If you’re managing social media marketing without a social media planner, I can tell you one thing: you’re making your job harder than it needs to be. A social media planner eliminates the chaos of logging into multiple platforms, posting in real time, and hoping you hit publish at the right moment – allowing you to focus on strategy rather than logistics.
However, social media management tools and social media calendar tools have evolved from simple post schedulers to comprehensive platforms that cover everything from content creation to analysis. For growing businesses, finding the best social media planner means balancing functionality and affordability.
Free social media tools can get you started, but as your strategy matures—and as you learn how B2B marketers can succeed on social media—you’ll likely need more robust social media planning platforms that tie posting to actual business results.
In this guide, I’ve rounded up the best social media tools for teams at each stage, broken down the key features to prioritize, and detailed how to use social media planning software to maximize efficiency.
Let’s get into it.
Table of contents:
What is a Social Media Planner?
​​A social media planner is software that allows you to plan, create, and automatically publish content across multiple social platforms from a central dashboard.
Instead of manually logging into each platform to post in real time, you queue content in advance and the tool publishes it at the times you specify, even when you’re offline, sleeping, or focused on other work.
The core features of social media scheduling software include:
- Mass planning: Upload and schedule content across weeks or months in a single session
- Multiplatform release: Post to Instagram, Facebook, LinkedIn, X, TikTok and other networks at the same time
- Content calendar: Visualize your entire publishing plan across all channels
- Optimal time: Publish during the highest engagement time slots without being online
- Asset management: Save images, videos and captions for easy reuse
For growing businesses, free social media scheduling options provide an entry point, while more robust platforms offer advanced features like:
- Analytics
- Team collaboration
- AI-powered recommendations
Overall, the best social media planner for small businesses typically offers a balance between ease of use and scalability as your posting needs increase.
Now that we’ve explained what social media planners do and why they’re important, let’s explain how these tools are used in the next section.
Pro tip: HubSpot’s social media management software enables bulk scheduling, performance tracking, and direct CRM integration for unified customer insights, connecting your social activity to the same contact data that powers tools like Marketing Hub.
How to use a social media planner
All in all, getting started with social media scheduling software requires three main (relatively easy) steps:
- Plan your content
- Connect your accounts
- Refine your approach based on performance data
However, each step requires careful preparation to get social media planning right. Below I have described exactly how to approach each step. Take a look:
Step #1: Plan your calendar
Before you plan a single post, you need to do the most important groundwork: deciding what you’ll share (and when).
Start by reviewing your existing content, such as:
- Blog posts
- Product updates
- Customer stories
- Evergreen resources
Starting with this audit will help you effectively identify what can be repurposed for social good.
Then create your content calendar like this:
- Setting the publishing frequency: Determine how often you publish on each platform based on your bandwidth and audience expectations
- Assign content topics: Assign topics or content types to specific days (e.g. Tips on Tuesday, Customer Spotlights on Thursday)
- Batch build sessions: Write and design multiple posts in one sitting instead of creating them daily
- Balanced content mix: Aim for a ratio of educational, promotional, and engagement-focused posts
Pro tip: HubSpot’s Content Hub supports social planning workflows by centralizing brand assets, enabling content remixing, and maintaining messaging consistency across all channels.
Step #2: Connect your profiles
Once your calendar is mapped, it’s time to link your social accounts to your chosen platform. Most social media scheduling platforms support direct API connections to major networks, including:
- X
- TikTok
Then, during setup, ensure the following:
- Authenticate each account: Grant publishing permissions through each platform’s official authorization process
- Assign team access: When you collaborate, you establish roles and approval workflows for content review
- Configure default settings: Set publishing preferences such as link shortening, UTM parameters, and image size
- Import existing assets: Upload logos, templates and approved images to your media library
Pro tip: HubSpot’s social media management software enables mass scheduling, performance tracking and direct CRM integration for unified customer insights. This means posts you schedule are linked directly to contact records, so you can see how social engagement impacts leads and customers.
Step #3: Publish and optimize
However, scheduling posts is just the beginning – the real value lies in analyzing what works and making adjustments accordingly.
After your content goes live, monitor engagement metrics to make future decisions.
To optimize and refine your approach:
- Check performance data: Track likes, comments, shares, clicks and reach for each post
- Test posting times: Experiment with different publishing windows to find out when your audience is most active
- Identify Top Content: Note which topics, formats, and CTAs elicit the strongest response
- Iterate on the underperformers: Adjust headlines, images, or messages for posts that aren’t working
All in all, social media scheduling improves efficiency by batching content creation, reducing manual publishing, and allowing for off-hours publishing. With the right social media planning software, you’ll spend less time on logistics and more time on strategy.
