The short version
Metricool is the most popular social media management tool in Spain. 3.5 million users, born in Madrid, affordable pricing, solid scheduling and analytics. If you're a Spanish community manager, you've probably used it — or at least considered it.
SonetHub does everything Metricool does, plus things Metricool doesn't: AI that generates content (text, images, video, music), a first-party chat agent that manages your accounts conversationally, a multi-step automation canvas with branching and delays, story-reply triggers, rich DMs with buttons and templates, a contact + tagging layer, and a "Build with AI" surface that turns a sentence into a working automation.
Both tools are affordable. Both support multiple platforms. The difference is what happens after you schedule a post — and how much of the work the tool does for you.
Pricing: closer than you'd think
Metricool prices by number of brands. SonetHub prices by features + team size. Here's the direct comparison, refreshed for May 2026:
| What you need | Metricool | SonetHub |
|---|---|---|
| 1 brand, basic scheduling | Free ($0, 20 posts/month cap) | Free (€0, 3 posts/day rate-limit) |
| 5 brands, unlimited scheduling | Starter ($20/mo) | Starter (€15/mo) |
| 10 brands, unlimited scheduling | Starter ($36/mo) | Growth (€29/mo) |
| 15 brands, team features | Advanced ($53/mo) | Growth (€29/mo) |
| 25 brands | Advanced ($85/mo) | Pro (€59/mo) |
| 50 brands | Advanced ($159/mo) | Business (€129/mo) |
| 50+ brands, white-label | Custom (contact sales) | Custom |
A few things that matter:
Metricool's annual and monthly billing have converged. Where annual used to give a discount, the 2026 sticker is the same monthly figure × 12. No headline savings either way.
SonetHub is cheaper at scale. Managing 15 brands on Metricool costs $53/month. On SonetHub, €29/month covers it with team members included. For agencies managing 25+ brands, the gap widens to ~40%.
Hidden costs on Metricool. Twitter/X access is a $5/month add-on on Starter. Looker Studio + API access live behind the Advanced plan. LinkedIn analytics are only on paid plans. SonetHub includes every platform and every feature in every paid plan — no add-ons.
The free plans aren't actually comparable. Metricool's free plan caps you at 20 scheduled posts per month, total — once you queue 20, you can't even draft a 21st until next month. SonetHub's free plan lets you draft and schedule unlimited posts; the only cap is 3 posts publishing per day. In practice that means:
- Metricool free: hit 20 and you're done until next month, regardless of when you'd actually publish them.
- SonetHub free: build a 100-post content library, schedule it across the month, and the cron drips out 3/day (up to ~90/month, ~1,100/year vs Metricool's 240).
The only scenario where Metricool's free plan wins: you need 20 posts going live on the same day for a launch and then nothing for 29 days. For any other shape, SonetHub free is meaningfully more generous.
Platform support
| Platform | Metricool | SonetHub |
|---|---|---|
| ✓ (scheduling + analytics) | ✓ (scheduling + analytics + demographics + stories) | |
| ✓ | ✓ | |
| X / Twitter | ✓ ($5/mo add-on) | ✓ (included) |
| ✓ (analytics on paid only) | ✓ | |
| TikTok | ✓ | ✓ + Business API analytics |
| YouTube | ✓ | ✓ + retention curves, traffic sources |
| ✓ | ✓ | |
| Threads | ✓ | ✓ |
| Bluesky | ✓ (threads up to 80 posts) | ✓ |
| Google Business | ✓ | — |
| Twitch | ✓ | — |
The platforms that matter to almost every user are at parity. Both ship Instagram, Facebook, X, LinkedIn, TikTok, YouTube, Pinterest, Threads, and Bluesky. Metricool adds Google Business and Twitch — meaningful if your business runs on Google reviews or if you stream on Twitch, marginal for everyone else.
Where it matters, SonetHub goes deeper. Instagram includes story import + per-story reply tracking (an archive of who engaged with each story, even after it expires). TikTok runs on the Business API with retention curves, traffic sources, and industry benchmarks across 24 categories. YouTube analytics expose watch time trends, discovery funnels, and per-video retention curves. Metricool surfaces the basics on each platform; we surface what the platform's APIs actually return.
AI: the central difference
This is the largest gap between the two tools, and it isn't subtle.
