Joel Gascoigne
@joel.is
Founder CEO of @buffer.com. Building a long term, independent, profitable business with big ambitions, focused on value for customers and team.
https://joel.is
https://joel.is
Today we're launching Community, which we've built to help you to stay on top of comments and replies across all your social channels. Available now on all Buffer plans, including our free plan.
November 12, 2025 at 4:11 PM
Today we're launching Community, which we've built to help you to stay on top of comments and replies across all your social channels. Available now on all Buffer plans, including our free plan.
Buffer is largely known as a social media scheduling tool. For publishing posts. And we do a great job of that.
But for years now, I've known that posting is only part of the equation.
We've been working hard on something new. Coming this Wednesday, November 12.
But for years now, I've known that posting is only part of the equation.
We've been working hard on something new. Coming this Wednesday, November 12.
November 10, 2025 at 2:28 PM
Buffer is largely known as a social media scheduling tool. For publishing posts. And we do a great job of that.
But for years now, I've known that posting is only part of the equation.
We've been working hard on something new. Coming this Wednesday, November 12.
But for years now, I've known that posting is only part of the equation.
We've been working hard on something new. Coming this Wednesday, November 12.
“When people start habitually exercising, even as infrequently as once a week, they start changing other, unrelated patterns in their lives, often unknowingly. Typically, people who exercise start eating better and becoming more productive at work.” – Charles Duhigg
October 27, 2025 at 3:11 AM
“When people start habitually exercising, even as infrequently as once a week, they start changing other, unrelated patterns in their lives, often unknowingly. Typically, people who exercise start eating better and becoming more productive at work.” – Charles Duhigg
This is one of my favorite charts at Buffer right now.
It's the chart of our number of paying customers. It might look like we've just experienced awful churn, but that's not what it is.
Those drops are when we proactively cancelled subscriptions for some of our inactive customers.
It's the chart of our number of paying customers. It might look like we've just experienced awful churn, but that's not what it is.
Those drops are when we proactively cancelled subscriptions for some of our inactive customers.
October 16, 2025 at 4:55 PM
This is one of my favorite charts at Buffer right now.
It's the chart of our number of paying customers. It might look like we've just experienced awful churn, but that's not what it is.
Those drops are when we proactively cancelled subscriptions for some of our inactive customers.
It's the chart of our number of paying customers. It might look like we've just experienced awful churn, but that's not what it is.
Those drops are when we proactively cancelled subscriptions for some of our inactive customers.
Yesterday I sent the Buffer shareholder update with August results to ~80 alumni and investors. August 2025 key metrics:
- MRR: $1,854,462 (+0.88%)
- ARR: $22,253,545 (+0.88%)
- Customers: 65,815 (+0.69%)
- MAU: 185,129 (-3.33%)
- ARPU: $28.17 (+0.18%)
- Net Income: $296,544.16 (+9.37%)
- MRR: $1,854,462 (+0.88%)
- ARR: $22,253,545 (+0.88%)
- Customers: 65,815 (+0.69%)
- MAU: 185,129 (-3.33%)
- ARPU: $28.17 (+0.18%)
- Net Income: $296,544.16 (+9.37%)
September 20, 2025 at 9:36 PM
Yesterday I sent the Buffer shareholder update with August results to ~80 alumni and investors. August 2025 key metrics:
- MRR: $1,854,462 (+0.88%)
- ARR: $22,253,545 (+0.88%)
- Customers: 65,815 (+0.69%)
- MAU: 185,129 (-3.33%)
- ARPU: $28.17 (+0.18%)
- Net Income: $296,544.16 (+9.37%)
- MRR: $1,854,462 (+0.88%)
- ARR: $22,253,545 (+0.88%)
- Customers: 65,815 (+0.69%)
- MAU: 185,129 (-3.33%)
- ARPU: $28.17 (+0.18%)
- Net Income: $296,544.16 (+9.37%)
A great strategy should lead to strong differentiation and lasting results. Ensuring the strategy and culture are aligned can enhance execution and enable you to create something really special.
September 8, 2025 at 3:12 AM
A great strategy should lead to strong differentiation and lasting results. Ensuring the strategy and culture are aligned can enhance execution and enable you to create something really special.
