The Rise of Substack: How to succeed on the platform creatives are flocking to

Once upon a time, people got their news and features from printed newspapers and magazines. Then, things started to shift to websites and social media. In recent years, a further revolution has occurred.

Now, if you're interested in reading about a niche topic, you can subscribe to a million and one email newsletters specifically aimed at your interest. They're a bit like podcasts, but for reading, not listening. And just like podcasts, they're becoming big business.

Substack, the biggest and best-known newsletter platform, has fundamentally transformed how writers connect with their audiences. This platform, valued at £650 million, has emerged as a compelling alternative to traditional publishing channels, offering creators unprecedented control over their content and revenue streams.

So, could Substack work for you? Read on to learn how it all works and why it might help your creative career.

A direct connection

At the heart of Substack's popularity lies its elegantly simple proposition: making a direct connection with readers. Unlike social platforms where algorithms dictate content visibility, Substack delivers your writing straight to subscribers' inboxes.

The platform's financial model has proven particularly attractive to writers and journalists following the media industry's struggles in recent years. With Substack taking just 10 per cent of subscription revenue (plus payment processing fees), creators retain the majority of their earnings—a stark contrast to traditional publishing models. You just have to do the maths: 500 dedicated subscribers at £5 a month can generate over £2000 in monthly income after fees, making it a viable option for niche content creators.

What truly sets Substack apart is its ability to effectively monetise specialist content. Creatives focusing on specific topics—from art criticism to specialist weaving techniques—can cultivate an audience without requiring a mass-market appeal. This specialisation makes it easier to develop deeper relationships with readers who value expertly curated content in their areas of interest.

Creative freedom

Here's another similarity with podcasting. You're unencumbered by the kind of editorial mandates or commercial pressures that working for a big publisher typically involves. This means you have total freedom to explore topics and writing styles that might be considered too specialised for mainstream outlets. Not to mention, you will have complete ownership of your subscriber lists and intellectual property rather than handing it over to a larger corporation.

Best of all, its interface is nice and easy to use. Making a newsletter requires minimal technical knowledge, and Substack automatically archives its content as a blog entry, creating a searchable repository of material over time.

Through features like comment sections and discussion threads, Substack facilitates direct interaction between writers and readers, creating an intimate space for discourse that feels more personal than traditional media channels. Many successful newsletters combine paid and free content, allowing creators to build their audience while maintaining a premium tier for their most dedicated followers.

How to succeed

The platform's top performers collectively earn over £15 million annually, demonstrating the potential for significant success when executed effectively. However, they are very much the minority.

Just like the podcast space, a million Substack creators are out there competing with you for people's attention. Breaking through is no mean feat. For this reason, many creatives combine their Substack presence with other platforms and revenue streams, creating a diversified approach to their business.

Either way, if you're ready to explore Substack, here are some practical steps to get you started:

1. Define your niche

Before launching, consider your niche and who your target audience is. Are you sharing industry insights, showcasing creative projects, or offering educational content? Knowing your focus will help you craft content that resonates.

2. Set up your profile

Create a compelling bio introducing yourself and explaining what readers can expect from your newsletter. Then, design your newsletter, choosing a clean, professional look that reflects your brand.

3. Plan your content strategy

Decide on the type of content you'll share. Popular formats include:

• Industry insights and trends.
• Behind-the-scenes looks at creative processes.
• Tutorials or how-to guides.
• Personal essays and reflections.
• Curated resources or inspiration.

Whatever the topic, though, the important thing is to be consistent with your posting schedule—whether weekly, bi-weekly, or monthly.

4. Build your subscriber base

Start by promoting your Substack to your existing audience:

• Share the link on your social media profiles.
• Add a subscription form to your website or portfolio.
• Leverage collaborations by recommending other Substack writers or being featured in their newsletters.

5. Engage with readers

Encourage interaction by asking questions, inviting feedback, or hosting subscriber-only discussions. Building a community around your newsletter can foster loyalty and growth.

6. Experiment with monetisation

Once you've established an audience, consider offering paid subscriptions. You might provide:

• Exclusive articles or tutorials.
• Subscriber-only Q&A sessions.
• Early access to your creative projects.

Take advantage of tools like:

• Recommendations: Connect with and recommend other Substack newsletters to expand your reach.
• Analytics: Track open rates and subscriber growth to refine your strategy.
• Podcasting: Experiment with audio content directly on the platform.

7. Tips for long-term success

• Be authentic: Readers appreciate genuine voices, so share your unique perspective and let your personality shine.

• Provide value: Focus on delivering content that's informative, inspiring, or entertaining.

• Promote strategically: Use social media, collaborations, and guest appearances to grow your audience.

• Stay consistent: Consistency builds trust and keeps your audience engaged.

To conclude

Substack offers an exciting opportunity for creatives looking to connect directly with an engaged readership, free from the constraints of traditional media. With careful planning, a clear niche, and consistent effort, it could be the perfect platform to grow your creative career. Ready to give it a go?