Latin America Social Media Benchmarks: Ecommerce Q2 2026

What’s in this report

In Q2 2026, Latin America ecommerce brands saw median Instagram post engagement rates of around 2.4%, compared to just 0.6% on Facebook. Ecommerce was the top interaction-share category on both platforms in the region, and Reels and Carousels remained the top-performing organic post types on Instagram, while Live Video led organic performance on Facebook.

This quarterly benchmarks report pulls from Emplifi’s dataset of 1,188 Facebook pages and 679 Instagram profiles across Latin America, covering April 1, 2026 through June 30, 2026.

User-generated content: what’s achievable

Brands using Emplifi’s UGC solution this quarter saw:

• 5.27x increase in conversion rate
• 6.61x increase in website visits
• 1.34x increase in average order value

These figures represent the median uplift seen across Emplifi’s Ecommerce UGC Accounts Benchmark for Q2 2026. (Note: unlike most industries in this batch, ecommerce is large enough to have its own dedicated UGC benchmark slide in the source deck, so these figures are ecommerce-specific rather than the generic cross-industry benchmark.)

Organic performance: Facebook and Instagram

Interaction share by industry

On Facebook, Ecommerce accounts for 22.3% of total brand interactions — the highest share of any category. On Instagram, Ecommerce leads with 40.1% of interactions.

Facebook interaction distribution (Q2 2026):

Instagram interaction distribution (Q2 2026):

Platform landscape at a glance

In Latin America, Instagram brand profiles carry a higher median follower count than Facebook pages. The figures below reflect median values across all profiles in the sample at the end of Q2 2026.

Instagram median followers are higher than Facebook median fans, and Instagram interactions are higher than Facebook interactions.

Activity volume on both platforms 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 38 in May 2025 into the high-20s by late 2025, before recovering to roughly 31 by Q2 2026. Facebook held broadly flat across the full period, hovering in the low single digits 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, Instagram’s relative median interactions had climbed back to around 80% of its peak after dipping into the low 70s in late 2025. Facebook swung more sharply — spiking briefly back to its peak in December 2025 before settling at around 66% of peak by quarter’s end.

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 steadily through 2025, peaking at nearly 18,500 in November before falling sharply to around 4,500 by Q2 2026 — likely reflecting algorithmic reach patterns tied to Reels distribution. Facebook impressions stayed low throughout, trending gradually down from roughly 3,000 to about 1,300.

Engagement rate trends

Median post engagement rates this quarter:

• Instagram: ~2.4%
• Facebook: ~0.6%

Instagram engagement held fairly steady between 1.5% and 2% for most of the past year before jumping sharply to around 2.4% by Q2 2026. Facebook engagement stayed low and flat around 0.3–0.4% for most of the period, edging up slightly to about 0.6% by quarter’s end.

Best-performing post types

Facebook: Live Video and standard Video continue to outperform other formats organically. In Q2 2026, Live Video generated a median of 13 post interactions, while standard Video reached 1.

Instagram: Carousel and Reel posts lead organic performance. Carousels generated a median of 31 post interactions this quarter; Reels reached 46.

Full organic post type performance (Q2 2026):

Post type distribution trends:

On Facebook, Photo remains the dominant post format at around 57% of posts, though Reels are gaining share steadily — rising from near zero earlier in the year to approximately 34% 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 Latin America 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

This report covers a large enough vertical (ecommerce) to have its own dedicated ad-accounts benchmark, in addition to the region-wide Latin America benchmark. The placement-level figures below (spend, CPC/CPM, CTR) use the ecommerce-specific benchmark, since that’s the more precise view for this report; the Cost Trends table further down compares the ecommerce benchmark against the broader Latin America benchmark directly.

Where brands are spending

The majority of paid spend for Latin America ecommerce brands goes to Facebook Feed, followed by Instagram Feed and Instagram Stories. Spending on Facebook Feed is 18.42 percentage points higher than on Instagram Feed.

CPC and CPM by placement

The most cost-efficient placements for Latin America ecommerce brands this quarter:

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

CPC and CPM by placement (Q2 2026):

Click-through rate by placement

Within the ecommerce brands benchmark, Facebook Feed leads on CTR at 1.62%, compared to Facebook Reels at 0.93%.

CTR by placement (Q2 2026):

Cost trends over time

Q2 2026 ad cost benchmarks for Latin America:

Ecommerce-specific CPC ranged from $0.16–0.19 through most of 2025 before dropping to around $0.13 by Q2 2026, while the broader Latin America benchmark stayed lower and steadier throughout, ending near $0.08. CPM followed a similar pattern: ecommerce CPM hovered between $2.00 and $2.65 across the year (peaking in November 2025) and closed near $2.30, versus a flat $0.55–0.70 for the region overall. CTR moved upward for both — ecommerce CTR rose from about 1.25% to roughly 1.57%, while the broader region benchmark increased more gradually from around 0.80% to 0.95%.