Hootsuite vs Later:Which is more popular by branded search in New Zealand?
In August 2026, Hootsuite had more branded searches than Later among social media management tools in New Zealand. Hootsuite was estimated to have 370 branded searches compared to Later’s 230, and held an 8% Share of Search versus Later’s 5%.
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Which is more popular in search, Hootsuite or Later?
Compare the tools New Zealand marketers schedule and measure social media with. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.
Share of Search by month for Hootsuite, Later. The figures are in the table below the chart.
View monthly share of search table
| Month | Buffer | Metricool | Sprout Social | Hootsuite | Later | Loomly | Agorapulse | Sendible |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 39.3% | 22% | 11.7% | 15.5% | 3.3% | 5.4% | 1.9% | 0.94% |
| Nov 2025 | 44.7% | 20.6% | 9.1% | 14.5% | 2.7% | 5.4% | 1.4% | 1.6% |
| Dec 2025 | 36.6% | 25.7% | 11.3% | 14.7% | 3.4% | 5.5% | 1.7% | 1% |
| Jan 2026 | 37.5% | 25.1% | 9.2% | 17% | 3.8% | 5.1% | 1.3% | 1.1% |
| Feb 2026 | 38.5% | 24.9% | 11.2% | 15% | 3% | 4.9% | 1.6% | 0.82% |
| Mar 2026 | 40% | 21.9% | 9.9% | 15.5% | 3.8% | 6.6% | 1.4% | 0.94% |
| Apr 2026 | 43.8% | 23.6% | 6.9% | 12.8% | 3.3% | 7.2% | 1.5% | 0.77% |
| May 2026 | 47.4% | 21.7% | 8% | 13.4% | 2.8% | 4.2% | 1.4% | 0.94% |
| Jun 2026 | 41.9% | 26.4% | 8.2% | 11.2% | 3.7% | 5.7% | 1.2% | 1.5% |
| Jul 2026 | 41.9% | 26.4% | 10% | 11% | 3.5% | 4.7% | 1.5% | 1% |
| Aug 2026 | 42.9% | 29.2% | 8.7% | 8% | 5% | 4.1% | 1.3% | 0.87% |
| Sep 2026 | — | — | — | — | — | — | — | — |
How has the Hootsuite and Later comparison changed over the last 12 months?
3 findings
- Hootsuite was ahead of Later in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Hootsuite’s estimated Share of Search among social media management tools in New Zealand moved from 15.5% to 8%, and its estimated monthly branded searches moved from 660 to 370.
- Across the 11 months ending August 2026, Later’s estimated Share of Search among social media management tools in New Zealand moved from 3.3% to 5%, and its estimated monthly branded searches moved from 140 to 230.
How did search popularity change for New Zealand social media management tools in August 2026?
2 changes
In August 2026, Later overtook Loomly to rank 5th among social media management tools in New Zealand, at 5%.
In August 2026, Hootsuite lost estimated Share of Search among social media management tools in New Zealand, from 11% to 8%.
How each brand is measured
Brandwave collects information about searches that people make online using Hootsuite’s and Later’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.
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.