This is Why Brands Should Tap into Substack Marketing

Before social media creators became the go-to influencers, bloggers were the original voices of digital persuasion. Their product reviews, online pieces, and personal experiences helped shape online conversations and influence. Now, with Substack emerging as the latest digital platform to take over, we’re witnessing a nostalgic full circle moment for writers and brands finding fresh audiences in an untapped territory. 

Substack’s rising popularity isn’t accidental – it’s strategic. The platform revolutionised content marketing by offering creators an intimate, direct channel to engage their subscribers. Unlike traditional social media, Substack empowers writers, journalists, and content creators to share a variety of content – from blog articles and newsletters to podcast and videos – through a uniquely personal approach. 

While TikTok captivates Gen-Z audiences and Instagram’s polished aesthetic attracts primarily female users aged 18-34, Substack stands apart with its remarkable diversity. The platform offers opportunities across all fields and interests. Most Substack users are over the age of 25, with a strong appeal to Millennials and Gen X readers who engage with wide-ranging content spanning technology, politics, culture, shopping, and business.

So why should brands tap into Substack marketing when it comes to expanding their social media presence?

Substack Marketing Opportunities

Whilst avoiding the algorithm-driven chaos of a traditional social media channel in an oversaturated market, brands can benefit from Substack’s opportunity for monetisation through premium content and subscriptions. It becomes less about marketing to a wider pool of audiences and more about concise targeting – drawing in niche, loyal subscribers with premium content, loyalty programs, and direct relationship building. 

The platform’s monetisation tools are particularly compelling. Brands can set their own subscription prices, effectively building a sustainable, long-term business model that drives conversion whilst prioritising quality over quantity. 

By embracing Substack marketing, brands can break free from the constraints of traditional social media, offering subscribers an exclusive, behind-the-scenes look into their world – offering their audiences an experience, not just content. 

Substack’s curated approach has grown its appeal to audiences craving authentic and organic content. This thoughtful strategy helps position brands as authoritative thought leaders in relevant topics, allowing them to connect with readers without the overtly commercial feel that often plagues traditional social platforms.

Fashion brands Free People and Tory Burch are already pioneering this space, using exclusive newsletters to forge deeper audience connections. Melanie Masarin, founder of the non-alcoholic brand Ghia, also uses her personal Substack newsletter “Night Shade” to advertise Ghia and partner with other brands, positioning her brand as part of her lifestyle. Their success has proven that Substack isn’t just a new digital platform filling the void—it’s become a strategic communication channel. 

It’s also a relatively untapped space where content creators can share sponsored content and brand collaborations with highly specific, niche audiences. When developing a comprehensive Substack growth strategy, creators deserve serious consideration. Brands can no longer afford to rely solely on traditional influencers, particularly given current platform uncertainties (with the potential US TikTok ban on the horizon) and the limitations of ad sponsorships within the broader creator economy.

Which brands are already leaning into their Substack marketing strategies?

This up-and-coming digital platform offers brands the opportunity to collaborate with a wide range of unconventional creators – from podcasters, thought leaders, journalists, to bloggers – by crafting native content that seamlessly integrates their campaign messaging. 

In today’s evolving creator landscape, effective strategies must transcend the pursuit of influencer’s follower count. By cultivating relationships with Substack accounts, brands can prioritise what truly matters: meaningful engagement, exceptional content quality, and precise audience alignment.

Kate McLeod, a skincare brand, ran a successful campaign in collaboration with five Substack accounts and five Instagram influencers, finding that Substack creators converted 54% more sales. In addition, Matches, the fashion retailer, partnered with journalist Otegha Uwagba for a newsletter takeover, where she chose an item, styled it, and wrote about it, generating significant engagement and conversions for the brand.

Medik8, another skincare brand, partnered with Emily Sundberg, a popular writer known for her “Feed Me” Substack, and saw a 204% return on ad spend. 

Saie is another brand successfully tapping into Substack as an additional marketing channel, with its behind-the-scenes take on life at Saie HQ and its employers’ day-to-day activities. This take leans into the general increased desire for more exclusive, “access all areas” content from consumers, as they seek a more personal connection with the brands/companies they’re buying from.

Quality over quantity has shown its effectiveness when it comes to influencer marketing strategies – partnering with creators who maintain dedicated, highly-engaged subscriber communities that closely match a brand’s target demographic can significantly amplify campaign performance and deliver superior results.

Can we expect Substack marketing to become a core pillar for strategic growth online?

As the digital landscape continues to evolve, Substack marketing represents a strategic frontier for brands seeking deeper audience connections in an increasingly saturated market. The platform’s success stories have shown that meaningful engagement with dedicated communities often delivers more value than casting wider nets across traditional social media. 

For brands willing to invest in quality content, Substack offers not just another marketing channel, but a genuine opportunity to build sustainable audience relationships that transcend the limitations of algorithm-driven platforms. 

In a world of fleeting digital interactions, Substack’s model reminds us that depth of connection often matters more than breadth of reach.

Written by: Arri Grewal

Our influencer marketing agency and social agency are located worldwide, with our agency network based in the USA, UK, UAE and China.

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