We’ve always believed in building in public at Buffer — and if you’ve been around a while, you’ll know we really mean it.

Transparency and community collaboration have been at the heart of how we work for over a decade. Which is why I’m especially excited to share a behind-the-scenes look at something we’re bringing back: our public API!

I’m Amanda, the product manager leading the charge on this project, and I wanted to give you a big-picture view of why we’re rebuilding the API, who it’s for, and where we’re headed next.

A quick look back: The Buffer API origin story

We first launched Buffer’s public API in 2012 with a small but mighty group of 15 integrations — think Pocket, IFTTT, and other early web favorites. Fun fact: a few now-competing social tools actually started out as Buffer integrations.

Our API was built with REST (the standard at the time) and allowed developers to do things like schedule posts and manage profiles. We kept user privacy top of mind from day one and built out docs to help folks get started. By 2019, over 47,000 clients were using the API.

But by then, the landscape had changed a lot. Following privacy scandals such as Cambridge Analytica, social network platforms including Meta (Facebook), Pinterest, LinkedIn, and X (formerly Twitter) introduced stricter terms of service and data privacy requirements. To comply, we had to tighten control over our API usage.

Also around this time, our priorities were shifting internally. We decided to stop allowing new applications because we knew we couldn’t offer the dev experience we wanted — and our partners deserved — without a bigger investment.

The comeback story

That bigger investment I mentioned? We’re ready for it now. There are a few big reasons we’re investing in rebuilding Buffer’s API — and they all come back to doing right by our community.

Here’s a deeper look:

We want to build this with you

Transparency and collaboration have always been part of our DNA. Rebuilding the API gives us a chance to create something that’s more powerful, more accessible, and genuinely useful — with feedback and input from the people who’ll actually use it.

We want to unlock new possibilities for small businesses and indie devs

Our mission is all about helping small businesses and creators grow sustainably. A modern API removes barriers and opens the door for folks to customize Buffer to their needs — or even build something entirely new on top of it. (We love to see it.)

We can’t — and shouldn’t — build everything ourselves

Our users have edge cases, workflows, and needs that don’t always fit neatly into our core roadmap — and that’s okay! A more flexible, developer-friendly API lets others in our community build the tools they need, without waiting on us to do it.

We want a UI that’s powerful and adaptable

As we rebuild, we’re thinking ahead to a future where Buffer’s UI can flex and adapt based on what users actually need — no bloat, no clutter. A better API helps make that possible.

The tech matters too

Our old API was showing its age. Rebuilding it gives us a stronger, more secure foundation to work from — one that’s scalable, well-documented, and ready for whatever comes next (AI tools, automation, you name it).

Who we’re building the new API for

As we rebuild the API, we’re thinking about two main groups of people who’ll be using it — both equally important, and both doing really exciting things.

1. Power users personalizing Buffer

These folks are customizing Buffer for their own workflows — think social media managers, marketers, or just super-organized creators who want things to run their way.

Whether it’s automation, no-code tools, or building custom dashboards, we want them to be able to use the API to save time and get creative, no formal dev background required.

Here’s a great example of how that might look from one of our engineers, Andrew Yates, who also created his own app, Alpenglow, as a side project. (For context, Alpenglow helps pinpoint the exact time a sunrise or sunset will be at its most beautiful in any given location.)

With the API, he’s connected Buffer and Alpenglow to create this workflow:

Users can submit sunrise or sunset photo reports in the app.
If they give permission, I send the photo and caption straight to Buffer’s drafts.

With this relatively simple set-up, Andrew had over 3,000 drafts waiting for him in Buffer — enough for more than two years of content, he predicts.

Incredible, right?

2. Developers building integrations for others

Then there’s the folks building third-party integrations — tools that work with Buffer and serve entire communities or organizations. These projects usually need more technical depth: authentication, error handling, privacy compliance, the works.

And while “developer” used to mean someone who knew their way around a terminal, that definition is evolving fast.

Thanks to AI and low-code tools, the developer community is getting more diverse — which is exactly why we’re focused on making our docs, tooling, and onboarding super approachable. (More on that coming soon!)

Watch this space for more

By rebuilding the API, we’re not just strengthening our technical foundations. We’re doubling down on our commitment to the Buffer community. This work is about more than code. It’s about creating a more open, flexible platform that gives developers, small businesses, and everyday users the tools they need to build what works for them.

I hope you’re as excited about this as I am! If you have any questions, pop them in the comments below. If you’re a developer and want to get involved as soon as possible, register here for early access. 👀

We’ll share more on this soon!

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