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 content generation (text, images, video, music), an AI chat agent that manages your accounts conversationally, brand voice memory, competitor tracking with your own metrics side-by-side, and WhatsApp access.
Both tools are affordable. Both support multiple platforms. The difference is what happens after you schedule a post.
Pricing: closer than you'd think
Metricool prices by number of brands. SonetHub prices by features + team size. Here's the direct comparison:
| What you need | Metricool | SonetHub |
|---|---|---|
| 1 brand, basic scheduling | Free ($0) | Free (€0) |
| 5 brands, unlimited scheduling | Starter ($20/mo annual, $25 monthly) | Starter (€15/mo) |
| 15 brands, team features | Advanced ($53/mo annual, $67 monthly) | Growth (€29/mo) |
| 25 brands | Advanced ($88/mo) | Pro (€59/mo) |
| 50 brands | Advanced ($172/mo) | Business (€129/mo) |
| 50+ brands, white-label | Custom (contact sales) | — |
A few things that matter:
Metricool's free plan is more generous for scheduling — 50 posts/month vs SonetHub's 10. If all you need is a free scheduler, Metricool wins.
SonetHub is cheaper at scale. Managing 15 brands on Metricool costs $53–67/month. On SonetHub, €29/month covers 10 accounts with 3 team members. For agencies managing 25+ brands, the gap widens further.
Hidden costs on Metricool. The Hashtag Tracker is a paid add-on at $9.99/month on top of any plan. Twitter/X access requires an additional fee. LinkedIn analytics are only on paid plans. SonetHub includes all platforms and features in every paid plan — no add-ons.
Platform support
| Platform | Metricool | SonetHub |
|---|---|---|
| ✓ (scheduling + analytics) | ✓ (scheduling + analytics + demographics) | |
| ✓ | ✓ | |
| X / Twitter | ✓ (paid add-on) | ✓ (included) |
| ✓ (analytics on paid only) | ✓ | |
| TikTok | ✓ | ✓ + Business API analytics |
| YouTube | ✓ | ✓ + retention curves, traffic sources |
| ✓ | ✓ | |
| Threads | ✓ (ghost posts only) | ✓ (direct posting) |
| Google Business | ✓ | — |
| Twitch | ✓ | — |
| Bluesky | ✓ | — |
Metricool supports more platforms — 11 vs 10. Google Business and Twitch are platforms SonetHub doesn't cover. For businesses with a Google Business presence or Twitch streamers, that matters.
SonetHub goes deeper on the platforms it does support. TikTok Business API integration gives retention curves, traffic sources, audience demographics, and industry benchmarks. YouTube analytics include watch time trends, discovery funnels, and retention curves. Instagram includes carousel per-slide metrics and story completion rates.
Metricool's Threads support is limited to "ghost posts" (drafts that appear in the scheduler but need manual publishing). SonetHub posts to Threads directly.
AI: the biggest gap
This is where the tools diverge completely.
Metricool's AI generates captions and hashtags. It's a text assistant powered by generic language models. You type a topic, it suggests copy. Useful but basic — reviews consistently note the suggestions are "passable for generic posts but lack brand-specific nuance."
SonetHub's AI is a full agent. Here's what that means in practice:
| 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?") |
| 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) |
If you just need to schedule posts you've already written, Metricool's AI is fine. If you want the AI to actually create content, analyze performance, and manage accounts — SonetHub is the only option here.
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 tracks more platforms for competitors (Facebook, Twitch). SonetHub extracts more insights from each competitor (hashtag analysis, content breakdown, posting frequency) and lets you ask the AI agent to compare you conversationally.
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) | ✓ (Instagram, Facebook, Threads, TikTok, YouTube) |
| PDF reports | ✓ (custom templates on paid) | ✓ (AI-generated with executive summary) |
| Looker Studio integration | ✓ (paid) | — |
| Hashtag performance | Add-on ($9.99/mo) | ✓ (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 analytics are broader — they cover more platforms and include ad campaign analytics. SonetHub's analytics go deeper on the platforms it supports, with retention curves, traffic sources, and AI-generated insights.
The Looker Studio integration is genuinely useful for agencies who build custom dashboards. SonetHub doesn't offer this.
