Digicom Dispatch: What’s Really Going On With Substack?

It’s been eight years since Substack first entered the publishing world, and in that time, the platform has quietly, and then quite loudly, become a cornerstone of modern self-publication and journalistic independence. As of March, Substack reported five million paid subscriptions spanning both publications and podcasts, with its user base growing to include not just independent writers and political voices, but increasingly, brands.

From American Eagle to The RealReal to Ghia, companies are dipping their toes into the waters of direct-to-audience media. Whether the goal is to connect with younger demographics, elevate editorial storytelling, or explore alternative avenues to ROI, Substack is emerging as an experimental playground for marketers.

So what exactly makes it different?

What is Substack?

Launched in 2017, Substack began as a haven for writers craving autonomy and direct relationships with their audiences. It offers a clean, user-friendly interface, built-in subscription management, and the freedom to monetize content without the heavy hand of traditional gatekeepers.

Unlike platforms such as Medium, which leans on algorithmic curation and broader networks, Substack prioritizes the creator-audience relationship. It has evolved into a boutique-like ecosystem where trust and voice matter more than SEO, and newsletters can act more like publications than just emails.

This distinction is precisely what’s allowing it to scale, not in viral surges, but in steady, loyal readerships that convert.

What Does This Mean for Brands?

Tempting as it is to jump on the Substack train, brands should proceed with both curiosity and caution. The platform holds undeniable potential, but if your aim is quick conversions or low-lift wins, you might walk away disappointed.

Running a branded Substack requires more than repackaging your product messaging. Your audience expects editorial value: real storytelling, consistency, a clear voice, and content that doesn’t feel like a press release in disguise. When done right, it’s an opportunity to humanize your brand and speak directly to your niche. When done poorly, it’s a drain on resources with little to show for it.

Before launching a branded newsletter, consider the following questions:

1. How much time (and budget) are we willing to invest before seeing any ROI?

   
   

2. Do we have someone internally who can lead this, or will we need to outsource?

   
   

3. What editorial angle makes sense for us: industry insights, behind-the-scenes stories, thought leadership?

   
   

4. Who exactly is our audience, and what kind of content would they actually subscribe to?

   
   

5. How do we ensure our brand voice aligns with, but doesn’t dominate, the tone of the publication?

   
   

6. Can we offer genuine value beyond our product line?

   
   

7. How will we measure success?

Treat these not as checkboxes, but as conversation starters. And know that your answers might evolve and that’s okay. In fact, that kind of adaptability is often what leads to meaningful results.

What Does This Mean for Marketers?

If you work in-house or consult for brands, Substack is worth watching, not necessarily as a must-do, but as a cultural indicator. The brands experimenting here are often those looking to build trust over time, extend their reach beyond performance channels, and connect with audiences in more editorial, less transactional ways.

And while Substack itself is free to use, there are emerging opportunities for paid placements and collaborations, from sponsored issues to partnerships with high-profile writers. These routes aren’t as well-trodden as Meta or Google’s ad platforms, but that’s precisely why they’re worth exploring. The white space is there. So is the audience.

Our Take

Substack isn’t a silver bullet. But it is a smart place to explore if you’re thinking long-term about voice, about value, and about what it really means to engage your audience in a media-saturated world. As more brands experiment with storytelling-first approaches, platforms like Substack offer a space to build slow, steady trust, something traditional marketing often struggles to do.

SO, WHERE DO YOU FIND THIS PARTNER?

Well, aren’t we glad you asked! We at DigiCom are obsessive data-driven marketers pulling from multi-disciplinary strategies to unlock scale. We buy media across all platforms and placements and provide creative solutions alongside content creation, and conversion rate optimizations. We pride ourselves on your successes and will stop at nothing to help you grow.

Contact Us