Brand24 vs Metricool
Brand24
- Platform: Listening across 25M+ sources (social, news, blogs, forums, podcasts, reviews)
- Best For: Reputation management and crisis detection
- Strength: AI-powered insights and multi-language support
- Users: 4000+ brands
Starting at $149/month
Metricool
- Platform: Major social networks (Facebook, Instagram, LinkedIn, YouTube, TikTok, etc.)
- Best For: Content scheduling and agency management
- Strength: Visual planner and integrated analytics
- Users: 5M+ users (estimated)
Starting at $18/month
Table of Contents
At a Glance
Monitoring & Listening
| Feature | Brand24 | Metricool |
|---|---|---|
| Real-time mention tracking | ✓ Monitors 25M+ sources including social, news, blogs, forums, podcasts, reviews | ✗ No dedicated listening; focuses on owned account analytics |
| Sentiment analysis | ✓ AI-powered across 108 languages with emotion and topic analysis | ✗ Basic engagement metrics but no sentiment |
| Crisis alerts and notifications | ✓ Storm alerts, push notifications, custom email alerts on higher tiers | ✗ No crisis monitoring |
| Influencer and competitor analysis | ✓ Influencer analysis and reach metrics | ✓ Competitor profile analysis up to 100 per brand |
| Hashtag tracking | ✓ Reach and volume metrics for campaigns | ✓ Hashtag analytics for Reels and Stories |
Content Management & Scheduling
| Feature | Brand24 | Metricool |
|---|---|---|
| Visual content planner | ✗ No scheduling; monitoring-focused | ✓ Drag-and-drop calendar with best-time suggestions |
| Unlimited post scheduling | ✗ Not applicable | ✓ Subject to fair use on paid plans |
| AI content generation | ✗ AI for insights, not content creation | ✓ AI Social Media Assistant with credits |
| Unified inbox for engagement | ✗ Mention aggregation but no direct response | ✓ Centralized comments and messages |
| Link-in-bio tool | ✗ Not applicable | ✓ SmartLinks with analytics |
Analytics & Insights
| Feature | Brand24 | Metricool |
|---|---|---|
| Engagement and reach analytics | ✓ Presence score, AVE, reach across sources | ✓ Platform-specific metrics including Reels/Stories |
| AI-driven insights | ✓ AI Insights, Events Detection, Brand Assistant, Topics | ✓ AI Assistant for content and basic analytics |
| Historical data access | ✓ Unlimited on all plans | ✓ Unlimited on paid; 3 months on free |
| Custom reporting | ✓ White-labeled, PDF/Excel/PPT exports, QuickShare | ✓ PDF/PPT/CSV with templates, Looker Studio connector |
Collaboration & Integrations
| Feature | Brand24 | Metricool |
|---|---|---|
| Multi-user access | ✓ Unlimited users on Team+ plans | ✓ Unlimited on Advanced+ with role-based permissions |
| Agency/multi-brand support | ✓ Project-based for clients | ✓ Brand caps up to 50+ with workspaces |
| Integrations | ✓ Slack, Microsoft Teams, optional API | ✓ Google Drive, Canva, Zapier, Make, Looker Studio |
| Mobile app | ✓ For real-time alerts | ✓ For planning and analytics |
| API access | ✓ Optional with extra fee | ✓ On Advanced+ plans |
Pricing Comparison
Brand24 starts at $149/month (annual) for monitoring-focused plans, emphasizing AI insights and real-time alerts. Metricool offers a free plan and starts at $18/month for scheduling and analytics, providing better entry-level value for management needs.
