Social Media Listening & Scheduling · MarTech Vendor
Metricool
Social media management and analytics SaaS for marketers and agencies.
Available information varies by company and source.
Profile record updated:
Company facts
- Official name
- METRICOOL SOFTWARE, S.L.
- Entity type
- COMPANY
- Founded
- 2015
- Headquarters
- Spain
- Company size
- 50–200
- Market cluster / sector
- Social Media Listening & Scheduling
- Market role
- MarTech Vendor
- Official website
- metricool.com
What Metricool does
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.
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.
Strategic context
AI-supported assessment from the existing company research; distinguish interpretation from sourced facts.
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.
Company news briefing
Briefing updated:
Under parent company team.blue and CEO Claudio Corbetta, Metricool has launched "Flows", a new direct messaging automation tool designed to convert social media interactions into customers. This commercial rollout accompanies the release of the 2026 State of AI in Social Media Study, which reveals that while 95% of professionals adopt AI daily, only 6% measure its content quality impact. Additionally, Metricool's multi-platform research indicates a 127% surge in YouTube Shorts views alongside widespread practitioner burnout.
Business model & monetisation
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.
- Core platform subscriptions
- Software Subscription
- Premium analytics and reporting modules
- Software Subscription
- White-label agency licensing
- Software Subscription
- Usage-linked expansion through brand, user and credit limits
- Pay-per-Use
Products & capabilities
No products with linked sources are available in this view.
Unlock Full Intelligence Profile for Metricool
Get unlimited access to corporate ownership, historical M&A transactions, verified tech stack telemetry, and live market signals in the interactive Knowledge Graph.
Verified Ownership & Corporate Hierarchy
Complete corporate hierarchy traversal, shareholder cap table history, and parent holding links sourced from regulatory filings.
360° Tech Stack & Vendor Telemetry
Technical header bidding configurations, sellers.json registry nodes, CMP disclosures, and direct programmatic supply chains.
Live Market Signals & Executive Briefings
Continuous 24/7 monitoring of material M&A deals, executive shifts, product rollouts, and hiring trends across peer entities.
Competitors & alternatives
Track competitor shifts
Receive automated telemetry on strategic moves, acquisitions, and market share shifts across Metricool's competitive landscape.
Social media management SaaS for publishing, analytics, and creator workflows.
Social media, influencer marketing, and creator commerce software platform.
Social media management software for publishing, listening, analytics, and workflows.
Social media management SaaS for publishing, engagement and analytics.
B2B social media management software for publishing, listening and reporting.
Side-by-side comparisons
Recent recorded signals
Dates refer to the source publication. Older entries are historical context, not evidence of a new event.
Instagram Publishes Comprehensive Reels Guide 2026
Platform · Recorded impact score: 2/5
Instagram has published a comprehensive guide for creating Reels in 2026, covering video lengths (3 seconds to 3 minutes), editing tools, templates, AI-assisted editing via the First Draft function, and the Edits app for advanced features like keyframes and voice enhancements. The guide explains adding music, text, captions, and AR effects, as well as remix and collab features. Instagram now prioritizes shares and saves over views for Reels ranking. Additionally, Instagram is testing a 'Reels-first' home screen that displays Reels before posts from followed accounts, a move spotted by expert Radu Oncescu, following a similar test in India in 2025. The optional feature keeps stories at top and starts Reels with sound. Meta reports Reels are shared over 4.5 billion times daily, with video accounting for over 60% of time on Facebook and Instagram.
- Instagram published a comprehensive Reels guide for 2026, including editing and AI tools.
- Recommended Reels length is 3 seconds to 3 minutes.
Metricool Launches Flows: DM Automation Tool That Turns Comments into Customers
Recorded impact score: 3.5/5
Metricool introduces Flows, a new DM automation tool that turns interactions on your content into customers. The feature is now available and highlighted on the company's blog and product menu.
Metricool Launches “Flows”: Turning Social Media Into a Sales Channel
Recorded impact score: 4/5
Metricool has launched a new product called Flows, which turns social media interactions into customers. The company also released its 2026 State of AI in Social Media Study, revealing AI's expanding role in marketing strategies.
Metricool 2026: AI Widely Used in Social Media, Rarely Measured
AI use and measurement in social media · Recorded impact score: 2/5
Metricool’s “State of AI in Social Media 2026” survey of more than 700 global social media professionals finds widespread AI adoption but limited measurement of its impact. 95% of respondents use AI for social-media work (75% daily). Common uses include text/captions (86%) and ideation (84%), while strategic and analytical uses rose markedly year-over-year. However, only 6% measure content quality and 4% measure individual post performance. Organizational safeguards are scarce: 12% report a clear AI policy at work and only 10% always disclose AI use. Metricool highlights that AI is no longer a differentiator; strategic application and human judgement remain critical.
- Metricool published the “State of AI in Social Media 2026” survey of more than 700 global social-media professionals.
- 95% of respondents use AI in their social-media work and 75% use it daily.
Careers & open positions
Open positions indexed from verified career portals and applicant tracking systems.
| Position | Department | Location | Posted |
|---|---|---|---|
| Customer Support Specialist (100% Remote - El Salvador)(Mid-Level) | Customer Support | Multiple locations, Fully Remote | |
| Senior Technical Operations Engineer - Email, Mautic & Data(Senior) | Product Growth | Multiple locations, Fully Remote | |
| Content Creator & Social Media Manager – German & French Markets(Mid-Level) | Marketing | Multiple locations, Fully Remote |
Explore company relationships
Questions about Metricool
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.
Sources & coverage
This profile uses public, official and technically observable information. Missing information does not prove that a product or relationship does not exist. The list below does not imply that every profile statement has been verified.
16 publicly documented primary sources and citations linked across the market graph.
Continue your research on Metricool
Open additional company details, personal Watchlists and your Strategic Intelligence Agent in Polaris7. It monitors your market daily and delivers tailored briefings with clear strategic context whenever relevant news occurs.
Daily intelligent monitoring · Verified primary sources.
Unlock full intelligence profile, ownership & live market signals