Technology culture seems to be experiencing a full circle moment. Remember when cell phones became smaller and smaller with each new model?  And then all of the sudden, they started getting larger again. The shift–and return to the early 2000s–has now come with long-form content.  We’ve progressed from Tumblr and Facebook, which used to be longer-formed content, to short-form content like Instagram reels and TikTok. Now, people are exhausted from doomscrolling and want to reclaim their attention spans. (me included). This had led them to Substack, a company that describes itself as “the home for great culture.” Ideas–and the exploration of them–are back.

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Substack is a platform that combines the connectivity of newsletter content, the central landing site of blogs and the social media aspect of inviting comments and discussion. Want to read a newsletter covering the latest pop culture gossip? There are plenty. If you are more interested in economics or political happenings, you’ll find what you’re looking for here. With offerings for every niche, it was only a matter of time before brands made their way over to the platform.

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However, it’s important to note that Substack isn’t meant to be used as conventional email marketing. Their content guidelines state that it is intended for “high quality editorial content.” They don’t allow publications that focus on advertising external products or services. 

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What this means is that the content created should focus on creating value for your consumer. Educational content can increase engagement and brand loyalty. But it’s also an opportunity to build through leadership, share behind-the-scenes stories, or explore topics your audience cares about in a more meaningful, human way.

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What this can mean for your brand

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Substack isn’t going to make sense for every brand. It also isn’t going to deliver quick results. You will have to be in it for the long haul. The algorithm is different from other platforms and the content will take more time and energy to produce. And like all platforms, the brand doesn’t control the algorithm. But organic growth is powerful and the dividends pay for longer periods of time. It’s another pathway for building fans of your brand.

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If executed well, a Substack presence can position your brand not just as a seller of things, but as a source of ideas, inspiration, and deeper connection. It’s a space to speak directly to your audience without noise or distraction, and for the right brand, that’s very powerful.

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Remember, be authentic. 

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People aren’t coming to Substack to be fed promotions or have products shoved in their face. They’re coming for substance. They don’t want to be pitched, sold or hustled. A brand’s offering must be in the background to the reader’s interests.

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