The rise of Substack: Why smart brands are paying attention

The media landscape has evolved dramatically in the past decade. Shrinking newsrooms, budget cuts, and constant SEO and social media algorithm changes are pushing writers and content creators to find new ways to build and connect with their audiences. 

As industry veterans adapt, we are starting to see the rise of other platforms like Substack.

Substack launched in 2017 as a newsletter platform. It’s transformed into a new media app that connects readers with creators, independent writers and journalists who share a diverse range of topics based on their interests and expertise.  

Journalists are turning to Substack to build and connect directly with their audiences, for financial opportunities (subscription-based models), to showcase their expertise and build their personal brand. Essentially, Substack gives journalists greater control and flexibility over their work. 

For brands and PR professionals, this shift presents unprecedented opportunities. It offers brands an authentic, influential, and targeted way to share news and products—leveraging trust, creativity, and deep community connections. Creators have more editorial freedom as well, which makes them more receptive to unique partnerships and story ideas. 

So… Why Should Brands Care

Highly engaged audiences: Substack readers are not there to just scroll. They pay to subscribe to content. This means they have a deeper investment than typical social media followers. When respected Substack writers mention your brand, their readers pay attention. 

Less saturated landscape: While traditional journalists in newsrooms or publications receive dozens of pitches a day, many Substack writers are still building their networks and looking for opportunities to grow. 

Authentic storytelling: Independent writers are prioritizing in depth storytelling over a quick hit. This offers brands the chance to share more compelling stories about their mission.

The Substack homepage

How We Adapt Our PR Strategy

At Verde, we consider long-term relationships over one-offs. Many Substack writers appreciate ongoing conversations with industry experts who can be a reliable source for future stories.

Building stronger connections with our brand’s audiences matter to us. That’s why we are recognizing this shift early and adapting.