So many good insights here! It was especially interesting to read the distinction between Substack content and email marketing because I always wondered how brands would differentiate between the two. I think for some brands, it might seem blurry if some of their email tactics are more lifestyle oriented (think Goop). Recently, I got a marketing email from a brand that had a bit more of a storytelling angle, and then I ended up getting the same email from the founder’s Substack, so I have a feeling some brands are still figuring it out.
Yes! I was actually working through this one with a new client this week. We want to prioritize her Substack, but will still capture email for newsletter on site and use it for more straightforward product and revenue-driven initiatives. But it’s definitely a fine balance!
Hearing this from a brand perspective is very interesting! Does that mean the content of the actual newsletter would have to differ drastically from what you offer on substack?
I love that you included different perspectives!! I agree, it’s going to be a case by case basis for each brand. I could see someone like Emily Weiss in Glossier’s heyday killing it on Substack because she had a cult-like following. Ultimately, I think brands should fully grasp the editorial investment they will need before jumping on.
Totally - if Emily Weiss started Into the Gloss today, it would be on Substack. But I think it would still need to be pre-Glossier launch otherwise it wouldn’t gain the same traction.
100% agree. Into the Gloss is how she established herself as a tastemaker. I see similar trends on Substack now, which is why I love the platform so much.
Loved this! I've recently launched my substack, which is on my personal account, for my small business! I'm an industrial designer focusing on homeware. I started the substack to talk about my journey and honest experiences I've had working in my country! I spent the last few years detached from my brand but now I'm stepping into sharing more about myself and the process I go through with my designs.. just trying to make it feel more personable and real.
I’m educating brands that I work with that Substack is different - it’s not (yet) another space to spam with marketing led content. Most of the social media managers/marketers are great at what they do but don’t really understand the art and nuance of writing without a grabby buy-me top-line or sharing honest content for the longer term rather than a smash and grab.
Excellent! This pulls together so many of the whirling thoughts I've had so far on Substack, brands and the ones approaching it in a meaningful way. Partnerships between brands and writers makes sense, a win win. Also loved the focus group suggestion
As a founder, this article really helped me understand some ways I can move forward with my newsletter, which has felt a little confusing at times. It’s felt more “right” to write from the heart or share specifics about my life (almost like a diary), whereas every time I mention my products I feel weird about it. It does feel a bit harder for a founder that isn’t well known (like Diana and Melanie), to write and share in a way that still feels valuable.
Ah, I feel that and there’s definitely some truth to it. They both built an audience before Substack, but I think there’s an incredible arbitrage opportunity right now to build that audience on Substack. Also I think that when you have a “lifestyle” brand, the more you can connect your personal POV to your brand POV, the easier it is to bridge that. Ultimately it’s about providing value to the reader — how can you plug your products in a way that inspires, educates or entertains them? It can definitely take testing and learning to nail that, especially when you’re new to building an audience for your personal brand.
We’re inclined agree with Lauren, but we’re a little biased 😅🥰
Admittedly new here and still figuring out the brands-slash-media-companies-on-substack puzzle. We’re peeling back the curtain with our editorial team to engage meaningfully with our community!
This perspective is spot on, bravo for articulating it so well. I agree with so many of the comments here, brands really need to invest in their editorial vs just throwing something together. Unfortunately every brand thinks they need to be on substack (though many do not need to be here!) and ultimately if not done well has the strong chance of backfiring.
This is the ice bucket post I needed to approach substack. Thanks for sharing your thoughts! This is going to change the way I write newsletters on substack. 🙌
So many good insights here! It was especially interesting to read the distinction between Substack content and email marketing because I always wondered how brands would differentiate between the two. I think for some brands, it might seem blurry if some of their email tactics are more lifestyle oriented (think Goop). Recently, I got a marketing email from a brand that had a bit more of a storytelling angle, and then I ended up getting the same email from the founder’s Substack, so I have a feeling some brands are still figuring it out.