Brand24
Individual (Annual)
$149/month
Solo users needing basic monitoring
- 3 keywords
- 2,000 mentions per month
- 1 user
- Updates every 12 hours
- AI Sentiment Analysis
- Access to core monitoring sources
Team (Annual)
$249/month
Small teams with moderate monitoring needs
- 7 keywords
- 10,000 mentions per month
- Unlimited users
- Updates every hour
- Priority support
- AI Sentiment Analysis
Pro (Annual)
$299/month
Growing teams requiring real-time and AI depth
- 12 keywords
- 40,000 mentions per month
- Unlimited users
- Realtime updates
- Lightning Search
- AI Events Detection, Brand Assistant, Insights for 2 projects
Business (Annual)
$499/month
Larger organizations with high-volume monitoring
- 25 keywords
- 100,000 mentions per month
- Unlimited users
- Realtime updates
- AI Insights for 5 projects
Enterprise
from $999/month
Global enterprises with custom requirements
- Custom keywords and mentions
- Unlimited AI Insights
- Dedicated support
Metricool
Free
$0/month
Testing or small personal use
- 1 brand, 50 posts/month
- Basic analytics (3 months data)
- AI Assistant (5 credits)
- 1 profile per network
Starter (up to 5 brands)
$18/month
Freelancers or small teams
- Up to 5 brands
- Unlimited posts (fair use)
- LinkedIn support
- 20 AI credits/brand
- PDF/PPT reports
Starter (up to 10 brands)
$31/month
Growing small businesses
- Up to 10 brands
- All Starter features
Advanced (up to 15 brands)
$45/month
Teams needing collaboration
- Up to 15 brands
- Unlimited team access
- Role-based permissions
- Post approvals
- Looker Studio, Zapier
Advanced (up to 25 brands)
$72/month
Mid-sized agencies
- Up to 25 brands
- All Advanced features
Advanced (up to 50 brands)
$139/month
Larger agencies
- Up to 50 brands
- Scalable collaboration
Custom (50+ brands)
Custom
Enterprises
- Custom brands and limits
- Priority support
- Full integrations
Feature Deep Dive
Monitoring & Social Listening
Brand24
Strengths
- Real-time tracking of 25M+ sources in 108 languages
- AI sentiment, emotion, and topic analysis
- Events Detection, Brand Assistant, and AI Topics for trends
- Advanced filters: Boolean search, reach, language
- Influencer analysis and hashtag metrics
Workflow
Set keywords/projects → Monitor mentions → Analyze sentiment/trends → Receive alerts → Generate reports
Metricool
Strengths
- Competitor profile analysis (up to 100)
- Basic engagement tracking on owned accounts
Workflow
Connect profiles → View competitor metrics → Track performance
Limitations
- No broad source monitoring or sentiment
- Limited to connected social profiles
Brand24 dominates in comprehensive listening and AI-driven reputation insights across vast sources. Metricool offers basic competitor tracking but lacks depth in monitoring. Choose Brand24 for proactive reputation management; Metricool for simple performance comparison.
Scheduling & Publishing
Brand24
Limitations
- No content scheduling or publishing features
- Monitoring-only tool
Metricool
Strengths
- Visual drag-and-drop planner with best-time suggestions
- Unlimited scheduling across platforms (fair use)
- AI Assistant for content ideas
- Support for Reels, Stories, posts on major networks
- SmartLinks for bio optimization
Workflow
Plan content → Schedule with AI suggestions → Publish across brands → Monitor engagement in inbox
Metricool is the clear choice for scheduling and publishing with its intuitive planner and multi-platform support. Brand24 has no such features, focusing solely on listening. For content management, Metricool wins; integrate with Brand24 for full workflow.
Analytics & Reporting
Brand24
Strengths
- Rich metrics: reach, engagement, presence score, AVE, influencers
- AI Insights for spikes and trends
- Automated daily/weekly reports, white-labeled exports (PDF/Excel/PPT)
- QuickShare links for collaboration
Limitations
- Monitoring-specific; no publishing analytics
Metricool
Strengths
- Platform-deep analytics including Reels/Stories/hashtags
- Unlimited historical data on paid plans
- Customizable PDF/PPT/CSV reports, Looker Studio connector
- Competitor benchmarking
Limitations
- Less AI depth than Brand24
- No sentiment or broad source metrics
Brand24 provides superior AI-powered monitoring analytics and white-label reports for PR. Metricool excels in publishing-focused metrics and integrations like Looker Studio. Brand24 for insight depth; Metricool for actionable publishing data.
Collaboration & Integrations
Brand24
Strengths
- Unlimited users on Team+
- Slack/Teams for alerts
- API for data integration (extra fee)
- Mobile app for on-the-go monitoring
Limitations
- No role-based permissions or approval workflows
- Project-based but not multi-brand workspaces
Metricool
Strengths
- Unlimited team access with roles/permissions on Advanced+
- Post approval workflows for agencies
- Multi-brand management up to 50+
- Integrations: Canva, Zapier, Google Drive, Looker Studio
- API on higher tiers
Limitations
- Brand caps force upgrades
- Twitter/X separate add-on
Metricool offers robust agency collaboration with permissions and workflows. Brand24 supports unlimited users but lacks advanced team controls. For agencies, Metricool; for simple team monitoring, Brand24.
Use Case Comparison
PR Professional Managing Reputation
Brand24 🏆
Excellent
Real-time monitoring, sentiment analysis, and crisis alerts perfect for reputation protection.
Best Plan: Pro ($299/month annual)
Score: 10/10
Metricool
Poor
Lacks listening and sentiment; only basic analytics.
Best Plan: Not suitable
Score: 2/10
Marketing Agency Managing Multiple Clients
Brand24
Good
Project-based monitoring with white-label reports, but no scheduling.
Best Plan: Business ($499/month annual)
Score: 7/10
Metricool 🏆
Excellent
Multi-brand workspaces, approvals, and reporting ideal for agencies.
Best Plan: Advanced (up to 25 brands, $72/month)
Score: 10/10
Small Business Scheduling Content
Brand24
Poor
No publishing features; monitoring only.
