Social media calendar interface showing scheduled posts, analytics, and content planning tools with Hootsuite's owl mascot, Owly, in the corner

Hootsuite vs. Metricool: Which social media tool wins?

There’s only one social media management tool designed to take brands from first post to multiple social media managers. Hint: it’s not Metricool.

Start your free 30-day trial

Spoiler alert: Hootsuite is the best social media growth tool on the market. Here’s why.

Better, easier publishing

Schedule virtually anything and visualize how it’ll look from the Hootsuite dashboard. Do it faster with built-in Canva templates and an AI caption writer.

Deeper social listening

Unlike Metricool, every Hootsuite plan comes with social listening. That means you can track trends, mentions, and even images across social and the web.

Customizable analytics

It may be called Metricool, but Hootsuite’s metrics are cooler. Display (read: brag about) your data in thousands of unique ways — by post, network and more.

The ultimate social media AI

Hootsuite doesn’t just offer AI content creation. It also features OwlyGPT, a cutting-edge social media AI assistant that answers all your social media questions.

Hootsuite is the best product for this on the market. We would be silly to waste our time and energy with a second-rate platform.

Stephanie Satterfield

Director of Marketing and Member Engagement

Self Storage Association

Feature	Hootsuite	Metricool

Total customers	25 million	2 million
Platforms	Row of social media icons in black and white showing Instagram, Facebook, Twitter, TikTok, LinkedIn, Pinterest, YouTube, Threads and WhatsApp
Sociak account limits	Mix and match networks	1 account per network
Integrations	100+	4+

Scheduling and publishing	Hootsuite	Metricool
Social media GPT — ask anything!	Yes	No
Real-time AI social media trend tracker	Yes	No
AI hashtag generator	Yes	No
Publish LinkedIn PDFs	Yes	No
Publish Facebook group posts	Yes	No
LinkedIn audience targeting	Yes	No
LinkedIn personal profile mentions	Yes	No
Instagram product tagging	Yes	No
Instagram audience targeting	Yes	No
Invite Instagram business collaborators	Yes	No
Calendar filtering	Yes	No
Canva	Yes, built in	Yes, with integration
AI caption writer	Yes	Yes, limited credits per account/month
AI caption enhancements	Yes	No
Repurpose existing posts with AI	Yes	No
Integrate with Bitly	Yes	No
Best time to post	Yes	Yes
Link in bio builder	Yes	Yes
Free stock photos	Yes	Yes
Photo editor	Yes	Yes
Link shortener	Yes	Yes
Alt text for posts	Yes	Yes
Instagram posts, Stories, and Reels	Yes	Yes
Facebook posts and Stories	Yes	Yes
X (Twitter) posts	Yes	Yes
X (Twitter) threads	Yes	Yes
Pinterest boards	Yes	Yes
Pinterest Pins	Yes	Yes
TikTok videos	Yes	Yes
LinkedIn page posts	Yes	Yes
LinkedIn personal profile posts	Yes	Yes
YouTube videos	Yes	Yes
Meta Threads	Yes	Yes
Google Business Profile Updates	Yes, with free integration	Yes

Analytics and reporting	Hootsuite	Metricool
Analytics for
Customizable metrics	Yes	No
Recommended time to publish based on goal	Yes	No
Social performance score	Yes	No
Google Analytics integration	Yes*	No
Adobe Analytics integration	Yes*	No
Social ROI analysis	Yes*	No
Industry benchmarking	Yes	No
Schedule reports	Yes	No
Paid and organic reporting	Yes	Yes
White-label reports	Yes	Yes
Add logo or image to report	Yes	Yes
Competitive benchmarking	Yes	Yes
Download and export reports	Yes	Yes

Social listening	Hootsuite	Metricool
Social listening	Yes, in every plan	No
Social listening networks	30+ social networks*	No
Monitor mentions	Yes	No
Sentiment analysis	Yes	No
AI social media mention tracker	Yes	No
Quick search	Yes	No
AI-powered summaries	Yes	No
AI-powered sentiment analysis	Yes	No
AI-powered peak detection	Yes	No
AI-powered smart alerts	Yes*	No
News websites	Yes	No
Blogs	Yes	No
Forums	Yes	No
Review sites	Yes	No