Yes! I was actually working through this one with a new client this week. We want to prioritize her Substack, but will still capture email for newsletter on site and use it for more straightforward product and revenue-driven initiatives. But it’s definitely a fine balance!
Hearing this from a brand perspective is very interesting! Does that mean the content of the actual newsletter would have to differ drastically from what you offer on substack?
I love that you included different perspectives!! I agree, it’s going to be a case by case basis for each brand. I could see someone like Emily Weiss in Glossier’s heyday killing it on Substack because she had a cult-like following. Ultimately, I think brands should fully grasp the editorial investment they will need before jumping on.
Totally - if Emily Weiss started Into the Gloss today, it would be on Substack. But I think it would still need to be pre-Glossier launch otherwise it wouldn’t gain the same traction.
100% agree. Into the Gloss is how she established herself as a tastemaker. I see similar trends on Substack now, which is why I love the platform so much.
Loved this! I've recently launched my substack, which is on my personal account, for my small business! I'm an industrial designer focusing on homeware. I started the substack to talk about my journey and honest experiences I've had working in my country! I spent the last few years detached from my brand but now I'm stepping into sharing more about myself and the process I go through with my designs.. just trying to make it feel more personable and real.
Love! Subscribed!
Thank you!!!
I’m educating brands that I work with that Substack is different - it’s not (yet) another space to spam with marketing led content. Most of the social media managers/marketers are great at what they do but don’t really understand the art and nuance of writing without a grabby buy-me top-line or sharing honest content for the longer term rather than a smash and grab.
Yes! And most of them don’t have the budget/time it requires
Agree! Signed - Brand represented by founder 🫶🏻
Excellent! This pulls together so many of the whirling thoughts I've had so far on Substack, brands and the ones approaching it in a meaningful way. Partnerships between brands and writers makes sense, a win win. Also loved the focus group suggestion
As a founder, this article really helped me understand some ways I can move forward with my newsletter, which has felt a little confusing at times. It’s felt more “right” to write from the heart or share specifics about my life (almost like a diary), whereas every time I mention my products I feel weird about it. It does feel a bit harder for a founder that isn’t well known (like Diana and Melanie), to write and share in a way that still feels valuable.
Ah, I feel that and there’s definitely some truth to it. They both built an audience before Substack, but I think there’s an incredible arbitrage opportunity right now to build that audience on Substack. Also I think that when you have a “lifestyle” brand, the more you can connect your personal POV to your brand POV, the easier it is to bridge that. Ultimately it’s about providing value to the reader — how can you plug your products in a way that inspires, educates or entertains them? It can definitely take testing and learning to nail that, especially when you’re new to building an audience for your personal brand.
Also woah, your products are so beautiful and unique. I already want to learn more (and covet)!
I was going to say “don’t” but you beat me to it 🤣
We’re inclined agree with Lauren, but we’re a little biased 😅🥰
Admittedly new here and still figuring out the brands-slash-media-companies-on-substack puzzle. We’re peeling back the curtain with our editorial team to engage meaningfully with our community!
You’re totally a media company! Welcome!!
But also love the strategy of collaborating with your writers
This perspective is spot on, bravo for articulating it so well. I agree with so many of the comments here, brands really need to invest in their editorial vs just throwing something together. Unfortunately every brand thinks they need to be on substack (though many do not need to be here!) and ultimately if not done well has the strong chance of backfiring.
This is so smart. Really enjoyed reading this.
Amazing perspectives in here! Thank you for compiling. Need every brand to read this!
Thank you! I agree ❤️
Thanks for asking for my POV! <3 Was so thrilled to go off about this.
And you went off in the best way
i do what i can for the people of brand person!
"And let’s be real: most brands aren’t as captivating as they think." PREACH.
thank you!!!
So good!!!!!!! Go data-driven Brand Person, go!
🥰
Love so much that Kate whipped out the actual guidelines from Substack - this platform isn't meant for brands, thus they need to tread with respect 👏
This is the ice bucket post I needed to approach substack. Thanks for sharing your thoughts! This is going to change the way I write newsletters on substack. 🙌