Iconosquare vs Loomly in 2026: Analytics-led management vs approval-led calendars
Iconosquare gives reporting-heavy teams more measurement depth, while Loomly offers a notably complete approval-led calendar for a three-person team from its Starter plan.
Iconosquare
Loomly- Iconosquare supports eight listed networks and puts its deepest reporting, approvals, campaign tools, and listening on Scale from €69 per month billed yearly.
- Loomly Starter includes three users, 12 social accounts, unlimited calendars, approval workflows, custom roles, and advanced analytics for $65 per month.
- Iconosquare Launch adds automated reports and a unified inbox, while Loomly offers exportable reports on both published self-serve plans and scheduled reports on Beyond.
- Loomly lists Instagram, Facebook, LinkedIn, TikTok, YouTube, Threads, Pinterest, Google Business Profile, and Snapchat; Iconosquare lists eight networks and does not schedule long-form YouTube videos.
- Iconosquare Custom adds white-label reporting, whereas Loomly Beyond adds custom branding, a branded subdomain, favicon, and logo.
- Both products treat social listening as a constrained capability rather than an unlimited data source: Iconosquare lists it on Scale and Loomly publishes two monthly uses on Starter and five on Beyond.
The choice between Iconosquare and Loomly starts with what happens after a post is drafted. Iconosquare is the stronger fit for a social manager who must connect publishing to dashboards, campaign tracking, groups, listening, and report delivery. Loomly is built around the editorial calendar and makes formal review unusually accessible: its $65 monthly Starter plan includes three users, 12 accounts, unlimited calendars, approval workflows, custom roles, and advanced analytics. Iconosquare begins at €9 per month billed yearly, but its inexpensive tiers are designed for a solo manager. Scale, from €69 per month billed yearly, is where three users, approvals, campaign tools, and listening arrive. Choose Iconosquare when reporting is the organising discipline. Choose Loomly when stakeholders must reliably review and approve brand or client content before it publishes.
The tools at a glance
Iconosquare
Analytics-first social management with publishing, reports, inbox, approvals, and listening
Iconosquare is a measurement-first social management product. Its calendar supports eight networks, cross-posting, network-specific captions, first Instagram comments, collaboration-post scheduling, templates, media library, and grid preview. The publishing workflow is solid, but it is meant to feed a reporting environment with more than 100 metrics, audience insights, campaign and competitor analysis, custom dashboards, report templates, and scheduled delivery. A social lead who has to explain performance to clients or leadership will notice that emphasis quickly.
Its plan ladder requires some care. Free covers up to two profiles, 10 monthly posts per profile, and one month of analytics. Starter has five profiles, 30 posts, one year of history, custom dashboards, and AI content tools. Launch adds automated reports and the unified inbox. Scale is the first real team tier: three users, up to 20 profiles, unlimited posts, approvals, collaboration, campaign tracking, listening, and one group. Custom adds unlimited groups and white-label reporting. A buyer who needs approval should not evaluate Iconosquare from its €9 entry price.
There are useful limitations to keep visible. Iconosquare lists Instagram, TikTok, Facebook, LinkedIn, X, Threads, Pinterest, and YouTube, but describes Shorts scheduling rather than long-form YouTube video scheduling. Its unified inbox appears from Launch, and its listening capabilities are in the Scale plan summary. For a reporting-led team this is a clear, sensible package. For a small collaborative team whose main issue is sign-off on content, Loomly supplies the core workflow earlier.
| Feature | Free €0/month | Starter From €9/month billed yearly | Launch From €33/month billed yearly | Scale From €69/month billed yearly | Custom From €116/month billed yearly |
|---|---|---|---|---|---|
| Social profiles | Up to 2 | Up to 5 | Up to 5 | Up to 20 | 5 to unlimited |
| Users | 1 | 1 | 1 | 3 | 1 or unlimited |
| Posts per month | 10 per profile | 30 | 100 | Unlimited | Unlimited |
| Automated reports and inbox | ✗ | ✗ | ✓ | ✓ | ✓ |
| Approvals, campaigns, and listening | ✗ | ✗ | ✗ | ✓ | ✓ |
| Groups | ✗ | ✗ | ✗ | 1 | Unlimited |
Loomly
Collaborative social calendar for planning, approvals, publishing, engagement, and reporting
Loomly’s calendar is more than a queue. Teams can create separate calendars for a brand or client, move and duplicate posts, add recurring posts, filter by campaign labels, and preview network-specific versions before scheduling. The product pairs that editorial centre with post mockups, a media editor, content inspiration, an Ideas board, and integrations with Canva, Google Drive, Unsplash, and Giphy. It is a practical workspace for managing what is going to be published and who must sign it off.
Starter is unusually generous for a small team. It includes 12 social accounts, three users, unlimited calendars, approval workflows, custom roles and workflows, advanced analytics, exportable reports, and two social-listening uses per month for $65 monthly or $49 monthly billed yearly. Loomly’s integration directory lists Instagram, Facebook, LinkedIn, TikTok, YouTube, Threads, Pinterest, Google Business Profile, and Snapchat. Snapchat is a push-notification workflow, so a buyer should not treat every listed connection as identical direct publishing.
