If you follow our Co-CEO and CMO Ali Grant on TikTok (which you absolutely should!) you are most likely aware that she is obsessed with online publishing platform Substack as a great tool for creators. Let’s break down exactly why Ali is a fan of Substack and how creators and brands alike can get in on the action.
What is Substack?
Substack describes itself on its website as “an all-encompassing publication that accommodates text, video, audio, and video”. Most people think of it as a newsletter publishing platform, but it also allows you to share audio and video content that is sent directly to subscribers via email.
@aligrnt Replying to @Emma | Brand Designer let’s talk about Substack, which is one of my favorite platforms right now for content, creators, business owners, journalists or anyone who likes to write! Also opportunities to monetize as you build an audience… let’s get into it. ✨ #substack #substackwriter #creatortipsandtricks #howtobeaninfluencer #influencertipsandtricks #creatoreconomy #creatortips #tiktoktipsandtricks #tiktoktips ♬ original sound – Ali Grant | Creator Tips
Why is it a great platform for creators?
Substack is a great platform for content creators, business owners, journalists, and anyone looking to connect online to create and engage with a community. You can create content via newsletters, podcasts, videos, discussion threads, etc. and distribute that content to your followers on the platform.
You also have the ability to paywall content and provide exclusive content to your most dedicated followers, all while earning income for your content creation.
Lastly, publications are shared on Substack’s own website, allowing your content to be discovered by new audiences. Substack states that “more than 50% of all new free subscriptions and 25% of paid subscriptions to Substacks come from within [Substack’s] network” offering options for audience growth.
What are the monetization opportunities?
You can include affiliate links, paywall content, branded content, and brand integrations within your Substack posts. Just as with other social media platforms, you can offer Substack publications as a means to partnering with brands. You can also monetize content on your own terms by featuring affiliate links, or paywalling content for premium subscribers.
Why should brands keep an eye on Substack?
Brands who are deeply invested in securing a strong ROI with their campaigns should consider partnering with influencers who have their own Substacks and have built up a strong following there. Think about it: these are essentially the influencer’s most dedicated followers, the ones who are invested into the influencer’s recommendations; they’re even more invested if they are subscribing to a premium tier. That’s of huge value for brands to tap into, being able to market directly to a creator’s most dedicated followers who will buy the things they recommend.
