Finding the right tool for digital marketing and social media isn't always easy. There are many different solutions to help you plan, publish and analyze content online. Some focus on team collaboration and automation, while others focus on simplicity and smart features to save time. Whether you're building a brand, growing your business or just making your everyday life easier, the choice of platform can make a big difference. Different needs require different tools. Which features are most important to you and which tool fits best in your everyday life
Table of contents
marketing
Brief overview
imarketing is a full-service digital marketing and web development agency that targets small and medium-sized businesses looking to grow online. The agency combines web production, hosting and technical optimization with marketing services such as social media, Google Ads and SEO to attract visitors, analyze behavior and optimize conversions. The result? A user-centric delivery with a focus on measurable growth and conversion-driven improvement.
Core features
imarketing offers a packaged solution where web development, web optimization and hosting form the base, complemented by marketing services such as social media management (including Facebook and LinkedIn), Google Ads, SEO, project management as well as styling and branding support. Its workflow prioritizes traffic generation, behavioral analysis and continuous optimization to maximize the return on your digital investments.
Benefits
- Holistic service offering: imarketing offers both technical web development and strategic digital marketing in the same delivery, reducing the need for multiple suppliers.
- Proven experience: The agency showcases a portfolio of successful projects across multiple industries, which speaks to practical experience rather than theoretical solutions.
- Results focus: The work is focused on measurable improvements through traffic growth, behavioral analysis, and conversion optimization, which helps you turn visitors into customers.
- Good customer communication: Customer feedback points to clear communication, delivery reliability and support for technical challenges.
- Local availability in Stockholm: On-site offices and contact details make it easy for local companies to collaborate closely and effectively.
Suitable for
imarketing is tailored for small to medium-sized businesses and organizations that need a professional partner for both web and marketing. If you are looking for a partner who can build, operate and optimize your website while running paid campaigns and social efforts, this is a strong candidate.
Unique value proposition
The real value of imarketing lies in the combination of technical delivery and marketing expertise under one roof. By integrating hosting and web optimization with active marketing and SEO, the friction between technology and growth activities is minimized — meaning faster startup, fewer misunderstandings, and immediately measurable ROI. The design is user-centric, and the agency works with case studies and customer references to demonstrate concrete results. The limitations—such as not openly stating pricing structures and support times—can be seen as a choice to offer customized, project-based solutions instead of standard packages.
Real use case
A retail client uses imarketing to rebuild their website, improve SEO, run Google Ads, and manage social channels. After launch, they see increased web traffic and improved sales figures thanks to better conversion flows and targeted campaigns.
Award
Pricing: Not specified on the website. Contact the agency for quotes and package suggestions.
Website: https://imarketing.se
Hootsuite
Overview
Hootsuite is a complete social media planning, publishing, and analytics platform that caters to teams and larger businesses alike. In short: extensive functionality but with a learning curve and price tag that might put off smaller businesses. If you need an all-in-one tool for content calendaring, listening, and advanced reporting, Hootsuite is a strong option. But it’s not always the most affordable for one-person businesses.
Core features
Hootsuite brings together planning via a social media content calendar, cross-network scheduling, an analytics dashboard with concrete performance metrics, and an AI assistant for content creation. The platform also offers social listening and trend tracking, team collaboration tools with approval flows, integrations with media libraries (including Canva and stock images), message inbox management, ad and boost features, and customer service automation with an AI chatbot. In short: from idea to publishing and analysis in one place.
Benefits
- All-in-one platform: Hootsuite brings together planning, publishing, listening and reporting in the same tool, saving time in your workflow.
- Strong automation and AI features: Automation and AI support reduce manual work and speed up content production.
- Broad integration support: Links to media libraries and external tools make it easier to use ready-made graphics and stock photos in your posts.
- Good cooperation opportunities: Team and approval flow features facilitate control across larger marketing teams.
- Comprehensive analysis and listening: The ability to track trends, mentions and benchmark performance provides a basis for strategy changes.
Disadvantages
- Complex interface: The interface can feel overwhelming for beginners and requires time to become fluent.