Beyond is $332 monthly or $249 monthly billed yearly and expands to 60 accounts and unlimited users. It adds custom branding, a branded subdomain, scheduled reports, 2FA enforcement, extended AI usage, and five social-listening uses per month. That large price step makes Starter the more interesting tier for a small team. Loomly is less compelling for an analytics-heavy operation that needs campaign and competitor measurement across groups, but it gets the human approval loop right without making the first collaborative plan expensive.
| Feature | Starter $65/month, or $49/month billed yearly ($588/year) | Beyond $332/month, or $249/month billed yearly ($2,988/year) | Enterprise Custom pricing |
|---|---|---|---|
| Social accounts | 12 | 60 | 61+ |
| Users | 3 | Unlimited | Unlimited |
| Calendars | Unlimited | Unlimited | Unlimited |
| Approval workflows and roles | ✓ | ✓ | ✓ |
| Social listening | 2 per month | 5 per month | Custom |
| Scheduled reports and custom branding | ✗ | ✓ | ✓ |
Head-to-head feature comparison
| Feature | Iconosquare | Loomly |
|---|---|---|
| Starting price | €9/month billed yearly | $65/month, or $49/month billed yearly |
| Free plan | Yes | No permanent free plan published |
| Core strength | Analytics and reporting | Calendar planning and approvals |
| Listed networks | Instagram, TikTok, Facebook, LinkedIn, X, Threads, Pinterest, YouTube | Instagram, Facebook, LinkedIn, TikTok, YouTube, Threads, Pinterest, Google Business Profile, Snapchat |
| Users on first paid tier | 1 on Starter | 3 on Starter |
| Approval workflow entry | Scale, from €69/month billed yearly | Starter |
| Unified inbox entry | Launch, from €33/month billed yearly | Saved replies and conversation assignment listed; plan entry not separately stated |
| Automated or scheduled reports | Automated reports on Launch | Scheduled reports on Beyond |
| Campaign and competitor analysis | Scale | Campaign labels and account or post analytics |
| Listening allowance | Scale | 2 monthly uses on Starter, 5 on Beyond |
| White-label or workspace branding | White-label reporting on Custom | Custom branding on Beyond |
Which should you choose?
IconosquareLoomlyIconosquareLoomlyIconosquareLoomlyIconosquare and Loomly overlap on the visible basics, but they reward different working habits. Iconosquare asks a manager to treat measurement as part of daily social management, then unlocks reports, inbox, approvals, campaign tools, and listening through its plan ladder. Loomly treats the calendar and the review path as the centre, and gives a small team three users, 12 accounts, and approvals on Starter. Iconosquare is the more considered choice for reporting depth; Loomly is the cleaner choice when a stakeholder approval loop is non-negotiable and the team is still small.
Bottom line
Choose Loomly Starter for a three-person brand or agency team that needs an approval-led calendar, 12 accounts, unlimited calendars, and advanced analytics without moving to a higher tier. Choose Iconosquare Launch when one manager needs automated reports and an inbox, then Scale when approvals, listening, groups, and campaign analysis become real requirements. Choose Iconosquare Custom only where white-label reporting is worth the sales-led upgrade. Neither product should be selected purely from its cheapest plan when the actual work includes collaboration.
Frequently asked questions
Is Loomly or Iconosquare better for a small agency that needs client approval workflows?
Loomly is the better fit for a small agency that needs client approval workflows immediately because Starter includes three users, 12 accounts, unlimited calendars, approvals, and custom roles. Iconosquare adds approvals and collaboration on Scale, from €69 per month billed yearly.
Which tool has better social media analytics and scheduled reporting, Iconosquare or Loomly?
Iconosquare is the stronger choice for social media analytics and reporting because its product centres on 100-plus metrics, dashboards, groups, campaign and competitor analysis, and automated reports from Launch. Loomly provides advanced analytics and exports on Starter, with scheduled reports on Beyond.
Can Iconosquare schedule long-form YouTube videos for a brand?
Iconosquare does not publish support for scheduling long-form YouTube videos. Its profile states that it can schedule Shorts and cross-post vertical video to Reels and TikTok, so a team with a long-form YouTube calendar should validate that workflow before choosing it.
Does Loomly Starter include a branded client portal or scheduled reports?
Loomly Starter does not include custom branding or scheduled reports in the published comparison. Those features begin on Beyond, which includes a branded subdomain, custom favicon and logo, and scheduled report delivery. Starter still includes exportable reports and advanced analytics, so a team can share results manually before that upgrade.
Should a solo social media manager choose Iconosquare Starter or Loomly Starter?
A solo social media manager focused on lower-cost publishing and measurement should choose Iconosquare Starter first, as it starts from €9 per month billed yearly. Loomly Starter makes more sense when the manager needs its three-user approval workflow and 12-account allowance from the start.
Reviewed by Filipe Lins DuarteCo-Founder & CEOVast experience talking to customers and users to understand what good software looks like. Background spans commercial and product roles.
Checked by John RiceCo-Founder & CTO15+ years building tech products and web applications. Conducted hundreds of user interviews to know what a good product looks like.
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