Buffer vs Later vs Metricool: Best Scheduler in 2026?

Picking a social media scheduler in 2026 usually comes down to three serious contenders: Buffer, Later, and Metricool. On the surface they do the same job — queue a post, pick a time, publish across every platform — but they are built for three different kinds of people, and they charge in three completely different ways.

This guide compares Buffer vs Later vs Metricool head to head: pricing, free plans, platform support, analytics, and the specific creator each one is actually built for. By the end you will know which scheduler fits your workflow and budget — no "they're all great" cop-out.

Disclosure: some links below are affiliate links. If you sign up through them we may earn a commission at no extra cost to you — we only recommend tools we genuinely rate. Later is included for honest comparison and is not an affiliate link.

Already picked a scheduler? The one thing none of these tools does well is generate genuinely platform-tuned hashtags. Our Free AI Hashtag Generator builds the right set for each platform in seconds — paste it straight into whichever scheduler you choose.

The 30-Second Verdict

In one line each:

• Buffer is the minimalist's choice — the fastest to learn, with the best free plan.
• Later is the Instagram planner — visual-first, with the cleanest grid preview and link-in-bio.
• Metricool is the all-in-one — scheduling plus serious analytics, competitor tracking, and ad management, and the best value at scale.

The Real Difference Is How They Charge You

Most "best scheduler" lists skip the single most important thing: these three tools use completely different pricing models, and that decides which one is cheapest for you.

• Buffer charges per channel. A channel is one connected account (one Instagram profile, one Facebook page, one LinkedIn page, and so on). You pay for each.
• Later charges per social set. A social set is roughly one profile from each supported platform bundled together. Add a second Instagram account and you typically need a second set.
• Metricool charges per brand. A brand bundles all of that brand's connected accounts, and the plan tier sets how many brands you can manage.

Run the math on a typical solo creator with five accounts — Instagram, TikTok, X, Facebook, and LinkedIn:

• Buffer: 5 channels x $5 = about $25/month (annual billing).
• Later: 1 social set covers one profile per platform = the ~$25/month Starter plan.
• Metricool: 1 brand with all five accounts = the ~$18/month Starter plan (and its free plan may even cover you).

Now scale to an agency running 5 clients with 5 platforms each (25 accounts):

• Buffer: 25 channels. Volume discounts kick in above 10 channels, but you are still looking at well over $100/month.
• Later: roughly 5 social sets, and add-on costs (extra sets, users, AI credits) climb fast.
• Metricool: 5 brands fits inside a single plan — the Advanced plan (~$45/month) covers up to 15 brands. Dramatically cheaper at scale.

The takeaway: there is no universally "cheapest" scheduler. Buffer wins at low channel counts and simplicity, Metricool wins the moment you manage multiple brands, and Later sits at the premium end regardless.

Buffer: The Simple, Reliable Default

Best for: Solo creators and small teams who want clean, fast scheduling without feature bloat.

Buffer built its reputation as the original social media scheduler, and that focus still shows. The interface is uncluttered, scheduling is fast, and the AI Assistant rewrites a post for each platform's tone in a click. It does scheduling, basic analytics, and simple AI well — and stops there. For a one-to-three-person operation, that is the entire job.

Strengths:

• Cleanest, fastest interface of the three — almost nothing to learn.
• The strongest free plan in this comparison: 3 channels, no time limit.
• Per-channel pricing keeps small accounts genuinely cheap.
• Team plan adds approval workflows and unlimited users at a reasonable price.

Weaknesses:

• Analytics are basic next to Metricool — engagement and best-time-to-post, but no competitor tracking and no hashtag performance data.
• Fewer visual-planning features than Later.
• No ad management.

Pricing: Free plan (3 channels). Essentials at $5/channel/month (annual) or $6 monthly. Team at $10/channel/month (annual) or $12 monthly.

Try it: Start scheduling with Buffer — the free plan covers 3 channels, so you can test the full workflow before paying a cent.

Later: The Instagram-First Visual Planner

Best for: Instagram-, Pinterest-, and visual-first creators and brands whose feed aesthetics matter.

Later started as an Instagram scheduler and still carries that visual-first DNA. If your brand lives or dies by how the grid looks — fashion, food, travel, product, and beauty creators especially — Later is purpose-built for it. The drag-and-drop grid preview, link-in-bio tool (Linkin.bio), and visual content calendar are the cleanest in this category.

Strengths:

• Best-in-class visual grid preview and drag-and-drop planning.
• Polished link-in-bio tool that turns your feed into a clickable storefront.
• Strong Instagram, TikTok, and Pinterest support.

Weaknesses:

• No permanent free plan — only a 14-day trial.
• The most expensive entry point of the three.
• Add-ons (extra social sets, users, AI credits) push the bill up quickly.
• X and LinkedIn support is shallower than Buffer's or Metricool's.

Pricing: No free plan (14-day trial). Starter around $25/month (less on annual billing), Growth around $45/month, and the top Scale tier from roughly $80/month. Priced per social set, where one set covers one profile per platform.

Learn more on Later's pricing page — note we have no affiliate relationship with Later, so this is a plain link.

Metricool: Analytics, Scheduling, and Ads in One

Best for: Data-driven creators and agencies who want publishing, analytics, competitor tracking, and ad management in a single dashboard.

