A detailed comparison: features, pricing, use cases and FAQ. Everything you need to choose between Metricool and Social Master to automate your social media in 2026.
Metricool is the analytical Swiss army knife of social media management. Launched in Spain in 2015, it built its reputation on genuinely deep dashboards: you can analyse your performance, benchmark competitors, export white-label PDF reports and track paid campaigns alongside organic. On the publishing side it handles multi-platform scheduling properly — but without real AI to produce the content. If you want a control tower that hands you every number you need to decide what to publish, Metricool is excellent. If you want something that decides and publishes for you, that is a different product.
Metricool is outstanding at something Social Master does not attempt: being a BI dashboard for social media. You get deep charts on reach, engagement, growth, competitor benchmarking and paid campaign ROI. It is the tool analysts and client reports are built on. Social Master sits at the other end of the market: less analysis, more production. We generate the content, publish it, audit it and adjust the prompt in a loop. An agency that wants to produce quickly and at scale will not use Metricool as its primary tool — it will use it for reporting, and something else for production. The two coexist comfortably.
| Social Master | Metricool | |
|---|---|---|
| Prix minimum mensuel | Pay-as-you-go (crédits) ou 79€/mois (jusqu'à 15 publis/jour) | 18€/mois |
| Génération de texte IA | Oui — GPT-4o + DeepSeek, prompts sur-mesure par marque | Non |
| Génération de visuels IA | Oui — Flux AI + PIL overlay (fond + texte) | Non |
| Publication 7j/7 autonome | Oui — pilote auto complet | Non — scheduling manuel uniquement |
| Post Audit Vision (analyse + remake) | Oui — GPT-4o Vision | Non |
| Feed Builder (murals IG 3×N) | Oui — 6 templates AI-designed | Non |
| Lead Funnel DM → WhatsApp | Oui — séquence nurturing 5 jours auto | Non |
| Smart Scheduling (cron IA) | Oui — analyse performance réelle | Partiel — analytics de base |
| White-label agence | Oui — custom domain + logo + couleurs (à partir 149€/mois) | Non |
| WhatsApp Channels (newsletters) | Oui — création, publication texte/image/vidéo, multi-brand | Non |
| WhatsApp Status (Stories 24h) | Oui — texte, image, vidéo | Non |
| Cross-post auto IG/FB/LI → WhatsApp | Oui — chaque post devient un broadcast channel + une story 24h | Non |
| Plateformes supportées | Instagram, Facebook, LinkedIn, Threads, WhatsApp (Channels + Status) | InstagramFacebookLinkedInX/TwitterTikTokYouTubeGoogle My Business |
You produce monthly PDF reports for eight clients. Metricool stays essential for that. But writing the weekly posts costs your team 12 hours a week. Put Social Master on the eight brands: creation runs on its own, and you keep the Metricool report as part of the client deliverable.
You sell online and have no analytics stack. Social Master gives you roughly 80% of the numbers you actually need — reach, engagement, top content. You do not need Metricool until you move into agency mode. One less tool and one less subscription.
Mostly scheduling and analysis. Metricool added an AI Studio in 2024 that generates captions from an idea you type in, but it does not create visuals and it does not run autonomously. Social Master is built the other way round: it produces the content from your website and publishes without you touching it.
If your main use of Metricool is scheduling posts you already write, yes. If you use it mostly for deep analytics and competitor benchmarking, no — our analytics are solid but not that elaborate. Plenty of our customers run both: Social Master to produce, Metricool to report.
Metricool's Starter plan covers 500 posts and 5 brands. Social Master runs on credits, or on a monthly plan for unlimited publishing. At an equivalent volume the two land in a similar range — except that Social Master includes content creation, not just scheduling.
Not yet; it is on the roadmap. For now, if you bill agency clients with a customised monthly PDF, keep Metricool alongside for that specific job.
No. Metricool asks you to approve each post before it goes out, even when you use the AI Studio. Social Master can publish fully autonomously: you switch on autopilot and it generates and publishes seven days a week.
Metricool schedules Reels you have already produced. Social Master generates the Reel itself — script, visuals and an optional voiceover. If you have no videographer, Social Master unlocks Reels for you. If you do have one, Metricool is enough to schedule them.
Agencies that want a dashboard across several clients and create the content elsewhere.
Qui devrait passer à Social Master : toute personne qui en a marre de créer le contenu et veut juste que ça se fasse, proprement, tous les jours, sur Instagram, Facebook, LinkedIn et Threads, avec analyse de performance et boucle d'amélioration continue.
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