SonetHub ships a first-party AI agent inside the product. Open the chat sidebar and a brand-aware agent is already there, with access to every tool in the product, your workspace memory, and your account history. It generates text, images, video, and music. It writes posts in your voice (learned from your edits). It analyzes performance. It builds automations end-to-end from a sentence. It talks to you on WhatsApp if you want. It works the moment you sign up, on every paid plan.
Metricool's AI is captions and hashtags. Their first-party AI surface is what it's always been: caption suggestions, hashtag generation, tone tweaks, translation, lengthen/shorten, emojify. To get anything beyond that, you connect their MCP server to a separate AI tool you already pay for — Claude Desktop ($20/mo), Cursor, ChatGPT Dev Mode, n8n. The user provides the agent; Metricool provides the data. If you don't already orchestrate your stack that way (most people don't), the MCP isn't reachable.
| Capability | Metricool | SonetHub |
|---|---|---|
| Caption generation | ✓ (basic) | ✓ (brand-aware) |
| Hashtag suggestions | ✓ (basic) | ✓ (with TikTok view counts) |
| Image generation | — | ✓ (4 quality tiers) |
| Video generation | — | ✓ (5s–10s clips, 3 quality tiers) |
| Music generation | — | ✓ |
| Brand voice learning | — | ✓ (auto-learns from your edits) |
| Conversational analytics | — | ✓ ("How did I do last week?") |
| Build automations with AI | — | ✓ (describe in a sentence, agent builds it) |
| AI-generated reports | — | ✓ (PDF with executive summary) |
| AI media kit | — | ✓ (for brand deals) |
| Content repurposing | — | ✓ (URL → multi-platform posts) |
| Publish via chat | — | ✓ ("Post this to all my accounts") |
| WhatsApp agent | — | ✓ (manage via WhatsApp messages) |
| MCP server (use Claude/Cursor) | ✓ | — |
If you already live in Claude Desktop or n8n and want Metricool as a tool your existing AI agent calls, Metricool's MCP is a real advantage. If you want the agent to live inside the product, alongside your accounts and your brand voice and your content library — SonetHub is the only option here.
Automations: the biggest gap
If the AI section is a strategic difference, this section is a real-feature difference. Metricool's inbox lets you read comments and reply manually, or save snippets to paste later. SonetHub has a full automation engine.
Here's what SonetHub has and Metricool doesn't:
A canvas, not a form. SonetHub's automation editor is a node-graph canvas (the same shape ManyChat, Make, and HubSpot use). You drag step kinds onto the canvas, connect them, and the rule is whatever shape you need — one step or twenty.
Trigger sources beyond keywords. Comments, @mentions, story replies (yes — DMs that replied to one of your Instagram stories fire as their own trigger), and direct messages. Each with its own filter set: keyword (with exclude lists), author criteria (follower count, verified status), sentiment, message category, frequency (first-time contact, Nth-time contact), audience tags, post-specific targeting.
Multi-step flows. Steps run in sequence. delay pauses the flow for N minutes. wait_for_reply parks the run until the contact responds (or times out at 24h). if_else branches the flow based on a condition ({{contact.tags}} includes "vip", {{lastReply.text}} contains "yes"). This is the same primitive ManyChat charges $25/month for.
Rich DMs as a step. Not just text — attach an image or video, add up to three quick-reply buttons (chips the user taps), or send a Meta-native Button Template or Card Template (image + title + subtitle + buttons). Out-of-24h-window sends use Meta's HUMAN_AGENT tag when appropriate.
"Build with AI" on the canvas. Type a sentence ("When someone comments PRICE on my latest post, DM them the pricing link, wait 24h, if no reply send a 10% off code"). The agent emits the trigger config + step tree. You review every field and accept or discard. No more designing the flow yourself.
Contacts + tagging. Every person who comments, mentions, or DMs you becomes a contact. Tag them ("warm-lead", "customer", "spam"). Filter automations on tags ("fire only if contact has vip"). Set custom fields ("country: ES"). Unsubscribe contacts globally so no automation can DM them again.
Per-post targeting. Bind an automation to one specific post — "this rule only fires on comments on this launch post." Useful for time-limited campaigns.
