Metricool vs Later: Which Instagram Tool Is Better?

Metricool and Later are both strong Instagram tools, but they lead with different strengths. Metricool is an all-in-one platform built around scheduling plus real analytics and competitor tracking. Later is visual-first, built around a drag-and-drop calendar and Link in Bio. If measurement and multi-network value matter most, Metricool wins; if your feed’s look leads, Later does. And if content itself is your gap, InMagic is a free third option.

Metricool vs Later at a glance

Comparison	Metricool	Later
Best for	All-in-one scheduling, analytics and competitor tracking	Visual Instagram planning and Link in Bio
Free access	Free plan for one brand	14-day trial (no permanent free plan)
Analytics	Strong multi-network analytics and reporting	Platform analytics; more on higher tiers
Visual planning	Planner calendar; less feed-preview focused	Drag-and-drop calendar with feed preview
Competitor tracking	Yes, even on the free plan	Benchmarking on higher tiers
Starting price*	Free; Starter from $20/mo annual	$18.75/mo annual

The short answer

Choose Metricool if you want scheduling plus genuine analytics and competitor tracking across networks, ideally with a free plan to start. Choose Later if Instagram is your main channel and visual planning plus Link in Bio matter most. Metricool is the stronger all-rounder and value pick; Later is the Instagram-visual specialist.

What Metricool does best

Metricool combines scheduling with real analytics, competitor benchmarking and reporting across many networks. Its free plan covers one brand — including competitor tracking — and paid plans start from $20 per month billed annually. For creators and small agencies who want to measure as well as publish, it’s hard to beat on value. Compare more in our Metricool alternatives guide or read the full Metricool review.

What Later does best

Later’s strength is visual planning. Its drag-and-drop calendar with a feed preview and its polished Link in Bio make it a favourite for Instagram-first creators. Starter is $18.75 per month billed annually. The trade-offs: no permanent free plan, and AI captions are limited to five credits a month on Starter. See our Later alternatives guide or the full Later review.

Where they differ most

Analytics

Metricool goes far deeper on cross-network analytics and competitor tracking; Later’s analytics are lighter and scale with tier. For measurement, Metricool leads.

Visual planning

Later’s feed preview and visual calendar are its signature. If grid aesthetics matter, Later has the edge.

Free access

Metricool has a genuine free plan; Later offers only a trial. To start free, Metricool wins.

A third option: InMagic

Both Metricool and Later publish and measure content — neither decides what to post or writes strong captions for you. InMagic fills that gap. Its free, no-login tools include an Instagram audit plus caption, bio and hook generators, with a Creator plan ($15/month) for profile-tailored ideas. It isn’t a scheduler, so it complements Metricool or Later rather than replacing them.

Choose Metricool if…

You want scheduling with real analytics and competitor tracking across networks, a free plan to start, and strong value as you grow.

Choose Later if…

Instagram is your main channel, your feed’s look leads your strategy, and you want visual planning plus a strong Link in Bio.

Price and value compared

Both sit at a similar price — Metricool from $20 a month, Later from $18.75 — but they buy different things. Metricool’s money goes toward analytics, competitor tracking and multi-network reporting, plus a genuine free plan to start. Later’s goes toward visual planning and a polished Link in Bio, with only a trial. So the value question is really about what you’re optimising: measurement and breadth (Metricool) or Instagram aesthetics and planning (Later). For most creators and small businesses who want to understand what’s working, Metricool’s free plan makes it the lower-risk, higher-value starting point.

Verdict

Metricool is the better all-round pick for most creators and small businesses, thanks to its analytics and free plan. Later is the better choice when Instagram-visual planning and Link in Bio are central. Pair either with a free content tool like InMagic so you always know what to post. For the wider field, see the best Instagram scheduling tools.

Frequently asked questions

Is Metricool or Later better for Instagram?

Metricool is better for analytics and all-round value with a free plan, while Later is better for visual planning and Link in Bio. If measurement leads your priorities choose Metricool; if your feed aesthetic does, choose Later.

Which has a free plan, Metricool or Later?

Metricool has a genuine free plan for one brand, including scheduling, recent analytics and competitor tracking. Later offers a 14-day trial rather than a permanent free plan, so Metricool is the better option if you want to start for free.

Do Metricool and Later create content?

Both include light AI caption features, but neither is a dedicated content tool. For stronger captions, bios and a profile audit, a free tool like InMagic goes further and pairs with either platform.