Instagram vs WhatsApp:Which is more popular?
In September 2026, Instagram had more branded searches than WhatsApp among social media platforms worldwide. Instagram had about 506 million branded searches, while WhatsApp had 277 million. Instagram made up 15.7% of all social media platform searches we track, and WhatsApp accounted for 8.6%. When we asked ChatGPT and Google AI Overviews about social media platforms, Instagram appeared in all five answers and WhatsApp in three. Instagram was mentioned before WhatsApp in every answer.
Who do people search for more?
Instagram, about 83% more searches than WhatsApp
Who does AI mention more?
Instagram, mentioned in every answer we collected
Who does AI recommend more?
Instagram, named ahead of WhatsApp in every answer
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Top social media platforms in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Instagram appeared in all five answers. WhatsApp was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. Instagram was listed before WhatsApp in every answer.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
Facebook5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers- Instagram5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
LinkedIn5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
YouTube4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
TikTok4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Reddit4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Threads4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
WhatsApp3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Snapchat3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Pinterest1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about social media platforms
5 answers
Asked ChatGPT
“Which social media platform should I use?”
Asked ChatGPT
“What are the best social media platforms?”
Asked ChatGPT
“What's the best social media platform for sharing updates?”
Searched Google, AI Overview
“social media platforms”
Searched Google, AI Overview
“social networking sites”
Brands are shown in the order each answer named them. The survey took place in the United States on October 19, 2026.
Is Instagram or WhatsApp more popular in search?
This chart shows how often people search Google for Instagram and WhatsApp by name. Each line represents a brand's share of searches for all ten social media platforms we track, month by month, from English-language searches worldwide.
Share of searches by month for Instagram, WhatsApp. The figures are in the table below the chart.
View monthly share of searches table
| Month | YouTube | TikTok | Snapchat | Threads | ||||||
|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 48.7% | 17.9% | 14.7% | 6.6% | 4.4% | 3.6% | 2% | 1.3% | 0.72% | 0.12% |
| Nov 2025 | 44.1% | 19.7% | 16.2% | 7.2% | 4.8% | 4% | 1.8% | 1.5% | 0.65% | 0.13% |
| Dec 2025 | 49.6% | 18.2% | 14.9% | 5.5% | 4.5% | 3.7% | 1.6% | 1.3% | 0.6% | 0.12% |
| Jan 2026 | 44.3% | 19.9% | 16.3% | 5.9% | 4.9% | 4% | 2.2% | 1.8% | 0.66% | 0.16% |
| Feb 2026 | 44.5% | 19.9% | 16.3% | 6% | 4.9% | 4% | 1.8% | 1.8% | 0.66% | 0.13% |
| Mar 2026 | 48.6% | 17.9% | 14.6% | 6.5% | 4.4% | 3.6% | 2% | 1.6% | 0.59% | 0.14% |
| Apr 2026 | 43.6% | 19.5% | 16% | 7.1% | 4.8% | 4.8% | 1.8% | 1.8% | 0.64% | 0.16% |
| May 2026 | 43.6% | 19.5% | 16% | 7.1% | 4.8% | 4.8% | 1.8% | 1.8% | 0.64% | 0.16% |
| Jun 2026 | 43.5% | 19.5% | 16% | 7.1% | 4.8% | 4.8% | 1.8% | 1.8% | 0.64% | 0.19% |
| Jul 2026 | 43.5% | 19.5% | 16% | 7.1% | 4.8% | 4.8% | 1.8% | 1.8% | 0.64% | 0.19% |
| Aug 2026 | 43.4% | 19.4% | 15.9% | 7.1% | 4.7% | 4.7% | 1.7% | 2.1% | 0.64% | 0.19% |
| Sep 2026 | 42.7% | 19.1% | 15.7% | 8.6% | 4.7% | 4.7% | 2.1% | 1.7% | 0.63% | 0.19% |
How has the Instagram and WhatsApp comparison changed over the last 12 months?
3 findings
- Instagram was ahead of WhatsApp in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Instagram’s share of searches among social media platforms worldwide moved from 14.7% to 15.7%, and its estimated monthly branded searches held steady at 506M.
- Across the 12 months ending September 2026, WhatsApp’s share of searches among social media platforms worldwide moved from 6.6% to 8.6%, and its estimated monthly branded searches moved from 226M to 277M.
How did search popularity change for social media platforms worldwide in September 2026?
1 change
In September 2026, WhatsApp gained share of searches among social media platforms worldwide, from 7.1% to 8.6%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Instagram’s and WhatsApp’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Other head-to-heads among social media platforms
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