Run viewer. Every automation run is logged with step-by-step transitions, so you can see exactly what happened and when (and cancel any run that's still in flight).
| Feature | Metricool | SonetHub |
|---|---|---|
| Unified inbox | ✓ (comments, DMs, reviews) | ✓ (DMs, comments, mentions, story replies) |
| Comment platforms | FB, IG, X, TikTok, YouTube, LinkedIn, Google Business | IG, FB, X, LinkedIn, Threads, YouTube, TikTok Business, Bluesky |
| Comment actions | Reply, hide | Reply, delete, hide, like, moderate (YouTube) |
| Saved-reply snippets | ✓ | ✓ |
| Automation engine | — (Zapier on Advanced+) | ✓ (built-in) |
| Multi-step flows | — | ✓ |
| Delays + wait-for-reply | — | ✓ |
| Branching (if/else) | — | ✓ |
| Story-reply triggers | — | ✓ |
| Rich DMs (media + buttons + templates) | — | ✓ |
| AI auto-reply | — | ✓ |
| Build automations with AI | — | ✓ |
| Contact + tag layer | — | ✓ |
| AI comment summaries | — | ✓ |
| Team assignment | ✓ | — |
| Google Business reviews | ✓ | — |
The honest version of this: Metricool covers the "reply to comments efficiently" workflow. SonetHub covers "reply to comments and let rules handle 80% of them for you, with multi-step flows that can wait 24 hours for a customer reply before sending a follow-up." Different problems.
Competitor tracking
Both tools offer competitor tracking. Metricool has had it longer. Here's the comparison:
| Feature | Metricool | SonetHub |
|---|---|---|
| Max competitors (free) | 5 | 2 |
| Max competitors (paid) | Up to 100 | Up to 50 |
| Instagram competitors | ✓ | ✓ (with post thumbnails, hashtag analysis) |
| YouTube competitors | ✓ (max 10) | ✓ |
| X/Twitter competitors | ✓ | ✓ |
| Threads competitors | — | ✓ (with 7-day engagement) |
| Facebook competitors | ✓ | — |
| Twitch competitors | ✓ | — |
| Side-by-side with your metrics | ✓ | ✓ (per-platform comparison table) |
| Posting frequency analysis | ✓ | ✓ |
| Content type breakdown | ✓ | ✓ |
| Competitor hashtag analysis | — | ✓ |
| Agent: "Compare me to @competitor" | — | ✓ |
Metricool covers two more platforms for competitors (Facebook, Twitch — Facebook competitor pages are still useful for B2B; Twitch is fringe). SonetHub goes deeper on every platform it covers — hashtag analysis, content-type breakdown, posting-frequency comparison, plus a chat agent that takes "compare me to @competitor" and writes the executive summary.
Analytics depth
| Feature | Metricool | SonetHub |
|---|---|---|
| Basic metrics (likes, comments, reach) | ✓ | ✓ |
| Historical analytics | 2 months (free), longer on paid | Based on plan (7–365 days) |
| Follower growth charts | ✓ | ✓ (with gain/loss breakdown) |
| Best time to post | ✓ | ✓ (3 UI surfaces + agent) |
| Demographics | ✓ (Instagram, Facebook) | ✓ (IG, FB, Threads, TikTok, YouTube) |
| PDF reports | ✓ (custom templates on paid) | ✓ (AI-generated with executive summary) |
| Looker Studio integration | ✓ (Advanced+, now with IG Reels + LinkedIn) | — |
| Story performance per story | ✓ (active window) | ✓ + post-expiry archive of replies |
| Hashtag performance | Add-on | ✓ (included) |
| Per-account breakdown | ✓ | ✓ |
| Post-level retention curves | — | ✓ (TikTok + YouTube) |
| Traffic source analysis | — | ✓ (TikTok + YouTube) |
| TikTok industry benchmarks | — | ✓ (24 categories) |
| AI-generated insights | — | ✓ |
Metricool's edge here is breadth on two surfaces we don't cover — ad campaign analytics (because they manage ads) and the Looker Studio connector (for agencies wiring up custom client dashboards).
SonetHub's analytics go deeper everywhere else. Retention curves show exactly where viewers drop off on a TikTok or YouTube video. Traffic sources tell you whether your TikTok views came from the For You page, your profile, search, or sound. TikTok industry benchmarks say "your engagement is 1.4× the median fashion-and-beauty account." The agent reads all of this and writes you the executive summary. Metricool exports raw numbers; we explain them.
Ad management
Metricool lets you create, monitor, and analyze Facebook Ads, Google Ads, and TikTok Ads from one dashboard. You can see ROI, click costs, and campaign performance alongside your organic metrics. This is a real strength.
