An agency needs software that fits its client service. A publishing retainer, ongoing community management and responsibility for ads have different requirements. Resolve client approval, channel coverage and access before price.
This comparison is written by Utin. The shortlist uses our product scope and official vendor sources, rather than an independent benchmark or verified customer review scores.
Shortlist by service
| Your service | Candidates to examine | Deciding question |
|---|---|---|
| Content planning and publishing | Buffer, Metricool, Utin | Are the client’s actual networks and formats supported? |
| Client approval inside the tool | Agorapulse, Metricool, Buffer | Can clients approve the right version without publishing access? |
| Organic publishing and supported ads | Utin, Metricool | Can it operate your campaign type, or only display results? |
| Comments and messages | Utin, Agorapulse, Metricool | Which exact conversation types are covered on each client network? |
Metricool lists Brands, team access and approvals by plan. Agorapulse documents publishing approvals and shared calendars. Buffer documents channel permissions and approval. Plan limits differ.
Where Utin fits, and its limits
Utin publishes to Facebook, Instagram, Threads, TikTok and YouTube. A company can have multiple workspaces. Company-level member permissions cover administration, content, engagement, automations, and ads and analytics.
This is relevant when an agency performs several of those tasks for the same client. However, Utin has no native approval workflow. A contract requiring client approval inside the tool needs an external process or another product.
LinkedIn publishing is not supported. Organic TikTok publishing is available; TikTok Ads is not ready for customer use. Advertising covers Meta campaigns and standard, non-retail Google Performance Max. It does not include Google Search. Check the capability matrix.
Price the whole service
Compare the same number of clients, profiles and people. Vendor starting prices may describe very different configurations.
For an illustrative example, six clients with four social profiles each require 24 profiles. If four staff work in the tool and two client contacts review drafts, the quote must account for four operators and those external reviews. A “brand” is not necessarily one profile.
| Cost or constraint | Record for each candidate |
|---|---|
| Software | Subscription, profile/brand capacity, seats and required add-ons |
| Reporting | Actual time to produce one agreed client report |
| Review | Time managing versions, feedback and final clearance |
| Ads | Additional provider tools needed; keep media spend separate |
| Migration | Account setup, training and preservation of historical data |
If one configuration costs NOK 600 more per month but saves two measured working hours, evaluate that difference using your own labor cost. These are illustrative inputs, not Utin prices or a savings promise.
Test a demanding client first
Choose a client with real content volume, conversations and an upcoming report. Use test accounts or explicitly agreed limited live work. Do not change a campaign budget merely to demonstrate a feature.
- Confirm the operator sees the intended company and accounts.
- Prepare three real post formats and document their review.
- Apply client feedback and identify the final cleared version.
- Follow up a supported conversation without losing client context.
- Produce the agreed report with consistent periods and definitions.
- Check access and handover when someone leaves the team.
Record what works, what requires another tool and what blocks service delivery. Use the social media handover process to capture responsibility alongside account access.
Decide your next step
If you also manage advertising, compare Utin and Metricool. If account organization is the main problem, use the multi-brand tool comparison.
Create a Utin account when the channels, review process and campaign scope match your client service.
Vendor sources and product scope reviewed 25 October 2026.