- Price level for smaller players: Per-user pricing can be expensive for small businesses or sole proprietorships without a large budget.
- Features behind higher levels: Some advanced tools and reports are only available in the higher plans, which can feel limiting.
Who it suits
Hootsuite is best suited for businesses, marketing teams, and social media managers who manage multiple accounts or work in teams. If you run an agency or brand with listening, ad support, and deep analytics needs, you get a lot of functionality per user — provided your budget allows.
Unique value proposition
Hootsuite combines a strong offering of content planning, AI support, and social listening into a single platform, making it a powerful hub solution for organizations looking to centralize their social presence and gain data-driven insights.
Real use case
A retail chain used Hootsuite to schedule campaigns, monitor customer conversations, and optimize content based on analytics, which, according to data, resulted in a 750% increase in sales thanks to better timing and quick response to trends.
Pricing
Pricing: Tiered plans from Standard, most popular Advanced, with tailored enterprise options. Prices are per user per month and billed annually; free trials available for all paid plans.
Website: https://hootsuite.com
Buffer
Briefly
Buffer is a user-friendly platform for planning, publishing, and analyzing social content used by over 100,000 businesses and individuals. The tool covers many channels — Facebook, Instagram, TikTok, LinkedIn, Twitter, and more — and combines scheduling, collaboration, and reporting into a single interface. For small to large teams, Buffer serves as a solid foundation for publishing routines, but advanced features often require higher subscriptions. In short: reliable, simple — but not always complete for demanding publishing needs.
Core features
Buffer focuses on scheduling and automated publishing to multiple platforms, with tools for creating, organizing, and repurposing content. The platform offers collaboration features with roles, permissions, and approval flows that facilitate teamwork. To close the loop, there are engagement tools for responding to comments, as well as analytics and reporting features that measure content performance and audience insights.
Easy to set up. Easy to work in. But.
Benefits
- Supports many platforms: Buffer can schedule posts to a wide range of social channels, making it easy to keep multiple accounts in sync.
- User-friendly interface: The interface is easy to navigate and includes automation features that save time in the publishing workflow.
- Robust analytics and reporting: Built-in analytics tools provide visibility into performance and help you make data-driven decisions about content.
- Team collaboration tools: Roles, permissions, and approval flows support effective collaboration without increasing the risk of mistakes.
- Reliable support and resources: Buffer offers customer support and extensive resources to get started and resolve issues.
Disadvantages
- Limited direct publishing for some platforms: Direct posting to channels like TikTok and YouTube Shorts is limited, which may require manual workflows.
- Advanced features locked to higher tiers: Custom analytics and complex workflows are often only available on more expensive plans, limiting the opportunity for smaller teams.
- The price level may seem high: For small businesses or individual creators, the cost can become a barrier when more features are needed.
For whom
Buffer is suitable for small to large businesses, social media managers, agencies, and content creators who need a reliable platform to plan and publish content regularly. If you value simplicity, collaboration, and easy-to-understand analytics, Buffer is a great choice — but if you rely on fully automated publishing across all short-form platforms, you should be prepared to make compromises.
Unique value proposition
Buffer combines simple scheduling with team-oriented workflows and clear analytics reports, creating a straightforward and robust content planning solution. What makes it unique is its balance of ease of use and collaboration capabilities — a tool that quickly scales from individual users to larger teams.
Real use case
A marketing team uses Buffer to schedule weekly posts on Facebook, Instagram, and LinkedIn, collaborate on content ideas internally, quickly respond to comments on the platform, and analyze engagement to optimize upcoming campaigns.
Award
Free tier available with limited features; paid plans start from $5/month (Essentials) and $10/month (Team), with more features at higher tiers.
Website: https://buffer.com
Sprout Social
Summary
Sprout Social is a complete social media planning, publishing, engagement, and analytics platform used by over 30,000 brands. Bottom line: It's a powerful tool for teams looking to centralize social media efforts and gain deep insights, but the cost and complexity mean smaller businesses should weigh the benefits against the price carefully. Feel free to try out the 30-day trial before committing.
