The discussion surrounding social media has been one that is, for lack of a better term, heated. From potential bans of social platforms to a cultural shift of reducing time spent on our phones, people are becoming increasingly critical of the social networks that have become intertwined with our everyday lives. From BeReal to Lapse, we have seen an increasing interest in alternative social media platforms designed to keep users connected without the distraction of algorithms and ads. However, unlike BeReal and Lapse, Substack has had a plan for monetization from the start, encouraging creators and their audiences that the platform is here to stay. And with 5 million paid subscribers, the platform is one creators are paying more and more attention to. Substack offers users a unique social media experience, blending newsletter publishing with community-building features that set it apart from traditional platforms. With Substack’s growing popularity, you may be wondering how to use Substack. Let’s explore more about this new platform and what sets it apart from other social media.
Substack Features
Substack offers a distraction-free platform for writers to publish newsletters that reach readers directly via email. The platform is clean, simple, and, unlike many other apps, Substack is ad-free. Each writer has their own individual “home” (their Substack) within the larger Substack ecosystem, creating a direct relationship between writers and readers. The platform also includes new features like Notes, Substack’s social media-esque feed, direct messaging, and audio/podcast posts.
What Makes Substack a Social Media Platform?
Substack began in 2017 as a newsletter platform that allowed writers to monetize their content through subscriptions. However, its evolution has introduced new social features that expand how to use Substack for both creators and readers:
- Comments sections that encourage discussion among readers and writers
- Recommendations that help users discover new content
- Notes feature that allows short-form content sharing similar to Twitter/X
- Chat functionality enabling direct communication between writers and subscribers
- Network effects through subscription and recommendations
As editor Paul O’Brien wrote, “Substack’s human-driven, subscription-based model offered something rare: content that felt real,” especially in the era of AI-generated articles, images, and videos.
Fast Facts
How many paid subscribers does Substack have?
According to recent data:
- As of March 2025, Substack hosts over 5 million paid subscriptions across its platform, demonstrating significant consumer willingness to pay for quality content, according to Substack’s announcement.
- According to Business Insider, “Overall usage of the platform doubled and revenue increased 60% in the first three months of the pandemic.”
- Newsletter open rates on Substack average 40-70%, compared to 30-40% on most email marketing platforms according to Mailchimp’s Email Marketing Benchmarks, representing significantly higher engagement than traditional newsletter marketing.
Do I need to create an account to use Substack?
When you subscribe to a Substack, you enter your email address in order to receive updates from that creator directly to your inbox. For basic reading of public content, you do need an account, but to receive newsletters or to interact with writers, you’ll need to provide your email address. Substack is accessible via the website and the mobile app.
How do I subscribe to a Substack publication?
You can find Substacks to subscribe to by searching by topics or creators you’re interested in. When you’ve found a writer you’d like to follow, you can enter your email address to subscribe. After entering your email, you’ll be taken to a screen where you can choose to become a free subscriber, paid subscriber, or founding member. Most users can simply choose the free option and decide later if they want to upgrade to a paid subscription. You might then see prompts to follow recommended people or subscribe to other publications.
Do you have to pay to use Substack?
No, you don’t need to pay to use most of Substack. You do not need to pay to subscribe to most Substacks, as many authors offer both paid and free publications. (Some, however, only offer paid newsletters.) Paid subscriptions are generally optional and offer readers a way to support writers they value and to access premium content reserved for paying subscribers, such as the ability to comment on Substack posts and to view archived posts. When you subscribe to a Substack, you can easily choose the free option and decide later if you want to become a paid subscriber.
How can I read posts on Substack?
There are multiple ways to read content on Substack. The primary method is through email delivery: when you subscribe to a newsletter, new posts will be delivered directly to your email inbox. Alternatively, you can visit Substack.com or individual Substack URLs to read content directly on the Substack website. The platform also offers a mobile app for readers who prefer that format. If you’re exploring the platform before committing to paid subscriptions, you can browse content on Substack.com, where you can search by topics or creators, and choose to search Posts, Publications, or People.
How can I comment on a post on Substack?
Commenting is a feature typically reserved for paid Substack subscribers, though specific policies may vary from one Substack to another based on how each writer structures their subscription offerings.
