Great podcasts have loyal communities: the people who show up for every episode drop, create a dedicated group chat with their friends, or scour the internet looking for takes. We’ve worked directly with hundreds of podcast creators to build tools that allow them to own and grow these communities on Substack—whether or not they’re using the platform as a primary hub for distribution. An email list of people who’ve opted in to hear from you is an asset that doesn’t disappear when a recommendation algorithm changes, a deal expires, or you want to try something new.

Episodes go directly to your subscribers’ inboxes and can be distributed to other podcast platforms via RSS, and you can record natively—including with remote guests—using Substack Recording Studio. Chat functions like a group chat for your listeners, a dedicated place for your audience to talk to each other and to you between episodes. Live video lets you engage, react, or connect in real time. Notes, Substack’s short-form feed, is where new listeners find you: post a clip, a quick thought, or a moment from a recent episode, and it surfaces to people who aren’t subscribed yet. The Substack network drives more than 50% of all subscriptions on the platform, meaning growth is built in when you post.

In partnership with the Signal Awards, we recently spoke with , a host of , and from about how they use Substack to host their shows, distribute episodes, and build community through Chat, Notes, and more.

“We’ll throw on the Substack live chat feature on a Saturday and interact with our people there,” Richard said about using Chat on game days. “It helps to know that we’re being supported by like-minded community.” Once started building its community, Biz said, it took on a life of its own: “The community is self-sustaining. People do meetups and stuff all the time that have nothing to do with us. That’s one of the beautiful things about making something like this—it takes on its own life without you.”

There are a lot of ways to think about building and growing your podcast community on Substack. Here are three models we see working well:

A lightweight companion and fan community

Use your Substack publication to send episodes directly to your listeners’ inboxes. To take it a step further, you can add a lightweight companion newsletter and a chat where your audience can find each other. Companion posts don’t have to be elaborate: a weekly recap, links to things mentioned on the pod, or a short note from a producer or the host can all work. In the simplest version, the chat can be set up as fan-to-fan, so you don’t have to moderate it.

This is a good starting point for podcasters who aren’t ready to launch a paid tier but want to start building an owned audience. It’s free to run, and it builds daily engagement quickly. The people who show up here are dedicated fans who are likely to convert to paying subscribers, should you choose to launch a paid tier—and now you can reach them directly whenever you need.

Case study: Giggly Squad

’s Substack is where their show lives between episodes. Hosts Hannah Berner and Paige DeSorbo use their newsletter for weekly roundups of what they’re wearing, watching, and obsessing over and their Chat as a dedicated space for the community to talk to each other.

Bonus paid content layered on top

Use Substack to add a paid tier to your podcast that includes bonus content, like behind-the-scenes extras, episode research, or cutting-room-floor material from your conversations with a guest. The additional material might be an extra 20 minutes or so of more personal and candid conversation, with the option to take listener questions.

A paid bonus model structurally changes the relationship with your listeners. Paying subscribers aren’t buying a product; they’re supporting your work. That’s a different dynamic than ad revenue, and it tends to create deeper loyalty.

Case study: Wiser Than Me and Bialik Breakdown

sends her subscribers exclusive background notes and research behind each episode, like a deep dive on actress Glenn Close that supplemented their episode together. It’s context that didn’t make it into the show itself, delivered directly to the people who want to go deeper.

uses her Substack to share a host of extras, like bonus clips, exclusive letters, and live content, for subscribers.

A full multimedia content hub

Use Substack as the comprehensive home base for distribution and community for your show. Send your episodes directly to subscriber inboxes, and distribute them automatically to YouTube, or to Spotify and Apple Podcasts through RSS. Offer bonus drops, extended cuts, AMAs, essays, lives, and collabs with other creators. It’s the whole world of your show, in one place, with community and network growth built in. For many creators, subscription revenue at this level becomes more lucrative than ads. But the more durable thing it creates is a self-sustaining community.

Case study: Pantsuit Politics and Diabolical Lies

publishes four or more premium episodes a week, distributing directly through Substack. They also send a newsletter, host regular live sessions, and keep an active chat for their community.

uses Substack as their full distribution channel, paywalling their deeply researched, hour-plus episodes that drop twice a month. Subscription revenue has enabled them to do fewer episodes and go deeper on each one, a model that works because their subscriber community is so engaged in the work and each other.