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.
SonetHub doesn't manage ads. This is a deliberate choice — SonetHub focuses on organic content and AI generation, not paid media. 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 contact icons. Available on all paid plans.
SonetHub doesn't have this yet (it's on the roadmap). If link-in-bio is important for your workflow, Metricool has it now.
Inbox, comments & moderation
| Feature | Metricool | SonetHub |
|---|---|---|
| Unified inbox | ✓ (comments, DMs, reviews) | ✓ (DMs, comments, mentions) |
| Comment platforms | Facebook, Instagram, X, TikTok, YouTube, LinkedIn, Google Business | Instagram, Facebook, X, LinkedIn, Threads, YouTube, TikTok Business, Bluesky |
| Comment actions | Reply, hide | Reply, delete, hide, like, moderate (YouTube) |
| AI classification | — | ✓ (sentiment, category, importance) |
| Auto-reply (DMs) | — | ✓ (AI-powered) |
| Moderation rules | — | ✓ (keyword, sentiment, author, custom AI triggers) |
| Auto-actions | — | ✓ (auto-delete, auto-hide, auto-like, auto-reply, auto-flag) |
| Bulk actions | — | ✓ (select multiple → bulk like/hide/delete) |
| AI comment summaries | — | ✓ ("What are people saying about us?") |
| Team assignment | ✓ | — |
| Google Business reviews | ✓ | — |
This is where SonetHub pulls ahead significantly. Metricool's inbox lets you read and reply to comments, but it has no automation — every comment requires manual attention. SonetHub's moderation rules engine automatically handles comments based on keywords, sentiment, author criteria, or even custom AI-evaluated conditions. You can auto-hide spam, auto-like positive comments, and auto-reply to collaboration requests — all without lifting a finger.
What Metricool does better
Being honest:
- More platforms. Google Business and Twitch are platforms SonetHub doesn't support yet.
- Ad management. If you run Facebook Ads, Google Ads, or TikTok Ads, managing them alongside organic content is genuinely valuable.
- SmartLinks. Link-in-bio with click tracking. SonetHub doesn't have this yet.
- Looker Studio / API. For agencies building custom reports, this is a real advantage.
- More generous free plan. 50 posts/month vs 10. Five competitor profiles vs 2.
- Track record. 3.5 million users, Meta Partner, years of stability. SonetHub is pre-launch.
- Google Business reviews. Metricool includes review management. SonetHub doesn't support Google Business yet.
What SonetHub does better
- AI. Not just captions — images, video, music, brand voice, conversational analytics, content repurposing. This is SonetHub's core differentiator.
- Deeper analytics. Retention curves, traffic sources, TikTok benchmarks, AI-generated insights and reports.
- Competitor hashtag analysis. Extract top hashtags from competitor posts with engagement data.
- WhatsApp access. Manage your social media from WhatsApp messages.
- Comment moderation rules. Auto-hide spam, auto-like positive comments, auto-reply to collaboration requests — Metricool has none of this.
- No hidden fees. All features included in every paid plan. No Twitter add-on, no hashtag tracker add-on.
- 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.
- Flat-rate pricing. No per-seat fees. A 5-person team pays the same as a solo user.
Who should use which
Choose Metricool if:
- You manage 50+ brands (agency scale with white-label)
- Ad campaign management is part of your daily workflow
- You need Google Business, Twitch, or Bluesky support
- You want a proven tool with 3.5M users and Meta Partner status
- Link-in-bio is critical for your Instagram strategy
- Budget is the only factor and you need 50 free posts/month
Choose SonetHub if:
- You want AI that creates content, not just schedules it
- 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 real question
Metricool is an excellent scheduling and analytics tool. If your workflow is: create content elsewhere → schedule in Metricool → check analytics → repeat, it does that job well and affordably.
SonetHub is built on the premise that the AI should do more of the work. Generate the content. Analyze the performance. Compare you to competitors. Tell you what's working. Suggest what to post next. Manage your inbox. All from a chat interface — or from WhatsApp.
The gap isn't scheduling vs scheduling. It's whether you want a dashboard or a co-pilot.