SonetHub doesn't manage ads. Deliberate scope choice — we focus on organic content, generation, and automation. If managing ad campaigns is a core part of your workflow, Metricool (or Hootsuite) is a better fit.
SmartLinks (Link in Bio)
Metricool offers SmartLinks — a customizable link-in-bio page with click tracking, images, videos, and a 2026 addition: an auto-refreshing YouTube feed that pulls your 15 most recent videos every 4 hours. Available on all paid plans.
SonetHub doesn't have this yet. If link-in-bio is important for your workflow, Metricool has it now.
Where Metricool wins
Four real things, no padding:
- Native ad management. Facebook Ads, Google Ads, and TikTok Ads in one dashboard, with ROI alongside organic metrics. SonetHub focuses on organic. If campaign management is a daily workflow, this is a meaningful gap.
- Link in Bio (SmartLinks). A polished link-in-bio surface with click tracking, themes, and an auto-refreshing YouTube feed. SonetHub doesn't ship this yet.
- Looker Studio + REST API. For agencies that build custom dashboards or pipe data to client BI tools, the connector + API on the Advanced plan is a real lever. SonetHub's analytics export is PDF-only today.
- Google Business + Twitch. If your business has a Google Business Profile (restaurants, gyms, local services) or you stream on Twitch, Metricool covers those surfaces. SonetHub doesn't.
A few smaller things they have and we don't (link in bio, ads, the Looker connector aside): team-member assignment on inbox items, custom-template PDF reports, an MCP server for Claude Desktop users, and 3.5M-user track record. None of those individually flip the choice; together they're the "Metricool has been doing this longer" case.
Worth knowing — recurring 2026 user complaints on G2 and Capterra: auto-renewal billing disputes, support response times, push notifications going only to the account owner (breaks team workflows), and only two months of historical data on lower plans. Real friction for power users.
What SonetHub does better
- First-party AI agent. Not just captions — text, images, video, music, brand voice memory, conversational analytics. The agent is in the product, not in your IDE.
- A full automation engine. Multi-step flows with delays, wait-for-reply, and branching. Story-reply triggers. Rich DMs with media + buttons + templates. Contact and tagging layer. Per-post targeting. None of this exists in Metricool.
- "Build with AI" on the canvas. Describe an automation in a sentence; the agent assembles the trigger and step tree.
- Deeper analytics. Retention curves, traffic sources, TikTok industry benchmarks, AI-generated executive summaries.
- Competitor hashtag analysis. Extract top hashtags from competitor posts with engagement data.
- WhatsApp access. Manage your social media from WhatsApp messages.
- No add-ons. All platforms, all features in every paid plan. No Twitter fee, no hashtag tracker fee.
- EU-built, GDPR-native. Based in Spain, data processed in the EU.
- Brand memory. AI learns your voice from your edits and applies it to all future content — including automation replies.
- Flat-rate pricing. No per-seat fees. A 5-person team pays the same as a solo user.
- Story replies as a first-class trigger and archive. Story-reply DMs trigger automations; the story's post-detail page becomes a small archive of who engaged, even after the story expires.
Who should use which
Choose Metricool if:
- Ad campaign management is part of your daily workflow
- You need Google Business or Twitch support
- You're an agency that wires custom Looker Studio dashboards for clients
- Link-in-bio is critical for your Instagram strategy and you can't wait for it on SonetHub
Choose SonetHub if:
- You want AI that creates content, not just schedules it
- You want automation rules — multi-step flows, story-reply triggers, rich DMs with buttons — handling your inbox while you sleep
- Analytics depth matters more than breadth (retention, traffic sources, benchmarks)
- You manage 1–30 accounts and want flat-rate pricing without add-ons
- You want to manage social media from WhatsApp
- You want competitor tracking with side-by-side comparison of your own metrics
- You care about GDPR compliance and EU data processing
- You want a tool that gets smarter about your brand over time
The honest bottom line
Metricool is a capable scheduler with broad platform coverage and a real ad-management surface. It's affordable, proven, and well-suited to the workflow it was built for: schedule content, watch analytics, reply to comments by hand.
SonetHub is built on a different premise: the tool should do the work. Generate the content. Reply to the comments. Wait 24 hours for the customer's response and follow up with a discount. Compare you to competitors. Build automations from a sentence. All inside one product, with one agent, on every paid plan.
If you're already happy with "schedule and check the dashboard," Metricool will keep doing that job. If you want the tool to actively run more of your social workflow — and pay less while it does — SonetHub is the answer.