In today's media landscape, where social media algorithms and shrinking attention spans impact the reach of your message, Substack has quietly emerged as a powerful platform for creators, thought leaders and brands to cut through the noise. Whether you're a marketer seeking to connect directly with your audience or a business leader aiming to establish influence, Substack provides a straightforward yet impactful way to publish content and cultivate a loyal following.
Before we begin, what is Substack?
Substack, “a new economic engine for culture,” is a creator-centered online platform. What originally started as a website for email newsletters has evolved into a hub for independent journalism, niche reporting, long-form interviews, and more.
On Substack, readers subscribe to publications and receive content straight to their inboxes. Creators foster community with subscribers through comments, group chats and short-form blurbs on the main feed, similar to Twitter and Facebook.
Creators can choose to monetize their work via subscription fees. Some Substacks are fully paywalled, while others offer a mix of free and subscriber-only content.
Why is Substack suddenly everywhere right now?
Substack's rise to the mainstream began in early 2025, driven by a perfect storm of cultural events: shrinking newsrooms, unstable social media algorithms, and the potential ban of TikTok, prompting creators and journalists to reach their audiences directly.
Today, Substack hosts some of the biggest names in culture, like veteran CNN Anchor Jim Acosta, Financial Advisor Bob Brinker, Chef David Lebovitz and six-time NBA MVP Kareem Abdul-Jabbar. While mainstream news and culture thrives on Substack, so does the very niche, like permitting reform, consumer packaged goods (CPG) trends and the intersection of AI and design.
Many Substacks function like independent media outlets, and their creators are constantly looking for stories, sources and smart commentary, just like in traditional media.
What’s the value to your brand?
Just as we advise against overlooking trade publications, Substack also deserves a spot in your PR strategy. They’re read by the exact people your brand wants to reach – customers, executives, decision-makers and industry insiders.
CEOs and journalists alike closely monitor the platform. Many Substack creators are former colleagues of current newsroom reporters, meaning your quote in a Substack could easily be amplified by legacy media.
Substack offers direct-to-audience engagement. Whether launching a Substack of your own or being interviewed for someone else’s, the platform creates space to tell your story with more depth and personality than other media formats allow.
While reach and traffic metrics can be murkier than those of traditional outlets, it’s worth emphasizing the positive sentiment that comes with being featured in publications that feel new, fresh and insider-y. Supporting creators early can also open doors for long-term relationships as the platform continues to grow.
How is Substack impacting the media landscape?
The rise of Substack highlights the blurring lines between journalists and brands, especially as newsrooms continue to shrink and more journalists seek stability and ways to own their work.
The platform is increasingly breaking real news as well, not just commentary. Casey Newton was the first to report internal whistleblower leaks at Meta, which was later picked up by The New York Times, CNN and The Verge. Pirate Wires by Mike Solana broke early details about PayPal’s controversial misinformation fine policy, triggering public backlash and a company reversal.
And Snaxshot, the above-mentioned CPG Substack, made waves by reporting ingredient supplier drama at David Bar and fraud allegations at Better Brand, stories that both went mainstream.
If anything, these examples underscore Substack’s growing role as a media ecosystem with deep audience penetration and nuanced storytelling opportunities—not just a newsletter platform.
How can brands leverage Substack?
For most companies, being quoted or interviewed by relevant Substacks is a wonderful entry point to brand recognition. But for brands ready to create their own editorial content, Substack should be in the running for tactical consideration, especially for founder insights, thought leadership and niche community-building.
That said, it’s not a replacement for promotional email blasts. Audiences on Substack expect storytelling, not sales copy. Readers crave lifestyle and narrative-driven content, not product pushes. Consider how you can facilitate valuable moments between your brand and your audience through organic storytelling or commentary on issues most important to their lives.
As always, ensuring your public relations partner understands the nuances of emerging platforms like Substack is essential for success. Knowing how to show up, and where, is just as important as what you say. Connect with us today to uncover how you can start leveraging this platform and reach new audiences.
