Why Brands Are Turning to Substack to Forge Stronger Connections and Drive Value
In an era where traditional social platforms are becoming increasingly saturated and algorithm-driven, brands are on the hunt for innovative ways to connect with their audiences. According to Becky Owen, CMO at influencer marketing agency Billion Dollar Boy, “Audiences today expect relevance, nuance, and value—whether that’s entertainment, education, or inspiration.” As businesses grapple with these demands, Substack, an email newsletter platform, is emerging as a cutting-edge solution for brands looking to create meaningful connections and foster community.
The Allure of Substack
Substack made its debut in 2017, courtesy of two former Kik Messenger members and a tech reporter from PandoDaily. Over recent years, it has transformed from a modest startup into a thriving hub for writers, commentators, and creators seeking to monetize their work.
Much like blogging platforms such as Medium or WordPress, Substack simplifies the process of launching an email newsletter, enabling brands to build a more engaged audience. Its built-in features, such as likes and comments, pull readers back to the platform, making the experience resemble that of a blog rather than a typical email product. Recent enhancements like Substack Chat underscore the platform’s commitment to fostering community and interaction—all crucial elements for brands aiming to deepen their loyalty and trust.
“Unlike traditional email platforms, Substack encourages a two-way conversation and fosters a sense of community,” says Owen. She adds that Substack is not a replacement for social media or paid advertising; rather, it serves as a powerful complement for brands keen on building owned media ecosystems that thrive on long-term engagement.
Brands Experimenting with Substack: A Taste of Success
While only a handful of brands have leaped onto Substack—including many small and agile businesses—these early adopters are setting noteworthy precedents. They discover that Substack’s content guidelines prohibit purely promotional publications, pushing brands to think creatively about the value they offer their subscribers.
Owen claims, “The era of blunt, one-size-fits-all brand messaging is behind us. Brands that understand this are transitioning towards democratized, creator-led content ecosystems.”
SmartFlyer: Exclusive Insights for Travelers
Take, for instance, SmartFlyer, a luxury travel agency that launched its newsletter, Stay Awhile with SmartFlyer. Instead of simply pushing holiday packages, this newsletter delivers exclusive travel expertise right to subscribers’ inboxes. Kayla Douglas, SmartFlyer’s content director, observes that the newsletter can share stories that resonate in the moment, creating a space for insights directly from their agents on the ground.
Tracking metrics like open rates and subscriber growth has been a priority, and Douglas highlights the benefit of interaction from community members beyond traditional social media platforms.
M.M.LaFleur: Cultivating a Community of Workwear Enthusiasts
Similarly, women’s workwear brand M.M.LaFleur transitioned its influential blog The M Dash to Substack to tap into its community-building features. The brand reports that the initiative attracted 200 new subscribers without any additional marketing efforts. M.M.LaFleur’s head of editorial, Maddie Kim, emphasizes that this platform focuses on creating a safe, high-quality space rather than driving immediate sales. By prioritizing storytelling and genuine connection, the brand aims to turn readers into future customers.
Effective Strategies for Brands on Substack
Prioritize Unique, Tailored Content
Leverage Substack to produce longer-form content distinct from standard marketing outputs. For instance, SmartFlyer’s newsletter offers real-time insights, while TheRealReal’s creative newsletter deviates from traditional marketing by promoting user-generated content, resonating deeply with community members.
Foster Genuine Connections
As Wes Pearce, creator of Escape the Cubicle, reflects, “The most successful newsletters aren’t built on content – they’re built on connection.” Substack’s interactive features allow brands to create mini-communities that enable meaningful dialogues between fans and foster a supportive environment for subscribers.
Ditch the Hard Sell
Brands must resist the urge to use Substack as a direct sales channel. Instead, set relationship-focused goals—reinforcing values, showcasing internal expertise, and providing exclusive insights. The key is to create a space that your audience finds valuable, ensuring they choose to engage with your brand over myriad other options.
Final Thoughts
The shift in marketing dynamics towards authenticity and community requires brands to pivot their strategies. By recognizing Substack not merely as a promotional tool but as a relationship channel, brands can realize its full potential in cementing connections with loyal followers.
To stand out in the crowded landscape of Substack newsletters, brands need to prioritize storytelling, engage personally, and offer genuine value—setting them apart in a captivating and competitive environment. The platform may well be the next frontier for innovative content marketing that elevates both brand loyalty and audience engagement in a digitally savvy world.
