How to Choose the Right Social Media Management Tool in 2026
By Itai Varochik | Updated February 18, 2026 | 3 min read
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1. platform coverage & publishing
The foundation of any social media tool is where it can publish. All major platforms support Facebook, Instagram, X (Twitter), and LinkedIn. The differentiators are TikTok, Pinterest, YouTube, and Google Business Profile support.
Hootsuite covers the most platforms including YouTube and Pinterest. Sprout Social offers deep Instagram and Facebook publishing with approval workflows. Buffer keeps publishing simple and covers the essentials. Later specializes in visual-first planning for Instagram, TikTok, and Pinterest. SocialBee focuses on content categories and recycling.
Publishing Features to Compare
- Number of supported social networks
- Post scheduling with optimal time suggestions
- Multi-image and carousel support
- Video publishing capabilities
- First comment scheduling (Instagram)
- Story and Reel scheduling
2. content calendar & planning
A visual content calendar is essential for maintaining consistency and coordinating campaigns across channels. Look for drag-and-drop scheduling, content approval workflows, and team collaboration features.
Sprout Social has the most polished calendar with team approval workflows. Later offers a visual grid preview for Instagram planning. Hootsuite provides a comprehensive calendar view across all connected profiles. Buffer keeps planning minimal but effective. SocialBee uses content categories to automate posting schedules.
3. analytics & reporting
Social media analytics help you understand what's working and justify your strategy to stakeholders. Evaluate the depth of analytics, cross-platform comparison, and exportable report formats.
- Sprout Social: Enterprise-grade analytics with competitor benchmarking, presentation-ready reports
- Hootsuite: Customizable dashboards, ROI tracking, team performance metrics
- Buffer: Clean, simple analytics focused on post performance and best times to post
- Later: Instagram-focused analytics with link-in-bio tracking
- SocialBee: Basic analytics covering engagement and reach
4. engagement & inbox management
Responding to comments, DMs, and mentions across platforms is time-consuming without a unified inbox. Sprout Social leads with a smart inbox that prioritizes messages by sentiment and urgency. Hootsuite offers stream-based monitoring. Buffer recently added engagement features. Later and SocialBee have more limited engagement tools.
5. team collaboration
For agencies and larger teams, approval workflows, role-based permissions, and content libraries matter.
Sprout Social offers the most robust team features including message approval, task assignment, and asset libraries. Hootsuite provides team management with content approval chains. Buffer offers simple team access with draft sharing. SocialBee supports team workspaces. Later focuses on individual creators and small teams.
6. AI & content creation
AI-powered features are becoming standard in social media tools. Look for AI caption writing, hashtag suggestions, optimal posting times, and content repurposing.
Buffer added AI Assistant for caption generation and repurposing. Hootsuite offers OwlyWriter AI for content creation. Sprout Social uses AI for sentiment analysis and response suggestions. SocialBee includes an AI content generator. Later provides AI caption writing and hashtag suggestions.
7. pricing & scalability
Social media tool pricing scales with the number of social profiles, users, and features needed:
- Buffer: Free for 3 channels, paid from ~$6/channel/month - best for solopreneurs
- SocialBee: Starting around $29/month for 5 profiles - best value for small businesses
- Later: Free for 1 profile, paid from ~$25/month - best for visual-first brands
- Hootsuite: Starting around $99/month - best for teams needing broad coverage
- Sprout Social: Starting around $249/month - best for agencies and enterprises
Frequently Asked Questions
What's the best social media tool for small businesses?
Buffer and SocialBee offer the best value for small teams. Buffer is simpler; SocialBee has more advanced content categorization and recycling features.
Is Sprout Social worth the premium price?
For agencies and mid-to-large teams, yes. The analytics, smart inbox, and team workflows justify the cost. For solo creators, it's overkill.
Can I schedule TikTok posts?
Most major platforms now support TikTok scheduling, though some features (like sounds) may require manual posting. Later and Hootsuite have the strongest TikTok integration.
Do I need a social media tool if I only manage one platform?
If you're only on one platform and posting a few times per week, the native tools may suffice. A dedicated tool becomes valuable when you manage 3+ profiles or need analytics and scheduling.