Let’s get to the good stuff in the next section: the best social media planners.
The best social media planners (at a glance)
|
Tool |
Best for |
Key Features |
Prices |
Free trial |
|
HubSpot’s social media management software (Marketing Hub) |
Marketing teams use the HubSpot ecosystem and want planning tied to lead generation and sales pipelines |
Planning on multiple platforms Brand mention monitoring CRM integration Subtitles and timing by Breeze AI |
Free: $0/month Starter: $15/month Professional: $890/month Company: $3,600/month |
Yes, 14 days |
|
buffer |
Individuals or small teams looking for a free planner with minimal learning curve |
Drag and drop calendar Browser extension Basic analysis Affordable paid tiers |
Free: $0/month Essentials: $6/month Team: $12/month |
Yes, 14 days |
|
Hootsuite |
Growing teams need room to scale into business functions |
10+ social networks Team workflows with approvals Social listening Customizable dashboards |
Standard: $249 per user/month Progressive: $499 per user/month Company: Custom pricing only (see Here) |
Yes, 30 days |
|
Sprout Social |
Agencies and mid-sized teams that need enterprise-grade reporting |
Unified smart inbox Advanced report exports Asset library Social listening and sentiment analysis |
Starter: $25/month Growth: $50/month Scale: $110/month |
|
|
Later |
E-commerce brands, YouTubers and lifestyle companies are prioritizing Instagram and TikTok |
Visual grid planner Shoppable sites from Linkin.bio UGC discovery Hashtag suggestions |
Starter: $25/month Growth: $50/month Scale: $110/month |
Yes, 14 days |
|
Lately |
Content-heavy teams looking to automate reuse |
AI generated posts from blogs/videos/audio Learning the brand voice Performance analysis Mass generation |
Individual pricing only; Demo required (see Here) |
NO |
|
Social bee |
Small businesses looking for a balance between features and affordability |
Content Categories Evergreen recycling Canva integration RSS automation |
Bootstrap: $24/month Accelerate: $40/month Per: $82/month |
Yes, 14 days |
Best social media planners
1. HubSpot’s social media management software (Marketing Hub)
Why it fits: HubSpot’s social media management software enables mass scheduling, performance tracking and direct CRM integration for unified customer insights. If your team already uses HubSpot for email, leads, or sales, this tool connects social data to your contact records – so you can attribute revenue to social activity and see complete customer journeys.
HubSpot’s social media management software Key Features:
- Schedule posts on Facebook, Instagram, LinkedIn and X from one dashboard
- Monitor brand mentions and keywords directly on the platform
- Combine social engagement with CRM contacts for closed-loop reporting
- Access Breeze AI for AI-generated captions and optimal timing recommendations
Best for: Marketing teams leveraging HubSpot’s ecosystem who need social media scheduling software that ties directly into lead generation and sales pipelines.
HubSpot Pricing (Marketing Hub):
- Free: $0/month
- Starter: $15/month
- Professional: $890/month
- Company: $3,600/month
2. buffer
Why it fits: buffer offers a clean, intuitive interface that makes planning accessible for solopreneurs and small teams just starting out.
buffer Key Features:
- Simple drag and drop calendar interface
- Browser extension for quick content sharing
- Basic post-performance analytics
- Affordable paid tiers as needs grow
Best for: Individuals or very small teams looking for a free social media planner with minimal learning required.
buffer Prices:
- Free: $0/month
- Essentials: $6/month
- Team: $12/month
3. Hootsuite
Why it fits: Hootsuite supports a variety of networks and offers team collaboration features, making it a good choice for small businesses expanding their social presence.
Hootsuites Key Features:
- Supports over 10 social networks including TikTok and Pinterest
- Team workflows with approval processes and content libraries
- Social listening for competitors and industry monitoring
- Customizable analytics dashboards
Best for: Growing teams in need of the best social media planner for small businesses with room to scale to enterprise functions.
Hootsuite Prices:
- Standard: $249 per user/month
- Progressive: $499 per user/month
- Company: Custom pricing only (see Here)
4. Sprout Social
Why it fits: Sprout Social combines planning with comprehensive analytics, social listening and customer reporting – ideal for agencies managing multiple brands or companies with complex approval workflows.
Sprout Socials Key Features:
- Unified smart inbox for all connected profiles
- Advanced reporting with presentation-ready exports
- Asset library for centralized brand management
- Integrated social listening and sentiment analysis
Best for: Agencies and mid-sized teams need social media planning platforms with enterprise-class reporting.
