Willow

vs.

Buffer

Some teams struggle because content never gets created. Others already have content but need to manage it actively at scale. Willow is built for teams that want strategy, content, and scheduling handled in one system. Buffer is built for active teams that publish frequently, manage many channels, and need a wider range of features.

Last updated:
December 16, 2025

Willow

Buffer

Scheduling

Unlimited social media scheduling without time horizons.
Link tracking for links in social media posts.
Best time to post recommendations.
Unlimited scheduling on paid plans.
Best times to post for each platform.
Free UTM tracker tool.
Buffer user interface

AI integrations

Custom social media calendars and LinkedIn captions (Willow model).
AI Assistant to brainstorm ideas, rewrite content, and craft platform-specific posts.

Analytics

Detailed analytics per channel with clean data visualisation.
Link tracking for links in social media posts.
Export your analytics as a visual pdf.
High-level analytics and individual channel metrics.
Free UTM tracker tool.
Export custom reports.

Content inspiration

Get ideas from newspapers, RSS feeds and keyword monitor in your dashboard.
Best practices and topical calendars for post inspiration.
Build your library with media captures and RSS feeds.
Social media templates, insights and reports.

Coaching and support

Monthly or quarterly social media coaching with a dedicated expert.
Extensive guides on social media fundamentals.
Native English and Dutch support during office hours.
Online Buffer community where resources and tips get shared.
Social media guides per channel.
Global support team via mail.

Pricing

14-day free trial
Monthly plans starting from €100 for 5 channels.
14-day free trial
Buffer's pricing for 20 channels and 5 users is around €115/month. It includes all of Buffer's features but no access to a dedicated account manager or social media coaching sessions.

Summary

Best for

Best for

  • Small business retail & ecommerce
  • Hospitality & food & beverage brands
  • Influencers & content creators
  • Health & wellness brands
  • Travel & tourism brands

Why choose Willow

  • Dedicated social media coach.
  • Intuitive drag-and-drop calendar
  • Personalised content calendars

Why choose

Buffer

  • Dedicated social media coach.
  • Intuitive drag-and-drop calendar
  • Personalised content calendars
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