Hootsuite is like that reliable Honda Accord your colleague has been driving since 2015—it still gets them to work every day without drama, but they're definitely not bragging about the features. As the OG social media management platform that's been around since 2008, Hootsuite does the fundamental job of scheduling posts and corralling multiple social accounts into one dashboard with competent, unsexy efficiency. But in 2024, when every competitor is racing to integrate sophisticated AI, Hootsuite's halfhearted AI features feel like watching someone attach a smartphone holder to a flip phone.
Hootsuite remains a solid choice for established marketing teams and agencies who need reliable multi-platform management and robust collaboration features, but it's hard to recommend for anyone expecting modern AI assistance or good value. If you're already using it and workflows are humming, there's no urgent reason to switch—but if you're evaluating fresh, newer competitors offer better bang for your buck unless you specifically need those enterprise-grade approval workflows.