Compare social media tools for SMEs
As an SME, you don't need dozens of features and gimmicks to make social media work. You need a simple tool that helps you stay consistent and save time. That's why we've made a top-level comparison of the features that matter most to you.
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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.
Agorapulse
Agorapulse includes a queue-based scheduler, a calendar view and bulk upload tools for posts.
Advanced link tracking with UTM parameters and Google Analytics integration is supported via PulseLink in bio pages.
Agorapulse calculates recommended publishing times based on engagement data for Facebook, Instagram, LinkedIn, TikTok, YouTube, and X (Twitter).
Planable
Schedule posts on 9 platforms with approval flows.
No link tracking in standard plans.
No guidance on best time to post
Later
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.
Users have access to link-in-bio pages and basic click metrics per post and profile.
The tool offers best-time recommendations based on audience engagement data for platforms like Instagram and TikTok.
Buffer
Unlimited scheduling on paid plans.
Free UTM tracker tool.
Best times to post for each platform.
Willow
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.
Agorapulse includes a queue-based scheduler, a calendar view and bulk upload tools for posts.
Advanced link tracking with UTM parameters and Google Analytics integration is supported via PulseLink in bio pages.
Agorapulse calculates recommended publishing times based on engagement data for Facebook, Instagram, LinkedIn, TikTok, YouTube, and X (Twitter).
Agorapulse
Schedule posts on 9 platforms with approval flows.
No link tracking in standard plans.
No guidance on best time to post
Planable
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.
Users have access to link-in-bio pages and basic click metrics per post and profile.
The tool offers best-time recommendations based on audience engagement data for platforms like Instagram and TikTok.
Later
Unlimited scheduling on paid plans.
Free UTM tracker tool.
Best times to post for each platform.
Buffer
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
Agorapulse
Agorapulse includes a queue-based scheduler, a calendar view and bulk upload tools for posts.
Advanced link tracking with UTM parameters and Google Analytics integration is supported via PulseLink in bio pages.
Agorapulse calculates recommended publishing times based on engagement data for Facebook, Instagram, LinkedIn, TikTok, YouTube, and X (Twitter).
Planable
Schedule posts on 9 platforms with approval flows.
No link tracking in standard plans.
No guidance on best time to post
Later
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.
Users have access to link-in-bio pages and basic click metrics per post and profile.
The tool offers best-time recommendations based on audience engagement data for platforms like Instagram and TikTok.
Buffer
Unlimited scheduling on paid plans.
Free UTM tracker tool.
Best times to post for each platform.
Willow
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.
AI integrations
Willow creates custom social media calendars and LinkedIn captions (Willow model) for customers with a Kickstart, Pro or Elite plan.
Agorapulse
Agorapulse AI helps automate content creation with a writing assistant, reply suggestions, sentiment analysis, hashtag recommendations and alt text generation as part of the platform’s AI toolkit.
Planable
AI writing assistant and free tools such as a hashtag generator and video script generator.
Later
Later includes ai-powered tools like Instagram caption suggestions and hashtag generation, which help content creation.
Buffer
AI Assistant to brainstorm ideas, rewrite content, and craft platform-specific posts.
Willow
Willow creates custom social media calendars and LinkedIn captions (Willow model) for customers with a Kickstart, Pro or Elite plan.
Agorapulse
Agorapulse AI helps automate content creation with a writing assistant, reply suggestions, sentiment analysis, hashtag recommendations and alt text generation as part of the platform’s AI toolkit.
Planable
AI writing assistant and free tools such as a hashtag generator and video script generator.
Later
Later includes ai-powered tools like Instagram caption suggestions and hashtag generation, which help content creation.
Buffer
AI Assistant to brainstorm ideas, rewrite content, and craft platform-specific posts.
Willow
Willow creates custom social media calendars and LinkedIn captions (Willow model) for customers with a Kickstart, Pro or Elite plan.
Agorapulse
Agorapulse AI helps automate content creation with a writing assistant, reply suggestions, sentiment analysis, hashtag recommendations and alt text generation as part of the platform’s AI toolkit.
Planable
AI writing assistant and free tools such as a hashtag generator and video script generator.
Later
Later includes ai-powered tools like Instagram caption suggestions and hashtag generation, which help content creation.
Buffer
AI Assistant to brainstorm ideas, rewrite content, and craft platform-specific posts.
Willow
Willow creates custom social media calendars and LinkedIn captions (Willow model) for customers with a Kickstart, Pro or Elite plan.
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.
Agorapulse
Agorapulse delivers detailed reporting dashboards covering engagement, reach, clicks, and follower growth per channel and profile.
Advanced link tracking with UTM parameters and Google Analytics integration is supported via PulseLink in bio pages.
Global data exports or custom reports in pdf or csv can be manually or automatically created.
Planable
Top posts, audience insights and in-depth metrics.
No link tracking in standard plans.
Automatic monthly report as PDF.
Later
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).
Buffer
High-level analytics and individual channel metrics.
