Latin America Social Media Benchmarks: Accommodation Q3 2026

What’s in this report

Latin America accommodation social media benchmarks for Q3 2026 show Instagram well ahead of Facebook: the median accommodation brand in Latin America earned 38.5 interactions per Instagram post in September, against five on Facebook. Reels were the strongest everyday format on both platforms, and Reels now make up a third of brands’ Facebook posts. Engagement rates for this category are reported at the worldwide level, where they reached up to 2.15% on Instagram and up to 0.85% on Facebook.

This quarterly benchmarks report draws on Emplifi’s dataset of 1,396 Facebook pages and 519 Instagram profiles in the Latin America accommodation category, covering July 1, 2026, through Sept. 30, 2026.

User-generated content: what’s achievable

Brands using Emplifi’s UGC solution saw these average uplifts in Q3 2026:

• 11.49x conversion rate
• 4.84x repeat website visits
• 1.03x average order value

The figures come from Emplifi’s Worldwide Brands UGC benchmark, averaged across 68 to 83 accounts per metric. That benchmark covers brands in every category and region worldwide, so it is not specific to accommodation brands in Latin America.

Organic performance: Facebook and Instagram

Interaction share by industry

Services brands collect the largest share of brand interactions on Facebook in Latin America of any category broken out in the data, 24.5% from 9.5% of posts, with gambling second. On Instagram, ecommerce leads with 29.7%, and alcohol stands out: it publishes 7.4% of brand posts but draws 20.2% of interactions.

Facebook interaction distribution (Q3 2026):

Instagram interaction distribution (Q3 2026):

The categories listed are those with the most brand posts in the region, ranked by their share of interactions. Others combines every remaining category, accommodation included.

Platform landscape at a glance

Instagram leads for Latin American accommodation brands on reach and response. The median Instagram profile has about 23% more followers than the median Facebook page and posts at a similar pace, yet it collects more than five times the interactions over the quarter.

Median post interactions

This metric follows the middle-ranked page or profile each month, so a handful of viral accounts can’t inflate it.

Instagram peaked at 41 in August 2025, settled between 34 and 36 from September 2025 to June 2026, and picked up to 38 to 39 in Q3. Facebook moved the other way, from eight through most of 2025 to five in September 2026, its lowest month of the period.

Relative median post interactions

Indexing each platform to its own 15-month peak makes the two easier to compare despite their different scales.

Instagram ended September 2026 at 94% of its August 2025 high, close to its best. Facebook finished at 63% of its peak, the lowest point of the period for either platform.

Median post impressions

Impressions count how often posts were displayed, whether or not anyone interacted. They measure visibility, not engagement.

Emplifi’s dataset has too few Latin America accommodation profiles with impression data this quarter, so the impressions below are the worldwide accommodation medians.

Worldwide, accommodation brands’ Instagram impressions are about a third of their August 2025 peak of 6,737, after a steep fall between October 2025 and January 2026. Facebook impressions eased from 1,776 in July 2025 to 949 in September 2026. The decline is not specific to accommodation: median Facebook impressions for brands worldwide fell from about 1,500 to 779 over the same period.

Engagement rate trends

Emplifi’s dataset has too few Latin America accommodation profiles with impression data this quarter, so the engagement rates below are the worldwide accommodation medians.

Median post engagement rates this quarter (worldwide accommodation):

• Instagram: up to 2.15%
• Facebook: up to 0.85%

Across the quarter’s three months, the worldwide Instagram median ranged from 1.83% to 2.15% and Facebook’s from 0.72% to 0.85%. The Instagram rate climbed from a low of 0.79% in August 2025, while Facebook stayed within a 0.72% to 0.86% band for all 15 months.

From this quarter, Emplifi calculates engagement rate from impressions instead of reach, because Facebook no longer provides reach data. These rates are therefore not comparable with the engagement rates in earlier quarterly reports.

Best-performing post types

Facebook: Live Video drew a median of 49 interactions, seven times a Reel, but it made up only 0.3% of posts in September. Reels led the everyday formats at seven, ahead of status updates, links and photos.

Instagram: Reels led at 51 interactions, carousels followed at 45, and both earned more than twice as much as a single image.

Full organic post type performance (Q3 2026):

Post type distribution trends:

Latin American accommodation brands are moving to Reels on Facebook faster than the photo habit suggests. Reels rose from 13.6% of Facebook posts in July 2025 to 34.3% in September 2026, with a jump in October 2025, while photos fell from 74.9% to 60.8%, the lowest share of the period. On Instagram, Reels stayed the most-used format at 37.2% of posts. Carousels climbed from 31.2% to 36.3%, and single images slipped from 32.5% to 26.2%.

