Substack: PR Opportunities
Substack is an online platform that exemplifies the creator-driven trend of newsletters. Most publishers now offer newsletters, but Substack differentiates itself by enabling writers, journalists, and other creators to publish newsletters and monetize them directly through subscriptions. It also simplifies the distribution of free newsletters, providing tools for creation, distribution, analytics, and payment infrastructure.
Substack by the Numbers and Popular Categories
Substack’s influence is expanding. While numbers show its reach, the content categories align closely with PR interests such as culture, technology, business, and lifestyle:
Monthly Active Subscribers: Over 20 million.
Unique Visitors: 49.4 million in January 2024, a 41.95% increase since August 2023.
Paid Subscriptions: More than 3 million.
Paid Writers: Over 17,000.
Top Earnings: The top 10 authors collectively earn $25 million annually.
Popular Content Categories:
Culture: Topics like books, movies, and food dominate with reviews, essays, and interviews.
Business & Technology: Insightful analysis from experts and entrepreneurs.
Lifestyle: Personal growth, productivity, and mindfulness attract engaged readers.
News: Alternative journalism flourishes, with focused reporting often filling gaps left by mainstream media.
Substack’s Impact on PR
PR professionals are increasingly leveraging Substack to connect with journalists and reach niche, engaged audiences. Prominent journalists moving to Substack for creative independence, such as Matt Taibbi, represent opportunities for PR to secure meaningful media coverage. Substack allows PR teams to target specific demographics and align their stories with the platform’s unique mix of credibility and personal connection.
Benefits of Substack for PR
Engaged Audience: Substack readers opt in voluntarily, creating a highly attentive audience. In many cases, they are paying for content.
Niche Topics: Enables targeted storytelling for specialized audiences, often a good match for PR.
Credibility: Paid subscriptions foster trust, enhancing the environment for PR messaging.
Motivated Creators: Financial incentives drive creators to produce compelling, high-quality content.
Challenges of Substack for PR
Motivation for Sensationalism: Creators striving to be interesting may publish content that risks sensationalism. Further, even when responsible they are going to need good storylines to be pitched to them.
Oversight: Substack’s independence limits recourse for misrepresentation. There’s no editor to complain to.
Measurement: Analytics lack the sophistication of broader marketing platforms.
Limited SEO Impact: Substack content is not highly searchable on Google.
Paywalls: Premium content restricts sharing, reducing viral potential and visibility to your broader audiences.
Journalist or Influencer?
Substack creators embody a hybrid role. Like journalists, they emphasize analysis and editorial independence, but their direct engagement and personal branding align them with influencers. For instance, investigative journalist Matt Taibbi transitioned to Substack to maintain independence, while lifestyle writer Alison Roman uses it for relatable, niche-driven storytelling. PR professionals must adapt their approach, balancing traditional journalistic respect with influencer-style collaboration.
Pitching Stories to Substack Creators
Pitching to Substack creators requires personalization and respect for their independence. The same principles from the mainstream media apply here.
Research the creator’s niche, tone, and audience to align your story with their interests. Building relationships by subscribing, engaging, and supporting their content increases the likelihood of success. Emphasize how your story enhances their newsletter with unique insights or expert access. Avoid overly promotional language; authenticity and mutual value are essential for collaboration. Respect their autonomy, as many Substack creators prioritize their vision and audience over external influences.