Core features
The platform offers content planning and scheduling, customer engagement with AI-powered responses, detailed performance analytics, and trend discovery through real-time conversations. In addition, there are tools for influencer marketing and integrations with leading platforms, providing a complete solution for both operational work and strategic analysis. Support for enterprise customers and reporting make it easy to scale up.
Benefits
- Comprehensive toolbox: Sprout Social covers planning, publishing, customer dialogue, analysis and influencer work in one platform, reducing the need for multiple separate tools.
- Strong analysis capabilities: Reports and insights help you measure ROI and optimize content based on actual performance metrics.
- Scaled for teams: The platform works well for both small marketing teams and larger organizations thanks to team features and enterprise support.
- Influencer tools and integrations: Built-in influencer marketing features and connections to other platforms make campaigns more effective.
- Free trial period: A 30-day free trial allows you to evaluate the features in practice before purchasing.
Disadvantages
- High price tag for small businesses: With starting prices starting from $199 per user/month, the cost can quickly become prohibitive for small companies or startups with limited budgets.
- Complexity for new users: Some features are advanced and require time to learn, which can make the introduction slower in less experienced teams.
- Annual commitment for best price: To get the most favorable prices, annual payment is often required, which reduces flexibility for companies that want to try it out short-term.
Who is it suitable for?
Sprout Social is best suited for marketing teams, agencies, and growing businesses that manage multiple social profiles and need centralized reporting, collaboration, and governance. If you prioritize robust analytics, influencer support, and scalability, this is a strong option — but it does require budget and time for onboarding.
Unique value proposition
What makes Sprout Social unique is its combination of deep analytics, AI-powered customer engagement, and integrated influencer tools in a platform that scales from small teams to enterprise, providing a cohesive workspace where strategy and operational execution meet.
Real use case
A consumer brand uses Sprout Social to schedule content across multiple channels, answer customer questions with AI assistance, analyze which campaigns are driving sales, and coordinate influencer collaborations to increase brand awareness and engagement.
Pricing
Starting from $199 per user/month for the Standard plan, with higher tiers at $299 and $399 per user/month as well as customized enterprise plans.
Website: https://sproutsocial.com
Later
Summary
Later is a complete influencer marketing and social media platform that combines scheduling, social listening, and AI-powered insights. Bottom line: a powerful tool for brands, agencies, and creators looking to scale campaigns with data-driven precision. It's particularly strong on influencer matching and analytics, but advanced features can be costly for smaller players. Useful. But not always cheap.
Core features
Later offers influencer marketing management with AI-driven strategy, cross-platform scheduling and publishing, social listening and trend analysis. The platform also has a network of verified creators and full-service analytics tools that measure engagement, sentiment and sales linked to campaigns. All motivated by exclusive data and AI insights that help you optimize ROI and plan content based on current trends.
Short pause. Think about it: what do you want to measure?
Benefits
- Data-driven influencer matching: Later uses data and AI to pair brands with influencers, reducing guesswork and increasing the likelihood of campaign success.
- Comprehensive social media tools: The platform covers both scheduling and publishing across multiple channels, simplifying the workflow for communications teams.
- Advanced analytics and social listening: You get tools to follow trends and sentiment, which helps you adapt content in real time.
- Large network of creators: A network of vetted creators provides access to proven performance data and simplifies the selection process.
- Flexible plans: Later offers plans that cater to different needs, from small teams to larger organizations.
Disadvantages
- Additional costs for certain features: Additional social sets and AI credits cost extra, which can make the overall price less predictable.
- Cost level for advanced plans: Prices may seem high for small startups or individual creators at the more advanced levels.
- Complexity for new users: The platform's rich functionality may require training and onboarding to be fully utilized.
Who it is suitable for
Later is aimed at brands and agencies that need a complete solution for influencer marketing combined with social media management and deep analytics. If you work across multiple channels, want to measure the business impact of campaigns and benefit from AI insights, then Later is relevant. Smaller freelancers who need strictly low cost may want to be cautious.