Top performing pages and profiles

Facebook: top pages by total interactions (Q3 2026):

Instagram: top profiles by total interactions (Q3 2026):

Villas Taturé earned almost three times the interactions of the next profile with about a third of its posts.

Top posts this quarter

Every top accommodation post shown for Latin America this quarter is a Reel.

Facebook:

Instagram:

How does your brand compare?

These benchmarks describe the median accommodation brand in Latin America. A free social media assessment shows where your own profiles sit against them, platform by platform.

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Paid performance: Facebook and Instagram ads

This quarter’s data has no accommodation-specific ad benchmark, so the paid figures below come from Emplifi’s Latin America ad accounts benchmark, which spans ad accounts in every industry in the region.

Where brands are spending

Facebook feed takes 29.2% of the average ad budget, 14.3 percentage points more than Facebook Reels in second place. Facebook Reels and Instagram feed are almost level, and Instagram Reels and Instagram Stories complete the top five.

CPC and CPM by placement

The most cost-efficient placements this quarter:

• Lowest CPC: Facebook feed, Facebook Reels and Instagram feed
• Lowest CPM: Facebook feed, Facebook Reels and Instagram Reels

Facebook feed is the cheapest placement on both measures, with clicks at $0.09 and a CPM of $1.23. Every Instagram click costs at least four times as much.

Spend, CPC and CPM by placement (Q3 2026):

Click-through rate by placement

Facebook feed leads at 1.59%, followed by Facebook Reels at 0.92%. All three Instagram placements sit below 0.2%.

CTR by placement (Q3 2026):

Cost trends over time

Q3 2026 ad cost benchmarks, shown for September 2026 with the quarter’s monthly range:

Latin America CPM started the period at $0.60 in July 2025, returned to that level in January 2026 and has risen since, reaching $0.80 in September 2026, its highest point in the 15 months. CTR followed a similar path, from 0.74% in July 2025 to 1.09% in September 2026, also a 15-month high. Impressions in the region still cost well under half the worldwide brands benchmark. No monthly CPC series is available.

How to use these benchmarks

Treat these medians as a calibration point for accommodation brands in Latin America, not a ceiling. Pull the same measures for your own Facebook and Instagram profiles and set them against the September 2026 figures above:

• Median post interactions
• Median post impressions
• Median engagement rate
• Post type mix

On Instagram, Reels and carousels are where the median brand earns most. On Facebook, Reels outperform photos and their share keeps rising, so test them before adding more photos, and consider an occasional Live Video.

Methodology

This report is produced quarterly from Emplifi’s proprietary social media dataset, drawn from the platform used by more than 22,000 brands worldwide.

Data collection: Data is pulled once per quarter and reflects the state of Emplifi’s database at the start of the quarter following the period analyzed. It is not updated between releases.

Sample: 1,396 Facebook brand pages and 519 Instagram brand profiles in the Latin America accommodation category, July 1, 2026, through Sept. 30, 2026.

Reporting period: Monthly metrics are reported for September 2026, the final month of the quarter, and trend commentary covers July 2025 through September 2026. The ads trend series also covers July 2025 through September 2026.

Minimum thresholds: Reports require a minimum of 50 Instagram profiles and 50 Facebook pages for a given region and industry combination. Interaction distribution data requires a minimum of 300 profiles. Ad benchmarks require a minimum of 200 active ad accounts from the region or industry.

Key definitions

• Interactions (Facebook): Sum of all reactions (Like, Love, Haha, Wow, Sorry, Anger), comments and shares on brand-published posts. Care reactions are counted under Likes.
• Interactions (Instagram): Sum of likes, comments, saves, shares and reposts on brand-published posts. Saves, shares and reposts are counted from Q3 2026.
• Median post interactions: The middle-ranked page or profile when sorted by monthly post interactions. It represents typical performance rather than an average, so outliers don’t skew the figure.
• Relative median interactions: Median interactions indexed to the maximum value in the reporting period for each platform, expressed as a percentage. Useful for comparing direction across platforms at different absolute scales.
• Impressions: The number of times a post was displayed, whether or not anyone interacted with it. Reflects visibility rather than engagement.
• Engagement rate: Interactions divided by impressions, expressed as a percentage. From Q3 2026 the rate is based on impressions instead of reach, because Facebook no longer provides reach data, so it is not comparable with earlier quarters.
• Organic: Posts not paid to be promoted, detected using Emplifi’s internal algorithm with near-100% accuracy.
• CPC / CPM: Median cost per click and cost per thousand impressions across all available ad accounts, shown for the top five placements by relative spend.
• Relative spend: Normalized distribution (%) showing the average share of an account’s budget allocated to each placement.
• CTR: Median click-through rate for the top five placements by relative spend.

All costs are in USD. All figures are medians unless otherwise noted; UGC uplifts are averages. Data is first normalized at the profile or page level before aggregation.