Sprout Social Prices:
- Standard: $199 per seat/month
- Professional: $299 per seat/month
- Progressive: $399 per seat/month
- Company: Custom pricing only (see Here)
5. Later
Why it fits: Later The visual content calendar and Instagram-first approach make it a good choice for brands where aesthetics drive engagement. Drag-and-drop grid preview helps teams plan cohesive visual feeds.
Later Key Features:
- Visual Instagram grid planner
- Linkin.bio for shoppable link-in-bio sites
- User-generated content discovery tools
- Hashtag suggestions and planning the first comment
Best for: E-commerce brands, YouTubers and lifestyle companies are prioritizing Instagram and TikTok.
Later Prices:
- Starter: $25/month
- Growth: $50/month
- Scale: $110/month
6. Lately
Why it fits: Lately uses AI to automatically convert long-form content into social media posts, reducing content creation time for teams with blogs, podcasts, or video libraries.
Lately Key Features:
- AI-generated social posts from blogs, videos and audio
- Brand voice learning for consistent messages
- Performance analytics linked to AI recommendations
- Bulk content generation from individual assets
Best for: Content-heavy teams want social media scheduling software that automates repurposing.
Lately Prices:
- Individual pricing only; Demo required (see Here)
7. SocialBee
Why it fits: SocialBee offers category-based scheduling and content recycling at a lower price than many competitors, making it accessible to budget-conscious small businesses.
SocialBee’s Key Features:
- Content categories for a balanced posting mix
- Evergreen content recycling
- Canva integration for in-app design
- RSS feed automation
Best for: Small businesses looking for a social media planner that balances features and affordability.
SocialBee Prices:
- Bootstrap: $24/month
- Accelerate: $40/month
- Per: $82/month
Social media scheduling tools: features to look out for
Here’s the (hard) truth about social media scheduling tools: Not all of them offer the same features.
When evaluating options—whether you’re trying a free social media planner or investing in premium social media planner software—prioritize the following features that differentiate basic tools from the best social media planner for your needs.
Take a look:
1. Cross-platform publishing and mass scheduling
The core function of any scheduler is to post across multiple networks from a single location. Look for tools that support all the platforms your audience uses (e.g. Facebook, Instagram, LinkedIn, X, TikTok, Pinterest) and allow you to schedule content in bulk rather than one post at a time.
Here’s what you should check:
- Number of social profiles supported per plan
- Ability to customize posts per platform (character limits, image specifications, hashtags)
- Bulk upload via CSV or spreadsheet
- Queue and calendar views to visualize scheduled content
Overall, social media scheduling improves efficiency by batching content creation, reducing manual publishing, and enabling off-hours publishing – but only if bulk scheduling is intuitive and reliable.
2. Analytics and performance reports
Scheduling without measurement is pure guesswork. The best social media planner options include built-in analytics that track:
- engagement
- To reach
- Clicks
- Follower growth
A social media planner that supports tracking and reporting of these metrics gives you a clear picture of your social performance so you can see what’s working and adjust your strategy.
If you want to go into more detail, here are some other key metrics you can access:
- Post-level engagement (likes, comments, shares, saves)
- Click-through rates on links
- Audience growth over time
- The top performing content types and publishing times
3. CRM and marketing tool integration
Independent planning creates data silos. For growing businesses, the best social media planner for small businesses connects to your CRM, email platform, and broader marketing stack so that social activity informs (and is informed by) your other channels.
If you’re not convinced, here’s a list of integration benefits:
- Match leads and customers to social campaigns
- Trigger workflows based on social engagement
- Deliver consistent messaging across email, ads and social
- View complete customer journeys in one system
Pro tip: HubSpot’s marketing hub Users benefit from this advantage out of the box. Social engagement is directly related to contact records, email opens, form submissions, and sales conversations.
4. Content library and asset management
Consistency requires easy access to approved graphics, templates and messages. Look for social media scheduling software that includes a centralized asset library where teams can store and reuse brand-approved content.
As you browse, pay attention to the following:
- Media library (for images, videos and GIFs)
- Folder organization and tagging
- Team permissions for uploading and editing assets
- Integration with design tools like Canva
Pro tip: HubSpot’s free version of Marketing Hub (and paid tiers) integrates with CanvaThis enables content remixing, centralized brand asset management, and consistent messaging across all channels – eliminating scattered files and off-brand posts that slow down teams.
