Loomly
A brand success platform that plans and approves content, now without X
Loomly is a social media calendar and collaboration platform that organizes content into per-brand calendars with post ideas, platform-specific previews and optimization tips, custom approval workflows, a unified community inbox, and scheduled analytics reports, sold in two published tiers at $65 a month for twelve social accounts and three users and $332 a month for sixty accounts and unlimited users.
Overview
Loomly was founded in 2016 by Thibaud Clement and Noemie Clement, who bootstrapped it past seven thousand customers before selling to Traject in August 2021. Traject was the ASG-backed portfolio that also owned Sendible, which is why the two products have always felt like siblings. In January 2025 Loomly changed hands again, this time to Bending Spoons, the Milan-based company that has assembled a portfolio by acquiring and rehabilitating consumer and business software including Evernote, Vimeo, WeTransfer, and Meetup. Loomly is now the smallest kind of asset inside a much larger acquisition machine.
The product's identity was always the calendar rather than the inbox. Loomly calls itself a brand success platform, and in practice that means a per-brand content calendar with an unusual amount of authoring support around it: Post Ideas that suggest content based on trending topics, RSS feeds, and date-based events, hashtag management, per-network previews with optimization tips, and a Loom.ly link shortener that tracks clicks. Around the calendar sit custom approval workflows with role-based access, real-time commenting, version history, and Slack and Microsoft Teams notifications.
Pricing has narrowed sharply. What used to be a five-tier ladder is now Starter at $65 a month, or $49 on annual billing, for twelve social accounts and three users, and Beyond at $332 a month, or $249 annually, for sixty accounts and unlimited users. There is a substantial gap between those two numbers and nothing in between, which makes Loomly awkward for anyone who needs twenty accounts. Enterprise handles sixty-one accounts and above by quote.
The critical caveat for 2026 buyers is that Loomly no longer lists X among its supported networks. Its published set is Facebook, Instagram, LinkedIn, TikTok, YouTube, Pinterest, Google Business Profile, and Threads. Given the February 2026 X API changes, which discontinued the free tier for new developers, closed the $200 Basic and $5,000 Pro tiers to new signups, and force-migrated remaining Basic subscribers to pay-per-use from 1 June 2026, that retreat is understandable. It is still a retreat, and if X is one of your channels then Loomly is simply not a candidate.
Best for
In-house marketing teams and small agencies whose main need is a well-organized content calendar with structured approval and a bit of authoring help, who publish to Meta, LinkedIn, TikTok, YouTube, Pinterest, or Threads, and who do not need X.
Not the right fit for
- Anyone whose channel mix includes X, because Loomly no longer lists X among its supported networks at all, which makes it a non-starter rather than a compromise.
- Brands on Bluesky, which is also absent from the published network list at a moment when many teams are diversifying away from X.
- Community teams with heavy inbound volume; the inbox is functional but has none of the moderation rules, ad comment handling, or response-time reporting that Agorapulse or Sprout provide.
- Teams needing between thirteen and fifty-nine social accounts, who face a $65 to $332 cliff with nothing in between and will usually find better value elsewhere.
- Buyers who want a fast-improving product; Loomly has been sold twice in four years and now sits inside a portfolio company known for optimizing acquired software rather than expanding it.
How it works
- 1
You create a calendar per brand and connect that brand's social accounts to it. An account is one connected profile, so a brand present on Facebook, Instagram, LinkedIn, and TikTok consumes four of the twelve on Starter. Users are counted separately, with three included on Starter and unlimited on Beyond, and this two-axis limit is what determines which tier you land on.
- 2
Content creation starts either from a blank post or from Post Ideas, which surface suggestions drawn from trending topics, connected RSS feeds, and a calendar of relevant dates and events. As you write, Loomly shows a live preview for each target network alongside optimization tips about length, media, and formatting, then handles hashtag suggestion and management and applies UTM parameters if you have configured them.