Unique value proposition
What makes Later unique is the combination of a large, verified creator network and AI-powered insights that directly connect influencer activities to measurable outcomes like engagement, sentiment, and sales. The data-driven matching reduces risk and saves time in campaign launch.
Real use case
A brand uses Later to identify high-performing influencers, automate posting across Instagram and other channels, monitor conversations and trends through social listening, and analyze campaign results to optimize future efforts, resulting in faster decisions and clearer ROI.
Pricing
From $18.75/month for Starter (billed annually), $37.50/month for Growth and $82.50/month for Scale, with monthly billing options and discounts for annual subscriptions.
Website
Website: https://later.com
Website: https://later.com
Planoly
Summary
Planoly is a visual and intuitive social media planning tool that combines a content calendar, media management, and a store solution for creators. At its core, it’s built for content creators, entrepreneurs, and small businesses who want to maintain a consistent aesthetic while selling digital products or merchandise. It’s particularly strong on visual planning and cross-posting, but some advanced analytics and automation features are behind paywalls. In short: great for creative planning, less complete for in-depth analytics.
Core features
Planoly offers a drag-and-drop visual calendar for curating your feed, automatic scheduling for multiple channels, and a central media library for images, videos, and hashtags. In addition to publishing, the tool includes a “link in bio” feature with shoppable functionality and the ability to create and sell digital products or merchandise via integrations like Printful and other e-commerce solutions. The platform supports platforms like Instagram, TikTok, YouTube, Facebook, LinkedIn, Pinterest, Threads, and X, making it broad in publishing options.
Quickly said.
Benefits
- Intuitive visual interface makes planning easy: The drag-and-drop view makes it easy to design an Instagram feed or plan campaigns without any technical training.
- Comprehensive media and content management: A central library for images, videos, and hashtags simplifies content reuse and organization.
- Monetization built-in: The ability to create a creator store and sell digital products or merchandise provides new revenue streams directly within the tool.
- Support for many platforms: Support for both traditional and newer channels makes it easy to publish widely from one platform.
- Customizable website builder for creators: The included links page helps you convert traffic into sales and followers without separate web development.
Disadvantages
- The price level may be perceived as high for smaller users: Many users may find the cost burdensome, especially if you need features in higher plans.
- Some automation and analytics features locked behind paid plans: Automation and deeper analytics functionality is mainly found in paid packages, which limits free users.
- Limited information about advanced reporting: There are few details about how in-depth analysis and reports can be compared to pure analytics tools.
Who it suits
Planoly is aimed at content creators, social media marketers, small business owners, and entrepreneurs who need a visual and sales-driven workflow. If aesthetics, easy multi-platform scheduling, and direct monetization are your priorities, this is a good match. If you need advanced analytics or extensive automation, you may need to supplement with other tools.
Unique value proposition
Planoly combines visual flow building with a built-in creator store, allowing you to both plan aesthetics and sell digital products and merchandise from the same place. This combination of publishing and direct sales is its main strength.
Real use case
A small business owner uses Planoly to design their Instagram grid, schedule posts to Instagram, Facebook, and TikTok, while also running a digital store with e-courses and merch—everything is managed from the same platform, saving time and keeping the brand consistent.
Pricing
From $16/month for Starter, Growth from $28/month, Pro from $43/month and Pro Plus from $54/month, with a lower monthly price when billed annually.
Website: https://planoly.com
Loomly
Brief overview
Loomly is an all-in-one social media platform that lets teams create, schedule, approve, and analyze content from a single view. It’s especially well-suited for agencies and marketing teams that manage multiple accounts and need clear approval flows and campaign overviews. The interface is user-friendly and includes handy media libraries and editing tools, but the cost and some advanced features may require a higher subscription.
Core features
Loomly offers features to create and schedule content in minutes, with previews and auto-posting across multiple channels. The platform features seamless team and client collaboration with approval flows, campaign management, and tracking dashboards. You also get access to over 5 million royalty-free images and videos, built-in image and video editors, advanced analytics and reporting tools, and a unified inbox for community management and engagement.
