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Buffer Launches Engagement Features for Instagram

Talk with your customers directly in Buffer via Instagram

Social media management software Buffer released new Instagram engagement features to help small businesses better engage with their customers on Instagram today, the company already has features to help people schedule and analyze their social media posts. One standout element of these engagement features is that they automatically label comments related to questions or orders, and leverage machine learning to identify negative comments. 

Diego Sanchez, the Product Manager at Buffer who worked on creating this feature, explained “We talked to many small businesses and we kept hearing a common theme: It’s really hard to stay on top of comments on Instagram, and things tend to fall through the cracks.” He goes on to share more about the goal of these new features. “We wanted to help businesses stay on top of comments by adding smart labels to those comments.” 

Last year, Buffer retired the customer service product they acquired in 2015, which helped businesses deliver fast and responsive customer support on social media. In its place, they began building a more integrated set of social media engagement features that would allow small businesses to engage with their customers through Buffer. This is part of a broader stance that Buffer is taking to create a complete social media marketing tool for small businesses, emerging brands, and entrepreneurs. 

Buffer’s CEO, Joel Gascoigne, shared more on what the release of these features means for the future of Buffer. “Small businesses play a critical role in shaping innovation, providing truly meaningful work, and driving positive changes for local communities and society. We’re building Buffer with small businesses in mind, to give them the tools to do this important work. We’re now expanding Buffer to become a comprehensive social media toolkit, which will help our customers save time, get better results on social media, and see more growth.” 

These engagement features are now available to anyone with a Buffer subscription or trial and were added to existing pricing plans at no additional cost. Using Buffer’s engagement features, small businesses can quickly answer comments on social media without worrying about missing comments in the native Instagram app. Buffer also has a dedicated team to build out these features further, with a roadmap that includes expanding to other social networks.

Check out to see these features in action. Reach out to with questions or interview requests. 

About Buffer

Buffer is a social media marketing tool made to power small businesses online. Using Buffer, small businesses can publish social media posts, analyze the results, and engage with their audiences, all in one place. 

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Hailley Griffis

Head of Public Relations

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