Metricool
Metricool is a social media management and analytics SaaS for marketers and agencies.
Analyst Perspective
METRICOOL SOFTWARE, S.L., trading as Metricool, is a Spain-based martech software company that sells a subscription platform for social media planning, publishing, analytics, paid campaign monitoring, reporting and link management. Its products are used by social media managers, marketing teams, agencies, advertisers and SMBs to run organic and paid activity across multiple social and advertising platforms from a single interface. The business operates as B2B SaaS with freemium and tiered paid plans, plus higher-value modules such as advanced reporting, white-label access and usage-linked limits. Metricool’s commercial position is built on combining scheduling, analytics, ad reporting, collaboration and agency workflows in one product at a lower price point than larger enterprise suites. Since 2024 it has been majority-owned by team.blue, adding strategic distribution and cross-sell potential.
Analyst Signal Briefing
Updated: 5 Aug 2026Metricool continues to strengthen its position as a MarTech data authority under the team.blue umbrella, following the appointment of Claudio Corbetta as parent-company CEO. Metricool’s latest 2026 benchmarks detail a 127% year-on-year surge in YouTube Shorts views and the performance dominance of Instagram Reels. These insights, alongside findings on practitioner burnout and high AI adoption rates, reinforce the subsidiary's strategic focus on providing granular market intelligence as team.blue ensures operational continuity through its structured leadership transition.
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Key insights about Metricool
Category Differentiation
Metricool is a B2B social media management and analytics software company, not a social network or a media agency. It does not own advertising inventory or operate a native walled-garden ad platform.
Metricool: About
Metricool creates value by centralising fragmented social media and paid media workflows into one cloud platform. Customers use the software to schedule posts, monitor performance, benchmark competitors, manage inboxes, build link-in-bio pages, generate reports and coordinate multi-user approvals. This reduces tool sprawl and manual reporting work for agencies, brands and SMBs. Revenue is generated primarily through recurring software subscriptions, with account tiering based on brands, users, feature access and usage limits, and with additional monetisation from white-label access and premium reporting capabilities.
How Metricool Works & Monetises
Business model analysis and core revenue streams
Metricool monetises through a freemium subscription SaaS model with tiered paid plans. Pricing scales by number of brands, users, features and usage ceilings such as posts and AI assistant credits. Additional revenue comes from premium analytics and reporting, higher-tier API access, and white-label licensing for agencies and partners. The commercial model is primarily recurring subscription revenue, with minor usage-linked expansion within paid plans.
Revenue Channels
Products & Services in Categories
Verified structural categorizations from the graph
Recent Signals (Metricool)
YouTube Shorts surge but viewer attention falls
A Metricool study analyzing almost 800,000 videos from over 71,000 YouTube channels finds that Shorts now generate the majority of YouTube views (61%) and Shorts views rose 127% year-over-year, but average watch time per Short dropped to 16 seconds. Overall views rose 76% while engagement fell 45% and average playback time declined 37%. Monetization metrics — ad impressions, monetized plays and estimated ad revenue — each fell by more than 50%, with estimated revenue per video down 55%. Alphabet’s reported YouTube ad revenue grew year-over-year, indicating the study offers a partial view. Analysts recommend combining Shorts and longform formats to attract new audiences while retaining attention and improving long-term engagement.
Read original sourceYouTube success: Longform, Regular Posting, Thematic Focus
A Metricool study analyzing 799,718 videos from 71,177 YouTube channels (comparison February 2025 vs February 2026) finds that longform videos significantly increased average views (+76% from 3,404 to 5,985 per video) and estimated watch time (+11%), while average watch duration per video fell from 3.98 to 2.51 minutes (-37%) and engagement rate declined (-45%). Shorts grew faster in raw views (+127%) and now account for 61% of all YouTube video views, though average watch time for Shorts is around one-third that of classic videos. About 10.08% of channels moved up a size tier (2,000–10,000 subscribers saw the highest uplift at 16%). The study recommends combining Shorts for reach with longform for education and trust, plus thematic specialization and regular posting for sustained discoverability.
Read original sourceMetricool study: Social media roles under strain
Metricool's 2026 research analysed more than 39 million posts from over one million accounts across 10 platforms and shows mixed platform performance and growing stress on practitioners. TikTok saw significant declines in views, reach and interactions year-over-year, while Instagram showed increased publishing and higher views and engagement. LinkedIn metrics shifted toward fewer visible reactions but higher overall engagement, with personal brands outperforming company pages. Separate Metricool reports show 96% of social media professionals use AI tools (72.5% daily) but many doubt AI content quality or fail to track AI performance. A wellbeing survey of ~1,000 professionals found 73% work outside contracted hours and nearly half report burnout. Metricool’s Anniston Ward will present these findings at DMWF North America on September 9.
Read original sourceMetricool: Frequently Asked Questions
What is Metricool?
Metricool is a B2B SaaS platform for social media planning, publishing, analytics, paid campaign reporting, reporting automation and related marketing workflows.
Who uses Metricool?
Metricool is used by social media managers, marketing teams, digital agencies, advertisers, creators working professionally, and SMBs managing multiple social channels.
How does Metricool make money?
Metricool makes money through freemium-to-paid subscription plans, premium reporting and analytics features, white-label access, and usage-based expansion within paid tiers.
Company Facts
- Founded
- 2015
- Headquarters
- Spain
- Core Segment
- MarTech Vendor
- Company Size
- 50–200
- Official Link
- metricool.com