Willow

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

Willow allows for unnlimited social media scheduling without time horizons.
Link tracking is possible for all links that are uploaded to social media posts.
Willow has best time to post recommendations based on years of customer analytics.
Willow user Interface
Unlimited scheduling on paid plans.
Best times to post for each platform.
Free UTM tracker tool.
Buffer user interface

AI integrations

Willow creates custom social media calendars and LinkedIn captions (Willow model) for customers with a Kickstart, Pro or Elite plan.
AI Assistant to brainstorm ideas, rewrite content, and craft platform-specific posts.

Analytics

Detailed analytics per channel with clean data visualisation.
Link tracking is possible for all links that are uploaded to social media posts.
Users can export their analytics as a clean visual pdf.
High-level analytics and individual channel metrics.
Free UTM tracker tool.
Export custom reports.

Content inspiration

Willow users can get ideas from newspapers, RSS feeds and keyword monitors in their dashboard.
The platform also includes 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

Users with a Kickstart or Pro plan have access to monthly or quarterly social media coaching with a dedicated expert.
Willow also provides extensive guides on social media fundamentals.
Users can reach out to native English and Dutch support staff during office hours. Willow has a dedicated account manager per customer.
Online Buffer community where resources and tips get shared.
Social media guides per channel.
Global support team via mail.

Pricing

Willow has a 14-day free trial for the social media platform.
The pricing packages of Willow are very straightforward. They include every single feature and AI tool. Plans costs €289/month with quarterly coaching sessions and €545/month with monthly social media coaching. Plans have 20 channels and 5 users.
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

  • Accountants
  • Consultants
  • HR experts
  • IT companies
  • Lawyers
  • Real estate agents
  • Software companies

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

  • Buffer supports more social media platforms such as BlueSky and Pinterest
  • Workspace to reply to comments without distractions
  • You can build a custom link-in-bio page
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