Metricool vs Later

a. Scheduling and Automation

When evaluating Scheduling & Automation features in SMM tools, both Later and Metricool offer robust functionalities, each with unique strengths.

Metricool:

• Multi-Platform Scheduling: Metricool allows you to schedule posts across various social media platforms, including Facebook, Instagram, Twitter, LinkedIn, and Google My Business, all from a single dashboard. This is advantageous for users managing multiple accounts across different networks.
• Content Calendar: The platform offers a content calendar that provides a clear overview of scheduled posts, helping you maintain a consistent posting schedule.
• RSS Feeds: Metricool supports RSS feed integration, enabling you to automatically schedule and publish content from your blog or other sources, streamlining the content curation process.

Later:

• Visual Content Calendar: Later provides an intuitive drag-and-drop calendar, allowing you to plan and schedule posts visually. This feature is particularly beneficial for platforms like Instagram and Pinterest, where the visual arrangement of content is crucial.
• Bulk Scheduling: The platform supports bulk uploading of media, enabling you to schedule multiple posts simultaneously. This is efficient for managing large volumes of content.
• Linkin.bio Feature: Later offers a unique Linkin.bio feature that creates a clickable landing page mirroring your Instagram feed, allowing you to link individual posts to specific products, blog articles, or other online destinations.

b. Supported Social Media Platforms

Metricool offers a wide range of platform support, catering to businesses and users managing diverse social media accounts. It supports major networks such as Facebook, Instagram, Twitter, LinkedIn, Google My Business, and YouTube. In addition to these, Metricool also covers Twitch, Pinterest, and TikTok, making it a more versatile tool for users managing various social media profiles across multiple platforms.

On the other hand, Later focuses primarily on visual content management, supporting platforms like Instagram, Facebook, Twitter, Pinterest, LinkedIn, TikTok, and YouTube. However, it does not include Google My Business or Twitch, which are available on Metricool.

c. Analytics and Reporting

When I tested the Analytics & Reporting features of Later and Metricool, I found that both offer valuable insights, but each excels in different areas.

Later:

• Instagram Analytics: Later provides detailed analytics for Instagram, including metrics like engagement rates, follower growth, and post performance. This is particularly beneficial for users focusing on Instagram marketing.
• Performance Reports: Users on Growth plans and above can generate Performance Reports, offering a comprehensive overview of Instagram analytics over a 90-day period. These reports are accessible via a unique link, making it easy to share with teams or clients.

Metricool:

• Multi-Platform Analytics: Metricool offers analytics across various platforms, including Facebook, Instagram, Twitter, LinkedIn, and Google My Business. This is advantageous for users managing multiple social media accounts from a single dashboard.
• Customizable Reports: Metricool allows users to create customized reports, selecting specific data and sections to include. This flexibility enables tailoring reports to meet individual needs.

 
If your focus is primarily on Instagram analytics, Later provides in-depth insights tailored to that platform. However, if you manage multiple social media accounts and require comprehensive analytics across various platforms, Metricool offers a more versatile solution with its multi-platform analytics and customizable reporting features.

d. User Interface and Experience

Metricool:
From my experience using Metricool, the platform offers a user-friendly interface that streamlines social media management. The dashboard provides a clear overview of scheduled posts, analytics, and performance metrics, making navigation efficient. I found it easy to manage multiple social media accounts from a single platform, which greatly enhanced my workflow. However, I did notice that there is a slight learning curve, especially when switching between different features or managing multiple accounts. It took me a little time to familiarize myself with all the functions.

Later:
When testing Later, I found it to feature an intuitive, drag-and-drop content calendar that made scheduling and visualizing posts straightforward, especially for platforms like Instagram and Pinterest. The platform’s clean design and user-friendly interface were easy to navigate, and it’s clear why it’s popular among beginners and experienced users alike. That said, it did take me some time to get used to all of its features. While the platform is easy to use, familiarizing myself with every tool slowed down my initial experience slightly.

In summary, both Metricool and Later offer user-friendly interfaces with intuitive designs. Metricool provides a comprehensive dashboard ideal for managing multiple accounts, but it may take a little time to get used to. On the other hand, Later’s visual content calendar is especially beneficial for platforms like Instagram and Pinterest, although you might need some time to become fully familiar with all of its features.

e. Pricing Comparison

Free Plans:
When testing the free plans of both tools, I found that both Later and Metricool offer excellent options for individuals or small businesses with limited social profiles and scheduling needs. Later’s free plan provides basic features, especially useful for managing Instagram. On the other hand, Metricool’s free plan is better suited for those managing a few profiles across multiple platforms, offering a more versatile option for users who need to handle various social media channels.

Starter Plans:
I found that the Starter plans of both tools offer great value for small businesses. Later’s Starter Plan focuses more on Instagram and Pinterest, with a visual content calendar that makes planning posts easy and intuitive. In contrast, Metricool’s Starter Plan supports a broader range of platforms and provides more detailed analytics, which I found ideal for businesses that need to manage multiple social media profiles and track performance across different networks.

Growth & Advanced Plans:
For growing teams or agencies, I found that both tools offer plans that scale with your business needs. Later’s Growth Plan and Metricool’s Advanced Plan provide unlimited scheduling and advanced analytics, but Metricool stood out to me as the stronger choice if you need multi-brand support and deeper insights into performance across platforms. Later’s Advanced Plan offers a more visual, Instagram-centric approach, which would be perfect for content-heavy businesses that prioritize Instagram and Pinterest for their marketing efforts.