Later (formerly Latergramme) in Vancouver offers an Instagram focused social media marketing platform, which supports the planning and scheduling of content to Instagram, as well as Twitter, Facebook, and Pinterest.
$25
per month
Meltwater
Score 7.8 out of 10
N/A
Meltwater Media Intelligence platform is a set of public relations software tools for media monitoring, social media monitoring, and collecting brand insights. The four areas of functionality are Monitor, Analyze, Distribute, and Engage. (Note that this product combines features from the vendor Meltwater's former Buzz, Press, and News products.)
The only other monitoring services I have used live within social media channels including Facebook analytics, Twitter analytics and Instagram analytics. I also use Hootsuite to manage and monitor all social channels almost exclusively. These are simple programs, that can be …
Verified User
Former Employee
Chose Meltwater
We decided that we would use Meltwater in addition to using Cision PR Software. While Cision PR Software is a valuable tool for researching and contacting journalists, it did not offer us the same ability to search for clippings in traditional and across social media. …
I have only ever used Hootsuite previously for social media planning and scheduling but that did not allow for listening or analysis options so can't really be compared.
Features
Later Social
Meltwater
Publishing
Comparison of Publishing features of Product A and Product B
Later Social
8.8
2 Ratings
9% above category average
Meltwater
-
Ratings
Content planning and scheduling
10.02 Ratings
00 Ratings
Content optimization
8.32 Ratings
00 Ratings
Workflow management
8.02 Ratings
00 Ratings
Channel coverage/integration
Comparison of Channel coverage/integration features of Product A and Product B
Later Social
8.6
2 Ratings
3% above category average
Meltwater
-
Ratings
Twitter
7.02 Ratings
00 Ratings
Facebook
8.42 Ratings
00 Ratings
LinkedIn
7.92 Ratings
00 Ratings
Instagram
10.02 Ratings
00 Ratings
Pinterest
10.01 Ratings
00 Ratings
YouTube
8.32 Ratings
00 Ratings
Reporting/analytics
Comparison of Reporting/analytics features of Product A and Product B
Later Social
4.0
1 Ratings
63% below category average
Meltwater
-
Ratings
Campaign success analytics
4.01 Ratings
00 Ratings
Account management
Comparison of Account management features of Product A and Product B
The free version is more than enough for personal use. But if you have a small business or if you're trying to grow your brand, it's better to use one of the premium plans. It's worth it. Later is especially useful if you manage multiple accounts for multiple brands/companies because you'll be managing everything with just one tool
Meltwater is well-suited for agencies that have an engagement team who is looking to service a variety of client needs such as social media reporting, public relations outreach, and community management. If you're looking to have a platform serve just one need, you can still use Meltwater but will get more bang for your buck if you are needing a variety of tools.
Media research - you can search for relevant publications and journalists to add to your media list.
Earned media coverage - you can search for coverage of your brand and find news stories that also include data that may be useful (how many people did the story reach for example).
Building media lists - if you have no current existing list, you can build and export one in Excel for example.
I wish I could edit the look and feel of my pictures within Later a little easier. There are standard filters, but for brand sake, I need everything to be consistent.
I wish there was a direct integration with things like Canva and Lightroom to make uploading and editing my images seamless.
The biggest thing I wish Later did was allowing a better threshold for the free accounts. All of the helpful and useful features are for paid only (video posts, multi-image posts, analytics, etc). I can't justify the cost for just a few posts a month. I end up doing all of the video and multi-image posts manually, which lately has me questioning the benefit of Later's free version as a small business.
The dashboards are not user-friendly, customizable (color, font size, etc.), or worthy of presenting to a client. All of the insights from a dashboard get pulled from the platform and placed into a more client-friendly presentation.
Paywalls for certain publications connected to who-knows-what. DowJones racket limits media monitoring capabilities and results in manual searches for a growing number of publications.
TVeyes, the broadcast monitoring arm of the media monitoring capabilities, just needs TLC and to become more client-facing. Currently, the links produced to share clips look sketchy, and they have a relatively short shelf life.
Meltwater works well for our organization and has allowed us to meet our internal goals. We are always open to new products and services that may be able to provide similar or better features; however, our experience has been that many of Meltwater's competitors are not up to the task.
The desktop site is almost perfect, I love it. I love that I can drag and drop, I love that I can easily and quickly switch to analytics and switching profiles... love the ease of link in bio. so great!
Once you get some basic training it's pretty easy to use. I would like to see training manuals, or instructional videos to help me explore features I'm not currently using.
Later are not just a software tool, they also provide marketing advice, tips, and tutorials via their blog. I’ve only had to reach out to them for help a few times and have found them to respond much faster than other tools in their category. I receive weekly emails with updates, marketing tips and invites to online events. I look forward to their emails as I’ve learned a lot of things that I’ve been able to actually implement.
Our account rep at Meltwater went dark for a long time. Then, a couple of weeks ago, our new account manager reached out to set up a meeting. Apparently, they had a big shakeup in the company, and there were some personnel changes. Our new account rep was great in discussing the platform's capabilities that were available to us and even offered to schedule a follow-up meeting with his technical team to introduce our new social media team members to the platform and how it could help them with their jobs.
I went with Later for the lower cost subscription. The Hootsuite copy features is missed, but Later has hashtag suggestions which is nice. I really need something to post across multiple platforms. I also needed the ability to schedule more than the 5 free scheduled posts offered by Hootsuite. Later has been working great for what I need it to do to support my small event promotion business.
I was looking for a full-service option. I did some research. What really sold me was the presentation. They offered products that were helpful, and I wasn’t even aware of them. It is more expensive than the other products that are out there, but you get more. The other companies are good, but Meltwater Media Intelligence is more full service.
Increased social media involvement - Since utilizing Later and another social media scheduling tool, we have seen our growth rise as much as 12% in just a few months. This includes followers, likes, and engagement. This is huge for us since social media is a great way to generate new customers and increase brand awareness.
Easier reporting - Analytics tools on most of the big three (Facebook, Instagram, and Twitter) are pretty limited. Later is a great way to take a look at our Analytics, and it makes it easy to understand the numbers.
As a PR firm, we rely on the media databases that [Meltwater Media Intelligence Platform] supplies to deliver the media exposure that they expect from us.
We utilize their tracking of media hits for our overall reporting to our clients.
Both of these are advantageous in helping us to not only keep our existing clients happy but also to gain new clients (and, in turn - revenue), as well.
