Why Everyone’s Moving to the Substack App
As creators look to diversify their income streams and reduce reliance on the algorithm-driven platforms where the bulk of their activity has taken place, subscription models like Substack—and, to a lesser degree, Patreon, Medium, Beehiv, and Fanhouse—are gaining traction.
This shift reflects a deeper trend: Rather than being at the mercy of the TikTok For You feed or the algorithms that power what people on Instagram and YouTube see, creators want more control, direct audience relationships, and recurring revenue.
“Creators are likely turning to the Substack app because they feel like they’re in the driver’s seat now—more ownership, more direct connection with their audience, and, ultimately, more money. Creators are tired of letting algorithms dictate their reach. They want the power back in their hands.” Open Influence Creative Strategist Jake Alibrandi said.
As a result, many creators—with independent writers and journalists accounting for a good chunk—are taking advantage of the ability to monetize their work through paid subscriptions. And Substack has benefited in turn, recently reaching 5 million paid subscribers, up from 3 million at the same time last year.
The creator economy is maturing, and with that maturity comes a shift from follower count to ownership, and from reach to relationship.
At Open Influence, we’re seeing more and more creators prioritize long-term partnerships, deeper storytelling, and diversified monetization strategies—and brands that adapt to this are seeing stronger results. Whether it’s co-branded editorial content on the Substack app, premium question-and-answer sessions with paid subscribers, or niche affiliate campaigns inside private communities, the opportunity is there—and it requires a bespoke approach, not a one-size-fits-all brief.
For brands, this shift isn’t a threat to the way they currently work with influencers—it’s a signal to rethink how and where they collaborate with those creators in a changing digital landscape.
Quick Questions, Quick Answers
Q: What is Substack?
A: Substack is a publishing platform that allows writers and creators to send digital newsletters directly to their audience. It supports both free and paid subscription options, giving users control over content and monetization. The Substack app has become especially popular among independent journalists, thought leaders, and niche creators seeking creative freedom and financial independence.
Q: What is Substack used for?
A: Substack is used by journalists, thought leaders, and creators to build direct relationships with their readers through email newsletters. Many use it to offer premium, subscription-based content and grow independent revenue streams. It’s also a powerful tool for developing a loyal community without relying on traditional media or social media algorithms.
Q: How does Substack work?
A: Substack works by letting creators write and publish newsletters that subscribers receive via email or read on the Substack app. Creators can offer free content or charge a monthly fee, with Substack taking a small percentage of paid subscriptions. The platform handles payments, email delivery, and even podcast hosting, making it easy to manage content and revenue in one place.
Q: Why are creators leaving Instagram and TikTok for the Substack app?
A: They’re not leaving entirely—they’re diversifying. Platforms like Substack offer unique benefits such as stability, ownership, and recurring income.
Q: Is Substack just for writers?
A: Not anymore. Visual creators are repackaging their work into exclusive insights, style guides, recaps, product picks, and premium updates.
Q: How big is this trend, really?
A: It’s growing quickly. The Substack app has millions of subscribers, and other platforms like Patreon, Fanfix, and even Discord servers with paid access are expanding.
Q: Can brands play a role in this space?
A: Yes, through sponsorships, co-branded newsletters, product placement in gated content, and creator licensing opportunities.
Why Substack?
Substack gives creators a platform to monetize their voice, ideas, and expertise directly, without depending on platform engagement metrics.
The platform reported more than 35 million active subscriptions as of early 2025, with top creators earning six to seven figures annually, and a recent study by The Verge found that 37% of U.S. adults feel connected to larger conversations on the Substack app, versus 33% on Facebook and 31% on X.
“The rise of Substack ties right into what we have been seeing around audiences feeling trend burnout: too many trends and too much video content to even keep up with,” OI Senior Creative Director Sierra Moore said. “Substack helps creators curate information for their audiences, and audiences get to choose what they want to see. It offers a break from daily brain rot and chaotic doomscrolling with mindful curations and insightful, educational writing.”
OI Head of Strategy Alexandra Mathieu went down the same path, saying, “Our eyes and ears have been saturated with images and video. With fast-paced edits, we scroll through even faster on the TikToks and Instagrams of the world. Enter Substack, giving reading a chance at a comeback and making ‘social reading’ a thing.”
She continued, “Content on the platform doesn’t feel like a post, or a newsletter, but rather like someone else’s voice made its way past all the layers of branding and advertising dollars in the capitalistic machine and into your inbox for you to read, and how delightful is that? Rather than a quick hit of dopamine, it feels like a slow-release capsule of content. “
“Creators feel like they capture their audience, almost like an email mailing list, where they can send blast messages and converse directly with their audiences,” OI Creative Director Shannon Donnelly added.
Some of the benefits to using the Substack app on the creator side are:
- Financial stability: A consistent monthly income is easier to plan around than platforms that rely on advertising or other forms of monetization.
- Connecting with their audiences: Influencers on Substack can build and engage with a direct audience, which helps them foster a sense of community with their subscribers.
- Creative freedom: Creators have more control over their content and how they publish it, giving them flexibility and more room for experimentation.
And some of the key features and tools offered by the Substack app include:
- A simple interface that makes the platform accessible to new and established creators.
- The Substack Creator Accelerator Fund, $20 million earmarked for ensuring that creators who migrate from other platforms can maintain their revenue during the transition.
- A focus on newsletters, letting creators connect with their subscribers via email.
What Are Creators Posting on the Substack App?
Substack gives creators a slower, deeper content lane—and for many, that means more trust and more meaningful monetization.
Niche creators such as beauty editors and stylists, meme curators, tech critics, and wellness coaches use the platform to share content such as behind-the-scenes stories, curated shopping lists, personal essays, and product reviews, and they can engage in private community conversations via the comments section or paid tiers.
