The Take #6: Buffer’s take on mobile is brilliantly simple…and simply brilliant.

You could learn a lot about how to build your business from Buffer

My name is Rob Woodbridge and this is The Take Episode # 6

I use Buffer every single day. For those of you not familiar with Buffer, it is a great tool that will help you in two main ways. First, you can write a bunch of posts at one time, and choose which social profiles to send them to, and then Buffer will spread them out throughout the day or week so that you don’t have to be at a computer all the time in order to have a social media presence. Second, since we shorten your links for you, we are able to provide more analytics than if you just were to post to Twitter or Facebook directly.

So what does buffer have to do with mobile? Well, their business model is freemium, so I can schedule 10 posts per day to my social channels. Their premium version (something they call the Awesome plan) let’s you connect 12 social profiles and store up to 200 posts among other features. Their business model rides on us getting more than 10 stories into buffer every day so we will pay the $10/month it costs to subscribe to the Awesome plan.

Enter mobile. They have done the usual “buffer” button stuff across the web and various other integrations in other apps but never have they had a mobile strategy that really stuck. Perhaps until now. Either way, this is a great lesson to learn.

Buffer released an app called “Daily” where they aggregate an incredible amount of great content from across the web and put it at you fingers. Why? Simple. It becomes an easy way to fill up your buffer. The app brings up stories, you swipe right to buffer it or left to dismiss it. SO simple. SO brilliant.

Why? Because they understand their success metric. They know that for you to find value in the buffer service, they need you to add enough content, consistently into buffer for it to become valuable. If they make it easy for you to add great, curated content, they’ve increase their chances of you signing up for their Awesome service.

How can you use mobile to support your primary objective? This is where mobile hits the ground running.

I’m Rob Woodbridge and this has been The Take

About the author

Rob Woodbridge

I'm Rob, the founder of and I've spent 14 years immersed in the mobile and pervasive computing world. During this great time I've helped some of the most innovative companies grow their business through mobile. If you are in need of a mobile business advisor or coach, connect with me here to get things rolling.

  • NicoleMillerbooks

    Hi there Rob!

    I love how you describe Buffer and Daily in a brilliantly simple manner! 🙂

    Thank you so much for helping us spread the word about the new app. I really enjoyed “The Take” and am excited to check out a few more of them! 🙂

    Community Champion at Buffer

  • @NicoleMillerbooks:disqus – thanks Nicole! Keep up the great work at Buffer.

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