A fun fact to share from Buffer's July financials: our net profit for July 2025 was $271K, which is more than our total profit for the whole of 2024 (and in fact any year since 2020). I can wholeheartedly say we achieved this by getting hyper-focused on serving customers 🚀
August 25, 2025 at 2:39 AM
A fun fact to share from Buffer's July financials: our net profit for July 2025 was $271K, which is more than our total profit for the whole of 2024 (and in fact any year since 2020). I can wholeheartedly say we achieved this by getting hyper-focused on serving customers 🚀
If as a founder of a growing company you’re not working with a coach (even better, a therapist too), you’re most likely not uncovering your own flaws and ingrained issues that will ultimately hold back the business sooner or later.
August 10, 2025 at 4:48 PM
If as a founder of a growing company you’re not working with a coach (even better, a therapist too), you’re most likely not uncovering your own flaws and ingrained issues that will ultimately hold back the business sooner or later.
There are a few beliefs I've followed as I've built Buffer. One of them is that as I attain personal freedoms through the success of Buffer, I aim to extend those same freedoms to the team.
Here are a few examples 🧵 ⬇️
Here are a few examples 🧵 ⬇️
July 29, 2025 at 3:29 PM
There are a few beliefs I've followed as I've built Buffer. One of them is that as I attain personal freedoms through the success of Buffer, I aim to extend those same freedoms to the team.
Here are a few examples 🧵 ⬇️
Here are a few examples 🧵 ⬇️
The great companies are the ones that are able to retain a creator and builder mindset, rather than purely being operated and optimized.
July 17, 2025 at 2:40 PM
The great companies are the ones that are able to retain a creator and builder mindset, rather than purely being operated and optimized.
"They aren’t a record of my thinking process. They are my thinking process." – Richard Feynman, on his notebooks
July 14, 2025 at 3:19 AM
"They aren’t a record of my thinking process. They are my thinking process." – Richard Feynman, on his notebooks
For transparency to be a genuine value of an organization, it cannot simply be something you join and benefit from. It requires active participation and contribution. This should stretch everyone. It should feel a little uncomfortable because transparency is not easy, but the benefits are real.
June 9, 2025 at 12:41 AM
For transparency to be a genuine value of an organization, it cannot simply be something you join and benefit from. It requires active participation and contribution. This should stretch everyone. It should feel a little uncomfortable because transparency is not easy, but the benefits are real.
Wow, we did it! We have officially achieved a new all-time-high ARR at Buffer 🎉
Our previous all-time-high was $22,384,598 on February 6, 2020. Today, our ARR stands at $22,395,427.
This milestone has been 5 years in the making for us, it's going to take a little time to sink in for me personally!
Our previous all-time-high was $22,384,598 on February 6, 2020. Today, our ARR stands at $22,395,427.
This milestone has been 5 years in the making for us, it's going to take a little time to sink in for me personally!
May 28, 2025 at 3:16 PM
Wow, we did it! We have officially achieved a new all-time-high ARR at Buffer 🎉
Our previous all-time-high was $22,384,598 on February 6, 2020. Today, our ARR stands at $22,395,427.
This milestone has been 5 years in the making for us, it's going to take a little time to sink in for me personally!
Our previous all-time-high was $22,384,598 on February 6, 2020. Today, our ARR stands at $22,395,427.
This milestone has been 5 years in the making for us, it's going to take a little time to sink in for me personally!
Feeling so much gratitude for this wonderful group of humans as I return from the 12th @buffer.com company retreat in Antalya, Türkiye.
51 weeks of the year, we work together across 49 cities in 21 countries. To get to spend a week in the same place is special, and a vital part of how we operate.
51 weeks of the year, we work together across 49 cities in 21 countries. To get to spend a week in the same place is special, and a vital part of how we operate.
May 2, 2025 at 9:07 PM
Feeling so much gratitude for this wonderful group of humans as I return from the 12th @buffer.com company retreat in Antalya, Türkiye.
51 weeks of the year, we work together across 49 cities in 21 countries. To get to spend a week in the same place is special, and a vital part of how we operate.
51 weeks of the year, we work together across 49 cities in 21 countries. To get to spend a week in the same place is special, and a vital part of how we operate.
My experience as a founder CEO has been that I go through alternating phases of feeling clouded, and then those clouds lifting and clarity around important decisions emerging.
Some of my thoughts and techniques I've arrived at over time to lead effectively while I feel varying levels of clarity:
Some of my thoughts and techniques I've arrived at over time to lead effectively while I feel varying levels of clarity:
April 19, 2025 at 3:15 PM
My experience as a founder CEO has been that I go through alternating phases of feeling clouded, and then those clouds lifting and clarity around important decisions emerging.
