Brandwave

Instagram vs WhatsApp:Which is more popular?

In September 2026, Instagram had more branded searches than WhatsApp among social media platforms in New Zealand. Instagram had about 564,000 branded searches, while WhatsApp had 184,000. Instagram made up 7.1% of all social media platform searches we track, and WhatsApp accounted for 2.3%. When we asked ChatGPT and Google AI Overviews about social media platforms, Instagram appeared in all five answers and WhatsApp in two. Instagram was mentioned before WhatsApp in four out of five answers.

Among social media platforms in New Zealand in September 2026

Who do people search for more?

Instagram, about 3 searches for every 1 for WhatsApp

Instagram 564K searchesWhatsApp 184K searches

Who does AI mention more?

Instagram, mentioned in every answer we collected

Instagram in 5 of 5WhatsApp in 2 of 5

Who does AI recommend more?

Instagram, named ahead of WhatsApp in 4 of 5 answers

Instagram first in 4WhatsApp first in 1

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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 two out of five: not in any of the three ChatGPT answers, but in both Google AI Overviews. Instagram was listed before WhatsApp in four out of five answers.

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.

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 searches in New Zealand.

Instagram and WhatsApp among social media platforms in New Zealand, by month

Share of searches by month for Instagram, WhatsApp. 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%

How has the Instagram and WhatsApp comparison changed over the last 12 months?

3 findings

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

2 changes

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

  2. Estimated monthly branded searches for Instagram in New Zealand fell 18.1% over 12 measured months, from 689K to 564K in September 2026.

How are branded searches counted?

19 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.

Instagram

14 branded search terms

  • instagram
  • instagram advertising
  • instagram app
  • instagram c
  • instagram followers
  • instagram followers tracker
  • instagram hacked
  • instagram kim kardashian
  • instagram lite
  • instagram plus
  • instagram search
  • instagram social media
  • instagram view
  • snap instagram

WhatsApp

5 branded search terms

  • jibi whatsapp
  • my whatsapp
  • whatsapp
  • whatsapp web
  • whatsapp windows

How the Brand Demand Index is measured

Other head-to-heads among social media platforms

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