A calendar built for consistency.
Willow drops a personalised, quarter-long content calendar straight into your platform — drafted in your voice, ready to review.
Buffer is a clean, affordable scheduler for teams that publish often across many channels. Willow is built for LinkedIn-first B2B firms — it drafts the content, tags people without limits, and pairs it with a dedicated coach.
Willow drops a personalised, quarter-long content calendar straight into your platform — drafted in your voice, ready to review.
The same criteria, side by side. Willow leans strategy and B2B depth; Buffer leans breadth and simple publishing.
Last reviewed:
| Feature | WillowThe B2B social engine | BufferSimple multi-channel scheduler |
|---|---|---|
| Location | Ghent, Belgium | Fully remote |
| Getting started & support | ||
| Free trial | Willow has a 14-day free trial for the social media platform. | 14-day free trial |
| Pricing | 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, billed yearly. Plans have 20 channels and unlimited users. | Buffer's pricing for 20 channels is around $83.33/month (Essentials, 1 user) or $133.33/month (Team, unlimited users), billed yearly. It includes all of Buffer's features but no access to a dedicated account manager or social media coaching sessions. |
| Coaching | Users with a Kickstart or Pro plan have access to monthly or quarterly social media coaching with a dedicated expert. | Online Buffer community where resources and tips get shared. |
| Support | Users can reach out to native English and Dutch support staff during office hours. Willow has a dedicated account manager per customer. | Global support team via mail. |
| Publishing & scheduling | ||
| Scheduling | Willow allows for unnlimited social media scheduling without time horizons. | Unlimited scheduling on paid plans. |
| LinkedIn tagging | Tag people on LinkedIn without restrictions. | LinkedIn tagging limited to page followers and 1st degree connections. |
| Best time to post | Willow has best time to post recommendations based on years of customer analytics. | Best times to post for each platform. |
| Analytics & reporting | ||
| Analytics | Detailed analytics per channel with clean data visualisation. | High-level analytics and individual channel metrics. |
| Link tracking | Link tracking is possible for all links that are uploaded to social media posts. | Free UTM tracker tool. |
| Data export | Users can export their analytics as a clean visual pdf. | Export custom reports. |
| Content, AI & inspiration | ||
| AI & content generation | Willow creates custom social media calendars and LinkedIn captions (Willow model) for customers with a Kickstart, Pro or Custom plan. | AI Assistant to brainstorm ideas, rewrite content, and craft platform-specific posts. |
| News & discovery | Willow users can get ideas from newspapers, RSS feeds and keyword monitors in their dashboard. | Build your library with media captures and RSS feeds. |
| Post inspiration | The platform also includes best practices and topical calendars for post inspiration. | Social media templates, insights and reports. |
| Academy | Willow also provides extensive guides on social media fundamentals. | Social media guides per channel. |
Competitor plans, prices and features change often. Always check Buffer’s own website for the most recent and accurate information.
We'd rather you decide on the evidence. Have ChatGPT or Claude compare Willow and Buffer on real user feedback: day-to-day effort, content quality, strategic value and cost versus value.
A 30-minute demo, no commitment. We'll model your firm live and show you the calendar, the drafts and the coaching — then you decide.
“Willow delivers what they promise — and they keep making the product better with genuinely useful features like link tracking.”