Later vs Metricool (2026): pricing, features, which to pick
Later from ~$25/mo (14-day trial), Metricool free plan; from ~$20/mo, checked by hand. Where each wins, what a team pays, and the cheaper option: ViralHunt from $29.
| Tool | Best for | Starting price | What that price covers | Free plan |
|---|---|---|---|---|
| Later | Instagram-first creators, brands and agencies who want visual planning and link-in-bio | from ~$25/mo (14-day trial) | 1 user, 1 social set of 8 profiles, 30 posts per profile ($18.75 billed annually) | Free trial |
| Metricool | agencies and social media managers who want analytics, scheduling and ads reporting in one place | free plan; from ~$20/mo | not verified | Free trial |
| ViralHunt | discovering viral content and turning it into posts, as a team | from $29/mo | 1 user (Creator). Studio: $99/mo for up to 4 users and 4 projects, no per-seat charge | Yes, and it never expires |
Every price was read off the vendor's own pricing page. We show no G2 or Capterra ratings because we are not listed there, and an invented rating would destroy the only thing these pages have, which is that all of it can be checked.
Choosing between Later and Metricool? Below we break them down feature by feature, on pricing and on use case, and show where ViralHunt fits as the all-in-one alternative that tracks viral content across 12 networks.
| Feature | Later | Metricool | ViralHunt |
|---|---|---|---|
| Social platforms covered | 8, Instagram, Facebook, TikTok, Threads, Pinterest, LinkedIn, YouTube, Snapchat | 11, Instagram, TikTok, YouTube, Facebook, LinkedIn, X, Pinterest, Threads, Bluesky, Twitch, Google Business (+ ads) | 12, TikTok, Instagram, Facebook, Pinterest, Reddit, X, Bluesky, Mastodon, Douyin, RSS, Quora, Tumblr |
| Real-time viral content discovery | ✗ | ✗ | ✓ |
| Per-post engagement tracking | Partial | ✓ | ✓ |
| Cross-platform trending radar | ✗ | ✗ | ✓ |
| Editorial board (Kanban workflow) | Partial | Partial | ✓ |
| AI content studio | Partial | Partial | ✓ |
| Built-in team chat | ✗ | ✗ | ✓ |
| Browser-extension scrapers | ✗ | ✗ | ✓ |
| Niche / keyword tracking | ✗ | ✗ | ✓ |
| Mention / sentiment listening | Partial | Partial | Partial |
| Post scheduling & publishing | ✓ | ✓ | ✓ |
| Auto-DM (comment → DM) | ✗ | ✗ | ✓ |
| Public API + AI-agent access | ✗ | ✓ | ✓ |
| Free trial | ✓ | ✓ | Free plan, no expiry |
| Starting price | from ~$25/mo (14-day trial) | free plan; from ~$20/mo | from $29/mo |
📡 12 networks, one screen
TikTok, Instagram, Facebook, Pinterest, Reddit, X, Bluesky, Douyin, RSS, Quora & Tumblr, viral posts and engagement in a single radar.
🗂️ Built-in workflow
Assign any post to an editorial board, draft with the AI studio, and coordinate in team chat, no extra tools.
💸 Better value
One affordable plan instead of stacking a discovery tool + a workflow tool + a listening tool.
What is Later?
Later is a social media management platform built around visual planning: its Visual Planner lets you drag-and-drop and preview an Instagram grid before publishing, alongside a calendar, media library and auto-publishing for images, video, carousels, Stories and Reels across 8 networks (Instagram, Facebook, TikTok, Threads, Pinterest, LinkedIn, YouTube, Snapchat, it dropped X in 2025). Its well-known Link in Bio tool turns a bio into a clickable landing page, and it adds Best Time to Post, an AI caption writer (metered by credits) and analytics for your own accounts; higher tiers add approvals and a social inbox, and its Mavrck-based "Later Influence" arm handles influencer campaigns. It is built to plan and publish your content, not to discover what is going viral across networks.
- Best-in-class visual/grid planning and content calendar for Instagram
- Mature, popular Link in Bio monetization tool
- Broad publishing (8 networks) plus optional influencer marketing under one brand
- No cross-network viral discovery or trending radar, analytics cover your own accounts
- Tight plan limits (e.g. 30 posts/profile and 1 user on Starter); AI metered by credits
- Dropped X (2025); no permanent free plan and no built-in content workflow
Pricing: from ~$25/mo (14-day trial)
What is Metricool?
Metricool is an all-in-one social media management and analytics platform: plan and publish content, measure performance, and manage paid campaigns across 11 networks (Instagram, TikTok, YouTube, Facebook, LinkedIn, X, Pinterest, Threads, Bluesky, Twitch, Google Business) from one workspace. Its standout strengths are unified analytics with automated PDF/Looker Studio reports, a drag-and-drop calendar with best-time scheduling, and integrated ads management for Meta, Google and TikTok, rare at its price. It also has competitor benchmarking (tracking the account metrics of rivals you specify), a social inbox, SmartLinks (link-in-bio) and an AI caption assistant; paid tiers add multi-brand, team roles and client approval. It measures and publishes your (and named competitors') output, it is not a cross-network viral-discovery engine.
- Broad, well-regarded native analytics and automated reporting across 11 networks
- Rare integrated ads management (Meta/Google/TikTok) alongside organic scheduling
- Strong free tier and low entry price
- No content discovery, trending radar or repurposing, it measures output, not the viral landscape
- LinkedIn and X are paid per-connection add-ons, so real cost climbs
- No content-production board, team chat or DM automation
Pricing: free plan; from ~$20/mo
What is ViralHunt?
ViralHunt is a viral-content discovery platform that tracks the top-performing posts across 12 networks, TikTok, Instagram, Facebook, Pinterest, Reddit, X, Bluesky, Mastodon, Douyin, RSS, Quora and Tumblr, in real time. Beyond discovery, it turns trends into a team workflow with an editorial Kanban board, an AI content studio and built-in team chat, and now schedules and auto-publishes finished posts to 11 social networks, with separate brand/client projects. So a whole team can find, create and publish content in one place instead of stacking a discovery tool, a workflow tool and a scheduler.
- Tracks viral posts across 12 networks in one dashboard
- Editorial board, AI studio and team chat built in, no extra tools
- Schedules & auto-publishes to 11 networks, with multi-brand projects
- Affordable, a free plan that never expires, plus a REST API for AI agents
- Not a dedicated enterprise listening/analytics suite
- Younger brand than the incumbents
Pricing: from $29/mo
When to buy one of these two
You came here comparing two tools, not looking for a third. So first, plainly, what each one is the better buy for:
- Later if your job is instagram-first creators, brands and agencies who want visual planning and link-in-bio. Best-in-class visual/grid planning and content calendar for Instagram.
- Metricool if your job is agencies and social media managers who want analytics, scheduling and ads reporting in one place. Broad, well-regarded native analytics and automated reporting across 11 networks.
If either of those sentences describes your job, you have your answer and the rest of this page is not for you. What follows is for the case where neither one does.
Comparing Later and Metricool because neither one quite does what you need? ViralHunt has a free plan that does not expire, so checking is free and there is no countdown.
Try for freeWhich should you choose?
- Later, best for Instagram-first creators, brands and agencies who want visual planning and link-in-bio.
- Metricool, best for agencies and social media managers who want analytics, scheduling and ads reporting in one place.
- ViralHunt, best if you want to discover viral content across 12 networks and turn it into content as a team.