- 3
Approval is configurable rather than fixed. You define who reviews what, with role-based access controlling who can draft, approve, and publish. Comments happen in real time on the post, version history records what changed, and notifications route to Slack or Microsoft Teams so the reviewer does not have to live inside Loomly to keep the pipeline moving.
- 4
After publishing, the unified inbox collects comments, mentions, and messages from the supported networks, with conversation assignment and saved replies. Analytics tracks audience and post performance and can schedule recurring reports to stakeholders, with the built-in link shortener providing click tracking that the network APIs do not supply on their own.
Feature breakdown
25 features in 5 modulesCalendar and planning
The organizing idea of the product, one calendar per brand.- Per-brand content calendars
- Each brand gets its own calendar with its own accounts, collaborators, and approval rules, which keeps a multi-client or multi-product setup from turning into one undifferentiated feed of drafts.
- List and Calendar views
- Switch between a chronological calendar and a list view of campaigns, which is how most people actually plan a month rather than a week.
- Campaign labels and organization
- Group posts into named campaigns with labels so a quarter of activity can be reviewed and reported as a unit.
- UTM parameter management
- Set UTM conventions once per calendar so every outbound link is tagged consistently and downstream web analytics actually attributes the traffic.
- Loom.ly link shortener
- Built-in shortening with click tracking, which fills a genuine gap because most network APIs do not report outbound clicks reliably.
Content creation support
More authoring help than most schedulers offer, which is Loomly's quiet differentiator.- Post Ideas
- Suggestions drawn from trending topics, connected RSS feeds, and a calendar of relevant dates and events, aimed squarely at the person staring at an empty content calendar on a Monday.
- Per-network previews
- See how a post will render on each target platform before it publishes, including how the copy truncates and how the media crops.
- Post optimization tips
- In-context guidance on length, media, and formatting per network, which is genuinely useful for a junior marketer who does not know each platform's conventions.
- Hashtag management
- Suggested hashtags plus saved hashtag groups so a team stops retyping the same twelve tags.
- Asset library integrations
- Google Drive, Unsplash, Canva, and GIPHY plug into the composer so media does not have to be downloaded and re-uploaded to be used.
- AI assistant
- An assistant for drafting and refining copy, added to the product more recently and lighter than the AI layers in ContentStudio or SocialPilot.
Collaboration and approval
Custom workflows rather than a fixed two-step review.- Custom approval workflows
- Define who reviews what rather than accepting a single fixed approval chain, which matters when different content types need different sign-off.
- Role-based access
- Separate drafting, approving, and publishing rights so a contributor cannot push content live unreviewed.
- Real-time commenting
- Threaded feedback on the post itself, replacing the email chain that most teams use by default.
- Version history
- A record of what changed between rounds, which settles arguments about what a stakeholder actually approved.
- Slack and Microsoft Teams notifications
- Approval requests and comments surface where the team already works, so review does not depend on someone remembering to log in.
Community management
A working inbox, without the moderation depth of an engagement-first platform.- Unified inbox
- Comments, mentions, and messages from connected networks collect in one place rather than requiring a tour of each account.
- Conversation assignment
- Hand an individual thread to a specific teammate so responsibility is explicit.
- Saved replies
- Canned responses shared across the team for the questions that recur endlessly.
- No X inbox activity
- Because X is not a supported network, there is no X presence in the inbox at all, which is a structural absence rather than a feature gap.
Analytics and reporting
Solid standard reporting with scheduled delivery, and no listening.- Audience and post performance
- Follower growth, reach, engagement, and per-post performance across the supported networks.
- Auto-scheduled reports
- Recurring reports generate and deliver on a schedule, which is what turns reporting from a monthly chore into a background process.
- Campaign-level reporting
- Roll a labelled campaign into a single report rather than exporting individual posts.
- Click tracking via the link shortener
- Outbound clicks are measured by Loomly's own shortener, giving a metric most platform APIs do not expose directly.
