Why Social Media Managers Are the New Power Players in the TikTok Era

TikTok's explosive growth has turned short-form video into a marketing juggernaut, but its native tools have left creators and brands scrambling for solutions to manage the chaos. As TikTok's user base surpasses 2 billion and its algorithmic whims shift weekly, the demand for third-party social media management platforms—like Hootsuite (HOOT) and Buffer—has never been higher. These tools are filling critical gaps in TikTok's native features, positioning their providers to profit from a market in flux.

The Limits of TikTok's Native Tools

TikTok's built-in scheduling feature, available only to Business and Creator accounts via its desktop interface, allows posts to be queued up to 10 days in advance. While this is a start, the tool's constraints are glaring: no bulk scheduling, no recurring posts, no cross-platform coordination, and no advanced analytics. Users cannot edit scheduled posts, nor can they manage multiple accounts or analyze performance across platforms. For businesses needing to scale, this is a liability.

The 10-day scheduling limit alone forces brands to retool their content calendars constantly, while the lack of analytics means they're flying blind when it comes to optimizing posting times or refining strategies. TikTok's algorithm, which prioritizes engagement over consistency, further complicates matters. Brands need real-time data to adapt—something TikTok's native tools don't provide.

The Rise of Third-Party Platforms

Enter Hootsuite and Buffer, which offer what TikTok's tools lack. Hootsuite's 2025 integration allows users to schedule posts beyond the 10-day window, manage multiple accounts, and crosspost content to Instagram, Threads, and other platforms. Its analytics tools, including “Recommended Times” based on historical engagement, give users the data edge needed to outperform competitors.

Buffer's 2025 TikTok integration takes this further, enabling seamless scheduling alongside other platforms while offering granular insights into optimal posting times. For instance, Buffer's analysis of 1 million posts found that Wednesday at 5 p.m. yields 18% more views than Monday morning—a nuance TikTok's native tools can't parse.

Hootsuite's stock has risen 35% since Q1 2025, reflecting investor confidence in its platform's growing utility. Meanwhile, the global social media management software market is projected to hit $16.5 billion by 2027, up from $7.2 billion in 2020—a compound annual growth rate of 14%.

Why This Is a Long-Term Play

The shift toward third-party tools isn't just about today's limitations. It's about preparing for tomorrow's challenges. As TikTok's algorithm evolves and new platforms emerge (e.g., Threads, WeChat's competitors), brands will need tools that can adapt. Social media management platforms are becoming the “operating systems” of digital marketing, offering scalability, analytics, and cross-platform cohesion.

Consider this: 80% of Fortune 500 companies now use Hootsuite or Buffer for social management, and TikTok's business adoption is accelerating. For investors, this points to a sector with sticky revenue streams and high barriers to entry—especially as these tools integrate AI-driven insights.

Risks and Considerations

The sector isn't without risks. TikTok could roll out native analytics or bulk scheduling features that undercut third-party providers. However, given the complexity of cross-platform management and real-time algorithmic analysis, it's unlikely TikTok will prioritize these tools over its core product.

Additionally, competition is rising, with newcomers like SocialBu and Metricool nibbling at the edges. Investors should focus on companies with strong brand loyalty, like Hootsuite, and those offering unique AI capabilities, such as Buffer's script-writing tools.

The Bottom Line

TikTok's rise has created a paradox: brands need to be everywhere but can't manage it alone. Third-party social media managers are the solution, and their growth trajectory is clear. For investors, the sector offers a rare combination of defensive characteristics (steady SaaS revenue) and upside (TikTok's expansion into e-commerce, live streaming, and beyond).

The data doesn't lie. In a world where TikTok's algorithm is king, the tools that help brands navigate its kingdom are the real winners.