Messaging and customer service	Hootsuite	Metricool
Saved and suggested replies	Yes	No
Sentiment analysis in inbox	Yes	No
Message prioritization	Yes	No
Business hours	Yes	No
Message tags and topics	Yes	No
Auto-resolve conversations	Yes	No
Auto-responder	Yes	No
Agent availability	Yes	No
Team performance metrics	Yes	No
Review management	Yes*	No
CRM integrations/API access	Yes*	No
CSAT surveys	Yes	No
Custom inbox views	Yes	No
Conversation and contact notes	Yes	No
Message masking	Yes	No
Cross-channel conversation history	Yes	No
Data export	Yes	No
Generative AI chatbot	Yes*	No
Salesforce integration	Yes*	No
Assign messages to teammates	Yes	No
Agent collision avoidance	Yes	No
Chat with other agents	Yes	No
Skill-based routing	Yes	No

Inbox networks	Hootsuite	Metricool
LinkedIn private messages	Yes	No
WhatsApp	Yes	No
Meta Threads comments	Yes	No
X private messages	Yes	Add-on
Facebook comments and messages	Yes	Yes
Instagram comments and messages	Yes	Yes
TikTok comments	Yes	Yes

LinkedIn comments	Yes	Yes
YouTube comments	Yes	Yes

Social media advertising	Hootsuite	Metricool
AI ad copy variations	Yes	No
Publish and manage LinkedIn ads	Yes	No
Publish and manage X (Twitter) ads	Yes	No
Select target audience	Yes	No
Automatically boost posts	Yes	No
Social ads publishing and scheduling	Yes	Limited
Social ads analytics and reporting	Yes	Limited
Social ads campaign management	Yes	Limited
Publish and manage Facebook ads	Yes	Yes
Publish and manage Instagram ads	Yes	Yes
Multiple channels post boosting	Yes	Yes

Collaboration	Hootsuite	Metricool
Project management integrations	Yes, including Monday.com, Wrike, and Asana	No
Assign posts to team members	Yes	No
Assign messages to team members	Yes	No
Approval workflows	Yes	Yes
Give feedback on drafts	Yes	Yes
Roles and permissions	Yes	Yes

Compliance and security	Hootsuite	Metricool
Single sign-on	Yes*	No
Option to add publishing security with Proofpoint	Yes	No
FedRAMP certified	Yes	No
Meets FCA, IIROC, SEC, PCI, AMF, and MiFID II requirements	Yes	No
Multi-factor authentication	Yes	Yes
Global publishing pause	Yes	Yes

Strategy guidance	Hootsuite	Metricool
Social score and AI for personalized guidance	Yes	No
Webinars	Yes	No
Platform certification training	Yes	No

Employee advocacy	Hootsuite	Metricool
Employee advocacy	Yes*	No

*enterprise only

Last updated July 1, 2025

What we do better

If you’re in the market for a Metricool alternative that sets you up to be the next best brand on social media, you’ll love Hootsuite.

Hootsuite social media customer service interface showing shared inbox and conversation about credit card application with colorful card graphics

Boost engagement with a truly universal inbox

Unlike Metricool, Hootsuite helps you reduce inbox volume and disorganization with saved and automated replies, message assignments, and sentiment analysis. Plus, as you grow, you can turn your social media inbox into a full-scale customer care tool, complete with message routing, CSAT surveys, and more.

Offload tasks to AI — without the risk

Instantly generate brand-approved captions, images, campaign strategies, trends, and social insights. Even brands in highly regulated industries can use Hootsuite’s AI, because it never stores or uses your data for any AI model training.

Tap into limitless insights and scale up with ease

Even if you’re a creator or a single-person team, you don’t want a tool that limits your growth. Hootsuite is for everyone, with features and pricing options for every kind of marketer. With Hootsuite, you can integrate more social media accounts and add users as you grow, making it perfect for agencies, enterprise users, and small businesses.

Analytics dashboard showing results over time graph, 7.5M engagement metric, and sentiment analysis with 62.9% positive rating

Track every trend and brand mention with social listening

Track millions of real-time conversations about your brand online. With Hootsuite, you can instantly see how much buzz your brand — and specific topics — are generating in real-time. Predict future trends, measure sentiment, and compare your mentions and engagements to competitors. Metricool offers minimal social listening capabilities.

Hootsuite paid ad content calendar and advertising features

Get more out of your ad spend with better paid ad tracking

Hootsuite out-ranks Metricool when it comes to paid campaign tracking, optimization, and planning. Every Hootsuite plan includes social ads campaign management, meaning you can plan, publish, and optimize your ad campaigns across social media right alongside your organic content from within the Hootsuite dashboard.