Metricool flips the usual order: analytics first, scheduling second. If you make content decisions from data rather than gut feel, it surfaces insights the others simply do not match — and it folds in Meta and Google Ads management, which neither Buffer nor Later offers. For multi-platform creators who want one monthly report covering everything, it is often a better value than Later or Buffer.

Strengths:

• The deepest analytics here, including competitor benchmarking.
• Built-in Meta and Google Ads management.
• Per-brand pricing makes it the best value once you run several accounts or clients.
• Generous free plan (one brand, 50 posts/month, competitor tracking).

Weaknesses:

• More to learn than Buffer — the dashboard is dense.
• LinkedIn scheduling requires the Advanced plan or higher (a real budget gotcha).
• Top-tier approval workflows are reserved for higher plans.

Pricing: Free plan (1 brand, 50 posts/month). Starter from around $18/month. Advanced from around $45/month (15 brands, LinkedIn, team features).

Try it: Metricool offers a 30-day free trial with code HASHTAGTOOLS30 (full Premium, first-time users) — the easiest way to see whether the analytics depth justifies the switch.

Feature-by-Feature Comparison

Pricing Compared: What You'll Actually Pay

Pricing above reflects published rates as of mid-2026. All three adjust pricing periodically, so confirm the current numbers on each tool's pricing page before you buy.

Which Scheduler Should You Choose?

Choose Buffer if you want the simplest possible workflow, you manage a handful of channels, and a strong free plan matters. It is the fastest to set up and the easiest to live with day to day. Start with Buffer's free plan.

Choose Later if Instagram and visual feeds are the heart of your strategy. The grid preview and link-in-bio are worth the premium for aesthetic, image-led brands — fashion, food, travel, beauty, and product creators.

Choose Metricool if you make decisions from data, want competitor and ad insights in the same tool, or manage more than one brand. It is the best value at scale and the most complete single dashboard. Try Metricool free for 30 days with code HASHTAGTOOLS30.

Our pick for most creators: if you are a solo creator who just wants posts out the door, start with Buffer's free plan and upgrade only when you hit its ceiling. If you are growing past a few accounts, run analytics seriously, or manage clients, Metricool gives you the most leverage for the money. Later is the specialist — reach for it when the Instagram grid is the product.

Where Hashtags Fit Into Your Scheduling Workflow

Here is the gap every scheduler shares: none of them generate genuinely platform-tuned hashtags. They will happily let you paste the same 30 tags onto every platform — which is exactly what tanks reach in 2026, when Instagram caps at around 5 hashtags, X wants 1-2, and Pinterest rewards 10-15.

The fix is one step before you schedule. Use our Free AI Hashtag Generator to build a platform-correct set — the right count, the right format (PascalCase on Instagram, short tags on X), tuned to your niche — then drop it into Buffer, Later, or Metricool with the rest of your post. Better tags in, better reach out.

Frequently Asked Questions

Which is better, Buffer or Later?

Buffer is better for multi-platform creators who want simple, fast scheduling and a strong free plan. Later is better for Instagram- and visual-first creators who rely on a grid preview and link-in-bio. Buffer bills per channel and is cheaper for small accounts; Later has no free plan and starts higher but is purpose-built for image-led feeds.

Is Metricool better than Buffer?

For data-driven creators and agencies, usually yes — Metricool adds deep analytics, competitor tracking, and ad management Buffer lacks, and its per-brand pricing scales far more cheaply across multiple accounts. Buffer wins on pure simplicity and its free plan.

What is the cheapest social media scheduler?

For one creator with a few accounts, Buffer's free plan costs nothing and is the cheapest real option; Metricool's free plan (one brand, 50 posts/month) is a close second. At multi-brand scale, Metricool is typically cheapest. Later is the priciest at entry and has no free plan.

Do Buffer, Later, and Metricool have free plans?

Buffer (3 channels) and Metricool (1 brand, 50 posts/month) have permanent free plans. Later does not — it offers only a 14-day free trial.

Which scheduler is best for Instagram?

Later, thanks to its visual grid preview, link-in-bio, and image-first planning. Buffer and Metricool schedule Instagram well and cost less, but Later's visual tools are the most polished for grid-focused brands.

Which scheduler is best for agencies?

Metricool, in most cases — per-brand pricing plus analytics, competitor benchmarking, and ad management make it the best value for managing several clients. Buffer's Team plan is simpler but its per-channel cost climbs quickly with many accounts.

Schedule Smarter, Tag Smarter

Whichever scheduler you land on, the workflow is the same: write the post, build a platform-correct hashtag set, queue it, publish. The first and last steps are where most reach is won or lost.

Our Free AI Hashtag Generator handles the hashtag step in seconds — platform-tuned, niche-aware, ready to paste into Buffer, Later, or Metricool.

Pick your platform. Describe your content. Copy and paste. Done.

Try the free AI Hashtag Generator

Related Guides

• Best AI Tools for Social Media Content Creators - The full creator tool stack, category by category
• Cross-Platform Hashtag Strategy - One hashtag strategy across every platform
• How Many Hashtags Per Platform - Optimal counts for Instagram, X, Pinterest, and more
• How to Measure Hashtag Performance - Track what is actually working
• Free AI Hashtag Generator - The hashtag step in your scheduling workflow