Some of my thoughts and techniques I've arrived at over time to lead effectively while I feel varying levels of clarity:
Some of my thoughts and techniques I've arrived at over time to lead effectively while I feel varying levels of clarity:
Here are Buffer's March 2025 results:
– MRR: $1,790,039 (+2.25%)
– ARR: $21,480,468 (+2.25%)
– Customers: 64,237 (+2.05%)
– MAU: 184,026 (+3.88%)
– Team Size: 71 (-1 person)
– Revenue Per Employee: $302,542 (+3.69%)
This is part of the update I sent to shareholders of Buffer.
A few reflections ⬇️
– MRR: $1,790,039 (+2.25%)
– ARR: $21,480,468 (+2.25%)
– Customers: 64,237 (+2.05%)
– MAU: 184,026 (+3.88%)
– Team Size: 71 (-1 person)
– Revenue Per Employee: $302,542 (+3.69%)
This is part of the update I sent to shareholders of Buffer.
A few reflections ⬇️
April 14, 2025 at 9:09 PM
Here are Buffer's March 2025 results:
– MRR: $1,790,039 (+2.25%)
– ARR: $21,480,468 (+2.25%)
– Customers: 64,237 (+2.05%)
– MAU: 184,026 (+3.88%)
– Team Size: 71 (-1 person)
– Revenue Per Employee: $302,542 (+3.69%)
This is part of the update I sent to shareholders of Buffer.
A few reflections ⬇️
– MRR: $1,790,039 (+2.25%)
– ARR: $21,480,468 (+2.25%)
– Customers: 64,237 (+2.05%)
– MAU: 184,026 (+3.88%)
– Team Size: 71 (-1 person)
– Revenue Per Employee: $302,542 (+3.69%)
This is part of the update I sent to shareholders of Buffer.
A few reflections ⬇️
"An overall master plan to guide a business for the next ten years is unrealistic on the part of its author and is seldom worth the time and energy" – Charlie Munger
March 31, 2025 at 2:21 AM
"An overall master plan to guide a business for the next ten years is unrealistic on the part of its author and is seldom worth the time and energy" – Charlie Munger
I've been adjusting the way I lead at Buffer, moving away from primarily 1:1 interactions with my direct reports, towards striving for as much transparent and group-based collaboration in projects as possible.
A few thoughts ⬇️
A few thoughts ⬇️
March 2, 2025 at 7:24 PM
I've been adjusting the way I lead at Buffer, moving away from primarily 1:1 interactions with my direct reports, towards striving for as much transparent and group-based collaboration in projects as possible.
A few thoughts ⬇️
A few thoughts ⬇️
“An organization, as a whole, is more conservative and resistant to change than the individuals who comprise it. Do not assume that general agreement will lead to change—it takes substantial energy to move a group, even when all are on board.” - Ed Catmull
February 23, 2025 at 5:09 PM
“An organization, as a whole, is more conservative and resistant to change than the individuals who comprise it. Do not assume that general agreement will lead to change—it takes substantial energy to move a group, even when all are on board.” - Ed Catmull
We had our team-wide All Hands earlier this week, and each month we celebrate the team anniversaries (we call them Bufferversaries) 🎉
It's so heartwarming to me that we have such a long tenured team. Can you believe there are 49 collective years put into building Buffer here?
It's so heartwarming to me that we have such a long tenured team. Can you believe there are 49 collective years put into building Buffer here?
February 14, 2025 at 8:07 PM
We had our team-wide All Hands earlier this week, and each month we celebrate the team anniversaries (we call them Bufferversaries) 🎉
It's so heartwarming to me that we have such a long tenured team. Can you believe there are 49 collective years put into building Buffer here?
It's so heartwarming to me that we have such a long tenured team. Can you believe there are 49 collective years put into building Buffer here?
Introducing Streaks in Buffer 🪴 Post at least once a week to build your streak – miss a week and it resets.
I've found that consistency in social posting leads to compounding benefits. Data confirms it: a 10-week posting streak can lead to 5x more engagement.
Try Streaks in Buffer today ✨
I've found that consistency in social posting leads to compounding benefits. Data confirms it: a 10-week posting streak can lead to 5x more engagement.
Try Streaks in Buffer today ✨
January 29, 2025 at 5:13 PM
Introducing Streaks in Buffer 🪴 Post at least once a week to build your streak – miss a week and it resets.
