Is Substack the hottest social platform? - Episode 62
If you’ve been wondering whether to launch a Substack—or you’re just trying to figure out what exactly it is and why every creator seems to be starting one—this episode is for you.
Today we’re diving into how Substack works, who it’s for, and how it can become a powerful tool in your content strategy or creative business.
Create & consume:
What Austen is creating this week: The Sleek Blowout Recipe for reels/TikTok, trying to put a fun spin on short-form content!
What Austen is consuming this week: read One Golden Summer by Carley Fortune, this book was on my list for quite a while since I love her writing and I finished it in just a few days!
In this episode:
What is Substack?
Substack is an email newsletter platform—but it goes beyond traditional email marketing tools like Mailchimp or Flodesk.
It’s designed with creators in mind and allows you to publish writing, connect with your audience, and even get paid through subscriptions.
In 2023, Substack launched a Creator Accelerator Fund and pledged $20 million to support creators moving their subscriber bases over from other paid platforms.
They’ve also made organic discovery easier through a built-in recommendation engine, which sets it apart from platforms like Patreon.
Why creators (and founders!) are embracing Substack
I truly feel like Substack was built for creators. It allows you to own your audience, connect more personally, and bypass the algorithms of social media.
But it’s not just for traditional creators.
Brands like The RealReal, Saie, and Tory Burch have jumped on board too—though Substack encourages them to treat the platform like Substack, not just another email campaign.
Founders like Dianna Cohen (Crown Affair) and Lindsey Carter (Set Active) are also using the platform to build community and offer behind-the-scenes value.
How Substack makes money (and how you can too)
Substack offers several ways to monetize your newsletter:
Paid subscriptions – Most creators offer a free version with the option to upgrade for more robust and detailed content. That bonus content could take a number of forms such as:
Extra monthly posts
Early access
Behind-the-scenes content
Audio versions
Affiliate links – You can integrate affiliate links naturally into your content.
Sponsorships – You can pitch brand partners on sponsored newsletters or segments.
This approach is great if you're already thinking about building passive income streams—something I broke down in Episode 60 if you want more monetization tips.
Pros and cons of running a paid newsletter
There’s a lot to love about subscription models—but also some challenges:
Pros:
Recurring income
Tighter-knit community
Direct line to your biggest fans
Cons:
Pressure to deliver on promised content
Requires ongoing planning and content production
May require balancing free vs. paid value
Consistency is key here. If you’re offering a paid tier, it’s important to clearly communicate what subscribers can expect.
The power of email lists
Even if you’re not ready to go the paid route, having an email list is so worth it.
You get higher click-through and conversion rates compared to social media.
You can offer value (discounts, exclusive content, freebies) in exchange for an email address.
Most importantly—there’s no algorithm standing between you and your audience.
If you're building a business or content brand, your email list will always be one of your most valuable assets.
My favorite Substack subscriptions
If you’re curious what’s out there, here are a few of my personal favorite Substacks:
Back Row by Amy Odell – Smart fashion and culture takes from a journalist's POV.
Book Enthusiast by Becca Freeman – A cozy mix of book recs and life updates.
This Needs Hot Sauce by Abigail Koffler – Recipes, restaurant recs, and food reads.
Late Bloomer by Elly Ayres – Brooklyn lifestyle, wedding planning, and outfit inspo.
Pearl by Kristina Rodulfo – Filipina beauty, industry insights, and inclusive storytelling.
Glossed Over by Dani Cohen – A must-read beauty newsletter with smart takes.
Check The Bag by Olivia Marcus – Travel itineraries, fashion finds, and Hoboken life.
(And so many more—be sure to listen to the full episode to get all of my top recs!)
Why I don’t have a Subtack
At the moment, I’m not planning to start a Substack for a few reasons:
I already have a blog where I publish long-form content.
I have a free email newsletter that goes out to my audience weekly.
I’ve experimented with fan-funded models in the past, and while I learned a lot, I realized I prefer giving value upfront instead of locking content behind a paywall.
That said, I’m definitely keeping my eye on the platform and how it impacts the creator economy.
Summary
Substack is more than a newsletter—it’s a platform for connection, storytelling, and monetization.
Whether you’re a writer, founder, or content creator, it’s worth exploring as a way to build deeper relationships and own your corner of the internet.
Even if you don’t go the paid route, having an email list is one of the smartest things you can do for your brand.
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