A social media scheduler lets you write posts in one sitting and publish them at set times. For a small business or agency, the right tool saves hours each week. The wrong one costs more than it should and still leaves you logging in at 7am to post manually. This guide compares six well-known social media scheduling tools, using each vendor’s own pricing and help pages, checked on 26 October 2026.
All prices below are in US dollars unless stated, and taxes are extra. Check each pricing page before you buy, because plans change often.
What to look for in a social media scheduler
- Platform support. Make sure it publishes automatically to the networks you actually use, such as Instagram, Facebook, LinkedIn, TikTok and Google Business Profile.
- Calendar and approvals. A visual calendar is standard. Approval workflows are not, and they often sit on a higher plan.
- Analytics and reporting. Check how far back the data goes and whether you can export reports for clients.
- Client management. Agencies need separate workspaces per client and a way for clients to approve posts without paying for a seat.
- Pricing model. Tools charge per channel, per user, per brand or per client. The same business can cost very different amounts depending on the model.
- Australian time zones. Melbourne, Sydney and Brisbane don’t always share the same clock time, and Perth is further behind. Your scheduler should let you set the time zone for each brand or channel.
Pallyy: a good fit for agencies and client approvals
Pallyy is a social media scheduler built around a shared visual calendar. It publishes to Instagram, Facebook, X, LinkedIn, Google Business Profile, Pinterest, TikTok, YouTube, Threads and Bluesky. It is aimed at agencies and freelancers managing several clients, but it also works for a business with one brand. Pallyy charges per “social set”, which is one client or brand with all of its connected networks, rather than per profile.
Its most useful feature for agencies is client approval. Clients review, comment on and approve posts through a shared calendar link, with no Pallyy account and no paid seat. Each social set can have its own time zone and default post time, and Pallyy’s help page uses a Sydney client as an example. Paid plans also include a social inbox, analytics and link-in-bio pages.
On pricing, Pallyy has a free plan with one social set and 15 image posts a month. Pro is $25 a month for one social set and one user, with extra sets at $10 each. Agency is $99 a month for 10 sets and 3 users, and Scale is $199 a month for 30 sets and 10 users. A 14-day trial of paid plans asks for card details. The limits are worth knowing: Pro has only one user, and Pallyy’s own comparison says it doesn’t offer social listening. If you want to see how Pallyy ranks against other options, its post best social media scheduling tools covers a longer list, though it is written by Pallyy, so read it as a vendor comparison.
Buffer: simple queue scheduling, priced per channel
Buffer lets you build a queue of posts that go out at preset times. It supports Instagram, Facebook, LinkedIn, TikTok, YouTube Shorts, Pinterest, Google Business Profile, Threads, Bluesky, X and Mastodon. Each channel has its own time zone, which you set by choosing a city. The free plan allows 10 scheduled posts per channel. Essentials is $5 a month per channel and Team is $10 a month per channel, both on annual billing. Approval workflows and unlimited users are only on Team.
Later: visual planning for Instagram and TikTok
Later is known for its visual planner. Its pricing page lists Instagram, Facebook, TikTok, Threads, YouTube, Pinterest, LinkedIn and Snapchat. Starter is $18.75 a month billed yearly, with one social set, one user and 30 posts per profile each month. Content approvals and external feedback links start on Growth, at $37.50 a month billed yearly for two social sets and two users. There is a 14-day free trial. The pricing page doesn’t list a free plan.
Hootsuite: built for larger teams
Hootsuite sells per user. Standard is $99 a month per user on annual billing and covers up to 10 social accounts. Professional is $199 and Advanced is $399, and approval workflows are listed on Advanced. Enterprise adds single sign-on and advanced listening. Hootsuite offers a 14-day free trial with no credit card. For a small team that mainly needs a calendar, it is the most expensive option here.
Metricool: scheduling with analytics
Metricool charges by the number of brands. The free plan covers one brand and 20 scheduled posts a month, but not LinkedIn or X. Starter is from US$20 a month on annual billing, or $25 billed monthly, for up to 10 brands. The Advanced plan, from $53 a month on annual billing or $67 monthly, adds team and client management, roles and a post approval system.
Publer: low cost per account
Publer prices per social account. Its free plan includes 3 social accounts (not X) and 10 scheduled posts per account. Professional is $5 a month per account, or $4 on yearly billing. Business is $10 a month per account, or $8 yearly, and adds analytics, best times to post and competitor analysis. Its page lists Facebook, Instagram, TikTok, X, Threads, LinkedIn, Pinterest, Mastodon, Google Business Profile, YouTube, Telegram, Bluesky and WordPress. Publer’s page shows prices in dollars without naming the currency, so confirm the amount at checkout.
Comparison table
| Tool | Free option | Paid prices (USD) | Pricing model | Approvals |
|---|---|---|---|---|
| Pallyy | 1 social set, 15 image posts a month | Pro $25, Agency $99, Scale $199 a month | Per social set | Pro and above; clients need no login |
| Buffer | 10 scheduled posts per channel | $5 (Essentials) or $10 (Team) per channel a month, annual billing | Per channel | Team plan |
| Later | None listed (14-day trial) | Starter $18.75, Growth $37.50 a month, billed yearly | Per social set | Growth and above |
| Hootsuite | None (14-day trial) | $99, $199, $399 per user a month, annual billing | Per user | Advanced plan |
| Metricool | 1 brand, 20 posts a month | Starter from $20 and Advanced from $53 a month, annual billing | Per brand | Advanced plan |
| Publer | 3 accounts, 10 posts per account | $5 or $10 per account a month ($4 or $8 yearly) | Per social account | Team members can be added for approval workflows |
How to choose: a short checklist
- List every network and account you need to post to, and check each tool publishes automatically to them.
- Count your brands or clients, then price the plan for your real setup, not the entry price.
- Decide who needs to approve posts, and whether they need to log in.
- Set the time zone for each brand and run a test post before you rely on it.
- Use the free plan or trial for a week with real content before paying.
Frequently asked questions
What is the best free social media scheduler?
It depends on your networks. Buffer allows 10 scheduled posts per channel, Publer allows 3 accounts with 10 posts each, Metricool gives one brand 20 posts a month, and Pallyy gives one social set 15 image posts a month. Metricool’s free plan excludes LinkedIn and X, and Publer’s excludes X.
Which scheduler suits agencies?
Look for a way to separate each client’s accounts and get approvals. Pallyy (social sets), Later (social sets) and Metricool (brands) organise accounts by client or brand, and approvals sit on paid plans across Pallyy, Later, Metricool, Buffer and Hootsuite. They charge in different ways, so price your whole client list before you decide.
Do I need a scheduler if I post a few times a week?
Not always. If you use one network and don’t need approvals or reports, the network’s own scheduling may be enough. A scheduler helps once you batch content or manage several accounts.
Will a scheduler improve my results?
A scheduler helps you stay consistent, but it won’t fix weak content or the wrong audience. It works best alongside a plan for what you post and where it sends people.
Where scheduling fits in your marketing
A scheduler keeps posts going out on time, but it is only one part of getting customers online. If you want help planning paid social, see our Instagram and Facebook ad management service. For the wider mix, including SEO, Google Ads and websites, see our digital marketing services, or request a free SEO audit to see how your site is performing.
