Later vs Metricool:Which is more popular?
In September 2026, Metricool had more branded searches than Later among social media scheduling tools worldwide. Metricool had about 451,000 branded searches, while Later had 9,280. Metricool made up 45.1% of all social media scheduling tool searches we track, and Later accounted for 0.93%. When we asked ChatGPT and Google AI Overviews about social media scheduling tools, Later and Metricool each appeared in four of the five answers. Later and Metricool were each mentioned first in two of the four answers.
Who do people search for more?
Metricool, about 49 searches for every 1 for Later
Who does AI mention more?
Both were mentioned in 4 of 5 answers.
Who does AI recommend more?
Each is named first in 2 of 4 answers.
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Top social media scheduling tools in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Later and Metricool were each mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Later and Metricool were each listed first in two of the four answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Metricool4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Buffer4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Later4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Hootsuite3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Publer3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Sprout Social2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Planoly1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Loomly0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about social media scheduling tools
5 answers
Asked ChatGPT
“Which social media scheduling tool should I use?”
Asked ChatGPT
“What are the best social media scheduling tools?”
Asked ChatGPT
“What's the best social media scheduling tool for scheduled posts?”
Searched Google, AI Overview
“social media scheduling tools”
Searched Google, AI Overview
“social media planner”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.
Is Later or Metricool more popular in search?
This chart shows how often people search Google for Later and Metricool by name. Each line represents a brand's share of searches for all eight social media scheduling tools we track, month by month, from English-language searches worldwide.
Share of searches by month for Metricool, Later. The figures are in the table below the chart.
View monthly share of searches table
| Month | Metricool | Buffer | Hootsuite | Publer | Sprout Social | Planoly | Loomly | Later |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 36.7% | 3.3% | 25.2% | 9% | 16.7% | 3.4% | 4.1% | 1.6% |
| Nov 2025 | 38.8% | 2.8% | 26.5% | 9.5% | 14.4% | 2.9% | 3.5% | 1.5% |
| Dec 2025 | 42.1% | 3.4% | 23.7% | 10.3% | 12.9% | 3.2% | 3.1% | 1.4% |
| Jan 2026 | 35.1% | 4.2% | 29.2% | 10.5% | 13% | 3.3% | 3.2% | 1.5% |
| Feb 2026 | 38.5% | 6.4% | 26.5% | 9.5% | 11.8% | 2.9% | 2.9% | 1.5% |
| Mar 2026 | 41.1% | 6.1% | 23.1% | 10.1% | 12.5% | 2.6% | 3.1% | 1.5% |
| Apr 2026 | 40.9% | 7.8% | 19% | 15% | 10.3% | 2.6% | 3.1% | 1.4% |
| May 2026 | 42.7% | 7.9% | 17% | 15.6% | 10.7% | 2.2% | 2.6% | 1.3% |
| Jun 2026 | 43.5% | 7.8% | 18.5% | 13% | 10.9% | 2.2% | 2.7% | 1.5% |
| Jul 2026 | 42.4% | 16.1% | 13.1% | 12.7% | 10.6% | 1.8% | 2.1% | 1.3% |
| Aug 2026 | 44.4% | 12.1% | 13.6% | 13.3% | 11.1% | 2.3% | 2.2% | 1.1% |
| Sep 2026 | 45.1% | 18.8% | 11.3% | 11% | 9.2% | 1.9% | 1.8% | 0.93% |
How has the Later and Metricool comparison changed over the last 12 months?
3 findings
- Metricool was ahead of Later in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Later’s share of searches among social media scheduling tools worldwide moved from 1.6% to 0.93%, and its estimated monthly branded searches moved from 13.2K to 9.3K.
- Across the 12 months ending September 2026, Metricool’s share of searches among social media scheduling tools worldwide moved from 36.7% to 45.1%, and its estimated monthly branded searches moved from 302K to 451K.
How did search popularity change for social media scheduling tools worldwide in September 2026?
2 changes
In September 2026, Metricool gained share of searches among social media scheduling tools worldwide, from 44.4% to 45.1%.
Later’s share of searches among social media scheduling tools worldwide has lost ground for 3 months in a row, from 1.5% to 0.93% in September 2026.
How are branded searches counted?
12 search terms
Brandwave collects information about searches that people make online using Later’s and Metricool’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Other head-to-heads among social media scheduling tools
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