9 Best Social Media Automation Tools in 2026 (Free and Paid, Compared)
Compare the 9 best social media automation tools on price, free plans, approvals and analytics, with every price checked today, November 6, 2026.
Shamim Mia, Founder, SerpAstraLast verified November 6, 202614 min readWe compare pricing pages, documentation and public reviews. We never accept payment for rankings.
Key takeaways
- Buffer is the cheapest serious start at $6 per channel a month; Metricool follows at $25 a month with the strongest analytics, and SocialPilot at $20 a month for agencies that need flat pricing.
- The single most important buying factor is the billing unit: per channel, per seat, per brand or per workspace decides what you actually pay, not the headline price.
- Only Buffer, Metricool and Later offer genuinely free plans; the rest start with a trial, and Agorapulse's classic free plan ended in July 2026.
- Approvals are the feature that separates the cheap schedulers from the team tools: Planable, Sendible and Sprout Social build them in, while Buffer needs its Team plan.
On this page
Quick comparison
| Tool | Best for | Starting price | Free plan |
|---|---|---|---|
| Buffer | Solo creators and small teams that want the simplest scheduler with a real free plan | $6/mo/channel | Yes (free plan) |
| Metricool | Small teams and freelancers whose workflow runs on analytics and client reporting | $25/mo | Yes (free plan) |
| SocialPilot | Agencies and small teams that want flat pricing for many client accounts | $20/mo | No (14-day trial) |
| Later | Visual brands and creators who live on Instagram, TikTok and Pinterest | $25/mo | Yes (free plan) |
| Planable | Teams and agencies whose bottleneck is getting posts approved by clients or managers | $39/mo/workspace | No (50-post trial) |
| Sendible | Small to mid-size agencies that want unlimited users and client workspaces | $35/mo | No (14-day trial) |
| Agorapulse | Community managers and small teams that live in the inbox and need ROI reporting | $99/mo/user | Yes (Archie plan) |
| Sprout Social | Mid-size teams and enterprises that need deep analytics, listening and governance | $99/mo/seat | No (30-day trial) |
| Hootsuite | Enterprise teams and departments that manage many accounts and need listening | $99/mo/user | No (14-day trial) |
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Request a listingThe best social media automation tools
Buffer
Best for: Solo creators and small teams that want the simplest scheduler with a real free plan
Buffer is the calmest way to start automating social posts: connect a channel, drop posts into a queue or calendar, and Buffer publishes them. The free plan covers 3 channels with 10 scheduled posts each, and Essentials costs $6 per channel a month, or $5 billed annually, with unlimited scheduled posts, the AI Assistant and deeper analytics. Team costs $12 per channel a month and adds unlimited users and approvals.
The catch is the billing unit. Buffer charges per channel, so five channels cost $30 a month on Essentials and ten cost $60, before anyone else joins. There is no social listening and no inbox beyond the Community comment tool. Buy Buffer when the job is simply getting posts out on time; buy Metricool or Sprout Social when analytics or approvals are the bottleneck.
What we like
- Free plan covers 3 channels with 10 scheduled posts each, no time limit
- AI Assistant for captions and ideas is included on Essentials
- Clean queue, calendar and campaign views that need no training
- Cheapest paid start here at $6 per channel a month
Watch out for
- No social listening and no inbox beyond the Community comment tool
- Approvals need the Team plan at $12 per channel a month
- Per-channel pricing gets expensive once you connect many accounts
Metricool
Best for: Small teams and freelancers whose workflow runs on analytics and client reporting
Metricool prices by brand, not by seat or channel: Starter costs $25 a month, or $20 billed annually, for up to 5 brands, with unlimited publishing, LinkedIn, 100 competitor profiles and downloadable reports. The free plan covers 1 brand with 20 scheduled posts a month and 30 days of analytics. Advanced starts at $67 a month and adds teams, approvals and the API.
The number to watch is the X add-on. No Metricool plan includes X: connecting one X account costs $10 a month extra, and the free plan cannot connect X or LinkedIn at all. A solo creator posting to Instagram, TikTok, YouTube, X and LinkedIn pays $30 a month on Starter, not $20. Choose Metricool when reporting drives the workflow; choose Buffer when the bill must stay per channel and tiny.
