Substack and Marketing

In the fast-paced world of digital marketing, Substack stands out by offering a unique space for long-form, meaningful content. As a newsletter platform, it allows creators to share articles and insights directly with their subscribers, fostering a more personal and trusted connection. For marketers, Substack represents an opportunity to reach engaged audiences in a space that values authenticity over algorithms.

Here’s a closer look at Substack’s potential and how fashion brands can leverage it to build meaningful relationships with consumers.

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What is Substack?

Substack is an online platform for newsletters and articles. Creators can offer free or paid subscriptions to their readers, sharing content directly to their inboxes.

• How It Works: Readers sign up using their email and receive newsletters without the interference of social media algorithms¹.
• Earning Potential: Substack takes a 10% cut of subscription earnings, and creators can also include affiliate links for additional revenue².
• Popularity: As of 2024, Substack boasts over 35 million active subscribers, with 3 million of them paying for premium content³.

Unlike platforms like Instagram or TikTok, Substack’s strength lies in its direct-to-consumer approach, creating a loyal and engaged audience for its creators.

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How Can Substack Be Used in Marketing?

Substack’s lack of overt advertising options is part of its appeal. Readers trust the platform for its honest, unfiltered content, making it an ideal space for brands to collaborate with creators in a way that feels organic.

1. Collaborate with Substack Creators
Fashion brands can partner with popular Substack creators for sponsored posts, product reviews, or affiliate marketing. Creators like Laura Reilly (Magasin) use affiliate links to recommend products they genuinely love, building trust with their audience⁵.

2. Showcase Honest Opinions
Substack stands in contrast to the algorithm-driven feeds of TikTok or Instagram, offering a space where readers seek raw, honest opinions from trusted voices³. For brands, this means aligning with creators who embody authenticity and transparency.

3. Build Brand Authority
Brands can start their own Substack to share behind-the-scenes insights, exclusive content, or brand stories. This approach works particularly well for newer brands looking to establish their voice and connect with their audience on a deeper level.

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Case Study: Laura Reilly’s Magasin

Laura Reilly, a former commercial editor at InStyle, launched her Substack newsletter, Magasin, in 2021. It now boasts over 32,000 subscribers and has become a trusted source for fashion advice and reviews⁵.

Why It Works:

• Community Focus: Reilly’s subscribers value the interactive threads where they can comment and engage with her content.
• Transparency: Reilly openly discloses gifted products and affiliate links, fostering trust with her audience.
• Affiliate Success: Many of Reilly’s recommendations include affiliate links, allowing her to earn a commission while staying true to her voice and values.

For brands, partnering with creators like Reilly offers an opportunity to reach an engaged audience already primed for discovery.

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Recommendations for Fashion Brands

1. Launch a Brand Substack
Starting a Substack newsletter can help fashion brands connect directly with their audience. Possible content ideas include:

• Behind-the-scenes stories about production and design processes.
• Features on collaborations with celebrity ambassadors.
• Exclusive previews of upcoming collections.

2. Partner with Popular Substack Creators
Collaborating with established newsletters like Magasin (32,000 subscribers), The Cereal Aisle (127,000 subscribers), or 5 Things You Should Buy (53,000 subscribers)⁴ can introduce your brand to highly engaged audiences.

3. Leverage Substack for Awareness
Substack’s trusted environment is perfect for newer brands looking to build name recognition. Partnering with trusted creators ensures your products are presented authentically, helping establish credibility and trust.

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The Future of Substack in Marketing

Substack’s growing popularity highlights the demand for honest, thoughtful content in a digital landscape dominated by algorithms. While it may not offer traditional advertising options, its potential for partnerships, affiliate marketing, and direct engagement makes it a powerful tool for brands looking to build authentic relationships with their audience.

At Bravada, we help brands craft innovative strategies that leverage platforms like Substack to reach and engage their ideal consumers.

Ready to explore how Substack can work for your brand? Contact us at hello@bravada-uk.com

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Sources

1. The Guardian. What is Substack, and why is it proving so popular? Link
2. Vogue Business. To Escape the Algorithm, Fashion Girls are Shopping via Substack. Link
3. Vogue Business. To Escape the Algorithm, Fashion Girls are Shopping via Substack. Link
4. Vogue Business. To Escape the Algorithm, Fashion Girls are Shopping via Substack. Link
5. Magasin. Laura Reilly’s Substack Newsletter. Link
6. Vogue Business. To Escape the Algorithm, Fashion Girls are Shopping via Substack. Link

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Photograph used under Creative Commons license.

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