The Creator Economy Advantage
Substack’s growth coincides with the rise of the creator economy, where independent content producers seek direct relationships with their audiences.
The platform’s subscription model gives writers more control over monetization compared to algorithm-dependent platforms like Facebook or Instagram. Writers keep approximately 90% of subscription revenue, creating a more sustainable business model for content creators. Substack takes 10% of each paid subscription purchased on its site to go towards their operational expenses.
Community Building Through Content
While traditional social media platforms excel at broad reach and quick engagement, Substack offers a complementary approach that emphasizes depth of relationship. This approach has attracted journalists, academics, and thought leaders who use Substack alongside their social media presence to build meaningful audience connections.
The direct-to-inbox approach creates different types of engagement that work in tandem with social media strategies, allowing creators to maintain both wide reach and deep connections with their most dedicated followers.
Small Changes That Make a Big Difference
Whether you’re a reader or writer, there are simple ways you can make the most of Substack as a social platform:
How to Use Substack: For Readers
To get started, readers can explore Substack.com, searching for topics or writers that interest them. When you find a writer you like, you can subscribe to receive their newsletters directly in your email inbox. Many readers appreciate Substack for its ability to support writers whose work they genuinely care about. Subscribers also value engaging with curated content they actually find valuable, as opposed to the mindless scrolling offered by other social media.
Many Substack publications offer free and paid content. If you particularly value a writer’s work or want access to their premium content, you can choose to become a paid subscriber. Beyond basic subscribing, readers can also engage with the platform by following writers to see their posts in the Notes feed and interacting with content via comments (if they are paid subscribers) to build community around topics they care about
How to Use Substack: For Writers
For writers, Substack offers a platform to reach readers interested in their specific niche through newsletter-style content. Writers can create their own individual Substack (described as their “home” within the larger platform) where they publish their work. Most writers offer both free and paid subscription tiers, giving them flexibility in how they share their content.
Frequently, commenting and archive access features are reserved for paid subscribers. When writers offer paid subscriptions, Substack takes 10% of the revenue, with the remaining 90% going directly to the writer.
Writers on Substack should:
- Focus on consistent, quality content rather than chasing viral moments
- Build genuine connections with readers through comments and chat features
- Consider how your newsletter can complement rather than compete with your social media strategy.
Challenges and Limitations
Despite its growth, Substack faces several challenges as a social platform:
- Limited discoverability compared to major platforms
- Less immediate virality potential
- Higher barrier to entry for casual users
- Content moderation challenges as the platform grows and evolves
The Verge notes that “Creators focusing on Substack are also subject to ebbs and flows depending on what the company is prioritizing: first, it was newsletters, then it was tweet-like micro blogs, followed by full-on websites and livestreaming. For some, Substack’s initial stated mission of giving more freedom to independent writers is fading.”
The Future of Content-Centric Social Media
Substack reminds us of a fundamental truth in digital marketing: quality content remains king, regardless of the platform. This doesn’t signal the end of traditional social media, but rather highlights how audiences across all platforms increasingly value authentic, relevant content that speaks directly to their interests.
Industry trends suggest a diversified approach works best, combining the wide reach of platforms like Instagram and TikTok with the depth of engagement offered by newsletter platforms like Substack. Smart creators are building cross-platform strategies that leverage each channel’s unique strengths while creating high-quality content that resonates with their audience.
Invest in Your Content Marketing on Any Platform
Being intentional with your content strategy across platforms can significantly improve your relationship with your audience. It’s important to consider how different platforms serve different stages of your marketing funnel, from discovery on social media, to deeper engagement through newsletters.
A balanced digital presence isn’t about choosing between platforms, but, rather, using them strategically together. Traditional social media excels at discovery and broad reach, while creators are beginning to see how to use Substack to create deeper connections with their most engaged followers. Both have essential roles in a comprehensive content strategy.
As online content creation and publication continues to evolve, successful creators will understand their audience’s needs and deliver value consistently, whether that’s through quick social media updates or in-depth newsletter content. Substack presents new possibilities for reaching audiences, as well as new opportunities for creators to be paid directly by their fans.
Curious how content fits into your marketing strategy? Contact our content marketing specialists today to ensure your content is ready to convert!
