Quiz: Does your business need Substack?

Brands are flocking to Substack. Should yours?

3 Second Summary | TL:DR

• Some brands are using Substack to connect long-form content with customers

• Answer simple Yes or No questions to discover if it’s right for your business

• It’s only worth testing if your brand thrives on storytelling, education, or cultivating a niche community

Social media is crumbling under its own weight, and brands are searching for a way out — Dear Reader, where we are now might just be the escape hatch.

With the volatility of traditional social platforms—X’s brand safety concerns, TikTok’s uncertain future, and Meta’s shifting policies—brands are rethinking how they connect with audiences. Enter Substack, the subscription-based newsletter platform I assume you already know. (Hello, yes.)

Biggest benefit for brands here - Substack offers a direct, ad-free line to consumers without the interference of algorithms.

Companies such as Saie, Loftie, and Tory Burch are using Substack not just to promote products, but to create deeper, editorial-style engagement.

But is it right for your brand? Track your “Yes” and “No” answers to the below.

1. Is your business prioritizing deeper relationships with customers?
   Unlike algorithm-driven social platforms, Substack allows brands to engage directly with subscribers, ensuring content reaches its intended audience without interference. Brand awareness initiatives, however, are still best suited for social media, where the algo game will hopefully get you in front of new eyeballs.

2. Do you have a point of view beyond your product?
   Brands using Substack are seeing success by diving into niche topics—Loftie, an alarm clock, discusses sleep science. This type of content deepens brand-consumer relationships by highlighting the issues the brand cares about and represents. More than 10 years ago, when I worked for Gap Inc., we published a ton of content about the issue of equal pay, showing (while telling) that we cared about it. Only 10% of the content would reference our own commitment to it. Substack is that 90%.

3. Can you afford to prioritize editorial over promotion, fiscally and strategically?
   Successful brands on Substack, like Saie and Loftie, treat their newsletters as an extension of their brand’s voice—offering thought leadership, storytelling, and even cultural commentary rather than straightforward sales pitches. With Substack, you will not be able to tell executives internally a compelling story about conversion or sales.

4. Do you have a creator / influencer strategy?
   Not all brands need to run their own Substack. Companies like Hinge and Cava are getting in on the trend by sponsoring established Substack creators within their niche, allowing for seamless, authentic integrations. You can do this through existing networks, or start to explore, but it does require a clear creator strategy.

5. Do you have the time to test?
   Unlike social platforms where trends come and go, Substack rewards consistency. Brands building a presence here need to commit to high-quality content and long-term audience engagement. This isn’t something where you change it up in two weeks. You should commit six months or a year, at best, but at the very minimum at least a quarter.

6. Do you have the resources and freedom to test?
   Ah, this famous question. Substack is expanding beyond newsletters, recently adding live streaming to compete with TikTok and Instagram. As the platform grows, marketers should keep an eye on new ways to connect with audiences. Of course, there may be ways to cross-pollenate content and grab quick learnings as you develop your strategy.

7. Can you work without an account manager, depending entirely on internal teams?
   Unlike most social platforms, Substack currently lacks formal brand partnership tools. This means marketers must think creatively about organic integration, from content sponsorships to community engagement - and fend for themselves. This makes it more exciting and (yes) authentic in many ways, akin to the early Wild West days of social, but it also makes measurement and growth more difficult and timely.

Results (if you haven’t figured it out already…)

If you answered mostly Yes: Think about Substack as an option for your content marketing plan. Substack is best suited for brands that have a strong editorial perspective and are willing to invest in thoughtful, long-form content. If your brand thrives on storytelling, education, or cultivating a niche community, Substack is worth exploring.

If you answered mostly No: Social is probably still the best bet. If your marketing strategy relies on short-form, viral content, rapid growth, or paid ad targeting, traditional social platforms are the way to go.

If you answered mostly No but still want to try Substack: Pressure test your Content Marketing Strategy to understand if there’s alignment or potential updates needed.

FTR - I advise most brands to stay off Substack for now. I advise brands to give it a shot if they: are 1) smaller, more nimble, 2) already have a specific editorial POV, 3) know there is a target audience on Substack and 4) at moment in time where they’re ready to up-level - not maintain - their content strategy.

Questions

• Are there any brand Substacks that you enjoy?

• Do you think this platform will be long-lasting?

• What would you like to see on Substack that you’re not seeing today?