Brandwave

How popular isLater?

In September 2026, people searched for Later by name about 130 times in New Zealand, an 8.3% increase from the previous year. These searches made up 1.1% of all New Zealand social media management tool searches, placing Later eighth out of 11 tools. When we asked both ChatGPT and Google AI Overviews about social media management tools, Later appeared in three of the five answers and was the fifth most recommended of the 11.

Search and AI answers in September 2026

Later is the eighth most searched of 11 competitors and the fifth most recommended in AI answers.

  1. Meta Business SuiteShare of searches 65.6%Mentioned in 2 of 5 AI answersPlace in AI recommendations 8th
  2. BufferShare of searches 13.4%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  3. MetricoolShare of searches 10.6%Mentioned in 5 of 5 AI answersPlace in AI recommendations 3rd
  4. HootsuiteShare of searches 2.7%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  5. LaterShare of searches 1.1%Mentioned in 3 of 5 AI answersPlace in AI recommendations 5th

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Top social media management tools in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Later was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Later is the fifth most recommended of the 11.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Buffer1st
  2. Hootsuite2nd
  3. Metricool3rd
  4. Sprout Social4th
  5. Later5th
  6. Agorapulse6th
  7. Planable7th
  8. Meta Business Suite8th
  9. Sendible9th
  10. Loomly–
  11. +1 more

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Buffer5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Metricool5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Hootsuite5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Sprout Social3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Later3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Meta Business Suite2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Planable2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Agorapulse2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Sendible1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Loomly0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+1 more

See every answer about social media management tools

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.

Which social media management tools compete with Later?

Later against social media management tools in New Zealand, by month

Share of searches by month for Meta Business Suite, Buffer, Metricool, Hootsuite, Sprout Social, Later. The figures are in the table below the chart.

View monthly share of searches table
MonthMeta Business SuiteBufferMetricoolHootsuiteSprout SocialPlanableLoomlyLaterSocialPilotAgorapulseSendible
Oct 202555.4%17%9.2%6.3%4.9%1.7%2.3%1.2%0.82%0.72%0.31%
Nov 202554.6%19.7%9%6.1%3.9%1.7%2.2%1%0.61%0.51%0.61%
Dec 202559.1%14.1%9.9%5.4%4.3%2.3%2%1.1%0.81%0.54%0.4%
Jan 202658.4%14.7%9.6%6.5%3.5%2.3%1.9%1.3%0.76%0.54%0.43%
Feb 202658.8%15.2%9.6%5.2%4.2%2.3%1.8%0.98%0.98%0.54%0.33%
Mar 202660%15.3%8.1%5.5%3.5%2.4%2.4%1.2%0.91%0.45%0.36%
Apr 202662.4%16.1%8.4%3.8%2.5%2%2.6%1%0.57%0.47%0.28%
May 202661%18.3%8.2%3.8%3%1.9%1.6%0.92%0.55%0.46%0.28%
Jun 202666.1%13.5%8.3%3.3%2.6%2.1%1.8%1.1%0.57%0.33%0.33%
Jul 202666.1%13.6%8.3%3.2%3.2%2.1%1.5%0.9%0.49%0.41%0.24%
Aug 202663.2%15.3%10.3%2.5%3%1.6%1.4%1.5%0.47%0.39%0.31%
Sep 202665.6%13.4%10.6%2.7%2.6%1.7%1.2%1.1%0.57%0.32%0.32%

  1. 1.Meta Business Suite

    65.6%

    Held 1st. 8.1K estimated branded searches, 0% vs prior month. Share +2.4 points.

  2. 2.Buffer

    13.4%

    Held 2nd. 1.6K estimated branded searches, -15.8% vs prior month. Share -1.9 points.

  3. 3.Metricool

    10.6%

    Held 3rd. 1.3K estimated branded searches, -0.76% vs prior month. Share +0.3 points.

  4. 4.Hootsuite

    2.7%

    Moved from 5th to 4th. 330 estimated branded searches, +3.1% vs prior month. Share +0.2 points.

  5. 5.Sprout Social

    2.6%

    Moved from 4th to 5th. 320 estimated branded searches, -17.9% vs prior month. Share -0.5 points.

  6. 6.Planable

    1.7%

    Held 6th. 210 estimated branded searches, 0% vs prior month. Share +0.1 points.

  7. 7.Loomly

    1.2%

    Moved from 8th to 7th. 150 estimated branded searches, -16.7% vs prior month. Share -0.2 points.

  8. 8.Later

    1.1%

    Moved from 7th to 8th. 130 estimated branded searches, -31.6% vs prior month. Share -0.4 points.

  9. 9.SocialPilot

    0.57%

    Held 9th. 70 estimated branded searches, +16.7% vs prior month. Share +0.1 points.

  10. 10.Agorapulse

    0.32%

    Held 10th. 40 estimated branded searches, -20% vs prior month. Share -0.1 points.

  11. 11.Sendible

    0.32%

    Held 11th. 40 estimated branded searches, 0% vs prior month. Share 0 points.

Compare popularity between Later and its closest rivals

Every comparison with Later

8 comparisons

How has branded search demand for Later changed in New Zealand over the last 12 months?

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Later in New Zealand rose from 120 to 130.
  • Across the 12 months ending September 2026, Later’s share of searches among social media management tools in New Zealand held steady, from 1.2% to 1.1%.

How did search popularity change for New Zealand social media management tools in September 2026?

6 changes

  1. In September 2026, Meta Business Suite gained share of searches among social media management tools in New Zealand, from 63.2% to 65.6%.

  2. In September 2026, Buffer lost share of searches among social media management tools in New Zealand, from 15.3% to 13.4%.

  3. Metricool’s share of searches among social media management tools in New Zealand has gained ground for 3 months in a row, from 8.3% to 10.6% in September 2026.

  4. Loomly’s share of searches among social media management tools in New Zealand has lost ground for 3 months in a row, from 1.8% to 1.2% in September 2026.

  5. In September 2026, Hootsuite rose from 5th to 4th among social media management tools in New Zealand.

  6. In September 2026, Later fell from 7th to 8th among social media management tools in New Zealand.

How are Later’s branded searches counted?

4 search terms

Brandwave collects information about searches that people make online using Later’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • later app
  • later scheduling
  • later social media
  • read later app

Do you work for Later? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

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