Hootsuite vs Buffer vs Later: Best Social Media Tool for Small Business?

March 17, 2023·Nataliia· 10 min read All posts

A coffee shop owner in Austin, TX spent 10 hours/week manually scheduling Instagram posts using Google Calendar—until she switched to a social media tool and reclaimed 6+ hours weekly. For local businesses juggling limited time and budgets, choosing the right social media tool isn't just about convenience—it's about maximizing ROI on your content efforts.

1.8M↑

Hootsuite

active users

2.5M↓

Buffer

monthly active users

5M→

Later

total users

Let's take a closer look at three popular social media management tools: Hootsuite, Buffer, and Later. We'll explore their key features, pricing, and user experiences to help you decide which tool is best for your small business.

Hootsuite: A Comprehensive Social Media Tool

Hootsuite is a well-established social media management tool with a wide range of features, including:

Social media scheduling and posting across 35+ platforms (Facebook, Instagram, X, LinkedIn, TikTok)
Team collaboration with role-based permissions (perfect for businesses with 3+ team members)
Advanced analytics showing engagement trends by time of day, content type, and audience demographics
Paid social ad management for boosting posts on Meta platforms

Hootsuite offers a free plan (up to 3 social profiles) and paid plans starting at $19/month for the Professional tier. The Enterprise plan at $99/month adds custom reporting and API access—ideal for businesses running 50+ scheduled posts/month.

Buffer: A Simple and Intuitive Tool

Buffer is a user-friendly social media management tool that focuses on simplicity and ease of use. Its key features include:

One-click content curation from RSS feeds and saved articles
Smart scheduling algorithm that suggests optimal post times based on historical engagement
Clean analytics dashboard showing post performance by platform
Free plan supporting up to 3 social profiles (Instagram, Facebook, X, Pinterest)

Buffer's paid plans start at $15/month for the Plus tier (10 social profiles, team collaboration), scaling to $45/month for the Business plan. Users report saving an average of 4.5 hours/week on scheduling alone, making it ideal for businesses posting 5-10 times/week across 3 platforms.

Later: A Visual Social Media Tool

Later is a visually-driven social media management tool that focuses on Instagram and TikTok content. Its key features include:

Grid planner view for visual content planning (schedule up to 1,000 posts in advance)
Instagram Story scheduling with 24-hour countdowns
TikTok analytics tracking views, shares, and hashtag performance
Free plan with basic scheduling (up to 30 scheduled posts/month)

Paid plans start at $15/month for the Pro tier (300 scheduled posts/month) and scale to $99/month for the Business plan (unlimited posts + team collaboration). Pet groomers using Later's visual planner see 2.3x more engagement than those using text-based scheduling tools.

Pricing Comparison

Hootsuite

$19

BufferBest

$15

Later

$15

Monthly pricing for each tool

Choosing the Right Tool for Your Small Business

When choosing a social media management tool, consider these specific scenarios:

Hair salons focusing on Instagram before/after reels should prioritize Later's grid planning and TikTok integration
Fitness studios running Facebook ad campaigns need Hootsuite's ad management features and advanced analytics
Local restaurants with one part-time social media manager might prefer Buffer's simplicity and smart scheduling

Pro Tip

Consider your specific social media needs before choosing a tool. If you only need to schedule posts, Buffer or Later may be sufficient. If you need more advanced features, Hootsuite may be a better choice.

Watch Out

Be cautious of free plans with limited features or watermarks. While they may seem like a good option, they may not provide the functionality you need to succeed.

DataLatte Take

As a small business owner, it's essential to save time and focus on what matters most – running your business. Consider delegating social media management tasks to a team member or outsourcing to a social media manager.

Frequently Asked Questions

Q: What is the cheapest option for social media management? A: Buffer offers a free plan, and their paid plans start at $15/month.

Q: Which tool is best for Instagram and TikTok? A: Later is a visually-driven tool that focuses on Instagram and TikTok content.

Q: Can I use Hootsuite for free? A: Yes, Hootsuite offers a free plan with limited features.

Q: Which tool has the most advanced analytics? A: Hootsuite offers advanced analytics and insights, but Buffer and Later also provide valuable data and insights.

Q: Can I schedule posts in advance with Buffer? A: Yes, Buffer allows you to schedule posts in advance, but it may not offer as much flexibility as Hootsuite or Later.

Q: Is Later only for Instagram and TikTok? A: Yes, Later is primarily designed for visual platforms but supports Facebook and Pinterest as well.

The Bottom Line

For visual-first businesses (Instagram-focused salons, fashion boutiques), Later's grid planner saves 3-5 hours/week on content planning. Buffer's smart scheduling works best for small teams posting 5-10 times/week across 3 platforms. Hootsuite shines for businesses running paid ads or managing 5+ social profiles. Most local businesses will find value in starting with Buffer at $15/month, then upgrading to Hootsuite or Later as their social media strategy scales.

Schedule a free 20-minute strategy call with DataLatte to get personalized tool recommendations for your business.

Pro Tip

Want expert help? DataLatte's analytics & reporting service is built specifically for local small businesses.