Three award badges from G2. Spring 2025 "Grid Leader" and "Best Usability, Enterprise" and "Top 50 Marketing + digital advertising products"

The #1 social listening tool on G2

Take it from real social media managers, who rate Hootsuite above the rest in social listening, analytics, and social media suites.

Read 2,200+ 5-star reviews ★★★★★

Our customers consistently rank us above the rest

See what real users have to say about Hootsuite.

“The best user interface as well as customer support”

“The best part of Hootsuite is it is easy to use. I have tried other softwares for social media management and Hootsuite has the best user interface as well as customer support.”

Read the full review

Lexi H.

Marketing Specialist

Daniels Manufacturing Corporation

Read the full review

See why Hootsuite beats the competition every time

Still weighing your options? Visit our comparison pages to get a feature-by-feature breakdown of why Hootsuite is the best.

Hootsuite vs. Sprout

Hootsuite offers social listening in every plan, while Sprout Social only offers it to enterprise users. Sprout’s limited data coverage doesn’t compare to Hootsuite Listening.

Hootsuite vs. Sprout Social

Hootsuite vs. Buffer

Buffer has limited features compared to Hootsuite. For example, it doesn’t offer a universal inbox and you can’t use it to schedule or analyze paid content.

Hootsuite vs. Buffer

Hootsuite vs. Later

Later doesn’t offer any social listening features and has much more limited analytics, publishing, and messaging features when compared with Hootsuite.

Hootsuite vs. Later

Frequently asked questions (FAQs)

Both Hootsuite and Metricool can help you grow your audience and out-perform your competitors on social media. But Hootsuite is better-suited towards users who want an entire social media performance tool that grows with them.

Hootsuite offers advanced features like AI content creation, team collaboration tools, and robust analytics, whereas Metricool is better suited for basic scheduling and reporting.

In general, Hootsuite is a more comprehensive solution — with many more integrations and advanced features to help you level up as you grow.

Hootsuite is the no. 1 choice for brands in highly regulated industries, including healthcare, finance, and government. Hootsuite is FedRAMP certified and meets FCA, IIROC, SEC, PCI, AMF, and MiFID II requirements. Hootsuite is also equipped with tools that can help healthcare companies stay HIPAA-compliant.

Plus, our AI engine does not store or use your data for any AI model training.

Hootsuite has the best social media analytics tools, period, and they’re especially robust compared to Metricool’s. Boost engagement by learning the best time to post based on your audience and goals. Plus, see your top-performing posts and how your ads are performing.

Want to know how you compare to the competition? Hootsuite provides industry benchmarking and competitive analysis. Compare performance against similar brands and industry leaders to take your message further.

One more thing! Hootsuite’s analytics are more customizable than the competition. Compare custom time frames, create attractive custom reports, and white-label reports as needed.

Hootsuite’s social media inbox is better than Metricool's for a few key reasons. With Metricool, you can’t automate your workflow with saved replies or tag automation. Metricool also doesn’t offer sentiment analysis in inbox or message masking to protect sensitive information.

Whether you simply want to respond to messages and comments across social media or you want a full-fledged customer service solution, you’ll find an option for your needs with Hootsuite.

With Hootsuite inbox*, you can:

Respond to public comments and DMs across social networks and WhatsApp
Automate your inbox with saved replies and auto-responders
Retweet, like, and hide comments across social networks
Send customer satisfaction surveys after a correspondence with a customer
View complete conversation histories to get the full context of messages
Avoid agent collision so you don’t reply to the same message as another agent
Mask customers’ personally identifiable information (PII) in messages
Leave contact and conversation notes for fellow agents to give context

And so much more!

*Please note that not all features are available in every Hootsuite plan.

Hootsuite Amplify — the original employee advocacy platform — is the best of the bunch. Metricool doesn’t offer an employee advocacy solution.

Amplify lets you set your team up to share relevant, on-brand content to send your message further. Quickly boost reach and engagement by tapping into your team's personal network.

Social media dashboard showing sentiment analysis, engagement metrics, and publishing options with user interface elements on light blue background

Take Hootsuite for a test drive — completely free

See for yourself why Hootsuite is still the best social media management tool with a zero-risk trial or custom demo. No strings attached.

Start your free 30-day trial