Buffer’s Insights analytics suite tracks follower growth, engagement and impressions across platforms including Instagram, Facebook, X, LinkedIn, TikTok, Pinterest, Threads, Substack Notes, Bluesky, YouTube and Mastodon. It also lets users compare results across date ranges, channels and post types, and export reports in several formats.
In an account of how they use the tool, a Buffer marketer with more than 12 years of experience at the company highlighted four features as part of their regular workflow.
The first is Buffer’s connector for Claude and other AI assistants through its MCP integration. The marketer uses it to bring social data into a conversation and identify topics and post formats that have performed well. They say this helps shape a monthly content plan and saves several hours a week.
Weekly Pulse provides a check-in on activity and performance, including the number of posts published, follower growth and engagement. The marketer uses it to monitor progress and make adjustments as new topics or products emerge.
Tags are used to group posts related to a product launch or announcement. After adding a tag when scheduling posts, users can filter by it in Insights to assess the group’s results. The marketer cited Buffer’s Substack Notes launch: six posts published on launch day received 254 engagements and 17,000 impressions. Separate tags also make it possible to compare launches.
The final feature is reporting. The marketer says they share campaign results with product and leadership teams, most often using PNG snapshots as a quick way to highlight results in Slack. Buffer also offers CSV, Markdown and PDF exports.
The marketer’s routine is to plan at the start of the month, check Weekly Pulse and adjust along the way, use tags to measure launches, then share results in reports. Buffer Insights is available on all plans, including the free plan.
Sources: Buffer Blog.