However you decide to set up your community and your show on Substack, the underlying logic is the same: your audience wants somewhere to be, and it’s to your benefit to be able to reach them directly. At the Signal Awards event, Biz and Richard shared some of what they’ve learned from building their shows and finding new audiences on Substack.

Podcast success is often built on intimacy—the sense that someone is talking to you specifically, that you’re in on something special. Regardless of how you set up your community, Substack is where that feeling finds a home, and where built-in engagement tools and network growth make sure more people find it.

Why move to Substack?

Whether you’re a solo writer, a video podcaster, or a full newsroom, Substack brings everything you need into one place, without requiring technical experience or stitching together separate tools. It’s free to start, and when you choose to turn on paid subscriptions, you keep 90% of what you earn. Because Substack only makes money when you do, our incentives are directly aligned with yours.

When you publish here, you’re also reaching beyond the subscribers you already have. The Substack network drives more than 50% of all subscriptions on the platform, from millions of active users discovering posts every day—so you can gain subscribers and income simply by publishing on Substack.

Substack is designed to meet you where you are:

• Writers and journalists: Build a direct relationship with readers who pay you for your work.

• Podcasters and video creators: Host natively, go live, and publish automatically to Substack, Apple, Spotify, and YouTube. Offer premium episodes to paid subscribers.

• Media companies: Run a full newsroom with multiple writers, sections, and podcasts. Substack handles payments, distribution, and subscriber management.

• Experts and educators: Teach what you know and share your work on your own terms, with your audience paying you directly because they value it.

We’ve made it easy to bring your content, audience, and payment relationships with you to Substack. This guide walks you through everything you need to get set up on Substack, so you can take advantage of the network and tools to build a stronger connection with your community.

Step 1: Set up your publication

When you first set up your Substack, you’ll be prompted to choose a publication name, URL, and one-line description. You can always come back and update these elements later.

How do I create a publication on Substack?

Make sure to put your publication in private mode, an option you’ll find in your dashboard settings under Privacy. This will give you an opportunity to get everything set up before your audience sees it.

From your dashboard, you can also open the website editor to customize your publication’s look and feel.

• To enable customization, make sure that you’ve switched out of “Profile” mode and selected “Custom” under the theme menu.

• You’ll then be able to update your design, layout, and logo before you go live.

Two more elements to personalize before you go live:

• About page: This is where new readers learn who you are, what you write about, and why they should subscribe. Learn more

• Welcome email: When someone new signs up, they’ll get an automatic email from you. Use it to say thank you, point paid subscribers to their benefits, and give free readers a reason to upgrade. Learn more

Step 2: Import your list

You can import your email list during the setup process or come back to it later from your settings. You’ll need a CSV file, which you can export from your previous host.

How do I import my mailing list from another platform?

A few things to keep in mind:

• Before you bring your list over, make sure everyone on it has opted in to receiving emails from you on your previous platform.

• When you import, you’ll be asked to give your list some context. Label your upload with the name of your previous host so there’s a clear record of where the subscribers came from.

Skip the welcome email for now. Since you’ll be letting your audience know that you’re moving, a default welcome email will feel redundant. Instead, save that momentum for your first full post.

Some publishers choose to offer new subscribers a free 30-day trial as a gesture of goodwill when they migrate, especially if they’re coming from a platform where paid subscriptions couldn’t be transferred directly. You’ll be offered this option when you import your list.

Step 3: Import your content

Substack makes it easy to bring your work with you. Here’s how:

Paste your URL: Most of the time, you can paste your blog or newsletter URL directly, and Substack will pull over your 15 most recent posts. This works for Ghost, Mailchimp, Beehiiv, TinyLetter, and more.

Or upload a file instead: If you’re able to download a CSV, XML, or JSON file from your previous platform, you can upload that. Check whether your platform has an RSS feed or a JSON archive available for download. From your Substack settings, you’ll be able to upload it directly.

How do I import my posts from another platform?

