Substack: an under-utilised engagement tool

In the ever-evolving world of digital marketing, brands are constantly looking for fresh and effective ways to connect with their target audience – enter Substack.

While it began as a platform for independent writers and journalists, Substack has been adopted by generalist bloggers and creators who have seen an opportunity to engage communities of followers on a more personal level, and it’s time for organisations to take advantage of the opportunity too. Here’s why: 

Algorithm-free communication: Unlike social media, where brands are at the behest of algorithmic feeds controlling the content a user sees, Substack ensures that your content goes straight to your audience’s inbox without the distractions of other content or ads.

Building loyalty through community: People are more likely to remain engaged when they feel like they’re part of a like-minded community, and Substack’s subscription model encourages this sense of belonging away from some of the negative fighting that’s often seen in comments on other platforms. By offering relevant, exclusive content through the platform, brands can begin to build a base of brand advocates who’ll share their message far and wide.

Content authenticity: it can be hard to feel in control of content on platforms where every brand is trying to ‘be more Duolingo’ or shoehorn their messages into the content trend of the week. That works for some but often makes it hard to create content that aligns with a brand’s voice and values. Substack communities give organisations the freedom to express themselves in a way that is authentic to them, and which resonates with its audience.

Niche targeting: Sometimes digital content can feel like a case of being everything to everyone all at once, and by trying to do that, brands can miss out on engaging with any of their audiences well. The Substack platform offers to chance to create multiple communities that address different interests or dive into topics that may not have a wide audience but resonate deeply with a select group of users in a much more personal way.

As brands continue to fight for consumer attention on traditional social media channels, and where advertising money is often the only way to guarantee impressions, embracing Substack could be a smart move for those organisations looking to connect on a more authentic level.

Never heard of or used Substack before? Dip your toe in the water and find a newsletter that resonates with your personal interests and sign up!