kitio.aiMetricool vs Lately
A side-by-side look at pricing plans, free tiers, features, pros and cons, updated for 2026. Lately has the lower starting price: about $19 a month, against $25 for Metricool.
At a glance
Best for
Pricing model
Starting price
Free plan
Made by
Based in
Rating
Key features
- Content planner
- AI caption assistant
- Social and ads analytics
- Competitor tracking
- Client reports
- Content repurposing
- Brand voice model
- Video and audio clipping
- Employee advocacy
- Approval workflows
| Feature | Metricool | Lately |
|---|---|---|
| Best for | Social analytics, scheduling and ads reporting in one place | AI that turns long content into social posts in your voice |
| Category | Marketing | Marketing |
| Pricing model | Freemium | Paid |
| Starting price | $25/mo | $19/mo |
| Free plan | Yes | No |
| Made by | Metricool | Lately |
| Based in | Spain | United States |
| Rating | No ratings yet | No ratings yet |
| Key features |
|
|
Pricing compared
Lately has the lower starting price: about $19 a month, against $25 for Metricool.
Free plan
Cheapest paid plan
Top plan
Free trial
4 plans
Free
Free
- 1 brand
- 20 scheduled posts / month
- 30 days of analytics
- 5 competitor profiles
Starter
$25/mo
- Up to 5 brands ($45 for 10)
- Unlimited publishing
- LinkedIn connection, unlimited history
- Up to 100 competitors
Advanced
$67/mo
- Up to 15 brands (up to 50 from $107)
- Team and client management
- Post approval system
- Metricool API and Looker connector
Custom
Contact sales
- Custom number of brands
- White label
- Dedicated account manager
3 plans
Starter
$19/mo
- 1 user seat
- Repurpose longform content
- Basic scheduling and analytics
- $14/mo billed annually
Growth
$239/mo
- Unlimited user seats
- Repurpose text, audio and video
- Full calendar with AI scheduling
- $199/mo billed annually
Enterprise
Custom
- Custom voice models
- Unlimited social channels
- Pricing per package
Prices in USD, checked Oct 28, 2026 or later. Plans change often, so confirm on each tool's site before you buy.
Pros and cons
Metricool
- Real free plan
- Good value for agencies
- Ads and organic data together
- X/Twitter costs extra
- Interface is busy
Lately
- Gets many posts from one asset
- Learns brand voice
- Compliance controls
- Pricing not public
- Output needs review
Which one should you choose?
Choose Metricool if you want:
- Real free plan
- Good value for agencies
- Ads and organic data together
Watch out: x/twitter costs extra.
Choose Lately if you want:
- Gets many posts from one asset
- Learns brand voice
- Compliance controls
Watch out: pricing not public.
Metricool vs Lately FAQ
What is the difference between Metricool and Lately?
Metricool: Social analytics, scheduling and ads reporting in one place. Lately: AI that turns long content into social posts in your voice. Both are marketing tools.
Is Metricool or Lately cheaper?
Lately has the lower starting price: about $19 a month, against $25 for Metricool.
Do Metricool and Lately have free plans?
Metricool: Yes. Lately: No.
Who makes Metricool?
Metricool is made by Metricool, based in Spain.
Who makes Lately?
Lately is made by Lately, based in United States.
Which should I choose, Metricool or Lately?
Choose Metricool if you value real free plan and good value for agencies. Choose Lately if you value gets many posts from one asset and learns brand voice.