Substack, originally launched as a simple newsletter platform for independent creators, has rapidly evolved into a thriving ecosystem with over 5 million paid subscriptions, marking a 67% increase within a year. This explosive growth has caught the attention of marketers eager to leverage the platform’s potential. We explore why brands like American Eagle are diving into Substack and how they are reshaping their marketing strategies to tap into new audiences.
Since its inception in 2017, Substack has expanded beyond newsletters to include podcasts, video content, and interactive features. According to company data, the Substack app facilitates over 1 million daily post discoveries. While originally designed for individual creators—who set their subscription rates, with Substack taking a 10% cut—the platform’s success has lured brands seeking to engage with audiences on a deeper level.
In an exclusive interview with the Content Marketing Institute (CMI), Craig Brommers, Chief Marketing Officer at American Eagle, revealed why the iconic retail brand embraced Substack. Eyeing the Gen Z demographic, known for its affinity for emerging platforms, American Eagle launched “Off the Cuff,” a free biweekly newsletter that serves as a cultural and style digest. Within six weeks, it attracted over 2,000 subscribers. “The goal isn’t transactional,” Brommers explained. “It’s about building brand love and engaging in conversations that resonate with our audience’s lifestyle and values.”
Substack’s spokesperson highlighted how brands like American Eagle, Hinge, and Rare Beauty are successfully utilizing the platform by emphasizing storytelling and community engagement. Hinge, for instance, launched “No Ordinary Love,” a literary series showcasing romantic narratives, while Rare Beauty offers behind-the-scenes insights, aligning content with its brand values rather than product promotion.
For brands considering a Substack presence, success hinges on authenticity and originality. Experts suggest these key steps:
1. Audience Research: Identify if your target demographic is active on Substack. Explore existing newsletters to uncover content gaps your brand could fill.
2. Branding Decisions: Choose whether to use the brand name or a public-facing personality to front the newsletter, ensuring continuity if the individual leaves.
3. Unique Content Creation: Offer exclusive stories that can’t be found elsewhere, using social channels to promote rather than duplicate content.
4. Collaborations: Partner with established Substack creators to broaden reach and credibility.
5. Adopt a Flexible Approach: Be open to experimentation and learning, even if it means recalibrating strategies along the way.
6. Free Access Focus: Avoid prioritizing revenue generation initially; cultivate audience relationships through open and valuable content.
As brands navigate the digital landscape, platforms like Substack offer new opportunities to forge meaningful connections with audiences. By embracing content marketing philosophies and fostering authentic dialogues, brands can leverage Substack’s unique offerings to enhance their digital presence in innovative ways.
