Buffer’s Chief Product Officer on how it connects a fractured internet

Buffer screenshot
The post-social media era requires a headless ecommerce equivalent for content.

We’ve talked a lot about social media on the podcast this year, because social media has had a really messy year. We’ve seen platforms stumble and new platforms launch.

“We all have to thank Elon Musk for all that amazing innovation and disruption that’s happening. Many changes that he has brought to X is now driving that interesting innovation.”

But we’ve also seen what social media means change, as the original ‘posting photo of my meal’ or ‘relationship status updates for my friends’ modality has been slowly replaced by video heavy, consumption-focused experiences that are either algorithmically amplified or driven. And that’s not even taking into account generative AI content. It’s a new, post-social world.

On this podcast we’ve talked to Noam Bardin about what it’s like trying to build a social media platform in 2023, but how much of a headache is it trying to support all the different social media networks?

Today we’re talking to Buffer chief product officer Maria Thomas about the pitfalls of essentially building the headless ecommerce equivalent for posting ‘content’ on a fractured internet. This episode gets a little nerdy: we talk a lot about APIs, decentralization, and how platform priorities have changed over Buffer’s 13 year lifespan.

But it’s an insightful look into how product people like Maria view how the internet is changing, and how best to support those changes.

Let’s dig in.

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The BetaKit Podcast is hosted by Douglas Soltys and Rob Kenedi. Produced by Kattie Laur, edited by Kattie Laur and Poncho Navarro. Sponsored by Float and SAAS NORTH (use the code ‘betakit25’ to get your tickets). Feature image courtesy Buffer.

Douglas Soltys

Douglas Soltys

Douglas Soltys is the Editor-in-Chief of BetaKit and founder of BetaKit Incorporated. He has worked for a few failed companies and written about many more. He spends too much time on the Internet.

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