- Social listening
- Listening capability is marketed on the pricing page but is light compared with a dedicated listening product; treat it as brand mention monitoring rather than a full listening suite.
Use cases
4 documentedThree-person in-house marketing team at a mid-sized company
One brand across Instagram, Facebook, LinkedIn, TikTok, and YouTube, with the CMO wanting to see content before it publishes and nobody wanting to run another approval spreadsheet.
Starter at $49 a month on annual billing covers twelve accounts and exactly three users, with custom approval workflows routing drafts to the CMO and Slack notifications keeping the review moving.
Junior social manager with an empty calendar
Asked to fill a month of content across five networks with no editorial plan and no institutional knowledge of what each platform expects.
Post Ideas surfaces trending topics, RSS content, and date-based hooks, while per-network previews and optimization tips act as a running tutorial on platform conventions.
Agency with fifteen client brands
Sixty connected accounts, a rotating cast of freelancers who all need access, and clients who expect a branded monthly report.
Beyond at $249 a month on annual billing covers sixty accounts and unlimited users, with per-brand calendars keeping client work isolated and auto-scheduled reports handling the monthly deliverable.
Team evaluating Loomly with X in the mix
Half the brand's engagement happens on X and the shortlist includes Loomly on the strength of an old review.
Loomly is disqualified at the first filter, because X is not on its supported network list. Agorapulse, SocialPilot, or Vista Social with the paid X add-on are the realistic replacements.
Pricing
from $65 per month, or $49 per month billed annually (Starter)Two published tiers priced per month, each capping the number of connected social accounts and, on the lower tier, the number of users, with an Enterprise quote above sixty accounts.
| Plan | Price | Includes |
|---|---|---|
| Starter | $65 monthly, $49 billed annually per month |
The three-user cap is the binding constraint for most teams, more than the twelve accounts. |
| Beyond | $332 monthly, $249 billed annually per month |
A five-fold price jump from Starter with nothing offered in between, which is the most awkward thing about Loomly's current pricing. |
| Enterprise | Quoted custom |
|
Billing notes
- Annual billing saves 25 percent, which is one of the larger annual discounts in the category: Starter drops from $65 to $49 and Beyond from $332 to $249.
- Starter caps users at three. A fourth person means jumping to Beyond at five times the price, which is a harsh cliff for a growing team.
- There is nothing between twelve and sixty accounts, so a team with twenty accounts pays the sixty-account price.
- There is no free plan, only a trial without a card, so evaluation is time-boxed and there is no dormant-account option.
- X is not a supported network, so no part of your subscription buys X publishing, X analytics, or X inbox activity.
- Pricing was consolidated from a five-tier ladder into two published tiers, so older reviews quoting mid-range plans are describing something that no longer exists.
Value assessment: Starter at $49 a month annually for twelve accounts, three users, custom approvals, Post Ideas, an inbox, and scheduled reports is reasonable value for a small in-house team, and the authoring support is better than most competitors at that price. Beyond is much harder to justify: $249 a month annually for sixty accounts and unlimited users is fine in isolation, but SocialPilot Ultimate gives forty accounts and unlimited users for $170, Sendible Elite gives fifteen workspaces and ninety profiles with unlimited users for $349, and Metricool covers fifty brands for roughly $210. Add the missing X support and Loomly's mid-market position looks squeezed from both sides.
Strengths & limitations
Strengths
- Post Ideas, per-network previews, and inline optimization tips give more authoring support than almost any competitor, which materially helps a junior or non-specialist marketer.
- Custom approval workflows with role-based access, real-time commenting, and version history make the review process auditable rather than improvised.
- Slack and Microsoft Teams notifications keep approvals moving without forcing reviewers to adopt yet another tool.
- The built-in Loom.ly link shortener supplies click tracking that most platform APIs do not expose, which fills a real reporting gap.
