Verdict: For most small businesses, Buffer is the best balance of price, simplicity, and AI-assisted caption writing. If your brand is visual-first (Instagram, TikTok, Pinterest), Later is a strong alternative. Metricool is the best value for multi-brand management, while Sendible suits small agencies that need client dashboards. Hootsuite and Sprout Social are powerful but priced for larger teams, making them hard to justify for tiny businesses.
Last verified: 2026-06-15 · Best overall: Buffer · Best free plan: Buffer · Best for visual brands: Later · Best for agencies: Sendible · Best budget multi-brand tool: Metricool
What to look for in an AI social media tool
- Multi-channel scheduling. Publish to Instagram, Facebook, TikTok, LinkedIn, X, Pinterest, and others from one calendar.
- AI caption and content generation. AI should draft captions, suggest hashtags, and repurpose ideas quickly.
- Best-time-to-post recommendations. The tool should suggest optimal posting windows based on audience behavior.
- Analytics and reporting. Track engagement, reach, and audience growth without exporting data manually.
- Pricing model clarity. Watch per-channel, per-user, per-brand, and per-post limits; the headline price often understates real costs.
The top picks compared
| Tool | Best for | Starting price | Standout AI feature | Key limit |
|---|---|---|---|---|
| Buffer | Most small businesses | Free; Essentials $5/channel/mo; Team $10/channel/mo | AI Assistant for captions, hashtags, replies, and ideas | Free: 3 channels, 10 scheduled posts/channel |
| Later | Visual-first brands | $18.75/mo Starter; $37.50/mo Growth (annual) | Caption Writer + visual planner; Smart Scheduling with Future Trends | Starter: 30 posts/profile/mo, 5 AI credits |
| Hootsuite | Larger small teams | Standard ~$149/mo; Advanced ~$399/mo per user (annual) | OwlyGPT AI content, best-time-to-post, competitor benchmarking | Standard: 10 social accounts, 1 user base; per-user pricing |
| Sprout Social | Data-driven teams | Essentials $79/seat/mo; Professional $299/seat/mo (annual) | Smart Inbox triage, AI reply suggestions, optimal send times | Essentials: 5 profiles; AI features mostly in Advanced |
| Metricool | Multi-brand small businesses | Free; Starter $20/mo (annual) for up to 10 brands | AI content generator, analytics, and scheduling per brand | Free: no LinkedIn/X, 20 posts/mo |
| Sendible | Small agencies | Creator $29/mo; Traction $89/mo; Scale $199/mo | AI Assist for captions; client dashboards; approval workflows | Creator: 1 user, 6 profiles |
Pricing is volatile and reflects primary vendor pages as of 2026-06-15. Verify current rates before buying.
Buffer: best for most small businesses
Buffer offers a generous free plan (3 channels, 10 scheduled posts per channel, AI Assistant). Paid plans are $5/month per channel for Essentials and $10/month per channel for Team, with unlimited users on Team. Its AI Assistant drafts captions, suggests hashtags, and generates ideas; Team adds approval workflows and branded reports.
Best for: Solo founders and lean teams who want transparent per-channel pricing.
Later: best for visual-first brands
Later is built around Instagram, TikTok, Pinterest, and visual planning. The Starter plan is $18.75/month annually for one social set (up to 8 profiles) and 30 posts per profile; Growth is $37.50/month annually for 2 sets, 2 users, and 180 posts per profile. AI credits are 5–100/month depending on the plan.
Best for: Ecommerce, creators, and brands where feed aesthetics matter.
Hootsuite: best for larger small teams
Hootsuite is a well-known social media operating system. Standard starts around $149/month per user annually with 10 social accounts, AI content tools, and scheduling. Advanced jumps to roughly $399/month per user for unlimited accounts, bulk scheduling, and deeper analytics.
Best for: Teams that need broad integrations, competitor benchmarking, and established workflows.
Sprout Social: best for analytics and customer care
Sprout Social starts at $79/seat/month annually for Essentials (5 profiles) and scales to $299/seat/month for Professional (unlimited profiles, AI post enhancement). Its Smart Inbox, sentiment analysis, and AI reply suggestions make it strong for businesses that treat social as a support channel.
Best for: Teams that need deep analytics, listening, and social customer care.
Metricool: best budget multi-brand tool
Metricool is free for one brand with limited posts and no LinkedIn/X. Paid plans start around $20/month annually for up to 10 brands. It offers scheduling, analytics, and an AI content generator.
Best for: Small agencies, franchises, or businesses managing multiple brands on a tight budget.
Sendible: best for small agencies
Sendible plans start at $29/month for 1 user/6 profiles, $89/month for 4 users/24 profiles, and $199/month for 7 users/49 profiles. It includes unlimited AI credits, client dashboards, approval workflows, and Canva/Dropbox/Google Drive integrations.
Best for: Agencies that need client approval flows and white-label reporting at higher tiers.
What this means for you
If you are a solo founder posting on 2–3 channels, start with Buffer Free. If your brand lives on Instagram and TikTok, try Later. If you manage several client accounts, Metricool or Sendible will scale better. Only consider Hootsuite or Sprout Social once social media is a dedicated role in your business and the per-seat cost is justified by measurable ROI.
Related reading
FAQ
Q1: Can AI write all my social media posts? AI can draft captions and suggest hashtags, but your brand voice, visuals, and community engagement still need human judgment. Use AI as a first draft, not a final publisher.
Q2: Which tool has the best free plan? Buffer offers the most usable free plan: 3 channels, 10 scheduled posts per channel, AI Assistant, and basic analytics.
Q3: Is Hootsuite worth the price for a small business? Usually not for one-person teams. Hootsuite's per-user pricing is designed for teams with dedicated social managers. Buffer, Later, or Metricool typically deliver better value for small businesses.
Q4: What is a "social set" in Later pricing? A Later social set is one profile per supported platform (Instagram, Facebook, TikTok, Pinterest, LinkedIn, YouTube, Threads, Snapchat). You buy sets, not individual channels.
Q5: Can these tools post to TikTok and Instagram Reels automatically? Most support TikTok and Reels scheduling, though some require reminder publishing or business/creator account types. Check each tool's current channel support before buying.
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