Buffer is software that helps manage and schedule social media accounts across platforms. Their blog, blog.bufferapp.com, provides product news and support, plus tips and guidance from across the social media spectrum. But more than that, blog.bufferapp.com perfectly exemplifies how social media can align with an organization’s core values.
Buffer walks the walk: values drive action
Deep down on the blog’s About Us page, lives a declaration of Buffer’s core values. As you’ll see in this report, blog.bufferapp.com brings those values to life throughout Buffer’s social presence.
As a copywriter and cartoonist, I’m following this blog to help boost my social media smarts around tactics, promo techniques, and best practices. I prefer guidance that’s simple, and never talks down to me. blog.bufferapp.com succeeds on all fronts.
Buffer Value in action: “Have a Bias towards Clarity”
I love blog.bufferapp.com’s welcoming, streamlined interface. Articles are set in square-cut, easily-identifiable posts each with a photo, simple sans-serif headlines and copy. Posts are identified with titles like “News and Trends”, “Guides and Courses”, “Uncategorized”, etc. It’s easy to scan and select relevant posts without having to scroll miles.
Buffer Value in action: “Be a No-Ego Doer”
The blog has several core contributors and posts daily, with formats from articles to podcasts. Most is original content with a complement of third-party posts. Language is economic, genuinely useful and — the thing that makes me a repeat user — never ‘geekier than thou’.
Buffer Value in action: “Always Choose Positivity and Happiness”
Several social platforms pleasantly invite users to the blog. Below, the deets:
Instagram: 16.5 followers. Beautiful pics with lightly provocative text (e.g., “What are you listening to today” & “Are you the library or the coffee shop type?”). The feel is engaging — evocative of a personable Buffer community rather than product sell.
Twitter: 670K followers. Drives awareness and blog traffic with posts to Buffer articles & podcasts, meet-ups, and tempting invites to bufferchats.
Facebook: Nearly 74,000 likes. Categories include Video, Photos and Posts, often using the same copy as their Instagram posts. Also features helpful third-party content (e.g. “Latest Facebook Image Dimensions for ads and pages”).
LinkedIn: 11,793 followers. Several posts a day, including some not seen on the FB page. Several SlideShare presentations are here, too. The personable tone fits seamlessly with Linkedin’s professional atmosphere.
Pinterest: “Buffer Social Blog” (one of 25 Buffer boards) has 7.2K followers. Brevity and relevance really shine (Lots of “How to…” and listicle headlines). An abundance of infographics make the boards easy to scan and addictively compelling.
YouTube: 134 videos, with nicely-arranged categories such as How-to’s, Announcements, Strategy Series, and Past Live Streams. Views range from low 100’s to over 14,000. Buffer’s “happiness” mandate is well represented, particularly with the community-generated content category “Buffer Love :)”.
As a visually-inclined writer, Buffer’s Pinterest channel reaches my happy place fastest. But wherever you find Buffer, their consistently helpful, über-positive tone makes you feel you’re in safe, familiar hands.
Buffer talks the talk: the proof is in the post
Post Review #1: “Instagram for Business: 30 Tips to Grow Your Audience and Stand Out on Instagram”
By Ash Read, Buffer contributor, content curator, and app developer. 1.5 K shares.
Buffer Value in action: “Live Smarter, Not Harder”
I’m in a learning stage re: IG, and I like the listicle-style post, which in essence invites me to live smarter, not harder. Amen.
The “30 Tips” are sliced into sub-groups (e.g. “4 Tips to Enhance your Instagram Profile” and “4 Quick Instagram Growth Experiments”) rather than a straight run of 30, promising a read I wouldn’t stray from.
A variety of content media, e.g. videos like “How to set up an Instagram business profile” video, keeps the blog moving, and the mind active.
The post also integrates pics of real examples to support its many tips:
The post continues with “Buffer for Instagram”, a video on scheduling starring Buffer’s app. This was my first whiff of product sell in the blog (I skipped the masthead post about the many advantages of the app), but duh, they’re a business, and the fact that I forgot that shows how effectively they come off as a helpful force vs. a sales force.
Overall, this post’s 30 tips (+ one bonus tip for good measure) offer enough clear, DIY info to amp up anyone’s comfort level with IG for business.
Post Review #2: “Make Your Content More Shareable With These 5 Simple Tricks, Backed By Research”
By Garrett Moon of CoSchedule (a tool that integrates with Buffer’s app). 3.7K shares.
I found this post by visiting Buffer on Pinterest, where I was click-baited by this pin:
Buffer Value in action: “Have a Focus on Self-improvement”
This post grabbed me as a copywriter, with practically every statement a path to self-improvement. The no-nonsense text, broken into 5 digestible segments, plus the graphics’ retro fonts and desaturated colours gave the data a fun, welcoming spin.
I particularly appreciated the first 2 points re: human, emotive copy:
I also liked point #4, “Stop relying on the Same Headline for Every Social Network” with its proven examples. Traditional ads tend to use very different headlines across a campaign, whereas social media leans to slight nuances. Nice to see the difference.
Post #2 delivered clear, data-driven revelations, and kept me hooked with appealing infographics, quick guides and mini-mantras.
Post Review #3: “Everyone Can Now Create Twitter Moments: Here’s All You Need to Know”
By Ash Read. 1.5K shares.
This post kicks off with “How to Create Your Own Twitter Moment in 4 Easy Steps”. No surprise, it was easy, with each step supported by idiot-proofing graphics.
In addition to the step-by-step, pointers throughout the post show how Twitter Moments live across the Twitter universe, and other platforms:
Post #3 wraps with “4 ways you can use Twitter Moments”. Thankful for the skills upgrade, and inspired by Buffer’s sharing philosophy, I paid forward the tip with a Linkedin article linking back to the post.
Post #3 helped me turn the corner on Twitter Moments. Its friendly march through the process was faster than learning to ride a bike, and (online anyway) I ended up going a lot farther.
Social engagement: Buffer spreads the joy
Buffer Value in action: “Show Gratitude”
Bufferfolk show appreciation in a hurry. They replied within 24 hours to my FB comment about their post about Praise (something close to my heart, having spent time at numerous ad agencies and seeing praise at work). The reply was expressed with genuine gratitude.
They replied even faster — again with gratitude — to my Tweet about a design post which reflected many of the principles I’d studied at art college:
In conclusion: A value-packed blog
Buffer Value in action: “Do the Right Thing”
Of course, Buffer has stuff to sell. But more so, they have stuff to teach and share. Stuff that selflessly empowers the audience, and builds a smarter social media community.
They really do “do the right thing”, in so many ways. By keeping their blog clear and relatable, so users feel capable and ready to go. By being consistent across all platforms, from tone to visuals to attitude, so visitors feel like they’re visiting a familiar friend. And by being equitable, welcoming, and open.
I’d recommend this blog for those working or interested in social media areas such as management, writing and design, or to simply keep pace with the social zeitgeist.
blog.bufferapp.com complements my studies, augments my skills, and inspires me to explore new tactics. But moreover, it proves that applying your philosophy at every level of your social media presence can bring your organization’s values to life.
