Worldwide Social Media Benchmarks: Coffee & Tea 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. Coffee & Tea sits within the broader Beverages category, which captures 3.3% of total Facebook interactions and 2.9% of total Instagram interactions among tracked industries this quarter.

Facebook interaction distribution (Q2 2026):

Instagram interaction distribution (Q2 2026):

Platform landscape at a glance

In Coffee & Tea Worldwide, the pattern runs opposite to many industries: Facebook pages carry a higher median fan count than Instagram profiles carry followers. The figures below reflect relative standing across all profiles in the sample at the end of Q2 2026 (Emplifi’s underlying chart doesn’t print exact axis values for this view, so directional comparisons are shown instead).

Activity volume is higher on Instagram than on Facebook for Coffee & Tea brands, and user engagement on Instagram also outpaces Facebook by a wide margin — consistent with the median post interactions data below.

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 drifted down gradually from around 46 in mid-2025 to the high-30s by Q2 2026, with a brief bump in November 2025. Facebook held in a narrow 8-13 band all year and ended the period near its low point, widening the gap between the two platforms.

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 62% of its own peak — its lowest point in the period — while Instagram held up better, sitting near 75% of its peak. Both platforms trended downward from their spring 2025 highs, but Facebook’s decline was steeper.

Median post impressions

Emplifi’s Q2 2026 dataset for Coffee & Tea Worldwide doesn’t break out a separate impressions view this quarter, so no median impressions figures are available for either platform in this release.

Engagement rate trends

Emplifi’s Q2 2026 dataset for Coffee & Tea Worldwide doesn’t break out separate engagement-rate figures this quarter. Directionally, per the Social Media Landscape view above, user engagement on Instagram clearly outpaces Facebook for this industry — a pattern consistent with the median post interactions data, where Instagram runs roughly 4-5x Facebook’s typical post performance.

Best-performing post types

Facebook: Link and Live Video posts continue to outperform other formats organically. In Q2 2026, Link posts generated a median of 17 post interactions, while Live Video reached 10.

Instagram: Carousel and Reel posts lead organic performance. Carousels generated a median of 51 post interactions this quarter — 19 more than the next-best format; Reels reached 32.

Full organic post type performance (Q2 2026):

Post type distribution trends:

On Facebook, Photo remains the dominant post format, falling from around 74% of posts in mid-2025 to roughly 57-60% by Q2 2026, while Reels have climbed steadily from near zero to approximately 35-37% of posts over the same period. On Instagram, Reels lead at around 46% of posts, followed by Images (~32%) and Carousels (~22%) — with Reels and Carousels driving most of the top-performing content despite Carousels’ smaller share of volume.

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 Coffee & Tea 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. Emplifi’s Q2 2026 ad dataset for Coffee & Tea shows only a pooled Worldwide line rather than a separate industry-specific breakout, so both columns below reflect the same Worldwide figures:

CPC held in a $0.19-$0.22 band for most of the past year, dipped to around $0.17 in January-February 2026, and recovered to roughly $0.20-$0.21 by June 2026. CPM followed a similar arc, ranging $1.85-$2.30, dropping to about $1.65 in January 2026 before climbing back to $2.10-$2.15 by June. CTR trended mildly upward across the period, moving from around 0.85% to approximately 1.05-1.10% by the end of Q2 2026.

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