Summary
Highlights
The creators initially posted content across multiple platforms manually. After a month, they sought software to automate the process, expecting a simple decision but finding it unexpectedly complex.
Metricool initially appeared promising with its extensive features for YouTube Shorts, Instagram, and TikTok, including a calendar showing audience online times. However, it had significant limitations: YouTube Shorts posting lacked description and thumbnail selection, TikTok captions were unformatted, and Instagram Reels had video size errors, requiring resizing, which defeated the purpose of saving time. Support insisted these were API limitations. This led them to pause Metricool and explore other options.
Buffer offered a more aesthetically pleasing and user-friendly interface. While it had the same limitations as Metricool for YouTube Shorts and TikTok caption formatting, it successfully scheduled Instagram Reels without video size issues. Buffer didn't automatically suggest best posting times based on historical data, though this feature improves with continued use. Analytics for YouTube were also absent, but since the team checks analytics directly in the apps, this was not a major drawback. Buffer seemed a strong contender for scheduling, but they still hoped for a single, all-encompassing tool.
Hootsuite, while priced higher ($99/month) and requiring credit card details upfront, proved disappointing. Its user interface felt outdated, and it presented the same limitations as Metricool and Buffer for TikTok (caption formatting, no thumbnail), Instagram (video file size errors), and YouTube Shorts (no thumbnails, descriptions, or tags). It became clear that Hootsuite is geared towards larger teams needing comprehensive reporting, permissions, and approvals, rather than efficient scheduling for a small team.
Despite hopes for a single solution, none of the tools met all needs. Their initial attempt to combine Buffer (for Instagram, Twitter, LinkedIn) with TikTok's desktop scheduling tool and manual YouTube posting failed due to TikTok's poor video resolution and lack of reach with its scheduler. They developed a new strategy.
Their refined strategy involves using Buffer for Instagram, Twitter, and LinkedIn, with good reliability. For YouTube Shorts, they leverage the native YouTube app's scheduling feature, allowing them to batch content. For TikTok, they manually upload videos and save drafts, then post one daily due to the platform's importance for SEO and its algorithm. This multi-app approach is more efficient than previous manual daily posting, saving significant time.
The social media platforms themselves (YouTube, Instagram, TikTok) don't make it easy for external tools to offer full functionality because they want users to interact directly with their apps. This drives engagement and ad revenue. Therefore, posting natively, or as close to it as possible, remains the most effective approach for full control and reach.
An update introduces 'Typefully' as a recommended scheduling tool specifically for X (formerly Twitter) and LinkedIn. It offers auto-saving drafts, prevents getting 'sucked in' to social media feeds, and provides power-user features like auto-post, auto-DM, and auto-plug. Typefully also excels in analytics, helping users track growth and identify high-engagement content for optimized strategy.
All evaluated platforms requested full permission to the YouTube account, including the ability to delete videos, which posed a security concern. Although platforms stated they wouldn't delete anything, this level of access felt risky. The video concludes by inviting viewers to share their own social media scheduling methods and desired features.