What we like
- Strongest analytics-to-scheduling combination in this list
- Free plan covers 1 brand with 20 posts a month and 5 competitor profiles
- Priced per brand, so adding teammates costs nothing extra
- Competitor monitoring and downloadable PDF and PowerPoint reports included
Watch out for
- No plan includes X: connecting one X account costs $10 a month extra
- Free plan cannot connect LinkedIn or X at all
- Team features, approvals and the API wait for Advanced at $67 a month
SocialPilot
Best for: Agencies and small teams that want flat pricing for many client accounts
SocialPilot is the budget agency pick because it charges a flat price per plan, not per seat: Essentials costs $20 a month, or $17 billed annually, for 5 accounts and 1 user, with 500 AI credits and bulk scheduling. Standard costs $40 and adds the social inbox and approvals for 3 users and 10 accounts. Premium costs $100 and adds client approval and white-label reports.
Essentials is publishing only, so read the tier list before you buy: analytics, the inbox and approvals all start on Standard, and white-label reports wait for Premium. There is no free plan, only a 14-day trial. Pick SocialPilot when you manage many client accounts on a flat budget; pick Sendible when every plan must include unlimited users.
What we like
- Flat price per plan, not per seat, so the bill is predictable
- Essentials covers 5 accounts for $20 a month with 500 AI credits
- Bulk scheduling and a content library included from the entry plan
- Standard adds analytics, inbox and approvals for 3 users at $50 a month
Watch out for
- Essentials covers publishing and analytics; the inbox and approvals start on Standard at $40 a month
- White-label reports wait for Premium at $100 a month
- No free plan, only a 14-day trial
Later
Best for: Visual brands and creators who live on Instagram, TikTok and Pinterest
Later is the visual-first scheduler, built around a drag-and-drop calendar, a media library and link-in-bio tools for Instagram, TikTok and Pinterest. Starter costs $25 a month, or $18.75 billed annually, for 1 social set of up to 8 profiles, 1 user and 30 posts per profile a month. Growth costs $50 and adds approvals, a social inbox and 180 posts per profile.
Two limits matter. Later has a limited free plan — 12 posts per profile a month — and it ended X support in August 2025, so X scheduling is not available at any price. Starter also cannot buy extra social sets or users; a second Instagram account means Growth. Choose Later when Instagram and TikTok are the business; choose Buffer or Metricool when X is part of the mix.
What we like
- Best visual content calendar in this list, with a drag-and-drop planner
- Dedicated TikTok, Reels and Shorts workflows plus link-in-bio tools
- Best-time-to-post suggestions and an AI caption writer included
- One social set covers up to 8 profiles for $25 a month
Watch out for
- No free plan: new users get a 14-day trial only
- X support ended in August 2025, so X scheduling is not available at any price
- Starter cannot buy extra social sets or users; a second Instagram account means Growth
Planable
Best for: Teams and agencies whose bottleneck is getting posts approved by clients or managers
Planable is built for the review step: posts are drafted in a workspace where teammates and clients comment, suggest edits and approve in a feed-style preview, then publish to nine networks. Basic costs $39 a workspace a month, or $33 billed annually, for 4 social pages, 60 posts a month and unlimited users. Pro costs $59 a month and adds 10 pages, 150 posts and the API.
The trial is the thing to understand: the first 50 posts are free with no time limit, but the counter never resets, so it is a trial, not a free plan. Analytics and the social inbox are paid add-ons on every plan, at $12 and about $7.50 a workspace a month. Pick Planable when client approvals are the bottleneck; pick SocialPilot when analytics must be included in the base price.
What we like
- Feed-style approval previews clients actually understand, with comments and suggested edits
- Unlimited users on every plan, so reviewers cost nothing extra
- Multi-level approvals with sequential sign-off on higher tiers
- Highest G2 rating in this list at 4.6 out of 5
Watch out for
- No permanent free plan: the first 50 posts are a trial that never resets
- Analytics and the social inbox are paid add-ons, not included in the base price
- Per-workspace pricing adds up fast with many clients
Sendible
Best for: Small to mid-size agencies that want unlimited users and client workspaces
Sendible charges by workspace, not by seat: Core costs $35 a month, or $29.75 billed annually, for 1 workspace, 6 social profiles and unlimited users, with unlimited scheduling, bulk scheduling, monitoring and unlimited AI credits. Plus costs $99 for 3 workspaces and adds assignment and approvals. Premium costs $199 for 7 workspaces.