Step 4: Set up your Stripe account

Stripe is the sole payment provider for Substack. If you used a Stripe account on your previous platform, you’ll be able to connect it to your Substack in just a few minutes.

• If you are coming from Ghost, Beehiiv, or a custom build where you owned your Stripe account, you can visit your settings and connect your Stripe account by signing in.

• If you are coming from a platform like Memberful, or one that uses Stripe but where the platform owns the payment account, there are a few additional steps. Contact support, and our team can help you bring your payment relationships over.

• If you’re coming from Patreon, you can find our comprehensive guide here. We’ve worked with a number of writers and creators to develop a strategy that will help you get the word out about your move.

How do I set up my Stripe account?

Step 5: Make the most of your announcement

Use your first Substack post to zoom out on your work and to bring people along on the journey. Sharing your story in an announcement post can motivate new and existing subscribers to support you and spread the word.

Great announcement posts:

• Make it clear that existing subscribers don’t need to change anything. “We wanted to let you know about this move, but the tl;dr is that you don’t need to do anything except enjoy an improved Exponential View.” — and when they switched from Ghost

• Let subscribers know why Substack is better for their experience.
  “Switching to Substack will allow for much better community features, annual memberships, and a lot of other stuff that we honestly should have been able to offer listeners all along. In terms of speed, smoothness, and ease of functionality, there’s no comparison between the two platforms, and we’re excited to take advantage of our new, much snazzier home.” — when he switched from Patreon

• Keep the post free and open. This should be a free post so as many people as possible can see it. Don’t forget to add buttons reminding your audience to subscribe.

Post a Note: Post a Note to let people know you’ve arrived. The Substack network drives more than 50% of all subscriptions across the platform and 30% of paid subscriptions, and the Notes feed is one of the easiest ways to tap into it.

Learn how to use Notes to grow your audience on Substack:

Demystifying the feed

When you post, you’re not just reaching your existing audience. You’re putting yourself in front of potential new subscribers who might not have found you yet.

Bring your social media audience with you: Put your Substack link in your bio across every platform. It pays to clear out other links: creators who remove competing links, including Linktree, see significantly more of their audience follow them over. When followers have multiple options, they often choose none. For more platform-specific best practices and a deeper look into bringing your social following to Substack, see our comprehensive guide:

How to bring your social media audience to Substack

Start a Substack

In the past three months, the Substack app has driven nearly half a million paid subscriptions and more than 32 million free subscriptions to writers and creators. Most of these connections come from the feed, which anchors the app and has become the heartbeat of discovery on Substack. There’s a lot of curiosity about why Substack built the feed and how exactly it’s designed. Members of the Substack team recently spoke to a group of publishers in New York for a look behind the scenes. Here’s what we shared.

Why a feed?

Substack co-founder Hamish McKenzie opened the night by answering the question directly. Writers and creators, he said, have always had to go somewhere online to promote their work and reach new audiences. The problem is that other platforms aren’t built for the success of these creators.

“Social networks have gone in a pretty weird direction. They’re playing a different kind of game, which is based on keeping you stuck in an endless scroll because that’s what their business needs. They need you to never leave the app. They need you to not go seek out a longform post or a deeper experience with a writer you trust. We do nothing to stop you from leaving Substack except show that we are providing enough value that you want to stay. We only make money when you make money, and you have the ability to leave anytime you want. We’re building this social network of discovery and discussion features to give writers and creators more power, and to give consumers the ability to vote for the culture that they want to thrive by voting with their dollars instead of just being turned into sort of mindless bots who scroll a feed.”

The feed’s algorithm is designed with the same principle that guides everything at Substack: helping audiences connect with work they genuinely love while giving publishers the means to build lasting, independent businesses.

Read more from Hamish about the feed: Substack is a social media app

Finding your audience through Notes

Notes, like any gathering place on the internet, attracts all kinds of characters: the memelords, the cat posters, the photo-gallery-loving members of the Tumblr diaspora. There’s no single recipe for success.

A field guide to Notes posters

But there is one practical throughline: the feed is designed to help you reach beyond your existing audience and point new people to your work.