“For me, Substack offers what social can’t: space to be real,” said OI Associate Account Manager Ella Taitelman, who has her own Substack feed, New York Food Tour. “What’s resonating now are the real costs, the pivots, and the moments that go sideways. Substack gives creators the room to tell those stories honestly, without optimizing every line for the algorithm. I still use Instagram and TikTok for discovery, but I rely on Substack for depth. It’s where I explain the why: Why a neighborhood matters, how much a trip really costs, what I’d do differently next time. It’s also where I share content that doesn’t fit on social.”
“I think creators are choosing Substack as it taps into the rise of parasocial relationships, giving creators and their communities new ways to connect,” OI Director of Sales Elizabeth Ollis added. “Similar to how brands use email marketing to inform customers about promotions or launches, creators can use Substack to share updates on new projects and behind-the-scenes developments. In addition, many are expanding their presence beyond the platform, landing book deals, launching podcasts, and exploring long-form storytelling formats that align with the voice and narrative style they’ve cultivated through their content. It’s creating new opportunities for creators to deepen their relationships with audiences and expand their reach across mediums.”
Text-based options include:
- Long-form articles: Substack is a home for in-depth, well-researched articles, often exploring a wide range of topics including politics, science, and culture.
- Newsletters: Perhaps the platform’s most popular offering, creators use the Substack app to publish regular newsletters featuring updates, insights, and exclusive content for their subscribers.
- Discussion threads: Creators provide a way for subscribers to comment and engage with their content.
- Essays and personal stories: The platform is an ideal space for creators to share personal stories, essays, and reflections with their audience.
And going beyond text, available formats include:
- Podcasts: Creators can share long-form audio content with their subscribers.
- Videos: Substack added the ability for creators to monetize videos on its platform earlier this year, with support for embeds and vlog-style fare.
- Notes: The platform’s Notes feed is suitable for shorter, more informal content, similar to the feeds on social media platforms.
- Interactivity: Creators can embed interactive elements such as charts, maps, and polls.
The Opportunity for Brands
Brands need to meet creators where they are evolving and support these deeper, high-trust communities enabled by Substack and similar platforms. At Open Influence, we specialize in helping brands build truly bespoke partnerships that reflect this shift—not one-size-fits-all campaigns, but tailored collaborations that support where creators (and their audiences) are going next.
Substack and similar platforms give brands the opportunity to go further than traditional influencer campaigns and build strong partnerships with creators, rather than working with them on one-off asks. Partnering with creators on subscription based platforms isn’t about reach—it’s about depth. This is where influence becomes intent.
“Brands have the opportunity to partner with creators on Substack to share pre-releases, sneak previews, and exclusive content that not only builds anticipation, but can drive subscribers to content across other platforms, expanding the overall reach with audiences,” Ollis said.
“Social is built around push—creators competing for visibility in-feed,” Taitelman added. “Substack flips that. It’s pull-based. Subscribers opt in, which means they’re already invested. That’s qualified attention. And for brands, it means less focus on mass impressions and more on influence that actually sticks.”
Taitelman continued, “Substack has become the modern-day version of an editor’s column or magazine feature, but it’s creator-owned. Brands used to fight for a page in Condé Nast. Now, the same energy should be directed toward earning a mention in a creator’s curated blog. It’s the same authority, just decentralized and far more personal. Substack creators are looking for brand partnerships that feel aligned, non-intrusive, and true to the relationships they’ve built with their audience. Personally, I’m open to sponsorships, but only when they support the content I’m already creating.”
The types of collaborations between brands and creators enabled by Substack include:
- Sponsored posts: A brand can sponsor a creator’s post, often with a brief mention of the brand or product at the beginning or end of the piece. The focus of the post is typically maintained by the creator, with the brand’s involvement being subtle.
- Affiliate links: Brands can provide affiliate links for products within a creator’s newsletter, allowing them to earn a commission on sales. This method works well with creators who already discuss and recommend products they use organically.
- Brand Substack newsletters: Some brands are creating their own newsletters on the platform to connect directly with their audiences, with content including behind-the-scenes looks at the brand and exclusive offers.
- Guest posts: Creators can invite other creators or writers to contribute to their efforts, even if those collaborators are not on the Substack app, enabling them to tap the expertise of others and expand their audience.
Elements that brands should focus on include:
- Authenticity: Authentic collaborations are key, as creators on Substack (and in general) tend to be selective about brands they choose to partner with.
- Providing value: The content should provide value for the reader, and not just be a sales pitch for the brand.
- Comply: Be sure not to run afoul of Substack’s terms of service, which discourage conventional email marketing and prioritize high-quality editorial content.
- Deal directly with creators: The Substack app does not yet offer built-in advertising tools.
“As AI and automation continue to flood the internet with content, the creators who distill—not just generate—stand out,” Taitelman said. “Substack is built for that kind of thoughtful curation, and brands have a real opportunity to align with voices that earn trust.”
Open Influence developed frameworks that allow brands to collaborate with creators across both traditional and emerging platforms—including newsletter sponsorships, affiliate integrations, and premium content activations. We identify creators with authentic, high-intent audiences and co-develop programs that align with your goals while respecting the creator’s voice and platform.
Final Thoughts
The shift to Substack and other subscription based platforms isn’t a threat— it’s a trend to watch. Subscription models won’t replace the creator economy: They’re expanding it. For brands, the smartest move isn’t to resist the shift, but to rethink where real influence happens. Today, it might be in someone’s inbox.
Want to explore how your brand can work with creators beyond social? Let’s talk.
Open Influence’s team stays on top of the latest trends and is here to help you maximize your creator campaigns. Reach out to us today.