- A 25 percent annual discount is at the generous end of the category.
- Per-brand calendars are a clean isolation model for agencies and multi-product companies.
- Ten years of operating history and a well-documented product, with a help center and conventions that have not shifted underneath users.
Limitations
- X is not supported at all. That is the single most disqualifying fact about Loomly for a large share of buyers in 2026.
- Bluesky is also absent from the published network list, so the two most obvious alternatives to each other are both missing.
- The pricing ladder has a cliff: three users on Starter, then unlimited on Beyond at five times the price, with nothing in between.
- Nothing exists between twelve and sixty accounts, so mid-sized rosters overpay substantially.
- The inbox lacks moderation rules, ad comment handling, and response-time reporting, so it is a convenience rather than a community management platform.
- Listening is marketed but light; it is mention monitoring rather than query-based listening with sentiment and share-of-voice.
- Two ownership changes in four years, most recently to Bending Spoons in January 2025, and portfolio owners of that type are known for operational optimization rather than product expansion.
- Historical analytics cannot be recovered after a gap in collection, because network APIs backfill only a limited window, so a lapse in subscription permanently costs you data.
Head-to-head comparisons
5 alternativesLoomly vs Sendible
from $29 per month (Core, 1 workspace and 6 profiles)Former stablemates under Traject and still close in shape. Sendible has unlimited users on every tier, real workspace isolation, white label, and X publishing; Loomly caps Starter at three users and dropped X entirely. Sendible Premium at $199 covers seven clients and forty-two profiles with unlimited staff, against Loomly Beyond at $249 annually for sixty accounts. Agencies should look at Sendible first; Loomly is the better in-house calendar.
Full Loomly vs Sendible comparisonLoomly vs Planable
from $33 per workspace per month (Basic)Both are approval-first calendar products. Planable's previews and comment threading are better and it gives unlimited users from $33 per workspace, but it meters posts and sells analytics and inbox as add-ons. Loomly bundles analytics, inbox, Post Ideas, and hashtag tools into $65 and does not meter posts. Planable for client-facing approval quality; Loomly for a team that wants one price covering planning, publishing, and reporting.
Full Loomly vs Planable comparisonLoomly vs Agorapulse
from $79 per user per month billed annually, or $99 billed monthly (Standard)Agorapulse costs more per person, at $79 to $199 per user per month, but delivers a far deeper inbox, ad comment moderation, ROI attribution, and full X support including analytics. Loomly is cheaper for three people and better at helping them plan and write. If inbound conversation and measurement are the job, Agorapulse; if a well-run calendar with sign-off is the job, Loomly at a third of the cost.
Full Loomly vs Agorapulse comparisonLoomly vs Later
from $18.75 per month billed annually (Starter), or $25 billed monthlyLater is visual-first, strongest on Instagram and TikTok, with a well-known link-in-bio product and influencer tooling that Loomly has no equivalent for. Loomly is stronger on approval workflow, campaign organization, and cross-network planning discipline. Neither covers X well. Visual and creator-led brands lean Later; process-led marketing teams lean Loomly.
Full Loomly vs Later comparisonLoomly vs Publer
from $5/mo (Professional, one social account)Publer is dramatically cheaper, with a free plan and per-account pricing that a small team can run for a fraction of Loomly Starter, and it supports a wider network list including Bluesky and X. What Publer lacks is the approval structure, Post Ideas, and the polish of Loomly's planning surface. If budget is the constraint, Publer wins easily; if a stakeholder must sign off before anything publishes, Loomly is built for that and Publer is not.
Full Loomly vs Publer comparisonImplementation & onboarding
- Setup time
- Two to four hours for a single brand: create the calendar, connect accounts, set UTM conventions, and define the approval workflow. An agency migrating fifteen brands should budget several days, mostly spent obtaining account authorizations.
- Learning curve
- Low. The calendar metaphor is familiar, the optimization tips teach platform conventions as you go, and the approval configuration is the only part that rewards deliberate thought rather than defaults.