Unlimited users is the reason agencies pick Sendible: adding a teammate or a client reviewer costs nothing extra, while per-seat tools charge the full seat price again. The trade-off is that Core has no approvals at all, and a second client means a second workspace, so the bill grows by client, not by person. Choose Sendible when the team is large and the client list is short.
What we like
- Unlimited users on every plan: teammates and client reviewers cost nothing extra
- Unlimited scheduling, bulk scheduling and unlimited AI credits from Core
- Monitoring and replying included on the entry plan
- Workspaces keep each client separate with its own profiles and reports
Watch out for
- Core has no approvals at all; they start on Plus at $99 a month
- A second client means a second workspace, so the bill grows by client
- No free plan, only a 14-day trial
Agorapulse
Best for: Community managers and small teams that live in the inbox and need ROI reporting
Agorapulse is the inbox-first pick: every comment, mention and message across channels lands in one queue with automated moderation rules, and the Google Analytics 4 integration ties social activity to website conversions. Standard costs $99 a user a month, or $79 billed annually, for 10 social profiles, unlimited scheduling and branded report exports. Professional costs $119 and adds approvals and bulk scheduling.
The free plan ended on July 6, 2026, so new accounts start with a 30-day trial; the remaining no-cost option, the Archie tier, only creates posts through the AI tool on Facebook, Instagram and LinkedIn. Every extra user costs the full seat price, and the 10-profile allowance does not grow with seats. Buy Agorapulse when engagement and proving revenue impact matter most.
What we like
- Unified social inbox for every comment, mention and message in one queue
- Google Analytics 4 integration ties social activity to website conversions
- Branded report exports included on the entry plan
- Automated moderation rules keep the inbox manageable at volume
Watch out for
- Free plan ended July 6, 2026; new accounts start with a 30-day trial
- Every extra user costs the full seat price, and the 10-profile allowance does not grow
- Approvals and bulk scheduling wait for Professional at $119 a user a month
Sprout Social
Best for: Mid-size teams and enterprises that need deep analytics, listening and governance
Sprout Social is the most polished analytics and workflow suite here, with profile and post-level reporting, optimal send times and Trellis, its AI teammate, on every plan. Essentials costs $99 a seat a month, or $79 billed annually, for 5 social profiles. Standard costs $199 a seat and adds the Smart Inbox, cases and reviews; Professional costs $299 and removes the profile cap.
Essentials is publishing only: the Smart Inbox, approvals and chatbots all wait for Standard or above, and social listening is a separate add-on that needs Standard at minimum. Every seat costs the same again, so a five-person team pays $495 a month on Essentials before add-ons. Choose Sprout Social when reporting depth and governance justify the per-seat bill; choose Metricool when the budget is under $100 a month.
What we like
- Most polished analytics and reporting in this list, with optimal send times
- Trellis, the AI teammate, is included on every plan
- Standard adds the Smart Inbox, cases and reviews for customer care
- Largest review base here by far, with 6,873 G2 reviews
Watch out for
- Essentials is publishing only: Smart Inbox, approvals and chatbots wait for Standard
- Social listening is a separate add-on that needs Standard at minimum
- Every seat costs the same again, so team bills climb fast
Hootsuite
Best for: Enterprise teams and departments that manage many accounts and need listening
Hootsuite is the incumbent: a streams-based dashboard, bulk scheduling, team assignments, OwlyWriter AI and social listening across 175 countries, with Hootsuite Academy training alongside. Standard costs $99 a user a month billed annually, or $149 billed monthly, for up to 10 social accounts. Professional costs $199 a user a month and removes the account cap, adding inbox automation and trend forecasts.
