Hootsuite, Sprout Social, Buffer, Metricool, Later, and mLabs solve the same problem very well: organizing and publishing what you have already produced, with an inbox for replying to messages. None of them writes the post, designs the artwork, or decides the month’s content plan. Almost all charge per user or profile, so the price grows with your team. eBoard Mídia tackles the other side: AI produces the content, publishes it, and even responds to leads. Data from the websites in September 2026.
| Hootsuite | Sprout Social | Buffer | Metricool | Later | mLabs | eBoard Mídia | |
|---|---|---|---|---|---|---|---|
| What it solves | Management suite: calendar, inbox, listening, and advocacy | Social management and customer service with advanced reports | Simple multichannel scheduling | Scheduling, analytics, and competitor comparisons | Visual scheduling, link in bio, and inbox | Scheduling, reports, and AI captions | Full operation: plans, creates, publishes, and responds to leads |
| Who creates the content | You (AI helps generate posts and images) | You | You (AI Assistant helps with copy) | You (AI assistant for social media) | You (AI credits for ideas and captions) | You (AI for captions) | The platform: content plan, artwork, and caption with your brand identity, for your approval |
| Responds to comments and DMs | Yes, inbox; the response is handled by a human | Yes, inbox; AI agent on the plans | Community inbox on paid plans | Yes, and turns comments into DMs | Social inbox: DMs, comments, and mentions | No | Yes, AI SDR responds on its own with your product context, on all plans |
| Handles WhatsApp through the purchase | Not stated on the site | Not stated on the site | No | Not stated on the site | No | No | Yes, sales bot starting with Growth, with an included quota |
| SEO + GEO (Google and ChatGPT) | No | No | No | No | Not stated on the site | No | Included starting with Growth |
| How it charges | Per user/month (starting at US$ 99), annual | Per seat/month (starting at US$ 199) | Per connected channel (starting at US$ 5) | Per brand/plan (free to US$ 210) | Per profile and per user (starting at US$ 18.75 on annual plans) | R$ 29,90/month per brand | By plan, with post and response volume; no charge per user or follower |
| Your time per month | ~20 hours producing content | ~20 hours producing content | ~20 hours producing content | ~20 hours producing content | ~20 hours producing content | ~20 hours producing content | Approve the assets (or use autopilot) |
| Language and support | English, prices in dollars | English, dollars | English, dollars | Portuguese and Spanish, dollars/euros | English, dollars | Portuguese, reais | Portuguese, English, and Spanish; plans in reais |
Public data from September 2026 (sites, documentation and reviews of those cited). If something changed, tell us and we will fix it.
It depends on what you are missing. If you need to organize what you already produce, Hootsuite, Sprout Social, Buffer, Metricool, and Later are mature platforms with inboxes and reports. If you are missing the content itself and someone to respond to customers, eBoard Mídia produces, publishes, and responds starting at $19/month.
Buffer (per channel, starting at US$ 5) and Metricool (free plan) are the cheapest for scheduling. For those who want ready-to-publish content and leads answered without hiring staff, eBoard Mídia costs $19/month and does not charge per user, while Hootsuite starts at US$ 99 per user and Sprout at US$ 199 per seat.
They help: Hootsuite generates posts and images, Buffer has AI Assistant, Later provides AI credits, and mLabs writes captions. In all of them, content planning, final artwork, and publishing remain your responsibility. With eBoard Mídia, the monthly content plan, artwork, and caption are ready for your approval.
They centralize comments and DMs in an inbox for a human to answer. Sprout advertises an AI agent on its plans. With eBoard Mídia, the AI SDR responds on its own, using your product context, and takes the lead to WhatsApp.