As audience behaviors evolve, it’s crucial for brands to stay ahead of the curve. One thing that is becoming increasingly clear is that a large number of consumers crave meaningful, accessible content on their own terms.
Enter Substack, a powerful platform that some—and that’s one of the main points here!—brands can successfully leverage to build meaningful, long-term relationships with their audience.
Why Substack?
Substack is much more than just a newsletter platform—it can also serve as a space for brands to shine with:
- Long-form storytelling: Unlike traditional social media, newsletters allow for deeper, more thoughtful engagement.
- Monetization options: Subscription tiers let brands offer exclusive content without relying solely on pesky ads that may hinder the user experience.
- Podcast integration: Brands can host and distribute podcasts directly through Substack, keeping all their content in one place while potentially reaching listeners on major platforms like Spotify and Apple Podcasts.
To Use Substack Effectively:
Create a Content Strategy That Strikes the Right Balance
Consistency matters—but so does audience fatigue. Instead of sending daily updates, consider a mix of weekly deep dives, monthly special reports and limited-time campaigns. But every single piece of content you push out should provide real value!
Podcasts can also complement other newsletters and digital marketing efforts, giving subscribers an alternative way to engage with content on the go.
Leverage Influencer & Creator Collaborations
Feature guest contributors, industry experts or carefully chosen influencers in your newsletters and podcasts to bring fresh perspectives.
Amplify this by cross-promoting with influencers’ own Substack newsletters or social channels for organic audience growth.
Use Giveaways & Exclusive Perks Strategically
Offer special subscriber-only discounts, early access to product launches or behind-the-scenes content.
Create podcast-exclusive giveaways or Q&A episodes for paying subscribers to increase retention.
Encourage Two-Way Engagement
Use comments and polls to start discussions, making your brand feel like a community rather than just a content source.
Much like livestream shopping, it’s crucial to focus on storytelling and engagement instead of aggressive hard selling.
Host sessions based on community hot topics or share compelling audio content via Substack’s podcasting features.
Measure, Adapt & Optimize
Monitor open rates, subscriber growth and engagement metrics to refine your approach. Don’t be afraid to experiment with different content formats—some audiences may prefer written analysis, while others engage more with audio storytelling.
Remember also to measure what you’re putting in against tangible results.
There is no sense in spending time and money indefinitely if you aren’t building up your overall brand reputation.
What to Watch Out For
Ownership & Platform Dependency: Unlike a self-hosted blog or email list, Substack operates as a third-party platform. If you rely too heavily on it, you risk losing direct access to your audience should policies change or the platform experience downtime.
Offset this by repurposing your Substack content on your own website or other channels. And always, always, always keep backups to protect your work in case of technical issues or policy changes.
Audience Fit: If your brand primarily thrives on short-form or highly visual content (e.g., TikTok-style videos), Substack might not be the ideal primary platform to branch out on. Do research and crunch some numbers prior to making a move.
Monetization Expectations: While paid subscriptions can be a strong revenue stream, not every audience is willing to pay for branded content, especially with increasing subscription fatigue.
Ensure that your value proposition is clear before introducing paywalls.
Final Takeaway
By blending newsletters, podcasts and exclusive innovative content, brands can create an experience that keeps subscribers eagerly awaiting each new drop of brilliance.
bree steinbronn 