The bill is per user, so three people on Standard cost $297 a month on annual billing, and Enterprise is quoted privately. There is no free plan, only a 14-day trial, and the learning curve is steeper than Buffer or Later. Pick Hootsuite when several departments manage many accounts and need listening and governance; pick Sprout Social when reporting polish matters more than network breadth.
What we like
- Streams dashboard for monitoring everything in one place
- Social listening and employee advocacy built in
- OwlyWriter AI and bulk scheduling included
- Trusted incumbent with training through Hootsuite Academy
Watch out for
- Per-user pricing means three people on Standard cost $297 a month on annual billing
- No free plan, only a 14-day trial
- Steeper learning curve than Buffer or Later
The best social media automation tools take the repeatable work off your plate: scheduling, recycling evergreen posts, routing approvals, answering comments and reporting. We ranked the nine tools below by fit for the most common buyer — a small US team that posts every day — starting with the cheapest serious schedulers and ending with the enterprise suites, and every price was checked on the vendor's own pricing page on November 6, 2026.
How to choose the best social media automation tools
- Count your accounts first, then your people. Buffer charges per channel, Metricool per brand, Planable and Sendible per workspace, and Hootsuite, Sprout Social and Agorapulse per seat. The unit that multiplies fastest for you is the one that decides your bill.
- Decide whether approvals are the bottleneck. If a client or manager must sign off on every post, Planable, Sendible Plus and Sprout Social Standard are built for that; Buffer and Metricool Starter are not.
- Check the network list before you fall in love. Later dropped X in August 2025, Metricool charges $10 a month extra per X account, and Bluesky and Threads are not supported everywhere. Verify the networks you actually post to.
- Test the free plan or trial with real posts. Buffer and Metricool have free plans; the rest offer 14-day or 30-day trials. Schedule a full week of real content and check that posts actually publish on time.
- Look at what the entry plan leaves out. Analytics, the inbox and approvals often sit one tier up: SocialPilot Essentials is publishing only, and Sprout Social Essentials has no Smart Inbox. Price the tier you need, not the tier advertised.
Social media automation is one part of getting found online. If the posts are scheduled but the site is not ranking, our guide to AI social media management tools covers the AI side of the stack. And before you send a campaign live, run your links through the free UTM builder tool — it tags every social link so you can see in analytics which posts actually bring visitors.
Whatever you shortlist, price it against your real setup before you commit: count every account, including the TikTok you forgot, and every person who needs a login. Two tools can look $5 apart on the pricing page and $150 apart on your invoice, because one charges per channel and the other per seat. The worked example below runs those numbers for a typical two-person team.
Social media automation tools pricing: what you will actually pay
Take a two-person team with 5 social accounts posting daily. On list prices, the monthly subscription costs $30 on Buffer Essentials (5 channels at $6), $25 on Metricool Starter or Later Starter, $20 on SocialPilot Essentials, $35 on Sendible Core and $39 on Planable Basic. The per-seat tools cost far more for the same team: two users on Agorapulse Standard cost $198 a month, two seats on Sprout Social Essentials cost $198, and two users on Hootsuite Standard cost $198 on annual billing or $298 on monthly billing.
Three of those numbers need adjusting before they are real. First, SocialPilot Essentials covers 1 user, so the second person needs Standard at $40 a month. Second, Later Starter cannot add a second user at all, so the team needs Growth at $50 a month. Third, Metricool Starter does not include X, so a team posting to X pays $25 plus $10 for the X account, or $35 a month.
Over a year on annual billing, that is $225 on Later Starter for one person, $240 on Metricool Starter before the X add-on, $300 on Buffer Essentials for 5 channels, $204 on SocialPilot Essentials for one user, $357 on Sendible Core, $390 on Planable Basic, $408 on SocialPilot Standard or $540 on Later Growth for two people, and $1,896 each on Agorapulse Standard and Sprout Social Essentials for two seats, or $2,376 on Hootsuite Standard. The same two people and the same 5 accounts cost $240 a year at the cheap end and $2,376 at the dear end — a gap that comes entirely from the billing unit, not from features.
