Hootsuite Review 2024: Is This AI-Powered Social Media Tool Worth It?

Writer
Fact-checked by Laurynas Cesnys
Editor
Updated on: October 8, 2024

As someone who's used many social media management tools over the years, I've had Hootsuite in my radar since its launch. In this in-depth Hootsuite review, I'll explore what this platform offers in 2024 and whether it still holds up in the fast-paced world of social media.

Hootsuite is designed to centralize your social media efforts, providing a dashboard for scheduling posts, monitoring engagement, and analyzing performance across multiple platforms. Recently, they've introduced AI capabilities with OwlyWriter AI, aiming to enhance content creation for social media.

I’ll explore key features, pricing, user experience, and how it compares to competitors. Whether you're new to social media management or a pro, I'll provide an honest look at Hootsuite's strengths and weaknesses to help you decide if it's the right tool for your needs.

My First Impressions: Setting Up and Learning How Hootsuite Works

As someone who's used various social media management tools over the years, I was curious to see how Hootsuite would stack up, especially with its new AI features. 

The installation process was straightforward. I simply signed up on the website and I just like that I had my Hootsuite account. Within minutes, I was staring at the Hootsuite dashboard, ready to dive in. A good thing to note is that it allows you to have a 30 days free trial, which is much more time than many other competitors, but you do have to add a card to get access to it.

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My first impression? Hootsuite interface was cleaner and more intuitive than I expected, given some of the dated interfaces I'd seen in screenshots online.

One of the things that stood out to me was how the Hootsuite dashboard managed to balance comprehensive functionality with a relatively uncluttered layout. I could see all my connected social accounts at a glance, and the column-based structure made it easy to monitor multiple feeds simultaneously.

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Overall, my first impressions of using Hootsuite were positive. The platform delivered on its promise of being a comprehensive social media management tool, and it seemed very complete. 

Hootsuite's Key Features: Dashboards, Scheduling, Social Media Analytics and AI

After spending several weeks using Hootsuite, I found that certain features stood out as particularly useful for managing my social media accounts. The platform's AI-driven functionalities and intuitive interface made my work more efficient and effective, and now I see why other managers think it's the best social media management platform. Here's a breakdown of the key features that impressed me the most:

Most Useful Features

  • Unified Dashboard: Hootsuite works wonders in centralizing all my accounts in one place, making it easy to monitor and manage multiple platforms simultaneously.
  • OwlyWriter AI: This AI-powered tool assisted in generating post ideas and crafting captions, which was particularly helpful when I faced writer's block.
  • Scheduling Tool: The ability to schedule posts across various social media platforms saved me a lot of time: I could plan content for weeks in advance!
  • Hootsuite Analytics: Hootsuite's comprehensive social media analytics helped me track the performance of my posts and campaigns, allowing me to refine my social media strategy based on data-driven insights.
  • Social Listening: The platform allows me to stay on top of brand mentions and industry trends, helping me engage with my audience more effectively and improving my social media marketing strategies.
  • Inbox: The unified social inbox streamlined my engagement process, enabling me to respond to comments and messages from various platforms via Hootsuite.

Features I Didn't Use as Much

While Hootsuite offers a wide array of features, there were some I didn't utilize to their full potential:

  • Content Curation: Although Hootsuite provides content suggestion tools, I found myself relying more on my own research and creativity for post ideas.
  • Advanced Reporting: The in-depth reporting features seemed more suited for larger organizations with complex social media strategies. For my needs, the basic analytics sufficed.
  • Team Collaboration: I primarily used Hootsuite solo, but the team collaboration features seemed robust, allowing for easy task delegation and approval workflows.
  • App Integrations: Hootsuite has numerous third-party app integrations, but I stuck to the core features and didn't explore many additional apps.

The Pros and Cons: My Honest Opinion

Here's my honest take on what works, what doesn't, and how it stacks up against the competition.

What I Love Most About Hootsuite

Hootsuite's AI capabilities truly stand out in the crowded field of social media management tools. 

  • The OwlyWriter AI feature is a game-changer for content creation. It's not just a basic text generator; it's a tool that understands the nuances of social media writing. I've found it incredibly helpful for generating post ideas, crafting captions, and even suggesting relevant hashtags.
  • Another aspect where Hootsuite shines is its comprehensive analytics. The AI-powered insights go beyond simple metrics, offering actionable intelligence that has helped me refine my social media strategy.
  • Hootsuite is a great tool to track sentiment and identify trends using AI-driven social listening has given me a deeper understanding of my audience and industry conversations.

Areas Where I Think It Falls Short

Though Hootsuite generally stands tall in many areas, it's not without its limitations.  

  • One aspect where I feel it could improve is in its content personalization. Although OwlyWriter AI is impressive, I sometimes find the generated content a bit generic. It would be great to see more advanced AI that can truly capture a brand's unique voice and style.
  • Another area of potential improvement is the integration of AI across all features. While Hootsuite has made significant strides in incorporating AI, some aspects of the platform still feel disconnected from these advanced capabilities.
  • A more cohesive AI experience throughout the entire platform would be welcome.