Free UTM tracker tool.
Export custom reports.
Willow
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.
Agorapulse
Agorapulse delivers detailed reporting dashboards covering engagement, reach, clicks, and follower growth per channel and profile.
Advanced link tracking with UTM parameters and Google Analytics integration is supported via PulseLink in bio pages.
Global data exports or custom reports in pdf or csv can be manually or automatically created.
Planable
Top posts, audience insights and in-depth metrics.
No link tracking in standard plans.
Automatic monthly report as PDF.
Later
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).
Buffer
High-level analytics and individual channel metrics.
Free UTM tracker tool.
Export custom reports.
Willow
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.
Agorapulse
Agorapulse delivers detailed reporting dashboards covering engagement, reach, clicks, and follower growth per channel and profile.
Advanced link tracking with UTM parameters and Google Analytics integration is supported via PulseLink in bio pages.
Global data exports or custom reports in pdf or csv can be manually or automatically created.
Planable
Top posts, audience insights and in-depth metrics.
No link tracking in standard plans.
Automatic monthly report as PDF.
Later
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).
Buffer
High-level analytics and individual channel metrics.
Free UTM tracker tool.
Export custom reports.
Willow
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.
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.
Agorapulse
Agorapulse includes a social inbox for monitoring mentions, comments, and messages across LinkedIn, X, Instagram, Facebook, Reddit and the web.
Post inspiration can be found through external resources such as blog posts, guides, and best-practice examples.
Planable
No features for news or content updates.
No built-in post inspiration. Free AI tools available.
Later
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.
Buffer
Build your library with media captures and RSS feeds.
Social media templates, insights and reports.
Willow
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.
Agorapulse
Agorapulse includes a social inbox for monitoring mentions, comments, and messages across LinkedIn, X, Instagram, Facebook, Reddit and the web.
Post inspiration can be found through external resources such as blog posts, guides, and best-practice examples.
Planable
No features for news or content updates.
No built-in post inspiration. Free AI tools available.
Later
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.
Buffer
Build your library with media captures and RSS feeds.
Social media templates, insights and reports.
Willow
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.
Agorapulse
Agorapulse includes a social inbox for monitoring mentions, comments, and messages across LinkedIn, X, Instagram, Facebook, Reddit and the web.
Post inspiration can be found through external resources such as blog posts, guides, and best-practice examples.
Planable
No features for news or content updates.
No built-in post inspiration. Free AI tools available.
Later
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.
Buffer
Build your library with media captures and RSS feeds.
Social media templates, insights and reports.
Willow
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.
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.
Agorapulse
Agorapulse provides guides and onboarding tips in the platform, but unlike Willow, they don't offer structured social media coaching sessions.
Agorapulse users can access a free resource centre with tutorials and webinars. They can also get a certified user badge the Agorapulse Academy.
AI chatbot with 24 hours human support according to priority levels tied to plan level.
Planable
No social media coaching.
Free or downloadable reports, guides and playbooks
Support via email.
Later
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.
Buffer
Online Buffer community where resources and tips get shared.
Social media guides per channel.
Global support team via mail.
Willow
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.
Agorapulse
Agorapulse provides guides and onboarding tips in the platform, but unlike Willow, they don't offer structured social media coaching sessions.
Agorapulse users can access a free resource centre with tutorials and webinars. They can also get a certified user badge the Agorapulse Academy.
AI chatbot with 24 hours human support according to priority levels tied to plan level.
Planable
No social media coaching.
Free or downloadable reports, guides and playbooks
Support via email.
Later
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.
Buffer
Online Buffer community where resources and tips get shared.
Social media guides per channel.
Global support team via mail.
Willow
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.
Agorapulse
Agorapulse provides guides and onboarding tips in the platform, but unlike Willow, they don't offer structured social media coaching sessions.
Agorapulse users can access a free resource centre with tutorials and webinars. They can also get a certified user badge the Agorapulse Academy.
AI chatbot with 24 hours human support according to priority levels tied to plan level.
Planable
No social media coaching.
Free or downloadable reports, guides and playbooks
Support via email.
Later
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.
Buffer
Online Buffer community where resources and tips get shared.
Social media guides per channel.
Global support team via mail.
Willow
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.
Looking for pricing?
Unlike Willow, most tools have very complex pricing. You often pay per user, per channel or workspace, per credit for AI tools, etc. It's simply impossible to compare apples to apples, so we won't even try.
The TL;DR: if you post twice a week on one channel and know what you're doing, you're probably best off with a freemium plan. If you want some guidance and have multiple users for two or more channels, no one will beat Willow's package price.
The TL;DR: if you post twice a week on one channel and know what you're doing, you're probably best off with a freemium plan. If you want some guidance and have multiple users for two or more channels, no one will beat Willow's package price.
Klaar om je socials eindelijk te laten groeien?
Ontdek de combinatie van een intuïtieve tool, een AI-agent en een marketingexpert; een oplossing die wél werkt voor social media.
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