One more cost to check before you commit: a second brand or client is a second bill on the workspace and brand tools. Planable Basic covers one workspace, Sendible Core covers one workspace, and Metricool Starter covers up to 5 brands, so an agency with six clients pays for six Planable workspaces or two Sendible workspaces. If you run a company rather than an agency, the visibility tools differ too — see our guide to the best social media marketing company.
Know the difference: scheduling, automation and management suites
The confusion in this category is between three jobs that share one dashboard. Scheduling is the smallest job: posting at set times. Automation is bigger: rules and workflows that recycle evergreen posts, route approvals, moderate the inbox and draft with AI. Management suites add listening, reporting and governance on top of both. A tool can be excellent at scheduling and still be the wrong buy if what you actually need is approvals or listening.
There is a second, sharper distinction: automation is safe for publishing, and risky for engagement. Scheduling through official platform APIs is how every tool here works, and platforms do not penalize it. Bots, auto-DMs to new followers and bulk follow and unfollow behavior can violate platform rules and put accounts at risk. If a tool offers to automate replies or follows for you, that is a warning sign, not a feature.
A third distinction worth knowing is the free plan versus the free trial. Buffer and Metricool have free plans with no time limit, and they stay free as long as you stay inside their caps. Planable's 50 free posts, and the 14-day and 30-day trials on the other tools, all end: after 50 posts or 30 days, you pay or you stop publishing. Budget on the paid price from day one, and treat the trial as a test, not a plan.
Quick comparison: tool type by need
| Buyer | Best pick | Why |
|---|---|---|
| Solo creator on a budget | Buffer | Free for 3 channels, Essentials is $6 per channel a month |
| Analytics-led small team | Metricool | Free plan, Starter is $25 a month with the strongest reports |
| Agency on a flat budget | SocialPilot | Essentials is $20 a month for 5 accounts |
| Visual brand on Instagram and TikTok | Later | Starter is $25 a month with the best visual calendar |
| Team buried in approvals | Planable | Basic is $39 a workspace a month with feed-style client review |
| Agency with a big team | Sendible | Core is $35 a month with unlimited users |
| Engagement and ROI reporting | Agorapulse | Standard is $99 a user a month with a unified inbox |
| Enterprise reporting | Sprout Social | Essentials is $99 a seat a month with the deepest analytics |
| Enterprise with listening | Hootsuite | Standard is $99 a user a month with streams and listening |
Mistakes to avoid
- Budgeting on the headline price. The $6, $25 or $99 figure is one channel, one brand or one seat. Count your accounts and your people first, then multiply — the worked example above shows the same team paying $25 or $198 a month.
- Buying on the free plan, then finding a network costs extra. Metricool Starter looks like $25 a month until you add X at $10 a month per account, and its free plan cannot connect LinkedIn or X at all. Check the network list and the add-ons before you commit.
- Ignoring the approvals gap. SocialPilot Essentials, Sprout Social Essentials and Sendible Core all ship without approvals. If a client must sign off on posts, the entry plan is the wrong tier, whatever it costs.
- Automating engagement instead of publishing. Auto-DMs, auto-follows and bulk engagement can violate platform rules and risk the account. Automate the schedule; keep the conversation human.
- Forgetting the second brand. Planable and Sendible charge per workspace and Metricool per brand, so a second client is a second bill. Price the second workspace before you commit to a tool for the first.
How we chose
We checked each vendor's own pricing page on November 6, 2026 and recorded the starting price exactly as shown, including the annual-billing figure where the page lists one, and we ranked the tools by fit for the most common buyer — a small US team that posts every day — not by brand size. Prices were verified from fresh reads of the vendors' own pricing pages crawled in October and November 2026. Two figures need a note: Hootsuite's page shows annual rates only, so the $149 monthly figure comes from the pricing endpoint the page calls, as read in October 2026; and Later has a limited free plan — 12 posts per profile a month — documented in its help center, though its pricing page shows only the 14-day trial. Agorapulse's free plan ended on July 6, 2026, and the remaining no-cost Archie tier only creates posts through its AI tool. Ratings come from G2 comparison pages crawled within the last few days and checked November 6, 2026. No vendor paid for a place in this list, and none of the links here are affiliate links.
