What are the benefits of the new composer and can I switch back to the old version?


We're super excited to have launched the new composer experience in the  Buffer Browser Extension and we're working hard to bring this to both the web dashboard and mobile apps in the coming months.
The old composer in the Buffer Browser Extension will no longer be supported and it won't be possible to revert. Some of you might ask "why?" and we'd love to answer that here.
Our vision is for users to have a unique voice on social media and be able increase engagement and reach of posts by targeting the message to the right audience on each social network. We absolutely recognise that the old composer made it very fast to share the same message across multiple platforms and we're so sorry if the roll out of the new composer adds to your workload.
After months of research, chatting with customers and prospects, prototyping and editing sessions, we felt strongly about aligning the product with our mission of "giving users a greater voice on social media" and believed that the best way to move forward with this was to allow users to completely customise their posts.
Of course, if you'd like to continue sharing the same post to multiple social networks, you can do that using a simple copy and paste!

New Composer: Key Benefits

  • Character Limits: Each type of social account that you can post to through Buffer, has its own character limitations in place (you can check them out here). With the "Simple Composer", if you were sharing to multiple social accounts, Buffer would cap the characters at the most restrictive social accounts limit. For example, if you were sharing a post to a Twitter Profile and a Facebook Page, you would be capped at 140 characters, even though the limit for Facebook Pages is 5,000. Using the new composer, you can take full advantage of each social networks character limits.
  • Mentions (and some exciting news): As some of you might now, it's currently possible to @ mention Twitter account within the composer (like this). If you were sharing a post to other social networks at the same time (e.g. Facebook, LinkedIn) Buffer would convert the @ mention on other social networks to the full account name (taken from Twitter). This wasn't always ideal, and using the new composer, you can now remove these Twitter @ mentions for other social networks that you're sharing with. And in exciting news... the new composer is going to allow us to support Facebook Page mentions and we'll be rolling that out when the new composer is available within the main web dashboard.
  • Media: Using the old composer to share posts to multiple social networks, meant using the exact same media for each one. With the new composer, you have complete control over which type of media you share (if any) to each social network. For example, you might choose a neat GIF to share on Twitter, a video clip on Facebook and an image on Instagram. Further to this, you can now make use of the 4 images for Twitter and Facebook, even if you're sharing to the other social networks at the same time (which only support 1).
  • Tagging: In our research, we've found that different social networks like different amounts of hashtags. For example, 2 works great on Twitter, while 11 or more works great on Instagram (check out our research and. With the ability to create customised messages for each social network, you can now tailor the number of hashtags you use, while sharing the same content.

Further Reading

We've written more about why you should customise your message for each social network  over here and we'd love for you to check it out!