I've found that consistency in social posting leads to compounding benefits. Data confirms it: a 10-week posting streak can lead to 5x more engagement.
Try Streaks in Buffer today ✨
I've found that consistency in social posting leads to compounding benefits. Data confirms it: a 10-week posting streak can lead to 5x more engagement.
Try Streaks in Buffer today ✨
Did you know that we publish all of our Shareholder Updates transparently at Buffer?
We have a section of our website where we add the exact updates I send out to our shareholders.
Key numbers for November:
- MRR: $1,647,532 (+1.69%)
- ARR: $19,770,381 (+1.69%)
- Customers: 59,159 (+1.40%)
We have a section of our website where we add the exact updates I send out to our shareholders.
Key numbers for November:
- MRR: $1,647,532 (+1.69%)
- ARR: $19,770,381 (+1.69%)
- Customers: 59,159 (+1.40%)
December 21, 2024 at 10:21 PM
Did you know that we publish all of our Shareholder Updates transparently at Buffer?
We have a section of our website where we add the exact updates I send out to our shareholders.
Key numbers for November:
- MRR: $1,647,532 (+1.69%)
- ARR: $19,770,381 (+1.69%)
- Customers: 59,159 (+1.40%)
We have a section of our website where we add the exact updates I send out to our shareholders.
Key numbers for November:
- MRR: $1,647,532 (+1.69%)
- ARR: $19,770,381 (+1.69%)
- Customers: 59,159 (+1.40%)
Today is a special day at @buffer.com - we just crossed $20M in ARR 🎉🚀
What makes it extra special, is that this is the second time we've reached this milestone. It's been a years-long whole-team effort to achieve the turnaround.
Read my longer reflection: https://joel.is/posts/1734464838/
What makes it extra special, is that this is the second time we've reached this milestone. It's been a years-long whole-team effort to achieve the turnaround.
Read my longer reflection: https://joel.is/posts/1734464838/
December 17, 2024 at 11:52 PM
Today is a special day at @buffer.com - we just crossed $20M in ARR 🎉🚀
What makes it extra special, is that this is the second time we've reached this milestone. It's been a years-long whole-team effort to achieve the turnaround.
Read my longer reflection: https://joel.is/posts/1734464838/
What makes it extra special, is that this is the second time we've reached this milestone. It's been a years-long whole-team effort to achieve the turnaround.
Read my longer reflection: https://joel.is/posts/1734464838/
I enjoyed being on The Startup CEO Show to chat building @buffer.com.
Topics we covered: transparency as a core value, taking a long-term view, buying out investors, navigating a co-founder breakup, working through revenue decline back to growth, fatherhood.
Links to listen/watch in next post ⬇️
Topics we covered: transparency as a core value, taking a long-term view, buying out investors, navigating a co-founder breakup, working through revenue decline back to growth, fatherhood.
Links to listen/watch in next post ⬇️
December 2, 2024 at 10:04 PM
I enjoyed being on The Startup CEO Show to chat building @buffer.com.
Topics we covered: transparency as a core value, taking a long-term view, buying out investors, navigating a co-founder breakup, working through revenue decline back to growth, fatherhood.
Links to listen/watch in next post ⬇️
Topics we covered: transparency as a core value, taking a long-term view, buying out investors, navigating a co-founder breakup, working through revenue decline back to growth, fatherhood.
Links to listen/watch in next post ⬇️
It's a little hard to believe. Fourteen years ago today, I launched Buffer from my apartment in Birmingham, in the UK.
Today the business generates $1.65 million per month, serves 59,000 customers, and enables fulfilling work for 72 people.
Read my reflections on the journey: joel.is/fourteen/
Today the business generates $1.65 million per month, serves 59,000 customers, and enables fulfilling work for 72 people.
Read my reflections on the journey: joel.is/fourteen/
Fourteen years
My journey of building a business for fourteen years so far
joel.is
November 30, 2024 at 8:02 PM
It's a little hard to believe. Fourteen years ago today, I launched Buffer from my apartment in Birmingham, in the UK.
Today the business generates $1.65 million per month, serves 59,000 customers, and enables fulfilling work for 72 people.
Read my reflections on the journey: joel.is/fourteen/
Today the business generates $1.65 million per month, serves 59,000 customers, and enables fulfilling work for 72 people.
Read my reflections on the journey: joel.is/fourteen/