grouping (which includes Baby Food), the category accounts for 3.8% of total Facebook brand-page interactions and 1.7% of total Instagram brand-profile interactions worldwide.

Facebook interaction distribution (Q2 2026):

Instagram interaction distribution (Q2 2026):

Platform landscape at a glance

In Worldwide, Instagram brand profiles for Baby Food carry a lower median follower count than Facebook pages carry in fans. The underlying chart for this quarter doesn’t publish exact median values for followers, posts, or interactions — only relative bubble sizes — so the figures below are described directionally rather than as precise numbers.

Activity volume is higher on Instagram than on Facebook, while user engagement on Instagram also outpaces Facebook — Baby Food brands post more often and generate more interaction per post on Instagram despite carrying a smaller average audience there.

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 climbed from around 18 in mid-2025 to a peak near 23-24 in January 2026, before easing back to around 18 by June 2026. Facebook held broadly flat across the full period, hovering in the 4-6 range throughout.

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 50% of its own peak — its lowest point in the period — while Instagram remained closer to its own high point at around 75-80%, having peaked at its maximum value back in January 2026.

Median post impressions

This quarter’s Baby Food Worldwide extract doesn’t include a separate median post impressions breakout for this industry/region combination, so no reach figures are available to report here this cycle.

No impressions trend data was published for Baby Food Worldwide this quarter — check back next quarter for reach figures.

Engagement rate trends

This particular dataset didn’t include a dedicated engagement-rate trend chart this cycle. However, the Social Media Landscape data does confirm that Instagram engagement outpaces Facebook for Baby Food worldwide, consistent with the pattern seen across nearly every industry Emplifi benchmarks.

Best-performing post types

Facebook: Live Video and Link continue to outperform other formats organically. In Q2 2026, Live Video generated a median of 164 post interactions — 155 more than the second-highest post type, Link, which came in around 9. Video, Status, Photo, and Reel posts all trailed well behind, in the low single digits.

Instagram: Reel and Carousel posts lead organic performance. Reels generated a median of 28 post interactions this quarter; Carousels reached 22, with Image posts trailing at roughly 16.

Full organic post type performance (Q2 2026):

Post type distribution trends:

On Facebook, Photo remains the dominant post format, though its share has slipped from around 68% of posts in mid-2025 to roughly 54% by Q2 2026 — Reels have picked up nearly all of that ground, rising from close to 0% to about 40% of posts over the same period. On Instagram, Reels have grown to around 48% of posts published, ahead of Images (down to around 28%) and Carousels (around 24%), 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 Worldwide brands in Q2 2026:

Facebook:

Instagram:

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Paid performance: Facebook and Instagram ads

Where brands are spending

The majority of paid spend for Worldwide brands goes to FB feed, followed by IG feed and IG instagram reels. Spending on FB feed is 18.7 percentage points higher than on IG feed.

CPC and CPM by placement

The most cost-efficient placements for Worldwide 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 Worldwide brands benchmark, FB feed leads on CTR at 1.53%, compared to FB facebook reels at 0.87%.

CTR by placement (Q2 2026):

Cost trends over time

Q2 2026 ad cost benchmarks for Worldwide:

This industry/region combination didn’t have enough active ad accounts to break out a separate Baby Food line, so both columns reflect the same pooled Worldwide Ad Accounts Benchmark. CPC held mostly in the $0.19-0.22 range over the past year, dipping to around $0.17 in January 2026 before recovering to roughly $0.20-0.21 by June 2026. CPM followed a similar seasonal pattern, peaking near $2.30 in November 2025, bottoming out around $1.65 in January 2026, and climbing back to about $2.10-2.15 by June. CTR trended gently upward across the period, ending the quarter around 1.05-1.10%, while Spend peaked near $5,800-6,000 in both November 2025 and June 2026 after a January 2026 trough of roughly $4,300-4,500.

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