Willow

Later

Later is a social media management tool built primarily around visual content planning, link in bio pages, and creator-focused workflows. Compared to Willow, Later places more emphasis on Instagram, TikTok, and Pinterest, with less depth for LinkedIn-first B2B teams. Willow focuses more on posting consistency, and ai-guided planning for textual content, while Later extends into creator tooling such as a creator home, media kit, and access to a creator marketplace.

Last updated:
December 20, 2025

Willow

Later

Scheduling

Willow allows for unnlimited social media scheduling without time horizons.
Link tracking is possible for all links that are uploaded to social media posts.
Willow has best time to post recommendations based on years of customer analytics.
Willow user Interface
Later’s scheduler lets users drag and drop posts into a visual content calendar and auto publish across platforms. Scheduling is limited to 30 posts per profile per month on the Starter plan.
The tool offers best-time recommendations based on audience engagement data for platforms like Instagram and TikTok.
Users have access to link-in-bio pages and basic click metrics per post and profile.

AI integrations

Willow creates custom social media calendars and LinkedIn captions (Willow model) for customers with a Kickstart, Pro or Elite plan.
Later includes ai-powered tools like Instagram caption suggestions and hashtag generation, which help content creation.

Analytics

Detailed analytics per channel with clean data visualisation.
Link tracking is possible for all links that are uploaded to social media posts.
Users can export their analytics as a clean visual pdf.
Later’s analytics dashboard consolidates performance across social profiles with insights for growth tracking, engagement, and optimal posting.
Users have access to link-in-bio pages and basic click metrics per post and profile.
Analytics can be exported as CSV (not for legacy plans).

Content inspiration

Willow users can get ideas from newspapers, RSS feeds and keyword monitors in their dashboard.
The platform also includes best practices and topical calendars for post inspiration.
Later has social listening capabilities that monitor trends. You can also see hashtag trends, create a media library and find use-generated content.
Users can find inspiration through ai suggestions and hashtag generation tools.

Coaching and support

Users with a Kickstart or Pro plan have access to monthly or quarterly social media coaching with a dedicated expert.
Willow also provides extensive guides on social media fundamentals.
Users can reach out to native English and Dutch support staff during office hours. Willow has a dedicated account manager per customer.
Later does not offer social media coaching.
The website includes free training resources, blogs, and a podcast.
Later provides support via its help center and resources. Higher plans typically include better support options.

Pricing

Willow has a 14-day free trial for the social media platform.
The pricing packages of Willow are very straightforward. They include every single feature and AI tool. Plans costs €289/month with quarterly coaching sessions and €545/month with monthly social media coaching. Plans have 20 channels and 5 users.
Later offers a 14-day free trial on its paid social media management plans, but requires credit card information and email confirmation.
Compared to Willow, Later’s pricing is more tiered and may include limits on post counts or features at lower levels. It has multiple pricing tiers ranging from a free plan to higher plans that unlock more posts, users, analytics, and collaboration tools. Paid tiers scale with feature depth and number of social sets.

Summary

Best for

  • Accountants
  • Consultants
  • HR experts
  • IT companies
  • Lawyers
  • Real estate agents
  • Software companies

Best for

  • Creators who focus on visual platforms.
  • Creators and influencers who collaborate with brands.
  • Visually driven marketing teams
  • eCommerce or DTC marketers running visually led campaigns
  • Freelancers building and sharing media kits

Why choose Willow

  • More features for companies who focus on LinkedIn.
  • Deeper strategic guidance and support.
  • Unlimited scheduling and up to 20 accounts per platform.

Why choose

Later

  • Central creator home to manage media kit and campaigns
  • Access to a creator marketplace
  • Connections with visual platforms such as Pinterest, TikTok and YouTube
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