Should You Substack Your Comms Strategy?

The way we get our news today is shaped by the Internet and social media. Instead of waiting for the paper on our doorstep, we’re more likely to find out about major events while scrolling through our feeds — not just from news outlets, but from individual voices, too.

One of the greatest advantages of creator-led journalism is its ability to reach audiences where they already spend their time. Independent creators use platforms like TikTok, YouTube, and Substack to produce and share news in ways that are more accessible and better aligned with how people now consume information in our digital world.

Substack has seen a large spike in popularity over the last year or so. It's reported to have more than 50 million active subscriptions, including 5 million paid ones. In June 2025, Substack recorded 73.9 million site visitors, more than WSJ.com and CBS.com. Although it’s not a traditional publication, it’s clear that people are coming to Substack to read what writers have to say and stay plugged in, much like they do with established news sites.

Early adopters joined Substack nearly a decade ago to build loyal audiences and gain more editorial independence. More recently, journalists from The Washington Post, CNN, Vox, and other outlets have turned to Substack to share news directly with readers, continuing their journalistic work outside the traditional newsroom structure. Even news organizations themselves are finding ways to get on Substack, including The New Yorker and The Wall Street Journal. 

How to determine if your audience is on Substack 

Substack’s new growth is a reminder that the media landscape is constantly changing. Securing earned media in traditional publications is still extremely valuable, but it’s not the only way to enter the conversation and share your message. Many Substackers have built engaged, loyal readerships who see them as credible, reputable sources of information and perspective. 

So, what’s the takeaway for your company? Diversify your media strategies. Audiences get news from a wide range of sources, and online content influences how they think and act. 

Of course, there’s always a new platform or trend shaking up the media world, and deciding if or when to engage can be hard. A good first step is to determine whether your audience is active on Substack and identify influential voices in your niche who have built engaged networks. There may already be opportunities for earned media, such as guest features in newsletters or podcast interviews that uplift your experts’ insights. (Sun PR can help with this research! View our services here.)

Note: Substack doesn’t operate under the same ethical guidelines as traditional news outlets, which typically follow organization-wide standards for fact-checking, sourcing, corrections, and more. Writers on Substack set their own editorial practices. Still, the presence of many freelance and former newsroom reporters is a positive sign that credible reporting and journalistic standards have a place on the platform. 

Owning Substack 

Substack can also be a good new home for blogs, newsletters, or podcasts created in-house, providing a space to share your experts’ or company’s content. Brands like Madewell and Rare Beauty are using Substack to offer consumers another channel for engagement and to deepen brand loyalty. That kind of relationship-building and thought leadership with organic content is just as valuable for organizations across any industry. 

Start testing Substack by publishing your own content. If you already have a blog, newsletter, or plans for a thought leadership series, use that as a starting point. Substack allows you to import previous blog posts from Medium, WordPress, Mailchimp, and other popular services. 

Even if you’re starting from scratch without prior blogs or subscriber lists, the best practices for publishing on Substack are similar to those on any platform. Think about what content will provide the most value to your readers, then create a publishing schedule and stick to it. 

Also, lean on your existing networks to grow your email list early on. Promote your Substack on your company's social channels and encourage team members to share it with their connections to drive readers to your long-form content. 

Substack’s long-term role in the media world is still uncertain, but we need to stay flexible. The way people get their news and information will keep changing, and the companies at the forefront of the conversation will be the ones that incorporate new platforms into their communications strategy.