- Onboarding
- Self-serve with a no-card free trial. Enterprise customers get sales-assisted setup. The help center is thorough and the product has been stable long enough that community answers exist for most questions.
- Migration notes
- Queued content does not import from another scheduler and must be rebuilt. Historical analytics do not transfer and cannot be reconstructed later, because network APIs backfill only a limited window, so any period without a connected tool is permanently missing. If you are moving to Loomly from a tool that supported X, be aware that your X history and future X publishing both stop at the switch.
Platform, API & security
- Platforms
- Web applicationiOS appAndroid appSlack and Microsoft Teams notifications
- API
- An API is available for programmatic access, though it is not marketed as a headline capability and is not tier-differentiated in the published pricing.
- Compliance
- GDPRData processing agreement available
- Data residency
- Not published as a selectable option.
- SSO
- Not published as a self-serve feature; handled through Enterprise arrangements.
- Security notes
- All network connections use official platform OAuth, so there is no scraping or unofficial automation that could create a terms-of-service exposure for customers. Role-based access separates drafting, approval, and publishing rights, which is the main internal control available.
Support & resources
- Channels
- Email supportLive chatSales-assisted onboarding on Enterprise
- Documentation
- A long-established help center covering calendars, account connections, approval configuration, Post Ideas, analytics, and the inbox.
- Community
- No large official forum; a substantial back catalogue of blog and template content aimed at social media managers.
Company
- Founded
- 2016
- Headquarters
- Los Angeles, California, United States, with ownership now based in Milan, Italy
- Ownership
- Owned by Bending Spoons, following an earlier ownership period under Traject and Alpine Software Group
- Founders
- Thibaud Clement, Noemie Clement
- Employees
- Not separately disclosed since the acquisition
- Funding
- Bootstrapped by its founders to over seven thousand customers before being acquired by Traject in August 2021, then acquired by Bending Spoons in January 2025.
Funding history
| Round | Amount | Year | Notes |
|---|---|---|---|
| Acquisition | Undisclosed | 2021 | Acquired by Traject, the ASG-backed portfolio that also owned Sendible; the founders exited and Katelyn Sorensen was named CEO. |
| Acquisition | Undisclosed | 2025 | Acquired from ASG by Bending Spoons in January 2025, the Milan-based portfolio company behind Evernote, Vimeo, WeTransfer, and Meetup. |
Timeline
- 2016Founded by Thibaud Clement and Noemie Clement, built around a per-brand content calendar with authoring support rather than an inbox.
- 2020Passes seven thousand customers as a bootstrapped company, competing on planning and approval rather than scale of network coverage.
- 2021Acquired by Traject in August, joining Sendible inside the same ASG-backed portfolio; the founders step away.
- 2025Acquired by Bending Spoons in January, moving into a Milan-based portfolio known for acquiring and rationalizing established software products.
- 2026Publishes a consolidated two-tier pricing structure and a supported network list that omits X entirely, following the February 2026 X API changes that made continued support expensive for every vendor.
Integrations
- Facebook Pages
- LinkedIn profiles and Company Pages
- TikTok
- YouTube
- Google Business Profile
- Threads
- Slack
- Microsoft Teams
- Google Drive
- Canva
- Unsplash
- GIPHY
- Zapier
Frequently asked questions
10 questionsWhat is Loomly?
Loomly is a social media calendar and collaboration platform. It organizes content into per-brand calendars, supplies Post Ideas and per-network previews with optimization tips while you write, routes drafts through custom approval workflows, publishes to eight networks, and reports on performance with auto-scheduled delivery. It is owned by Bending Spoons.
How much does Loomly cost?
Starter is $65 a month, or $49 billed annually, for twelve social accounts and three users. Beyond is $332 a month, or $249 billed annually, for sixty accounts and unlimited users. Enterprise covers sixty-one accounts and above by quote. Annual billing saves 25 percent. There is a free trial with no card required and no free plan.
