Adobe Express
Metricool
| Feature | Adobe Express | Metricool |
|---|---|---|
| Pricing | Free / from $9.99/mo | Free / from $22/mo |
| Free Plan | ✓ Yes | ✓ Yes |
| Rating | 4.3 / 5 | 4.4 / 5 |
| Best For | social-media-managers, small-businesses, marketers, content-creators | marketing-agencies, social-media-managers, small-businesses, digital-marketers |
| Founded | 2021 | 2016 |
| Templates | ✓ | ✗ |
| Ai Image Generation | ✓ | ✗ |
| Background Removal | ✓ | ✗ |
| Animation | ✓ | ✗ |
| Brand Kit | ✓ | ✗ |
| Video Editing | ✓ | ✗ |
| Resize | ✓ | ✗ |
| Scheduling | ✗ | ✓ |
| Analytics | ✗ | ✓ |
| Inbox | ✗ | ✓ |
| Smartlinks | ✗ | ✓ |
| Competitor Analysis | ✗ | ✓ |
| Ad Tracking | ✗ | ✓ |
✓ Adobe Express Pros
- Adobe Firefly AI integration
- Huge template library
- Remove background instantly
- Animate designs easily
✗ Adobe Express Cons
- Less powerful than full Creative Cloud apps
- Watermarks on free tier AI content
- Limited advanced editing
✓ Metricool Pros
- Comprehensive analytics across platforms
- Ad campaign tracking (Meta, Google)
- SmartLinks for bio pages
- Competitor analysis built in
✗ Metricool Cons
- Interface can feel busy
- Limited reporting customization
- Some features only in higher plans
The Verdict
Adobe Express is built for social media managers and small businesses, with a focus on templates and ai-image-generation. Metricool targets marketing agencies and social media managers and leads with scheduling and analytics.
On pricing, Adobe Express is the clear winner for budget-conscious users — starting at $9.99/mo compared to $22/mo for Metricool. That $12.01/mo difference adds up quickly for growing teams.
Both offer free plans, so you can test each with your real workflow before committing to a subscription.
Feature-wise, Adobe Express offers broader built-in capabilities (7 features vs 6), while Metricool takes a more focused approach — which can mean a simpler, faster onboarding experience.
Both tools are a solid fit for social media managers, small businesses — in those cases, the decision often comes down to workflow style and how your team prefers to organize work.
This is a genuinely close comparison. If you can, sign up for both free trials (where available) and run a one-week test with your actual team tasks before deciding.
