This is one of our top picks in the category so we recommend it over others (you're on the right page), read below to learn why we love and recommend it! ⤵
This is one of the better tools in its category, see below if this tool is right for you! ⤵
Disappointing & Unreliable
While initially thought Metricool would be the answer to our social media scheduling needs, we quickly became disappointed due to many limitations with Instagram, TikTok, and YouTube Shorts posting.
With that, we ultimately switched away from Metricool to Buffer for Instagram posting, and Typefully for X and LinkedIn posting.
We believe there are better options available in this category, read below to learn what they do well, and what they could do better. ⤵
The digital Swiss Army Knife for social media managers.
Metricool is a social media management tool created to help social media managers who manage the content plan for multiple brands. If you're a small business, Metricool has a generous free tier to manage all of your social media platforms, although we found the tool lackluster compared to it's competitor, Buffer, which we ultimately ended up using.
During our initial research to see who the modern day social media scheduling contenders are, Metricool appeared multiple times piquing our interest. We watched a couple YouTube tutorials and Metricool looked promising and it sounded like we'd be able to use it to post on YouTube Shorts, TikTok, Instagram, LinkedIn, Twitter, like we wanted.
We saw Metricool even had a nifty calendar displaying the best time to post and a first comment feature on certain social media platforms, which we frequently used to direct our audience to our full-length podcast episodes. This was initially impressive and felt like it would help us with optimizing our content plan.
Encouraged by these features, we created an account. However, we quickly began to notice the limitations once we started using it 😬
YouTube Shorts auto-posting isn't optimized through Metricool. Although it allows for auto-posting, you can't add related videos, or most importantly, select a thumbnail for your short (at the time of writing, YouTube doesn't allow you to change the short thumbnail after posting).
We later learned this is actually a limitation of YouTube's API and none of the social media platforms allowed for this.
Given that YouTube is our most important channel, we decided to continue posting to YouTube Shorts manually and use Metricool for all other channels—or so we thought.
Metricool also didn't provide the best times to post on YouTube like it did for Instagram and TikTok (although you can get this data directly from YouTube Analytics which is what we use now). Overall, we'd say skip using Metricool, or any social media scheduling tool for posting your YouTube shorts, unless you don't care about choosing a thumbnail (keeping in mind that thumbnails do matter for CTR).
When we scheduled our first TikTok to auto-post, the formatting of our captions was completely removed. Our post ended up looking like a mess 🤔.
Spoiler alert: none of the other apps allowed for proper TikTok caption formatting either, likely due to TikTok's API limitations.
When we tried to schedule an Instagram post, we encountered an error saying our video size was too large, which was particularly frustrating since we could easily post the same video directly to Instagram.
After chatting with the Metricool customer support team, they said this was an API limitation, meaning we'd have to resize our videos in order to use Metricool.
This was a deal-breaker for us. While we could resize videos, we already had dozens of shorts made which would have been time consuming for our team to re-size. With all the coordinating with our video editor, were we really going to be saving time or just adding more grunt work on our plate? With that in mind, we decided to evaluate other tools,
Spoiler: Turns out while Metricool had limitations when it came to the Instagram video size, when we tried the exact same files with Buffer, it worked perfectly 👌 With that, Buffer instantly overtook any desire to continue using Metricool. Read our full Buffer Review.
We didn't go down the path of trying to use Metricool for LinkedIn or X (Twitter) since we already determined it wasn't going to work with us with the limitations above. As a note, you can also view Facebook Ads and Google Ads performance within Metricool, although this is a feature we also didn't evaluate.
One thing that was impressive about Metricool was the social media analytics tool. It pulls in your performance from various social media platforms and gives you a birds eye view of performance. If you're managing multiple brand accounts, this becomes super helpful as it prevents you from needing to log into each app for analytics.
Is Metricool any good? Through our evaluation, we found it lackluster. Customer support wasn't particularly helpful and the user experience came with many roadblocks. While Metricool might be ideal for social media managers managing a large number of social media accounts, we'd say give Buffer a shot instead for a enhanced experience for Instagram posting, or Typefully for X or LinkedIn posting.
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Yes, Metricool has a free tier for connecting all social media accounts for one brand.
We've tracked and verified the above companies are using this software in their team's stack.
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