Publer

Our verdict on Publer

Publer is one of the quiet tools our marketing runs on. On a given day our calendar shows 8, 14, 18 or 19 posts across several brands and channels, and Jordan's view is that a scheduler is "kind of the only way" to do that.

He was also clear that Publer is not unique. Lots of syndication tools do the same job, Canva has scheduling built in, and we used Buffer before. We stuck with Publer on price and tooling, and Sam's summary on air was simple: "we love it here."

What we do with Publer

We showed it in Episode 18 (October 2025). There's no build here. It's a tool we use every day:

• Built This Week alone has LinkedIn, YouTube for Shorts and for the podcast, X, TikTok and more. Uploading one episode's content to each of those one by one would be "a hassle," in Sam's words.
• Across brands, Jordan estimated that pushing 19 unique posts to around seven platforms for five brands by hand could take a whole day without finishing.
• Jordan's own channels post consistently because they're scheduled. He said managing that himself would be "almost unmanageable."
• Vacation cover: when a teammate on our social team took a couple of weeks in Europe, everything was preloaded and the brands didn't miss a beat.

And if we weren't able to use a tool like Publer, we would probably, you know, have our social team be spending hours and hours a day just to get content live, and that would just make it impossible.

— Jordan Metzner, Episode 18

How we use Publer

From Jordan's walkthrough at 14:38:

1. Connect every social account. Publer supports the major platforms, including Instagram, LinkedIn and Facebook. For Instagram, and some others, use a business account, not a personal one.
2. Create a team with permissions. Teammates get access only to the accounts they handle.
3. Create a post and pick its channels. One post can go to several networks at once.
4. Use the AI assistant if it helps. It can draft post text. Sam mentioned hashtags too.
5. Check the preview. See how the post will look on each network before it goes out.
6. Schedule it, and set recurrence when needed. Pick the times, and repeat posts that should run on a cycle.
7. Load ahead. Queue content well in advance so posting doesn't depend on who's at their desk that week.
8. Watch the calendar and analytics. The calendar view is the fastest way to see volume across brands, and Publer has analytics on top.

Where Publer falls short

• Not differentiated. Jordan didn't want to claim Publer is the only option. Plenty of tools, including Canva, do scheduling.
• Account requirements. Instagram needs a business account, and other platforms have similar rules.
• It only distributes. Publer gets content out. Making the content is a separate job. For that we use AI tools like our in-house video studio, and two weeks after this episode we tried Pomelli for on-brand social images.
• No deep review of its AI. We mentioned the AI assistant but didn't test it on air.

The brands never stop posting, and they don't know who's on vacation and who's not on vacation because you're just being very consistent in in getting your content out there.

— Jordan Metzner, Episode 18

Publer vs Buffer

We don't have a full comparison page. The short version: we used Buffer first, then moved to Publer, and Sam said "for the price point and the tooling," Publer is the one we've stuck with. Jordan added that tools in this category are "pretty inexpensive" and a good way for startups and almost any company to scale up posting.

For more on how we and our guests use AI for content and distribution, see AI in marketing.

Episodes featuring Publer

• Episode 18: our Publer calendar, the create and schedule flow, and why we switched from Buffer.

FAQ

Is Publer worth it?

For us, yes. Jordan said that without a tool like Publer our social team would spend hours and hours a day just getting content live, which would make our posting volume impossible.

Publer vs Buffer: why did you switch?

We used Buffer before Publer. Sam said that for the price point and the tooling, Publer is the one we've stuck with. We didn't do a detailed feature comparison on the show.

How do you use Publer?

Connect your social accounts, add your team with permissions per account, then create a post, pick the channels, write it with the AI assistant if you want, check the preview and schedule it, including recurring posts.

Does Publer work with Instagram personal accounts?

Jordan said Instagram, and some other platforms, require a business account rather than a personal one for this kind of scheduling.