Are you up to speed on Substack, the tech platform disrupting traditional media?
We sat down for a Roxhill Q&A with Farrah Storr, the Head of Writer Partnerships at Substack UK & Europe, to find out more. We quizzed her about why writers are flocking there, exciting new features at the platform, opportunities for PRs to engage, and how to measure success.
What is Substack?
Substack started as a newsletter platform but has evolved into the equivalent of a small media empire that PRs can no longer ignore, hosting podcasts, videos and voice memos as well as articles.
One of the most important facets of Substack is that it has no advertising – Substack makes money by taking a 10% commission on paid subscriptions.
As word rates fall across traditional outlets, journalists and other influential figures are increasingly turning to Substack as a way to make money and build their own loyal community.
Given the volatility of Instagram, TikTok and Facebook at the moment, one big advantage is that Substack allows writers to own their email database and their community – they can download their subscriber list and take it with them anytime.
One of the most important facets of Substack is that it has no advertising – the platform makes money by taking a 10% commission on paid subscriptions.
How do I define success on Substack?
The platform doesn’t release any traditional metrics. You can find out how many free subscribers an individual Substack has, but paid subscribers are not disclosed. An individual Substacker may choose to share their data (eg. their number of paid subscribers or average open rates) with brand partners, but they aren’t publicly available.
This means success needs to be defined differently – you won’t have access to traditional KPIs like impressions and reach. Success on Substack will be more about community engagement and relationship building.
Affiliate marketing is becoming more common on the platform, and brands can measure conversion using trackable links.
Substack posts can be sponsored, although there won’t be banner ads, or any overt branding. Here is an example of a post sponsored by Net-a-Porter on fashion influencer Anna Newton’s Substack.
How do I find relevant Substack writers?
You can now find the leading Substacks in every popular category by viewing the ‘Leaderboard’. The leaders are determined by readership, community engagement, and frequency of posts.
UK columnists and former magazine editors with large followings include Lorraine Candy, Jo Elvin, India Knight and Polly Vernon.
Although Substack is mainly for individuals, a handful of brands have Substacks, too. These include the Booker Prize, The New Statesman, and Hello Magazine. In the fashion and beauty world, Bobbi Brown and Tory Burch are some of the leading voices.
Ever-popular categories on Substack where PRs should get involved are books and food.
How should I approach writers on Substack?
The best way to approach writers on Substack is in the platform, through direct messaging.
Be brave. Hard-to-reach journalists may be less guarded and more receptive to PR pitches for their personal Substacks than in their roles at traditional media outlets. In terms of invites to press events, you can treat them the exact same way as journalists.
However, it’s important to note that PRs should approach Substack writers with a more personalised, relationship-driven approach, rather than a transactional one.
It’s essential to demonstrate that you’ve read their Substack and really know the topics they write about. Outreach should be personalised and bespoke to each writer.
It also helps to become a paid subscriber – expense it! They’ll appreciate likes and comments, too.
Our three top tips for Substack success:
- PRs should approach Substack writers with a more personalised, relationship-driven approach, rather than a transactional one.
- The best way to engage with a writer is directly through Substack in direct messaging.
- Success is measured differently on Substack than in traditional media, as the platform doesn’t release metrics. It’s important to adjust your and your clients’ expectations accordingly.
Why choose Roxhill's Media Database?
Why Choose Roxhill’s Media Database?
With Roxhill, you get more than just contact details – our database is packed with exclusive insights so you’ll learn what, when, and how to pitch. Start building rewarding connections with the world’s leading journalists today.
