I love tools. I hate dependency. When a simple job needs a £30 a month plug-in just to press go next Tuesday, something is broken. Google Business Profiles adding scheduling and multi-location posting fixes a small but real part of that. It removes an excuse. It gives momentum a home.
Most local marketing doesn’t fail on strategy. It fails on Tuesdays. Someone forgets. Someone’s off. The tab doesn’t load. Momentum dies, then the habit dies with it. Native scheduling is boring in the best way. It keeps the drumbeat going when real life gets messy.
There’s also a money truth here. If all you wanted was to line up a few posts and push them to the right places, why were you renting a tool to do it. Subscriptions creep. Margins bleed. The moment a platform handles a basic task well enough, the right move is to simplify and re-invest that cost and headspace elsewhere.
We also need to talk about trust. In an AI-everything world, the simplest proof you’re alive is a fresh post and a quick reply. Not perfect. Present. Platforms reward that. People reward that. A clean, consistent cadence builds a reputation compound effect that no one-off campaign can match.
Will this kill every third-party scheduler. No. Complex teams still need workflows, governance and cross-network visibility. But the centre of gravity moves. The default becomes native. The exceptions earn their place. That is healthy for operators and healthy for outcomes.
What I hope changes most is the posture. Less theatre. More service. When posting stops being an admin chore with yet another login, it can become what it should have been all along – a weekly moment to show you care. A seasonal insight. A real photo. A human voice.
The businesses that will win from this update are not the ones with the fanciest templates. They’re the ones that decide to turn up, week after week, with something useful to say. The job isn’t to post more. It’s to be more present.
