Substack might be the next big creator platform

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Around 2 years ago I heard about Substack. I was told it was “the next thing!” To “keep my finger on the pulse!” The difference to other social platforms? It was taking a step back towards the past, away from short form video, and back to what got us addicted to social media in the first place - blog writing.

2 years later, it does still feel like people are calling Substack the next big thing and that we’re all waiting for the social jump to happen. I think we’re about to see the leap.

Real Creator Momentum: The Netflix Effect

Last week, Love Island UK runner up, Jasmine Gaziza Muller put out her 2nd ever Substack article, all about her top tips for future women on how to prepare before going on the popular reality show. An Instagram story countdown with a sign up link attached, I found myself signing up. Do I ever plan to go on Love Island? No. Did I think Jasmine might reveal some juicy goss about her experience? Of course - I typed my email in almost immediately.

Her first article (pre-villa) was a feminist analysis of modern dating. Jasmine was smart to use her Love Island experience as the bait to gain subscribers for her Substack, and I’ll be interested to see where it goes next. If I was a Marketing Manager in the UK, I’d be jumping to get her to talk about my product on Substack.

That same week, Shameless Media did a paid partnership with Netflix to celebrate the launch of My Brilliant Career - an Australian mini series based on the early 20th century feminist book and play. Their article wasn’t the only one. Netflix had commissioned over 10 Substack writers to each produce personal essays, interweaving their thoughts on the show.

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Why Format Matters More Than You Think 

The creator economy has spent years treating video as the default format, and Substack is challenging the idea that being a creator means being on camera.

Audiences don’t necessarily want more video, and brands don’t necessarily need another person standing in front of a camera saying they love a product.

While watching someone speak about their personal experiences allows us to connect, there is also something incredibly personal about reading someone’s opinions and thoughts that makes it feel like it’s just you and them experiencing together.

The value is the connection between the content and the audience relationship, not necessarily the format.

The Doomscroll Backlash 

I believe a shift is beginning to happen. We moved away from blogs towards images and long form video, to now short form video. Content has become increasingly quick, disposable and easy to consume. But what if, after all of that, we’re starting to crave something that takes time to consume?

From my friends and colleagues around me, I’ve seen an increase in concern around screen time and doomscrolling. I’ve seen people go as far as buying Bricks and downloading apps to limit themselves from going on social media.

And maybe that’s where Substack has its opportunity.
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A New Layer in the Creator Economy 

It isn’t necessarily trying to become the next Instagram, TikTok or YouTube. It’s becoming another layer of the creator economy - one where creators can build an audience around their perspective, not just their personality on camera. An audience looking for a different way to consume.

Brands should be jumping with Netflix, and early. There is a huge advantage to jumping on content trends - it’s now time to jump on a platform trend.

I for one am excited for what’s to come. 

‍If I was an influencer, I’d start writing.

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Written by
Alysha Woodey
Campaign Delivery Lead