The Substack playbook
In the era of hyper-short attention spans and Instagram and TikTok overload, the rise of Substack and its longform newsletters feels like a pendulum swing back to the old school blog era.
This offers a new opportunity for brands, organizations, journalists, and communicators to connect directly and authentically with their audiences, while fostering the community and sense of belonging so many are seeking.
By the numbers: As of March 2025, Substack had 50 million active subscriptions, including 5 million paid subscriptions, up from 3 million the previous year. Dozens of publishers on Substack make $1 million+ a year from subscriptions.
The use cases include journalists going independent, brands building new channels for owned content, thought leaders sharing their expertise, and more.
Media
There’s been no shortage of journalists and media figures migrating to Substack as trust in legacy outlets declines, newsrooms grapple with a litigious administration, and the industry faces upheaval. For many, the draw is the ability to build community directly with readers — alongside the editorial freedom and financial autonomy and opportunity the platform provides.
What they’re saying: “I do feel like we’re in this transition moment where the world will probably look really different in a couple years and there’s a lot of questions about how legacy media will adapt to that world,” reporter Alex Heath (said in an interview with Substack co-founder Chris Best. “I do think in this era, individuals and individual voices that are bringing something original to the world will thrive.”
Brands
The how-to: There are two main ways for brands to approach Substack.
They can launch their own, which requires time, thoughtfulness, consistency, editorial investment and a clear POV, but creates a direct, authentic channel. For founders, it’s also a place to share perspective, show their process, and build a deeper connection with their community.
They can invest in partnerships with established Substack writers who are genuine fans of their product. This can look like newsletter sponsorship, sponsored content, events, chats, product gifting, affiliate links, and even focus groups.
What they’re saying: “Most brands still see Substack as a newsletter tool, but the real opportunity is to use it like long-form earned media,” said Lauren Kleinman, founder of Dreamday. “It’s a place to shape cultural relevance and build narrative equity.”
Brands doing it well:
Off The Cuff by American Eagle: A cultural and style digest exploring Gen Z through trend insights and expert curation, blending guest editors and AE’s perspective to spotlight what’s shaping fashion, media and youth culture today.
Night Shade: Melanie Masarin, founder of Ghia, shares recipes, personal reflections and travel recommendations, building a community around her brand.
Feed Me X Free People: A sponsored newsletter and a happy hour for Emily Sundberg’s subscribers were a “really big success,” according to Libby Strachan, Free People’s director of brand marketing.
HEAVIES X Cava: Fast casual restaurant chain Cava sponsored an edition of the health and wellness newsletter.
Thought leaders + experts
For subject-matter experts, executives and thinkers, Substack offers a platform to build trust and authority while sharing perspective and analysis outside the constraints — and algorithms — of traditional media. It’s a way to test ideas and cultivate a niche audience that values depth over reach.
The impact: “I see Substack primarily as a top-of-funnel channel, a place to build awareness, trust and connection, rather than a consistent, bottom-of-funnel revenue driver like paid ads or affiliate,” wrote Elaheh Nozar in Delivered, her newsletter covering the intersection of content and commerce.
The bottom line: Substack isn’t just another publishing tool. It’s become a hybrid of platform and community. For communicators, journalists, brands, and thought leaders alike, the opportunity is the same: Build direct relationships, show up with authenticity, and cultivate a loyal audience that values conversation over clicks.
Here is a completely non-exhaustive list of some of our team’s favorite Substacks. Let us know if we missed a good one! Email insights@gga.nyc.
Business, Tech + Strategy
AI CFO Office: AI strategies, playbooks, and tools for CFOs and leaders.
Feed Me: A daily newsletter about the spirit of enterprise.
Lenny’s Newsletter: Deeply researched insights on product, growth, startups, and career development.
Not Boring: Tech strategy and analysis.
The Generalist: The people, companies and technologies shaping the future.
The Sociology of Business: A global weekly newsletter exploring how brands intersect with culture, shaping the way business connects with society.
Communications + Media
Link in Bio: A newsletter about working in social media by Rachel Karten.
Meredith & The Media: The latest trends in media as well as exclusive interviews with leading journalists on what’s driving coverage.
Mixternal Comms Playbook: The Mixternal Comms Playbook helps corporate comms pros streamline internal and external messaging, save time with AI workflows, sharpen executive comms, and advance their careers.
The Ankler: An insider newsletter on Hollywood and the entertainment industry, delivering analysis, scoops, and commentary on the business of media and culture.
The Rebooting: Insights into the business of media, audience, and publishing strategies.
Health + Wellness
Better Brain: Cognitive neuroscientist Julie Fratantoni shares strategies to improve brain performance and cognitive longevity.
Ground Truths: Facts, data and analytics about biomedical matters from physician-scientist Eric Topol.
Julia Belluz: Previously the Senior Health Correspondent at Vox, Julia writes about nutrition, metabolism and obesity science.
The Vajenda: Medical facts, feminism and fire by obstetrician and gynecologist Jen Gunter.