Choosing the right paid social platform isn’t about finding the “best” tool on the market. It’s about finding the one that fits how your team works, the channels you prioritize, and the level of complexity you actually need.
Smartly is a well-known platform in the martech ecosystem, built to support large-scale, multi-channel advertising programs. Hunch, on the other hand, was built with a more focused goal: helping mid-market teams scale paid social efficiently on Meta, Snapchat, and TikTok.
This article explains why some teams choose Hunch over Smartly and what that decision usually comes down to.
Different platforms for different operating models
Smartly is designed for enterprise advertisers running complex, cross-channel programs. Its strength lies in its breadth: supporting many platforms, markets, and workflows within a single system.
Hunch takes a different approach. Instead of covering every channel, Hunch focuses on paid social teams that prioritize Meta, Snapchat, and TikTok and want workflows optimized specifically for those environments.
For teams that do not require omnichannel orchestration, a more focused setup can reduce operational overhead and speed up execution.
Focused workflows over broad orchestration
One of the main differences teams notice is how workflows are structured.
Smartly offers extensive configuration options to support enterprise-scale programs across multiple channels. For some teams, this level of flexibility is essential.
Hunch is built around streamlined workflows for paid social. Campaign setup, creative automation, and optimization are designed to support speed and clarity, especially for teams managing multiple markets, catalogs, or audiences on a smaller set of channels.
This focus allows teams to spend less time managing systems and more time improving performance.
Creative and media automation, tightly connected
Both platforms support automation, but they approach it differently.
Smartly automates creative and media workflows across a broad channel mix.
Hunch connects creative automation and media workflows specifically for Meta, Snapchat, and TikTok, allowing teams to manage both in one place without switching tools.
Hunch uses structured templates to generate large numbers of creative variations, helping teams scale personalization without increasing manual production work.
Closing the loop with product insights
For product-driven advertisers, automation works best when it reflects real performance signals.
Hunch connects creative automation with product insights, allowing teams to align creative and media decisions with SKU-level performance data. This helps ensure that creative variations are informed by what products are actually performing, not just by static templates or assumptions.
This approach closes the loop between product data, creative execution, and campaign optimization. You can read more about how this works in practice in our article on how Hunch closes the loop with product insights.
Built for mid-market teams
Smartly is commonly used by enterprise brands with large budgets, dedicated teams, and complex operational needs.
Hunch is designed for mid-market brands and agencies that want advanced automation without enterprise-level complexity. Typical Hunch customers are teams spending €80K–€500K on paid social, managing multiple markets, catalogs, or client accounts, and looking for a platform that supports growth without adding friction.
Pricing aligned to usage
Pricing models are another area where teams evaluate fit.
Smartly typically uses custom pricing aligned with enterprise-level spend across multiple platforms. This model works well for advertisers fully leveraging cross-channel capabilities.
Hunch pricing is designed for growth-stage and mid-market teams. Pricing starts at €2,500 per month and is based only on ad spend running through the Hunch platform, without limits on the number of ad accounts or additional fees for core features.
When Hunch makes sense
Hunch is a strong fit for teams that:
- Focus primarily on Meta, Snapchat, and TikTok
- Want creative and media automation in one platform
- Need to scale personalization across markets or products
- Value streamlined workflows and hands-on support
- Want product insights to inform creative and media decisions
For teams running large, omnichannel enterprise programs, a broader platform may be a better fit. For mid-market teams looking to move fast and stay focused, Hunch offers a different operating model.
Final thoughts
Choosing between platforms like Smartly and Hunch isn’t about replacing one with another. It’s about aligning your tools with how your team actually works today.
Hunch was built for teams that want to scale paid social on Meta, Snapchat, and TikTok with focused workflows, integrated creative and media automation, and product insights that inform better decisions.
If you’re still evaluating your options, you can also read our Smartly vs. Hunch comparison to explore how different platforms approach paid social workflows.
Disclaimer
- This article is based on publicly available information and Hunch’s understanding of the platforms as of December 2025.
- All trademarks are the property of their respective owners.
- This article reflects Hunch’s understanding of the platforms based on publicly available information.
