Content Scheduling Tools & Your Brand

If your brand is present on multiple social media platforms, it can be difficult to stay on top of all aspects of your accounts. Since each platform operates slightly differently, it is extremely time-consuming to go from account to account to make posts, read messages, and engage with your followers. Who has that kind of time?

Lucky for all of us, there are several options available that allow you to efficiently and easily manage your entire social network presence, without having to switch back and forth between accounts. These tools can help you monitor trends and engage with your audience. Below, we put together a list of pros and cons for some of the top contenders, so you can make an educated decision on which scheduling platform best fits your needs.

Hootsuite

Hootsuite’s main app predominantly focuses on your social publishing needs. There is a free version available that allows posting to three platforms, but analytics and social monitoring are limited. Hootsuite also offers a 30-day free trial of their full platform, which allows for unlimited posts to 10 social media profiles.

Pros:

  • You can bulk schedule an unlimited number of posts each month.
  • Hootsuite provides you with a well-rounded set of analytics.
  • Their tool is easy to use and navigate.
  • You can view and respond to audience engagement.
  • You can boost social posts from Hootsuite.
  • You can tag brands directly from the scheduling tool.

Cons:

  • Their post preview function is rather limited and not always accurate to how the post will look when published.
  • There are reports of posts failing to send without warning (or with late notice).
  • Platform can be slow.
  • You cannot tag individuals from the scheduling tool.
  • Also, you cannot take advantage of certain features offered on social platforms (e.g., tagging shoppable products on Instagram).

Buffer

Buffer is one of the cheaper social publishing tools. Their platform allows for publishing posts, engaging with your audience, and comprehensive analytics about your audience and your posts’ performance. They offer a 14-day free trial.

Pros:

  • Buffer allows for customized time scheduling of your posts.
  • You can easily customize your posts for each platform’s specifications.
  • Their clean user interface and dashboard makes scheduling (especially bulk scheduling) simple and organized.

Cons:

  • A separate paid package ($35/month) is required to gain access to Buffer Analytics.
  • Recently, there have been many reports of issues when posting to Instagram.
  • No calendar view is available.
  • Tagging users and brands is not available on all platforms.
  • You cannot use this tool to boost posts or advertise on social media.

Sprout Social

Sprout Social is one of the more robust platforms with many help features, including frequently updated resources and data on social media trends. They offer a 30-day free trial. Their paid plans are multi-tiered to allow you to “ugrade as you grow.”

Pros:

  • Sprout Social provides robust analytics and reporting.
  • This is a great for monitoring trends, messages, and audience engagement.
  • Sprout Social is one of the only social scheduling tools that allows you to build a chatbot directly within their platform.

Cons:

  • With the standard (cheaper) package, you can only manage up to 5 accounts.
  • There have been many reports of issues with Instagram posting and management.
  • Their tool is more expensive in comparison to its competitors.
  • Sprout Social does not allow you to create full social media campaigns for advertising.

CoSchedule

CoSchedule offers a 14-day free trial. Their paid platform is cheaper than most of its competitors, and it allows you to schedule to up to 10 profiles.. Additionally, they pride themselves on the fact that they are one of the only social media scheduling tools that allows for content scheduling (like your blog), as well as social media posts.

Pros:

  • They offer a low price point.
  • CoSchedule allows for a more well-rounded scheduling of ALL of your content, and not just social media.
  • Their tool makes it easy to customize your posts for individual platforms.

Cons:

  • There have been MANY reports of scheduling errors and issues.
  • You are limited to planning only one month at a time.
  • This platform requires more technical knowledge in order to set it up.
  • There are no advertising abilities with this tool.
  • They offer limited technical support, in comparison to competitors.
  • You will be unable to customize video thumbnails when scheduling video content.

HubSpot

HubSpot is one of the more expensive paid scheduling tools, with their full marketing hub costing $800/month. They offer a 14-day free trial with limited capabilities.

Pros:

  • Bulk scheduling allows you to plan months in advance.
  • It is very easy to add and edit posts.
  • Their added built-in mechanisms indicate any issues (e.g., duplicate posts, more than 280 characters in Twitter, etc.) which will help you minimize errors on your social profiles.
  • They provide easy-to-read reports and analytics that are aimed at improving your marketing efforts, even allowing for the tracking of customers, conversions and sales.

Cons:

  • They have a high price point, but HubSpot users get what they pay for (which includes the ability to publish pages and blogs to their websites, send marketing emails and create advertising campaigns.
  • HubSpot suggests posting times. To post outside of these times requires manual override.
  • You will be unable to customize video thumbnails when scheduling video content.

Facebook Business Suite

Introduced in September 2020, Facebook’s Business Suite allows brands to schedule content in advance for both Facebook and Instagram. With this new tool, brands can view their updates (alerts, messages, comments, and more) at a quick glance. Their built-in analytics can help businesses to understand their audience, what’s working, and ultimately grow their brand. 

Pros:

  • It’s a free tool!
  • Scheduling posts is very simple.
  • The ability to include several admins makes sharing the load of managing your brand’s Facebook and Instagram pages much easier.
  • It’s easy to switch accounts in the platform.
  • Its mobile app makes it easy to access while on the go.
  • It provides detailed analytics.
  • You can manage your ads and monitor their analytics within the platform.

Cons: 

(As expected with any new app, Facebook still has some issues to resolve.)

  • There have been reports of admins being kicked out of the platform when another admin logs in.
  • In addition, some people are saying their drafts sometimes do not save.
  • Although Facebook provides analytic, they do not help users to understand the data.
  • As the expected updates roll out, the platform’s ever-changing capabilities will mean an ever-changing system.

To Sum It Up…

With so many tools available, it can be difficult to know which one to use for your business’s social media scheduling. While every platform has its issues, choose the one that meets your budget and your scheduling needs. 

We are always happy to help! If you have questions or would like assistance in setting up an account with a scheduling tool and learning how to use it, contact us at [email protected]