Benefits
- All-in-one platform: Loomly brings together planning, creation, approval and analysis in one tool, reducing the need for multiple separate solutions.
- User-friendly interface: The platform is easy to get started with, reducing onboarding time for teams and new users.
- Robust approval flows: Collaboration features and approval workflows make it easier to manage client reviews and internal feedback.
- Versatile scheduling options: You can preview, schedule, and auto-publish content across multiple channels with flexibility in timing and format.
- Rich media library: Integrations with Canva, Unsplash, and Google Drive and a proprietary library of over 5 million assets simplify creative production.
- Detailed analysis: Advanced analytics tools provide clearer insight into campaign performance and help you measure results.
Disadvantages
- Price: Pricing can be a challenge for small or individual users as some features are locked behind paid plans.
- Advanced features require higher levels: To access all the advanced features, you often need to upgrade to a higher subscription.
- Early termination restrictions: Annual subscriptions have restrictions on early cancellation, which reduces flexibility for some customers.
Who it is suitable for
Loomly is especially suited for marketing teams, social media managers, agencies, and brands that need a collaborative tool to manage multiple accounts and clients. If you prioritize structure, approval processes, and campaign tracking, Loomly is a strong option. However, if you’re a sole proprietor with a very limited budget, the cost may be a deciding factor.
Unique value proposition
Loomly’s strength lies in combining a user-friendly workflow with a rich media library and clear approval features, creating an efficient chain from ideation to publishing and analysis, saving teams time and giving them better control over campaigns.
Real use case
A social media agency uses Loomly to plan, create, approve, and schedule content for multiple client accounts, while tracking campaign results and managing community engagement from a unified inbox.
Pricing
Monthly and annual subscriptions are available, with a 25% discount when paying annually. Specific prices are not listed on the website and enterprise solutions require a quote.
Website: https://loomly.com
Contentino
Brief overview
Kontentino is a social media platform that combines AI support with collaboration and approval processes to keep content organized, automated, and in line with the brand. Bottom line: effective for teams that need structure and rapid production, but the cost and subscription limitations may make it less suitable for individual users or very small businesses. Try the free trial first. It saves time. A lot of time.
Core features
The platform offers AI-powered content creation and refinement, collaboration and approval workflows, and cross-platform publishing scheduling via a shared calendar. You also get analytics tools and the ability to generate custom reports with AI insights, plus AI tools to suggest hashtags, translate captions, and provide performance insights. Everything is brought together in a single interface, reducing the need for multiple separate tools.
Benefits
- Time savings of up to 41%: The platform promotes a significant reduction in social media workload, freeing up time for strategic work.
- Strong collaboration tools: Approval and feedback flows allow teams and customers to collaborate seamlessly without losing control of the brand.
- AI that simplifies production and optimization: AI features help with caption suggestions, hashtags, and performance insights so content matches the target audience faster.
- Human customer support: The company emphasizes real, personal support, which is valuable when problems arise or during onboarding.
- Managing multiple platforms in one interface: Publish and schedule content for different accounts without switching between tools.
Disadvantages
- The price can be high for small players: The starting price of €49/month may feel heavy for individual freelancers or micro-businesses with limited budgets.
- Complexity requires onboarding: The more advanced features require training and introduction, which means initial time and possible consulting costs.
- Limitations based on subscription: The number of posts and profiles is limited depending on the plan, which may force an upgrade in the event of rapid growth.
Who it is suitable for
Kontentino is ideal for marketing teams, social media managers, advertising agencies, and brands that need a structured workflow and clear client approval process. It also works for freelancers and small teams that want to use AI to scale their content, as long as their budget allows.
Unique value proposition
The clear combination of AI-powered content production and real human customer support makes Kontentino particularly suitable for teams looking to speed up production without sacrificing control or personal service. The integration of approval flows into the same tool is a practical time saver.
Real use case
A marketing agency plans, approves, and schedules clients' posts on a shared calendar, uses AI to optimize captions and hashtags, and generates AI-based reports for clients—all in the same workflow.