How It Compares to Competitors: Hootsuite Alternatives

When it comes to social media management tools, Hootsuite faces stiff competition. Let's see how it measures up against some popular alternatives:

Hootsuite vs. Buffer

Features: Hootsuite has a more comprehensive suite of tools, especially when it comes to AI capabilities. While Buffer has a clean, user-friendly interface, it lacks the advanced AI features like OwlyWriter that Hootsuite provides.

Usability: Buffer is known for its simplicity, making it easier for beginners. Hootsuite, while more feature-rich, can have a steeper learning curve.

Let's talk money: Hootsuite tends to be pricier, especially for larger teams, but the additional features may justify the cost for many users.

Hootsuite vs. Sprout Social

Features: Both platforms offer robust features, but Hootsuite stands out with its AI-powered content creation and listening tools. Sprout Social excels in its CRM-like features and detailed analytics.

Usability: Sprout Social often receives praise for its intuitive interface, while Hootsuite's dashboard can feel cluttered for some users.

Let's talk money: Sprout Social is generally more expensive, positioning itself as a premium option. Hootsuite has more flexible tiers.

Hootsuite vs. FeedHive

Features: Feedhive is a newer player focusing heavily on AI-driven content creation. While it offers impressive AI capabilities, Hootsuite provides a more well-rounded platform with additional features like team collaboration and extensive integrations.

Usability: Feedhive's AI-first approach makes content creation very straightforward. Hootsuite, while powerful, requires more time to master all its features.

Let's talk money: Feedhive comes in at a lower price point, making it attractive for smaller businesses or individual users. Hootsuite's cost reflects its broader feature set and established market position.

Using Hootsuite AI Functionalities

Hootsuite has embraced artificial intelligence to enhance user experience and streamline social media management tasks.

  • One of the standout AI-powered features is OwlyWriter AI. This tool can be a game-changer for content creation. It helps generate post ideas, craft captions, and even suggest relevant hashtags. I've found it particularly useful when I'm facing writer's block or need to quickly produce content for multiple platforms.

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  • Another impressive AI functionality is Hootsuite's advanced analytics. The AI-driven insights go beyond basic metrics, offering predictive analysis and trend forecasting. This has helped me make more informed decisions about my content strategy and posting schedule.

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  • The AI-powered social listening tool has also been invaluable. It not only tracks mentions and sentiment across various platforms but uses AI to provide more nuanced analysis of brand perception and industry trends. This has allowed me to stay ahead of the curve and respond to emerging conversations more effectively.

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These AI features have significantly impacted my workflow. Tasks that used to take hours, like content ideation and performance analysis, can now be accomplished in a fraction of the time. 

However, it's worth noting that while the AI functionalities are impressive, they're not perfect. AI generated content needs human refinement to truly capture brand voice and nuance. The time and effort saved are substantial, but this is not meant to replace a human being.

Overall, Hootsuite's integration of AI has elevated it from a simple scheduling tool to a  social media management powerhouse. The AI features have not only improved efficiency but also enhanced the quality of my social media efforts, making it easier to create engaging content and derive meaningful insights from social data.

The Impact on Social Media Management Process

Hootsuite, with its AI features, has transformed my daily social media routine. As a social media management platform, it's optimized how I create content, schedule posts, and analyze performance. The AI-powered OwlyWriter has been a game-changer, helping me overcome writer's block and maintain a consistent posting schedule without sacrificing quality.

The ability to schedule posts across multiple platforms, combined with AI-suggested optimal posting times, has streamlined my workflow and improved my social media performance metrics. I can now batch-create content for weeks in advance, knowing Hootsuite will handle the posting at the most engaging times. So yes, Hootsuite can be your best ally to manage your social media. 

Integrating AI into my workflow did present some challenges. I was initially skeptical about AI-generated content quality, but I overcame this by using OwlyWriter as a starting point and adding my personal touch. Learning to interpret the comprehensive AI-powered analytics was also daunting at first, but I tackled it by focusing on key metrics aligned with my goals, bettering my social media campaigns. 

The impact of Hootsuite's AI features on my social media management process has been profound. It's not just about saving time; it's about improving the quality and consistency of my social media content. While there was a learning curve, the benefits far outweigh the initial challenges, allowing me to focus more on strategy and engagement rather than getting bogged down in day-to-day tasks.

Value for Money: My Take on Hootsuite Pricing

Hootsuite's Pricing Plans

There are three main pricing tiers. It's worth noting that you'll save some money if you pay a year for Hootsuite, rather than paying monthly.  

