Metricool suits people who want analytics and competitor tracking on a free plan: one brand, up to 20 scheduled posts a month and 5 competitor profiles, but its free plan leaves out LinkedIn and Twitter. Buffer suits people who want simple scheduling across up to 3 channels for free, with 10 posts queued per channel at a time. If LinkedIn matters to you, that decides it.
Both tools have a free plan that's more than a demo, which is why they get compared so often. They count usage differently and include different networks. I read Metricool's plans page and FAQ and Buffer's plans page and FAQ.
Metricool and Buffer free plans side by side
| Metricool | Buffer | |
|---|---|---|
| Free plan | Yes, Free | Yes, Free forever |
| How it's counted | 1 brand, up to 20 scheduled posts a month | Up to 3 channels, 10 queued posts per channel |
| Networks on free | All of the brand's networks except LinkedIn and Twitter | Up to 3 channels |
| Analytics on free | 30 days of analytics | Insights |
| Competitor tracking | 5 competitor profiles | Not covered in the plan summary |
| AI help | AI social media assistant, Metricool MCP | AI Assistant |
| Next plan | Starter: up to 10 brands, unlimited publishing, LinkedIn | Essentials: unlimited scheduled posts per channel |
| Teams | Roles and post approval from Advanced | Team plan |
Metricool: analytics first
Metricool's FAQ answers "Is Metricool free?" with a yes, free forever. The Free plan manages one brand and all its social networks except LinkedIn and Twitter, schedules up to 20 posts a month, analyses 5 competitor profiles and shows 30 days of analytics. It also includes an AI social media assistant and Metricool MCP, and you can manage messages from your networks.
Starter jumps to up to 10 brands, unlimited publishing, up to 100 competitors, a LinkedIn connection, PDF and PPT reports, multiple link in bio pages, unlimited analytics history and Google Drive and Canva integration. Advanced adds team and client management, roles, post approval and a Data Studio connector.
Buffer: scheduling first
Buffer's Free plan is free forever with up to 3 channels and 10 scheduled posts per channel at a time; a slot frees up as each post goes out. It includes 100 ideas, one user, the AI Assistant, Insights, a community inbox and API access.
Essentials lifts scheduling to unlimited posts per channel and unlimited ideas, with a 14-day trial, and Buffer's plans grow by the number of channels you connect.
The LinkedIn gap on Metricool's free plan
Here's the detail that changes the choice for B2B businesses. Metricool's Free plan covers a brand's networks except LinkedIn and Twitter, and LinkedIn arrives on Starter. Buffer's Free plan simply counts channels, up to 3. So a consultant who mostly posts to LinkedIn can start free on Buffer but would need Starter on Metricool.
For an Instagram, TikTok and Facebook brand, Metricool's free analytics and competitor tracking give you more insight than most free plans.
Who each tool suits
Metricool suits Instagram, TikTok and Facebook-led brands that want to see what's working and keep an eye on competitors without spending anything. Buffer suits solo business owners who want an easy queue across a few channels, LinkedIn included. For more options, see these free social media management tools worth using and my pick of free Instagram scheduling tools for small accounts.
My advice for a free social setup
List your networks in order of importance. If LinkedIn is in your top two, start with Buffer Free. If it isn't, and you'd like analytics and competitor tracking from day one, start with Metricool Free. Either way, plan a fortnight of posts in one sitting and see which tool makes that sitting shorter.
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Frequently asked questions
Is Metricool free?
Yes. Metricool's Free plan is free forever for one brand, with up to 20 scheduled posts a month, 5 competitor profiles and 30 days of analytics.
Does Metricool's free plan include LinkedIn?
No. Metricool's Free plan covers a brand's networks except LinkedIn and Twitter. The LinkedIn connection is on Starter.
Is Buffer free?
Yes. Buffer's Free plan is free forever with up to 3 channels and 10 scheduled posts per channel at a time.
Which one tracks competitors?
Metricool's Free plan analyses 5 competitor profiles, and Starter raises that to 100.
Can I manage more than one brand?
Metricool's Starter plan manages up to 10 brands and Advanced up to 50. Buffer's plans grow by the number of channels you connect.
Do both have AI help?
Yes. Metricool's Free plan includes an AI social media assistant and Metricool MCP, and Buffer's Free plan includes its AI Assistant.
Which one connects to Canva?
Metricool lists Google Drive and Canva integration on its Starter plan.