Pricing
Pricing: From €49/month (Starter plan) and up; free trial available.
Website: https://kontentino.com
Comparison of social media tools
Here is a comparison of the various social media management platforms mentioned in the article. The comparison covers the core features, advantages, disadvantages, and price of each product.
| Platform | Core features | Benefits | Disadvantages | Award |
|---|---|---|---|---|
| marketing | Web production, hosting, SEO, social media management | Comprehensive solution, experience, focus on results, local availability | Pricing structure and support times not specified | Contact for a quote |
| Hootsuite | Content calendar, scheduling, analytics, AI assistant | All-in-one platform, strong automations, broad integration support | Complex interface, expensive for small businesses, advanced features behind higher tiers | Monthly plans from $99 |
| Buffer | Planning, scheduling, analysis | Support many platforms, user-friendly, strong analytics | Limited direct publishing, advanced features expensive, can be expensive for small businesses | Free tier, paid plans from $5 |
| Sprout Social | Planning, publishing, engagement, analysis | Complete toolbox, strong analysis, good team support | High cost, complexity, annual commitment required | From $199 per user/month |
| Later | Influencer marketing, scheduling, AI insights | Data-driven matching, comprehensive tools, advanced analysis | Additional costs, expensive advanced plans, complexity challenges | From $18.75/month |
| Planoly | Content calendar, media management, sales tools | Visual planning, comprehensive media management, monetization built-in | Price can be high, advanced functionality behind a paywall, limited reporting information | From $16/month |
| Loomly | Create, schedule, analyze | User-friendly, robust approval flows, extensive scheduling options | Price, advanced features require higher tiers, early termination restrictions | Prices on request |
| Contentino | AI support, collaboration and approval processes | Time saving, strong collaboration, AI for optimization | High price for small players, complexity requires onboarding, limitations based on subscription | From €49/month |
Optimize your social media presence with the right tools and expertise
Choosing the right social media planning tool is a challenge that many businesses face when it comes to tracking content, analyzing engagement, and creating effective campaigns. Common issues include complicated interfaces, high costs, and a lack of integration between technology and marketing, which can lead to frustration and wasted time. This article clearly shows that you need a solution that combines smart planning with ease of use and powerful analytics to truly achieve your growth goals.
Here you can imarketing.se make a difference for you. We offer a complete package solution where web production, hosting and technical optimization are combined with active social media management, SEO and Google Ads so that your digital presence works seamlessly. You get support throughout the entire process from strategy to measurable growth, something that many tools lack when used separately. By hiring us, you avoid the complexity of multiple unintegrated systems and get a strong partner in your journey to create lasting online success.
Do you want to stop struggling with expensive tools that don't work together? Take the plunge and discover how a complete web and digital marketing solution can elevate your business. Visit imarketing.se today to book a meeting and find out how we can help you turn social media into a real growth engine.
Frequently Asked Questions
What features should I look for in social media planning tools?
A good social media planning tool should have scheduling, analytics, and collaboration features. Look for tools that also offer integration with other platforms and have a user-friendly interface.
How can I compare social media planning tools effectively?
Make a list of your specific needs and compare tools based on features, pricing, and user reviews. Feel free to try free versions or demos of the tools before making a decision.
How do I improve my social media strategy using planning tools?
Use planning tools to create a content calendar and schedule posts in advance. By scheduling your posts, you can ensure a consistent presence and optimize engagement over time.
Can I measure the effectiveness of my campaigns with social media planning tools?
Yes, most tools have built-in analytics that help you measure performance in real time. Analyze results at least once a month to adjust your strategies based on the insights.
Do I need specific training to use these tools?
Most social media planning tools are designed to be user-friendly and don't require expert training. Take the time to explore the features and use any available guides or support resources for the best results.
How long does it take to get started with a new social media planning tool?
Learning to use a new tool can take anywhere from a day to a couple of weeks, depending on the complexity of the tool and your previous experience. Set aside 1-2 weeks to get used to the new features and customize them to your needs.
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