Instagram vs YouTube:Which is more popular by branded search in New Zealand?
In August 2026, YouTube had more branded searches than Instagram among social media platforms in New Zealand. YouTube was estimated to have 3.5M branded searches compared to Instagram’s 582K, and held a 43% Share of Search versus Instagram’s 7.2%.
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Which is more popular in search, Instagram or YouTube?
Compare the social media platforms New Zealanders and New Zealand brands spend time on. 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 YouTube, Instagram. The figures are in the table below the chart.
View monthly share of search table
| Month | YouTube | TikTok | Snapchat | Threads | |||||
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 43.8% | 30.3% | 8.9% | 4.8% | 4.1% | 3.9% | 2.8% | 1.6% | <0.01% |
| Nov 2025 | 44.6% | 31% | 7.5% | 4.8% | 4.2% | 4% | 2.4% | 1.6% | <0.01% |
| Dec 2025 | 45.5% | 31.6% | 7.6% | 4.1% | 4.2% | 3.9% | 2% | 1.1% | <0.01% |
| Jan 2026 | 44.8% | 31.4% | 7.5% | 4% | 4.2% | 4.7% | 2.4% | 1.1% | <0.01% |
| Feb 2026 | 44.5% | 31.3% | 7.5% | 4.8% | 4.1% | 3.8% | 2.4% | 1.6% | <0.01% |
| Mar 2026 | 46.9% | 27.4% | 7.8% | 5.1% | 4.4% | 4.1% | 2.5% | 1.7% | <0.01% |
| Apr 2026 | 43.8% | 30.9% | 7.3% | 4.7% | 4.9% | 4.6% | 2.3% | 1.5% | <0.01% |
| May 2026 | 42.6% | 30.1% | 8.6% | 5.7% | 4.8% | 4.4% | 2.3% | 1.5% | <0.01% |
| Jun 2026 | 43.3% | 30.6% | 7.2% | 5.8% | 4.9% | 4.4% | 2.3% | 1.5% | <0.01% |
| Jul 2026 | 44.2% | 31.3% | 7.4% | 4.8% | 4.1% | 4.5% | 2.4% | 1.3% | <0.01% |
| Aug 2026 | 43% | 30.5% | 7.2% | 5.7% | 4.9% | 4.5% | 2.8% | 1.5% | <0.01% |
| Sep 2026 | — | — | — | — | — | — | — | — | — |
How has the Instagram and YouTube comparison changed over the last 12 months?
3 findings
- YouTube was ahead of Instagram in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Instagram’s estimated Share of Search among social media platforms in New Zealand moved from 8.9% to 7.2%, and its estimated monthly branded searches moved from 709K to 582K.
- Across the 11 months ending August 2026, YouTube’s estimated Share of Search among social media platforms in New Zealand moved from 43.8% to 43%, and its estimated monthly branded searches held steady at 3.5M.
How did search popularity change for New Zealand social media platforms in August 2026?
2 changes
In August 2026, YouTube lost estimated Share of Search among social media platforms in New Zealand, from 44.2% to 43%.
Estimated monthly branded searches for Instagram in New Zealand fell 17.9% over 11 measured months, from 709K to 582K in August 2026.
How each brand is measured
Brandwave collects information about searches that people make online using Instagram’s and YouTube’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
25 branded search terms
- free instagram followers
- instagram advertising
- instagram app
- instagram c
- instagram download
- instagram followers
- instagram followers tracker
- instagram hacked
- instagram kim kardashian
- instagram likes free
- instagram lite
- instagram mp3
- instagram near me
- instagram nz
- instagram online
- instagram photo download
- instagram plus
- instagram search
- instagram social media
- instagram to mp4
- instagram video download
- instagram view
- instagram website
- snap instagram
YouTube
22 branded search terms
- bluey youtube
- open youtube
- peppa youtube
- www youtube co
- youtube
- youtube app
- youtube c
- youtube downloading
- youtube home
- youtube kids app
- youtube mo3
- youtube movies
- youtube mp3
- youtube near me
- youtube new zealand
- youtube nz
- youtube online
- youtube premium
- youtube shorts
- youtube social media
- youtube studio
- youtube to mp4
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.