Do you NEED to be on Substack? Exploring the newest emerging platform for creators.

What is Substack?

At its simplest, Substack allows creators to publish written posts, podcasts, and videos and send them directly to subscribers’ inboxes. Unlike social media platforms, Substack does not rely on algorithms to determine who sees content. It’s all down to subscriptions which means people have more autonomy to curate the feed they want – a huge winning factor for a picky Gen Z.

That single difference has become increasingly valuable in a digital environment where organic reach on social platforms continues to decline.

Why Substack Is Growing So Quickly?

Substack’s growth is closely tied to audience fatigue with algorithm-driven platforms. On networks like Instagram, TikTok, and X, even highly engaged followers may never see a creator’s content. Substack removes that uncertainty by operating primarily through email, a channel that remains one of the most reliable ways to reach an audience directly.

The platform now has millions of active readers and millions of paid subscriptions, with tens of thousands of creators earning revenue directly from their audiences. Some of the most successful creators on the platform reportedly generate seven-figure annual incomes, demonstrating that subscription-based content has become a viable and scalable model.

The Move Away from X and the Search for Stability

Another factor accelerating Substack’s rise is the growing discomfort many creators and brands feel toward X following Elon Musk’s acquisition. Since the change in ownership, the platform has undergone rapid shifts in moderation policies, product direction, and brand positioning. For many marketers and creators, this has introduced uncertainty around brand safety, tone, and long-term viability.

As a result, a noticeable number of creators have reduced their reliance on X or left the platform entirely. Rather than simply moving to another algorithm-driven social network, many have chosen Substack as a more stable home base. The appeal is clear: predictable distribution, audience ownership, and freedom from sudden platform-wide changes driven by leadership decisions.

This matters for many because it signals a wider reassessment of platform risk. Substack is increasingly seen not just as a publishing tool, but as a hedge against the volatility of social media platforms controlled by a single company or individual.

Is Everyone Making The Move?

The shift didn’t happen overnight. Over the past few years, the idea of personal brand has steadily moved into the mainstream, with professionals, creatives, and founders increasingly turning to platforms like LinkedIn to curate a public identity. Yet as more people leaned into personal branding, they encountered a familiar challenge: visibility became tied to algorithms. Reach was no longer guaranteed by quality or relevance alone, but by consistency, timing, and platform-specific performance metrics.

Musicians, actors, journalists, and creators are now responding to that fatigue by making similar choices. Substack allows them to communicate without filters, feeds, or the pressure to constantly perform for reach. It offers control, creative freedom, and a direct financial relationship with audiences. This shift reflects a broader movement of attention away from noisy, unpredictable timelines and toward smaller, more intentional spaces.

The growing presence of high-profile creators has further legitimised Substack’s role in the creator economy. Jimmy Carr’s move to the platform is a strong example. Rather than relying on short social posts or algorithm-driven feeds, he uses Substack to share longer-form thoughts, audio content, and exclusive material with fans who have actively chosen to subscribe. In doing so, he sidesteps the ongoing algorithm battle altogether, prioritising ownership of audience and message over scale alone.

Do Marketers Actually Need to Be on Substack?

Whether Substack is necessary depends on marketing objectives. Brands that rely on thought leadership, education, or storytelling tend to see more value from the platform. B2B marketers, media brands and cultural organizations will find it the most relevant – as well as creators who benefit from long-term trust versus short-term impressions.

For teams focused primarily on fast-moving visual trends or short-form entertainment, Substack may feel less urgent. Even so, it can still play a supporting role as an owned channel for the most engaged audience members.

So, Do Marketers Actually Need to Be on Substack?

Increasingly, marketers are using Substack strategically. Some brands operate their own newsletters to share insights, commentary, or behind-the-scenes perspectives. Others collaborate with established Substack creators, sponsoring content that feels more credible and less disruptive than traditional advertising.

Many marketing teams now see Substack as a form of audience insurance, ensuring direct access to customers regardless of how social platforms evolve.

Whether Substack is necessary depends on marketing objectives. Brands that rely on thought leadership, education, or storytelling tend to see more value from the platform. It is particularly relevant for B2B marketers, media brands, cultural organisations, and creators who benefit from long-term trust rather than short-term impressions.

Final Thoughts

Substack is not designed for virality or rapid audience growth. It is designed for trust, loyalty, and depth. This makes it fundamentally different from traditional social platforms, which prioritise discovery, speed, and scale.

Social media remains essential for visibility and cultural relevance, but Substack functions as a destination where the most engaged members of an audience can spend more time, absorb more nuanced ideas, and build a stronger connection with a brand or creator. In practice, the two work best together rather than in competition.

Get in touch with NewGen today to discuss how you can stay connected and involved in your audience and community.