What to do next
Start with the free plan or trial of your top pick and run one real week of posts through it. Check that posts publish on time, that the analytics match what you see on the networks, and that anyone who must approve a post can actually do it before you commit to a year. If the posts are scheduled but new customers are not finding you, our monthly SEO service handles the visibility side — or compare providers in our guide to social media marketing companies. Once your tools are in place, find out what's holding your rankings back.
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Get a free audit→Sources we checked (18)
- Buffer pricing — buffer.com/pricing (checked November 6, 2026)
- Metricool pricing — metricool.com/pricing (checked November 6, 2026)
- SocialPilot pricing — socialpilot.co/plans (checked November 6, 2026)
- Later pricing — later.com/pricing (checked November 6, 2026)
- Planable pricing — planable.io/pricing (checked November 6, 2026)
- Sendible pricing — sendible.com/pricing (checked November 6, 2026)
- Agorapulse pricing — agorapulse.com/pricing (checked November 6, 2026)
- Sprout Social pricing — sproutsocial.com/pricing (checked November 6, 2026)
- Hootsuite pricing — hootsuite.com/plans (checked November 6, 2026)
- Buffer on G2 — g2.com/products/buffer/reviews (checked November 6, 2026)
- Metricool on G2 — g2.com/products/metricool/reviews (checked November 6, 2026)
- SocialPilot on G2 — g2.com/products/socialpilot/reviews (checked November 6, 2026)
- Later on G2 — g2.com/products/later-social/reviews (checked November 6, 2026)
- Planable on G2 — g2.com/products/planable/reviews (checked November 6, 2026)
- Sendible on G2 — g2.com/products/sendible/reviews (checked November 6, 2026)
- Agorapulse on G2 — g2.com/products/agorapulse/reviews (checked November 6, 2026)
- Sprout Social on G2 — g2.com/products/sprout-social/reviews (checked November 6, 2026)
- Hootsuite on G2 — g2.com/products/hootsuite/reviews (checked November 6, 2026)
Shamim
Founder of SerpAstra
A full-stack SEO and digital marketer who spends most days on Local SEO for dental practices, AI search visibility and lead generation.
Frequently asked questions
What is the best social media automation tool?
Buffer is the best fit for most small teams: a real free plan, the simplest scheduling workflow, and Essentials at $6 per channel a month. Metricool is the better pick when analytics drive the workflow, and SocialPilot when an agency needs flat pricing for many accounts.
How much does social media automation cost?
Entry prices run from $0 to $99 a month. Buffer and Metricool have free plans, and the first paid plans cost $6 to $39 a month. A two-person team typically pays $25 to $198 a month, depending on whether the tool charges per channel, per workspace or per seat.
Is there a free social media automation tool?
Yes, with limits. Buffer is free for 3 channels with 10 scheduled posts each, and Metricool is free for 1 brand with 20 posts a month. Planable gives you 50 posts free as a one-time trial. Every other tool here starts with a 14-day or 30-day trial.
Does social media automation hurt engagement?
No, when it is scheduling through official platform APIs. Platforms do not penalize posts published by approved tools. Engagement suffers when automation replaces presence: auto-DMs, generic auto-replies and recycled posts that ignore the news cycle. Keep replies and comments human, and the scheduler stays invisible to the algorithm.
What is the difference between scheduling and automation?
Scheduling is one kind of automation: posting at set times. Full automation adds rules and workflows — recycling evergreen posts, routing approvals, moderating the inbox and drafting with AI. Management suites add listening, reporting and governance on top of both.
Can AI write and schedule my social media posts?
Yes. Buffer's AI Assistant drafts captions and ideas, Metricool gives AI credits on every plan, and SocialPilot includes 500 AI credits on Essentials. Planable and Sendible also include AI drafting on their entry plans, so check the credit limits before you buy. The AI drafts the post; the queue or approval workflow still does the publishing.
Which social media automation tool is best for agencies?
SocialPilot for flat pricing across many accounts, Sendible when the team is large and every plan includes unlimited users, and Planable when client approvals are the bottleneck. Metricool is the better agency pick when client reporting matters more than approvals. Enterprise agencies look at Hootsuite or Sprout Social for listening and governance.
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