  • The Professional plan starts at $99 per month (billed annually) or $149 month-to-month, allowing one user to manage up to 10 social accounts.
  • The Team plan costs $249 per month (annual billing) or $399 month-to-month, supporting three users and 20 social accounts.
  • For larger organizations and big social media teams, the Enterprise plan offers custom pricing with five or more users and 50+ accounts.
  • They don't offer a free plan, but theres's a Hootsuite free 30-day trial for new users to get to know the platform.
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Considering the Investment in AI-Powered Tools

When evaluating Hootsuite's pricing, I had to consider the value of its capabilities. The OwlyWriter AI feature is a significant factor. I weighed this against the time I'd save on content creation and the potential improvement in my social media performance. It's not just about the monthly cost, but the return on investment in terms of efficiency and effectiveness.

For my work, the AI capabilities of Hootsuite have been truly useful. The time saved on content creation and the insights gained from AI-powered analytics have significantly improved my social media strategy. 

While the pricing might seem steep at first glance, I've found that the efficiency gains and improved engagement rates have more than justified the cost. The AI features have allowed me to punch above my weight in terms of content quality and posting consistency. So, despite the cost, Hootsuite professional is still a great option for my particular case as a freelancer.

Comparison with Other AI-Enhanced Tools

When comparing Hootsuite's pricing with other AI-enhanced social media management tools:

  • Buffer: Offers a more affordable entry point; however, it lacks some of Hootsuite's advanced AI features.
  • Later: Provides a free plan and paid plans starting at $17/month. While cost-effective, its AI capabilities are not as comprehensive as Hootsuite's.
  • Sprout Social: Features similar AI tools but at a higher price point, starting at $199/month for the Standard plan.
  • Sendible: Offers AI-powered features at a competitive price, starting at $24/month for the Creator plan.

Real-World Application

In my experience as a freelance marketer juggling different clients, Hootsuite's AI features have proven their worth. For example, during a recent product launch for a client, I leveraged OwlyWriter AI to generate content across multiple social media accounts. This AI-assisted approach allowed me to maintain a consistent posting schedule and tailor messages for each social network, increasing engagement compared to previous campaigns.

The AI-powered analytics on this social media management platform were crucial when I needed to understand why certain posts outperformed others. By analyzing the data, I have uncovered optimal posting times and content types for different projects. These insights helped me refine social media strategies and allocate resources more effectively.

My Tips on Leveraging AI in Social Media Strategy

For those looking to leverage AI in their social media strategy, I recommend starting with a clear goal. Whether it's increasing engagement, saving time, or improving content quality, focus on how AI can help achieve that specific objective. Once the objective is clear, it’s much easier to fully take advantage of tools like Hootsuite, which will make you reach your goal easier. 

Experiment with AI-generated content, but always add a personal touch to maintain authenticity. Regularly review the AI-powered insights and be prepared to adjust your strategy based on the data. This applies for everyone, forma a small business to larger companies. 

Exploring Hootsuite's Plans: Finding the Right AI-Powered Fit

I've had the opportunity to work with various Hootsuite plans. I started with Hootsuite Professional, which offered a solid introduction to AI-powered features like OwlyWriter and basic analytics. As my client base grew, I upgraded to the Team plan, which provided more robust AI capabilities and allowed for collaboration. 

However, at least for my case, I think that working freelance and not as part of a team, I benefit more from the Profesional plan. Sure, there are some benefits I might miss out on, but the tools I need to make my work more efficient are all on the Profesional plan, so investing more money is not necessary. 

Determining the right plan for my AI-driven social media needs was a process of trial and error. I evaluated factors such as the number of social accounts I needed to manage, the depth of analytics required, and the level of AI assistance I wanted for content creation. 

So, for small businesses or solo marketers like me, I'd recommend the Hootsuite Professional plan. It offers a good balance of AI features without overwhelming users. The Team plan is ideal for growing agencies or businesses with multiple social media managers who need advanced AI tools and collaboration features. 

For large enterprises with complex social media strategies across multiple brands or departments, the Enterprise plan's customizable AI solutions and dedicated support make it the best choice.

Is Hootsuite Worth It for You?

I can say that Hootsuite’s AI features have transformed my approach to social media management. The AI-powered content creation and analytics tools have significantly boosted my productivity and the effectiveness of my campaigns.

Hootsuite's impact on my work has been substantial. It's streamlined my workflow, helped me create quality content and provided valuable insights that have enhanced my social media strategies. The time saved and the improved results make it a worthwhile investment for me.

Businesses and marketers looking for a comprehensive social media management tool with robust AI capabilities should look into Hootsuite. It's particularly helpful for those managing multiple accounts across various platforms and seeking data-driven insights to improve their performance in social media.

If you're seeking to leverage AI for more effective social media management, Hootsuite may be your best option. While it may not be the cheapest option, the combination of its extensive features and AI-powered tools make it a great tool if you want to get serious about optimizing your social media presence.

About Author:
Jorge Rey is a driven writer with a passion for exploring the topics of technology, business and creativity. Drawing on his diverse writing background and talent for transforming complex topics into engaging, accessible content, Jorge delivers meticulously researched articles to help readers navigate the worlds of digital entrepreneurship and personal finance. Jorge believes in the power of knowledge to transform lives and is committed to empowering his audience with the trustworthy, actionable insights they need to thrive.
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