Best Plan: Not suitable
Score: 1/10
Metricool 🏆
Excellent
Affordable scheduling, free plan entry, and analytics for small teams.
Best Plan: Starter ($18/month)
Score: 9/10
Enterprise Global Brand Monitoring
Brand24 🏆
Excellent
Multi-language support, custom limits, unlimited AI insights.
Best Plan: Enterprise (from $999/month)
Score: 10/10
Metricool
Fair
Scalable multi-brand but no global listening.
Best Plan: Custom (50+ brands)
Score: 5/10
Freelancer Social Media Manager
Brand24
Fair
Basic monitoring possible but high cost for solo use.
Best Plan: Individual ($149/month annual)
Score: 5/10
Metricool 🏆
Excellent
Low-cost multi-client management with free trial.
Best Plan: Starter ($18/month)
Score: 9/10
Marketer Tracking Campaigns
Brand24 🏆
Excellent
Hashtag tracking, reach metrics, AI events for campaign impact.
Best Plan: Team ($249/month annual)
Score: 9/10
Metricool
Good
Hashtag analytics and scheduling, but no broad mention tracking.
Best Plan: Advanced ($45/month)
Score: 7/10
In-House Team Needing Analytics
Brand24
Good
Deep monitoring analytics but no internal publishing data.
Best Plan: Pro ($299/month annual)
Score: 7/10
Metricool 🏆
Excellent
Integrated analytics for owned content and competitors.
Best Plan: Starter ($18/month)
Score: 8/10
Crisis Management in PR
Brand24 🏆
Excellent
Real-time alerts and sentiment for fast response.
Best Plan: Pro ($299/month annual)
Score: 10/10
Metricool
Poor
No real-time monitoring capabilities.
Best Plan: Not suitable
Score: 2/10
Content Creator Planning Posts
Brand24
Poor
No planning or AI content tools.
Best Plan: Not suitable
Score: 1/10
Metricool 🏆
Excellent
AI assistant and visual planner for creators.
Best Plan: Free or Starter ($18/month)
Score: 9/10
Agency Reporting to Clients
Brand24
Good
White-label reports for monitoring data.
Best Plan: Business ($499/month annual)
Score: 8/10
Metricool 🏆
Excellent
Custom templates and Looker Studio for detailed reports.
Best Plan: Advanced ($45/month)
Score: 9/10
Budget-Conscious Startup
Brand24
Fair
High entry price limits accessibility.
Best Plan: Individual ($149/month annual)
Score: 4/10
Metricool 🏆
Excellent
Free plan and low tiers for startups.
Best Plan: Free or Starter ($18/month)
Score: 10/10
Global Brand Sentiment Analysis
Brand24 🏆
Excellent
108 languages and AI emotion analysis.
Best Plan: Enterprise (from $999/month)
Score: 10/10
Metricool
Fair
Multi-platform but no sentiment.
Best Plan: Advanced ($45/month)
Score: 4/10
Pros and Cons
Brand24
Pros
- Extensive coverage of 25M+ online sources for comprehensive monitoring
- Powerful AI features including sentiment, emotion, and topic analysis in 108 languages
- Real-time updates and alerts for crisis detection on higher plans
- Rich analytics with presence score, AVE, and influencer insights
- Strong reporting: white-labeled, multi-format exports, automated delivery
- Unlimited users and Slack/Teams integrations for collaboration
- Mobile app for on-the-go access
Cons
- High entry pricing ($149/month) unsuitable for small budgets
- Advanced AI reserved for Pro+ tiers
- Keyword and mention limits require careful optimization
- Complex interface for basic needs
- API access adds extra costs
- No content scheduling or publishing capabilities
- Limited to monitoring; needs integration for full management
Metricool
Pros
- Generous free plan for testing and small-scale use
- Comprehensive scheduling, analytics, and inbox in one dashboard
- Multi-brand support with collaboration tools on Advanced plans
- AI Social Media Assistant for content creation
- Robust reporting with Looker Studio and customizable templates
- Wide integrations including Canva, Zapier, and Google Drive
- Affordable scaling for agencies and teams
Cons
- No social listening or sentiment analysis
- Twitter/X requires separate paid add-on per account
- Brand limits may necessitate quick upgrades for growth
- Lacks full CRM or automation depth
- Advanced features like API locked to higher tiers
- Interface overwhelming for complete beginners
- Limited crisis or reputation monitoring
Final Verdict
Brand24 and Metricool complement rather than directly compete, with Brand24 excelling in AI-powered listening and reputation tools, and Metricool in practical management and scheduling. Brand24 protects and analyzes brand presence reactively, while Metricool drives proactive content strategy and execution.
Choose Brand24 if monitoring and insights are your core need, especially for reputation. Opt for Metricool for content management and team workflows at lower costs. For complete coverage, use both: Brand24 for listening, Metricool for execution.
Overall Scores
Brand24
Value: 6/10
Metricool
Value: 9/10
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