5. AI-powered support
AI features are quickly becoming standard in social media scheduling platforms. These features reduce manual effort by:
- Create subtitles
- Recommend optimal publication times
- Suggestions for content variations
If you’re not yet sold on AI-powered social media scheduling, consider prioritizing the following features:
- Caption generation based on links, images or prompts
- Optimal send time recommendations based on audience activity
- Suggestions for reusing content (turning blogs into social posts)
- Hashtag recommendations
Next, let’s dive into the questions marketers most often ask about social media planners.
Frequently asked questions (FAQ) about social media planners
Which platforms support most social media planners?
Most social media scheduling platforms support the main networks:
- X (formerly Twitter)
- TikTok
- YouTube
Some tools also integrate with Google Business Profile, Threads and Mastodon.
However, platform support varies depending on the tool and price tier:
- Basic/free plans typically include Facebook, Instagram, LinkedIn and X
- Mid-range plans often include TikTok, Pinterest and YouTube
- Enterprise plans can include niche networks and additional profile spots
Before choosing a tool, make sure it supports every platform your audience uses and check whether higher-tier plans are required for certain networks.
Pro tip: HubSpot’s social media management software enables planning across Facebook, Instagram, LinkedIn and X from one dashboard, with direct CRM integration for unified customer insights.
Are there any good free social media planner options?
My short answer? Yes. Several social media scheduling software options offer functional free tiers suitable for individuals and very small teams.
Here’s what free plans typically include:
- 1 to 3 connected social profiles
- Basic planning and calendar views
- Limited posts per month (often 10 to 30)
- Minimal analytics
Additionally, a free social media planner is good for solopreneurs or companies testing their social media strategy before scaling. HubSpot’s marketing hub, For example, includes free social publishing tools that integrate with CRM and are useful for teams that want to track leads from day one.
As posting needs grow, the best social media planner for small businesses offers affordable paid tiers with expanded limits and features.
How do approvals work in a social media planner?
Most social media planning platforms designed for teams include approval workflows that route posts to designated reviewers before publishing.
Typical steps in the approval workflow:
- The content creator designs and plans a post
- The post goes into the pending/review queue
- The designated approver receives a notification
- Approve reviews, request changes, or approve
- Approved contributions will be published at the scheduled time
Approval features prevent off-brand messages, detect errors, and ensure compliance. This is particularly important for regulated industries or agencies that manage customer accounts.
Overall, the best social media planners offer custom approval chains, role-based permissions, and in-platform feedback so changes can happen without emailing back and forth.
Can I schedule Instagram Reels and Stories with a planner?
Yes, most major social media scheduling software now supports scheduling for Instagram Reels and Stories, but functionality varies.
What you should know:
- Roll: Many platforms support direct publishing of Reels with captions, cover images, and hashtags
- Stories: Some tools offer direct publishing; others send mobile reminders with preloaded content for manual publishing
- Restrictions: Interactive story elements (polls, questions, links) may need to be added manually after publishing
Later And buffer Both support Reels planning. HubSpot’s social media management software allows you to schedule Instagram posts with direct publishing
All in all, you should always check the specific Instagram features of your chosen tool as changes to the platform API may affect the availability of features.
How do I migrate from one planner to another without downtime?
That may not be the answer you want, but it’s the honest one: switching social media scheduling platforms requires planning to avoid gaps in your posting calendar.
However, if you decide to switch, I have outlined a step-by-step migration process that you should follow. Take a look:
- Export existing content: Download scheduled posts, media assets, and analytics reports from your current tool
- Overlapping subscriptions: During the transition, run both tools simultaneously for one to two weeks
- Recreate your calendar: Rebuild your publishing schedule on the new platform, starting with dates after your current tool’s last scheduled post
- Reconnect profiles: Authenticate all social accounts in the new tool (this will not affect existing scheduled posts in the old tool)
- Test before going live: Schedule a few test posts to ensure the publishing works properly
- Cancel old subscription: The new tool is only fully functional after confirmation
Marketers, a social media scheduling tool could be your new best friend
Whether your calendar likes it or not, social media scheduling software is changing the way marketing teams and, more broadly, brands work.
Instead of struggling to post to multiple platforms in real time, you can:
- Batch content creation
- Maintain a consistent publishing cadence
- Create hours each week for strategy, creativity, and audience engagement
It doesn’t matter if you start with a free social media planner or invest in a full-featured platform. The increase in efficiency increases quickly, especially as your posting volume and number of channels grow.
The best social media planner for small businesses isn’t necessarily the one with the most bells and whistles; It fits your workflow, integrates with your existing tools, and adapts to your goals.
Ready to simplify your social media strategy and see what actually works? Get started with HubSpot’s social media management software to schedule posts, track engagement, and tie every interaction to your CRM – all from one platform.