Substack is a platform that lets anyone create a digital publication. Writers can send content via email, publish it on a public website, or do both at the same time. Readers subscribe to receive updates directly in their inbox, creating a more personal and uninterrupted connection.
There are two main types of subscriptions:
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Free newsletters, which help writers grow their audience
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Paid subscriptions, which allow writers to earn revenue from their work
Unlike many platforms, Substack gives creators complete control. Writers own their subscriber lists, can export them at any time, and are not locked into the platform.
How did Substack start, and what was its original purpose?
Substack was founded in 2017 by Chris Best, Hamish McKenzie, and Jairaj Sethi. Its original mission was simple: help independent writers make a living from their work. The founders saw an opportunity to support journalists who wanted to leave traditional media and create content on their own terms.
Early adopters included well-known journalists who utilized Substack to establish a direct connection with their readers. Instead of relying on ads or corporate sponsorships, they earned money through subscriptions. This model proved successful, attracting a diverse range of creators, including political commentators, food writers, and business analysts.
Over time, Substack has grown from a niche tool into a broader publishing platform used by professionals across various industries.
How has Substack evolved in the last few years?
Substack has added a range of features that go beyond newsletters. The platform now supports:
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Podcast hosting and distribution
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Video uploads and playback
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Real-time community chat
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Mobile apps for content consumption and engagement
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Tools for creators to recommend each other and grow faster
Substack has evolved into a comprehensive publishing ecosystem. Many creators treat their Substacks like digital magazines or media brands. They combine written content with audio, community interaction, and monetization in one seamless platform.
Substack has also made improvements to analytics and audience management. Writers can track open rates, engagement, and subscriber growth. For marketers, this means better visibility into performance and the ability to align content strategy with results.
Why are writers, influencers, and professionals moving from X to Substack?
There has been a noticeable shift in how people use social media, particularly X (formerly Twitter). Many writers and influencers who once built their audiences on X are now turning to Substack for greater control and sustainability.
Several factors are driving this move:
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On X, visibility is increasingly dictated by algorithms. On Substack, content goes directly to inboxes.
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Substack gives creators full ownership of their audience and data.
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Paid subscriptions provide a direct revenue stream, eliminating the need for ads or sponsorships.
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The tone of Substack allows for longer, more thoughtful content that doesn't always fit on fast-moving social platforms.
As a result, many professionals have reduced their time on X and are now focusing on building meaningful engagement through Substack.
Which should you choose
Substack when:
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Building a long-term personal brand
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Prioritizing ownership and audience trust
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Monetizing your knowledge through subscriptions
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Creating deep, evergreen content
X when:
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Need fast visibility and viral potential.
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Engage in real-time news, commentary, or entertainment.
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Want to be part of trending conversations.
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Don't need direct monetization or audience ownership.
How are marketers utilizing Substack to build their own audiences?
Substack is becoming a valuable tool for marketers seeking to establish direct and lasting connections with their audience. Instead of relying on social platforms or paid ads, marketers are using Substack to grow email lists and publish content that their audience actively wants to receive.
Some everyday marketing use cases include:
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Company newsletters that offer value beyond product updates
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Executive thought leadership pieces written in a personal tone
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Content repurposing from webinars, podcasts, or blog posts
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Private or premium content for niche communities
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Long-form storytelling that builds brand authority
Because Substack is easy to use and audience-focused, it naturally aligns with a content marketing strategy that emphasizes trust and transparency.
What are the benefits and challenges of using Substack for content distribution?
Benefits
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Simple setup and publishing tools
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Direct access to your audience via email
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Full ownership of subscriber data
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Monetization through paid subscriptions
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A platform designed for storytelling and engagement
Challenges
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Limited discovery tools, so promotion is up to the creator
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Fewer customization options compared to traditional email platforms
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Analytics are basic compared to enterprise-level tools
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Email deliverability can vary based on user behaviour and spam filters
While Substack may not replace a full-scale marketing automation platform, it serves a distinct purpose. It supports brand storytelling, thought leadership, and content-led relationship building in a clean, user-friendly environment.
How does Substack fit into a B2B marketing or personal branding strategy?
For B2B marketers, Substack offers a unique opportunity to step outside of traditional campaigns and speak directly to customers, partners, or prospects. It can be used as a standalone content channel or as part of a broader strategy.
Examples include:
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Weekly insights or leadership reflections from company executives
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Ongoing education for clients and prospects in niche industries
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Cross-functional contributions from sales, product, or support teams
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A branded content series that elevates the company's voice in the market
For individual professionals, Substack can serve as a platform for building a personal brand through the creation of long-form content. By sharing original insights and experiences, professionals can establish credibility, grow their network, and even unlock consulting or speaking opportunities.
How are Substack writers and thought leaders using LinkedIn to grow their newsletter audiences?
LinkedIn and Substack work well together when used strategically. Many Substack writers promote their newsletters by:
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Sharing excerpts or quotes from recent posts
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Posting summaries or "teasers" that encourage clicks
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Using the featured link section in their profile to highlight a signup page
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Engaging in comment threads and communities to build visibility
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Cross-promoting Substack content in newsletters and DMs
LinkedIn provides reach and visibility, while Substack supports depth and engagement. For marketers and creators, the two platforms complement each other perfectly.
The "leaving X" moment: Why Substack is becoming the home for independent voices
Over the past two years, a growing number of professionals have scaled back their activity on X. The platform's changes in leadership, moderation, and algorithm behaviour have led many users to question its long-term value.
In contrast, Substack offers a stable and focused environment. There is no character limit, no algorithm fighting for attention, and no need to tailor content for engagement hacks. Writers can speak directly to their readers, build lasting relationships, and grow a subscriber base that is truly their own.
This shift from public platforms to private, owned channels reflects a larger trend in content strategy. Marketers and creators alike are rethinking how they connect with their audience. Substack is at the centre of that movement.