The Unexpected Platform Where Brands Build Loyal Communities

Substack launched in 2017 as a simple newsletter tool for independent writers. Today, it’s become something far more powerful—a community-building engine that’s attracting everyone from journalists to major brands. The platform now boasts 5 million paid subscribers and 20 million monthly active users, according to Substack CEO Chris Best.

Here’s why this matters for your business: People are increasingly tired of algorithm-driven social media feeds. They crave authentic connections and meaningful content. Sprout’s Q2 2025 Pulse Survey reveals that 41% of global social users plan to spend more time on Substack, with that number jumping to 52% for Gen Z and 53% for Millennials.

What Exactly Is Substack (And Why Should You Care)?

Think of Substack as a hybrid between a newsletter, blog, and social platform. Unlike traditional social media where algorithms control visibility, Substack puts creators directly in touch with their audience through email and in-app engagement.

Consider Sarah, a marketing director at a New York-based footwear company. She launched their Substack six months ago and discovered something surprising. “Our engagement rates are three times higher than on Instagram,” she explains. “People actually read our long-form content about sustainable manufacturing and design processes.”

How Brands Are Winning on Substack

Successful brands treat Substack differently than other platforms. Instead of promotional content, they share behind-the-scenes stories, industry insights, and authentic perspectives you won’t find elsewhere.

Michael, who runs a Silicon Valley tech startup’s Substack, shares his approach: “We stopped selling and started teaching. Our most popular post wasn’t about our product—it was a detailed breakdown of how we solved a common industry problem. That single piece brought in 500 new subscribers.”

The Black Friday Connection: Beyond Discounts

Speaking of value, let’s talk about Black Friday. While everyone else is shouting about discounts, smart brands are using Substack to build relationships that extend beyond price promotions.

Black Friday footwear deals are already appearing, with Nike offering extra 25% off through their BFRIDAY code. But here’s the insight most brands miss: The deepest discount doesn’t always win. According to Harvard Business Review research, 65% of consumers would rather buy from brands they feel connected to than from those offering the lowest price.

Emily, a retail analyst at a London consulting firm, observes: “The most successful Black Friday campaigns combine limited-time offers with ongoing community building. Brands using Substack to share their design philosophy and sustainability practices are seeing higher conversion rates, even with smaller discounts.”

Your Step-by-Step Guide to Brand Substack Success

First, define your unique value proposition. What can you share that nobody else can? This might be insider industry knowledge, behind-the-scenes access, or expert commentary.

Second, develop a consistent publishing rhythm. Unlike social media where daily posting is expected, Substack audiences prefer quality over quantity. Many successful brands publish just 1-2 times per week.

Third, focus on building genuine connections. Respond to comments, ask for feedback, and create content that sparks conversation rather than just broadcasting messages.

The Surprising Truth About Content Strategy

Most brands get this wrong: Substack isn’t another channel for your marketing messages. It’s a platform for building trust through valuable, educational content.

David, who manages a European fashion brand’s Substack, discovered this firsthand. “When we stopped pushing products and started sharing our design team’s creative process, our open rates jumped from 25% to 68%. People want to know the story behind what they’re buying, especially during high-pressure shopping events like Black Friday.”

Why This Matters for Your Business

As traditional social media becomes increasingly crowded and expensive, Substack offers a refreshing alternative. It’s where you can build a dedicated audience that actually wants to hear from you.

The platform’s growth signals a broader shift in consumer behavior. People are choosing slower, more intentional content consumption over the endless scroll of traditional social feeds.

Robert, a digital strategist at a Boston marketing agency, puts it this way: “Substack represents the next evolution of brand-audience relationships. It’s not about interrupting people with ads—it’s about creating content so valuable they’re willing to invite it into their inbox.”

Actionable Steps You Can Take Today

Start by researching successful brand Substacks in your industry. Notice how they balance education with engagement.

Then, create a content plan that addresses your audience’s biggest questions and challenges. Remember: The goal isn’t to sell—it’s to help.

Finally, integrate your Substack with your broader marketing strategy. Use it to complement rather than replace your existing channels.

The most forward-thinking brands are already leveraging platforms like Substack to build lasting relationships that survive beyond seasonal sales events. The question isn’t whether you should join them—it’s what unique value you can bring to the conversation.