Brandwave

How popular isLinkedIn?

In September 2026, people searched for LinkedIn by name about 166,000 times in New Zealand, a 17.8% decrease from the previous year. These searches made up 2.1% of all New Zealand social media platform searches, placing LinkedIn eighth out of ten platforms. When we asked both ChatGPT and Google AI Overviews about social media platforms, LinkedIn appeared in three of the five answers and was the sixth most recommended of the ten.

Search and AI answers in September 2026

LinkedIn is the eighth most searched of 10 competitors and the sixth most recommended in AI answers.

  1. YouTubeShare of searches 42.8%Mentioned in 4 of 5 AI answersPlace in AI recommendations 4th
  2. FacebookShare of searches 30.6%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  3. InstagramShare of searches 7.1%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  4. TikTokShare of searches 4.9%Mentioned in 5 of 5 AI answersPlace in AI recommendations 3rd
  5. LinkedInShare of searches 2.1%Mentioned in 3 of 5 AI answersPlace in AI recommendations 6th

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Top social media platforms in ChatGPT and Google AI Overviews

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

Most recommended by AI

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

  1. Facebook1st
  2. Instagram2nd
  3. TikTok3rd
  4. YouTube4th
  5. WhatsApp5th
  6. LinkedIn6th
  7. Reddit7th
  8. Snapchat8th
  9. Pinterest9th
  10. Threads–

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
  • TikTok5 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
  • Reddit4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • LinkedIn3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Snapchat3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Pinterest2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • WhatsApp2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Threads0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about social media platforms

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 19, 2026.

Which social media platforms compete with LinkedIn?

LinkedIn against social media platforms in New Zealand, by month

Share of searches by month for YouTube, Facebook, Instagram, TikTok, Pinterest, Reddit, WhatsApp, LinkedIn. The figures are in the table below the chart.

View monthly share of searches table
MonthYouTubeFacebookInstagramTikTokPinterestRedditWhatsAppLinkedInSnapchatThreads
Oct 202542.9%30.2%8.7%4.1%4.7%3.4%2.1%2.5%1.5%<0.01%
Nov 202543.8%30.9%7.3%4.1%4.8%3.5%1.9%2.1%1.5%<0.01%
Dec 202544.8%31.6%7.4%4.2%4%3.5%1.6%1.8%1.1%<0.01%
Jan 202644%31.2%7.3%4.1%3.9%4.2%2%2.1%1%<0.01%
Feb 202643.8%31%7.2%4.1%4.8%3.5%1.9%2.1%1.5%<0.01%
Mar 202646.2%27.2%7.7%4.3%5%3.7%2%2.3%1.6%<0.01%
Apr 202642.9%30.7%7.1%4.9%4.7%4.1%2.1%2.1%1.5%<0.01%
May 202641.7%29.8%8.4%4.7%5.5%4%2.3%2%1.5%<0.01%
Jun 202642.4%30.2%7%4.8%5.6%4%2.3%2.1%1.5%<0.01%
Jul 202643.4%30.9%7.2%4.1%4.7%4.1%2.1%2.1%1.3%<0.01%
Aug 202642.2%30.2%7%4.8%5.6%4%2.3%2.5%1.5%<0.01%
Sep 202642.8%30.6%7.1%4.9%4.7%4.1%2.3%2.1%1.5%<0.01%

  1. 1.YouTube

    42.8%

    Held 1st. 3.4M estimated branded searches, -<0.01% vs prior month. Share +0.7 points.

  2. 2.Facebook

    30.6%

    Held 2nd. 2.4M estimated branded searches, -0.13% vs prior month. Share +0.4 points.

  3. 3.Instagram

    7.1%

    Held 3rd. 564K estimated branded searches, +0.07% vs prior month. Share +0.1 points.

  4. 4.TikTok

    4.9%

    Moved from 5th to 4th. 388K estimated branded searches, -0.42% vs prior month. Share +0.1 points.

  5. 5.Pinterest

    4.7%

    Moved from 4th to 5th. 371K estimated branded searches, -18.2% vs prior month. Share -0.9 points.

  6. 6.Reddit

    4.1%

    Held 6th. 322K estimated branded searches, -0.41% vs prior month. Share 0 points.

  7. 7.WhatsApp

    2.3%

    Moved from 8th to 7th. 184K estimated branded searches, -0.02% vs prior month. Share 0 points.

  8. 8.LinkedIn

    2.1%

    Moved from 7th to 8th. 166K estimated branded searches, -17.9% vs prior month. Share -0.4 points.

  9. 9.Snapchat

    1.5%

    Held 9th. 120K estimated branded searches, -1.5% vs prior month. Share 0 points.

  10. 10.Threads

    <0.01%

    Held 10th. 440 estimated branded searches, +25.7% vs prior month. Share 0 points.

Compare popularity between LinkedIn and its closest rivals

Every comparison with LinkedIn

18 comparisons

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for LinkedIn in New Zealand fell from 203K to 166K.
  • Across the 12 months ending September 2026, LinkedIn fell from 7th to 8th among social media platforms in New Zealand.

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

6 changes

  1. In September 2026, YouTube gained share of searches among social media platforms in New Zealand, from 42.2% to 42.8%.

  2. In September 2026, Pinterest lost share of searches among social media platforms in New Zealand, from 5.6% to 4.7%.

  3. In September 2026, TikTok rose from 5th to 4th among social media platforms in New Zealand.

  4. In September 2026, WhatsApp rose from 8th to 7th among social media platforms in New Zealand.

  5. In September 2026, LinkedIn fell from 7th to 8th among social media platforms in New Zealand.

  6. Estimated monthly branded searches for Threads in New Zealand rose 18.9% over 12 measured months, from 370 to 440 in September 2026.

How are LinkedIn’s branded searches counted?

13 search terms

Brandwave collects information about searches that people make online using LinkedIn’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.

  • linkedin
  • linkedin advertising
  • linkedin advertising management
  • linkedin app
  • linkedin business manager
  • linkedin campaign management
  • linkedin clm
  • linkedin company page
  • linkedin profile
  • linkedin recruiter
  • linkedin sales navigator
  • linkedin search
  • linkedin social media

How the Brand Demand Index is measured

Who owns LinkedIn?

LinkedIn is owned by Microsoft. Brandwave also tracks Microsoft Copilot, Azure Data Factory, Azure Pipelines, Azure Test Plans, Bing, GitHub Actions, GitHub Copilot, LinkedIn Ads, LinkedIn Sales Navigator, Microsoft 365, Microsoft Advertising, Microsoft Authenticator, Microsoft Azure, Microsoft Bookings, Microsoft Clarity, Microsoft Defender for Business, Microsoft Defender for Endpoint, Microsoft Defender Vulnerability Management, Microsoft Dynamics 365, Microsoft Edge, Microsoft Entra, Microsoft Entra External ID, Microsoft Entra ID, Microsoft Entra Private Access, Microsoft Forms, Microsoft Places, Microsoft Planner, Microsoft Power Apps, Microsoft PowerPoint, Microsoft Surface, Microsoft Teams, Microsoft To Do, Microsoft Translator, Microsoft Visio, Microsoft Whiteboard, Minecraft, OneDrive, OneNote, Outlook, Power Automate, Power BI, SharePoint, Xbox and Xbox Game Pass, owned by the same company, in New Zealand.

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

Where does LinkedIn compete?

LinkedIn is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Social media platforms8th of 102.1%Shown above
job boards2nd of 1020%Show ranking
Creator with pink hair and a pink jacket

Is LinkedIn your brand?

Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.

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