Worldwide Social Media Benchmarks: Accommodation 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. Accommodation itself is a modest contributor by comparison, making up 1.3% of total Facebook brand interactions and 0.5% of total Instagram brand interactions this quarter.

Facebook interaction distribution (Q2 2026):

Instagram interaction distribution (Q2 2026):

Platform landscape at a glance

In Worldwide, 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.

Activity volume on both platforms is higher on Instagram than 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’s median post interactions declined steadily over the past year, from around 37 in May 2025 down to roughly 27 by June 2026, with the sharpest drop happening between late 2025 and early 2026. Facebook stayed essentially flat at around 6 interactions per post across the entire period.

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 June 2026, Facebook’s and Instagram’s relative median interactions had both converged to around 75% of their respective peaks. Facebook held close to 100% for most of the year before easing down toward the end of the period, while Instagram’s decline was more gradual and consistent throughout — the two platforms ended the quarter tracking each other closely.

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 about 2,200 in May 2025 to a peak near 6,500 in September 2025, then fell steadily through early 2026 to settle back around 2,200–2,600 by Q2 2026 — likely reflecting shifting Reels distribution patterns. Facebook impressions stayed low and roughly flat throughout, drifting from around 1,700 down to about 1,100 by the end of the period.

Engagement rate trends

Median post engagement rates this quarter:

• Instagram: ~3.6%
• Facebook: ~1.5%

Instagram engagement rose notably in the back half of the period, climbing from around 2.8% in early 2026 to about 3.6% by June 2026 — its highest point of the past year. Facebook engagement also crept upward, from under 1% in May 2025 to roughly 1.5% by Q2 2026, though it remains far behind Instagram’s rate.

Best-performing post types

Facebook: Live Video and standard Reel continue to outperform other formats organically. In Q2 2026, Live Video generated a median of 19 post interactions, while Reel reached 7.

Instagram: Reel and Carousel posts lead organic performance. Reels generated a median of 37 post interactions this quarter; Carousels reached 30.

Full organic post type performance (Q2 2026):

Post type distribution trends:

On Facebook, Photo remains the dominant post format at around 66% of posts, though Reels are gaining share steadily — rising from near zero earlier in the year to approximately 23% 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 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:

Worldwide CPC hovered between $0.19 and $0.22 for most of the past year, dipped to around $0.17 in January–February 2026, then recovered to about $0.21 by June 2026. CPM followed a similar arc — peaking near $2.30 in November 2025, dropping to about $1.65 in January 2026, and climbing back to roughly $2.12 by Q2 2026. CTR held mostly steady in the 0.85%–1.10% range, trending gently upward to close the period near 1.08%. Note: this report’s ad cost benchmarks are tracked at the Worldwide level rather than broken out separately by industry, so the “brands benchmark” and “Worldwide overall” figures reflect the same underlying dataset.

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