Does Loomly support X (Twitter)?
No. Loomly's published supported networks are Facebook, Instagram, LinkedIn, TikTok, YouTube, Pinterest, Google Business Profile, and Threads. X is absent. Given the February 2026 X API changes, which discontinued the free tier, closed the $200 Basic and $5,000 Pro tiers to new signups, and force-migrated Basic subscribers to pay-per-use from 1 June 2026, the retreat is commercially rational, but it makes Loomly unusable for a brand with an X presence.
How are social accounts counted, and what would a realistic bill look like?
One connected profile equals one account. A founder posting to Facebook, Instagram, LinkedIn, and TikTok uses four of the twelve on Starter and pays $49 a month annually, which is decent value. A team running ten networks for one brand still fits in twelve accounts but hits the three-user cap the moment a fourth person joins, which forces the jump to Beyond at $249 annually. The user limit bites before the account limit does.
Do extra users or extra client accounts cost more?
There is no per-user top-up. Starter includes exactly three users and Beyond includes unlimited, so a fourth user costs a five-fold plan upgrade rather than an incremental fee. That cliff is the harshest thing about Loomly's commercial structure. Extra client brands consume social accounts, and there is nothing offered between twelve and sixty.
Is publishing fully automatic or does it need a phone?
Most formats publish automatically through official network APIs. Certain Instagram formats, notably Stories and Reels using licensed audio, require completing the post from a mobile push notification in the Loomly app. This is a restriction Meta places on all API partners rather than a Loomly defect, and every scheduler in this category is subject to it.
Does Loomly include social listening?
Listening is marketed on the pricing page, but it is best understood as brand mention monitoring on your connected networks rather than a query-based listening product with sentiment scoring and share-of-voice. If crisis monitoring or competitive conversation tracking is a requirement, look at Agorapulse's paid listening add-on, Vista Social's listening module, or a dedicated listening vendor.
What happens to my analytics history if I downgrade or cancel?
Access to reporting ends with the subscription, and there is no archive left behind. The structural issue is that platform APIs only backfill a limited historical window, so any period during which no tool was connected to your profiles cannot be reconstructed by Loomly or by anyone else afterwards. Export the reports you care about before you cancel, not after.
Who owns Loomly and should that worry me?
Loomly was founded in 2016 by Thibaud and Noemie Clement, acquired by Traject in August 2021, and acquired again by Bending Spoons in January 2025. Bending Spoons is a Milan-based company that has bought Evernote, Vimeo, WeTransfer, and Meetup among others, and its pattern is to run acquired products for efficiency. Expect stability and price discipline rather than aggressive new development, and read the pricing consolidation and the X removal in that light.
Is Loomly good for agencies?
Partly. Per-brand calendars and custom approval workflows suit agency work, and Beyond gives unlimited users across sixty accounts. But there is no white label, no workspace-level client billing, the inbox is shallow, and the missing X support will fail a client requirement sooner or later. Sendible and SocialPilot are both better shaped for agency delivery at comparable money.
Editorial verdict
Loomly is a well-made content calendar with unusually good authoring support, and Starter at $49 a month annually is a sensible purchase for a three-person in-house team that publishes to Meta, LinkedIn, TikTok, YouTube, Pinterest, or Threads. Post Ideas and the inline optimization tips genuinely help people who are not social media specialists, and custom approval workflows with version history make the review trail defensible. But the shape of the product in 2026 is defensive. X is gone, Bluesky never arrived, the pricing ladder has a brutal cliff between three users and unlimited, and the company has changed hands twice in four years into a portfolio owner known for running software efficiently rather than growing it. Buy it for the calendar if your networks match its list exactly. Do not buy it expecting the list to get longer.
Written by the SaaSTracker editorial team. Awards, when shown, are judged against the published criteria in our methodology.