It appears honest to say Substack is having a second. What began as a easy publication platform is turning into one thing of a cultural juggernaut, with journalists, presenters and influencers alike flocking from extra conventional shops to talk on to their viewers – and receives a commission instantly by them too.
As conventional information web sites flounder in a world of unpredictable Google algorithm updates, and social media platforms succumb to the inevitable ‘enshittification’ led to by ad-driven fashions, Substack stands out as an anomaly. The thought is straightforward: customers pay creators instantly for his or her work. And it really works.
(Picture credit score: Daniel Piper)
Now, I’ve a confession to make. I’ve an alter ego. Over the previous yr I’ve been writing a comedy diary on Substack underneath the guise of a self-proclaimed Critical Literary Writer. And in that point I’ve, considerably unintentionally, racked up 1000’s of subscribers, together with a whole lot of paid subscribers – making me a so-called ‘Substack Bestseller’.
Chances are you’ll like
As Substack continues to edge its method into the cultural lexicon, I’ve discovered myself more and more being requested how I did it. In all honesty, it wasn’t by design – what began as a pastime has grow to be a barely profitable pastime (I refuse to make use of the phrase ‘side-hustle’). So whereas I am unable to present a catch-all how-to information on taking part in the Substack sport, I can at the least present just a few unscientific insights about what labored for me – and would possibly (or won’t) give you the results you want.
01. Simply do it
(Picture credit score: Substack)
First, the apparent one. Over the previous couple of months, a number of folks have sheepishly advised me that they are pondering of ‘beginning a Substack’, however do not feel assured sufficient – “what if no person reads it?” Truthfully? At first, they in all probability will not. However the wonderful thing about an e mail listing is that the numbers matter far lower than they do on the likes of, say, Instagram. Writing or creating for an viewers of two on Substack means you are sharing work with a pair of people that have chosen to have interaction with you. Not that it may be quantified, however I reckon that is price round 746 Likes on Instagram. However maybe much more essential is creating the work for your self. I began my Substack as a result of I needed to jot down stuff that makes me chuckle. So simply begin.
02. Preserve going
For the primary two years, I had underneath 100 subscribers on Substack. I rebranded my publication at the least 4 occasions (throughout one emotionally fraught interval of the coronavirus lockdown, I began writing underneath the pseudonym ‘Dante Papier’). It took me a few years of experimentation to discover a voice and format that labored for me, and I am nonetheless making an attempt to determine it out.
All through the adjustments of title and voice, I’ve tried to be in keeping with my output, posting each week. I do not suppose there are various on-line platforms you possibly can genuinely get higher at over time (YouTube, maybe?), however these years of publishing to tumbleweed had been price it. When my publication skilled a sudden surge of eyeballs final yr, it got here at a time after I’d found out what my publication was about, and had a considerable again catalogue to indicate for it. I am undecided all these new subscribers would have jumped aboard if that basis wasn’t there.
Day by day design information, critiques, how-tos and extra, as picked by the editors.
03. Use Notes
(Picture credit score: Substack)
Many an eyebrow was raised when Substack introduced Notes, its Twitter-esque feed, in 2023. Like loads of different customers, I assumed it was the start of the top, turning the platform into yet one more social media clone.
The essential distinction right here is that Notes are designed to funnel customers in direction of your precise publication. Whereas Fb and Twitter don’t desire you to click on a hyperlink and depart their platform, its in Substack’s curiosity for folks to find newsletters by way of Notes.
It was after I began posting my diary entries as particular person Notes that my subscriber depend started to rise. However a number of the most profitable Notes I’ve seen on Substack are easy ‘Whats up’ posts explaining who somebody is what their publication is about. So, use Notes. Introduce your self.
04. Be bizarre
In a viral (for Substack) essay, Emily Sundberg means that loads of writing on the platform sounds the identical. That is notably true of Notes – it is stuffed with (in all probability AI-generated) recommendation on methods to succeed on Substack.
The eye financial system has taught creators to attempt to be all issues to all folks – make your stuff as relatable/accessible/bland as attainable and it will attain the most individuals – nice! However on Substack, you are making an attempt to foster significant connections with readers who need to learn you. A few of the most profitable publications on Substack are about very particular matters. You do you. I definitely have not encountered some other Critical Literary Authors on there.
05. Activate ‘Paid’
(Picture credit score: Substack)
Here is a tip I am glad I obtained early on. Many fledgling Substack customers toil over whether or not to make their posts free or paid. However even when you are going to begin by placing out free posts, simply activate the paid perform. You don’t have anything to lose by giving readers the choice to ship you some money – and it seems persons are fairly prepared to take action merely out of appreciation for what you are creating. Who knew?
Subscribe to Critical Literary Writer right here. And you’ll want to take a look at Temper Disorderly, the brand new Substack from Inventive Bloq’s deputy editor Rosie Hilder.
