What is Buffer?

Photo by Elise Moreau

Buffer is an online tool that allows users to schedule and post to social media accounts. This online tool is suitable for small brands as well as large brands. There is a free version available and users may opt in for more paid features as their brand grows. Buffer also has a mobile app.

Users can add web content and content from RSS feeds like Feedly to the Buffer queue with ease. The queue is where posts live before they are released to the user’s social media platform(s). Buffer estimates the best time to release content then posts it to the user’s social media automatically. Alternatively, users can create their own release schedule. For each post Buffer provides key visuals to select from and a text field with a suggested caption. Buffer also shortens URLs, and hashtags can be added in the caption field. Do note that Pinterest does not currently support URL shortening within Buffer.

Buffer also offers the ability to track analytics on the performance of each post. The Re-Buffer tool identifies high performing posts and allows users to post it again with the click of a button- the Re-Buffer button. The Re-Buffer tool is most useful for Twitter. On Twitter the shelf life of a Tweet is three hours and content moves fast. Frequent posting increases the odds of visibility from the user’s Twitter audience.

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