Australia and New Zealand Social Media Benchmarks: Electronics Q2 2026

What’s in this report

In Q2 2026, Electronics brands in Australia and New Zealand saw median Instagram post engagement rates of around 2.7%, well ahead of Facebook at about 1.0%. Ecommerce continued to dominate interaction share on both platforms, while Instagram Carousels and Reels led organic post performance for the industry.

This quarterly benchmarks report pulls from Emplifi’s dataset of 155 Facebook pages and 93 Instagram profiles across Australia and New Zealand, 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 62.4% of total brand interactions — the highest share of any category. On Instagram, Ecommerce leads with 61.8% of interactions. Electronics itself is a much smaller slice of the pie in Australia and New Zealand, accounting for 1.4% of total Facebook brand interactions and 1.3% of total Instagram brand interactions — both fall within the “Others” bucket below rather than the top 5 categories.

Facebook interaction distribution (Q2 2026):

Instagram interaction distribution (Q2 2026):

Platform landscape at a glance

In Australia and New Zealand, Instagram brand profiles carry a lower median follower count than Facebook pages carry fans, for Electronics. This quarter’s landscape slide is a relative bubble-size chart rather than a table of exact figures, so the values below reflect directional comparisons rather than precise numbers.

Activity volume on both platforms is higher on Instagram than on Facebook, 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 fluctuated between roughly 18 and 22 across the past year, ending Q2 2026 at approximately 20 — close to where it started the period. Facebook median post interactions stayed low and largely flat throughout, hovering in the 4-6 range and ending the period at approximately 4.

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.

Both platforms peaked together around December 2025, each hitting close to 100% of their respective maximums. By Q2 2026, Instagram had eased only slightly to around 90% of its peak, while Facebook fell further back to about 66% of its peak — a wider gap than earlier in the year.

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 from around 1,200 in mid-2025 to a peak near 3,400 between August and October 2025, before declining steadily to approximately 1,550 by Q2 2026. Facebook impressions were comparatively stable across the period, holding between roughly 1,600 and 2,300 before easing down to converge with Instagram at around 1,550 by quarter’s end.

Engagement rate trends

Median post engagement rates this quarter:

• Instagram: ~2.7%
• Facebook: ~1.0%

Instagram engagement dipped from around 2.8% in mid-2025 to a low near 2.45% around December 2025-January 2026, before recovering back to roughly 2.7% by Q2 2026. Facebook engagement rose gradually and steadily across the same period, climbing from about 0.6% to approximately 1.0% 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 12 post interactions, while standard Video reached 2.

Instagram: Carousel and Reel posts lead organic performance. Carousels generated a median of 30 post interactions this quarter; Reels reached 18.

Full organic post type performance (Q2 2026):

Post type distribution trends:

On Facebook, Photo remains the dominant post format at around 40% of posts, though Reels are gaining share steadily — rising from near zero earlier in the year to approximately 39% 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 Australia and New Zealand 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 Australia and New Zealand Electronics brands goes to Facebook Feed, followed by Instagram Reels and Instagram Feed. Spending on Facebook Feed is 17.34 percentage points higher than on Instagram Reels.

CPC and CPM by placement

The most cost-efficient placements for Australia and New Zealand Electronics 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 Australia and New Zealand Electronics brands benchmark, Facebook Feed leads on CTR at 1.57%, compared to Facebook Reels at 0.89%.

CTR by placement (Q2 2026):

Cost trends over time

Q2 2026 ad cost benchmarks for Australia and New Zealand:

Electronics-specific CPC held low and fairly flat across the year, moving between about $0.13 and $0.20 before ending Q2 2026 at approximately $0.19. Australia and New Zealand’s overall CPC ran consistently higher, fluctuating between $0.36 and $0.54 and ending the period at around $0.45 — more than double the electronics figure. CPM followed a similar pattern: electronics CPM stayed under $2 for most of the year, dipping to about $1.05 in January 2026 before climbing to roughly $1.85 by Q2 2026, while the regional CPM ran two to three times higher throughout, ending near $4.55. CTR moved in the opposite direction — electronics CTR rose from about 0.93% to a high near 1.04% in early 2026 before easing back to approximately 0.95%, while the broader Australia and New Zealand CTR climbed more steadily across the year to end higher, at around 1.18%.