At the event in New York, members of the team acknowledged that most creatives want to focus on their work, not marketing it. But using Notes to share your value proposition—who you are, what you do, and why someone might care—can help the right audience find you.

often posts notes that very explicitly share who she is and why she is on Substack. This note drove 32,535 new subscribers and a $4,546 revenue increase.

posted a set of illustrations with a crisp explanation of what her newsletter delivers. From this note alone, she picked up nearly 4,000 new subscribers.

Food creator posted a short cooking video that organically communicated her value proposition: subscribers get access to her recipes. This specific note brought in 437 new subscribers and $480 in revenue.

Fashion writer has seen roughly 30% of her total subscribers come directly from her notes. We took a closer look at what is driving this growth from the feed.

For Viv, it’s clear that steady, consistent posting has grown her audience even more than occasional virality. She often posts notes teasing ideas, asking for input, and pointing back to longform posts when they publish.

Viv has a strong brand and visual identity associated with her Substack, but many, if not most, of her most successful notes are low-key, casual, and observational.

Just as important, she’s not afraid to highlight others engaging with or celebrating her work. She also does the same for others.

We’ve found that signal-boosting other publishers and joining the wider conversation are both linked to noticeable growth. Restacking and replying to people you genuinely admire—and sharing when they do the same for you—isn’t just good community behavior, it’s one of the most effective ways to grow.

And if you already have audiences elsewhere, sharing your notes off-platform can build on that momentum. Publishers like , who shares notes to LinkedIn, and , who turns notes into carousel posts on Instagram, use other networks to spark curiosity that brings new subscribers to Substack.

Our top recommendations

Here are our key takeaways to help publishers grow from Notes:

• Reach beyond your existing audience. Each note is a chance to introduce your work to someone discovering you for the first time.

• Publish consistently. Showing up on a regular basis keeps your work visible and helps new audiences recognize your voice over time.

• Be clear about your value. Make it easy for people to understand who you are and what they’ll get by subscribing.

• Engage. Reply, restack, and endorse. Notes work best as a conversation.

• Cross-post with intention. Share your notes to other platforms to bring people back to Substack.

Demystifying the feed: Q&A with Substack’s head of machine learning

The home feed is designed to connect Substack users with work they’ll love while helping publishers build their businesses. But what does that actually mean in ones and zeroes? We spoke with Mike Cohen, Substack’s head of machine learning, who has been involved since day one in shaping how the feed works. In a Q&A, Mike explained how the algorithm is built, what it’s optimized for, and how it continues to evolve as more publishers use Substack.

In very simple terms, how is our feed designed?

We take a look at who you are as an individual opening the Substack app, where you are in the world, what language you speak, what things you’re subscribed to, who you follow, and what interests you’ve specified, among other things. We try to turn that into a numerical representation so that we can compare it to things that you might want to load in your feed.

How is that different from other platforms?

[Other social feeds] are largely based around time spent. You scroll the feed, and the more time you spend, the more ads you see. Their objective is to decide what ads you’ll click and show them at the right time so you do. Then they hope you pay for whatever you clicked on.

For us, it’s basically the opposite. We don’t care if you are someone who only wants to do longform. If you’re interested in reading, that’s fantastic. If you like short-form text, that’s great too. We’ll keep showing you things you want to see and engage with, and if not, we’ll try something else. If you love video, we’ll show you more of that. Ultimately, there’s no prior belief about what’s good. It’s about what’s best for you, as long as you’re finding things you engage with and eventually subscribe and pay for.

How do you balance helping creators grow without optimizing for virality?

It ultimately boils down to what the objective function of our feed is. The goal is to get people to discover, subscribe, and ideally pay. That’s how we built the feed and how we continue to iterate to make sure that we’re driving subscriptions up.

Tonight we saw some really good examples of writers extracting quotes from other things they’ve enjoyed or restacking. Those actions are great because they all happen on the Substack platform, which means we can understand the full life cycle of behavior and help intersect audiences. What we start with is an understanding of a user, who they follow and subscribe to. If we see overlaps between audiences of different publications, that becomes a virtuous cycle that feeds back into what other people who are similar might enjoy.

Are there any misconceptions about algorithmic feeds that you’d like to clear up?

The word “algorithm” went south at some point, and I get it. It’s a bit of a bummer, because not all algorithms are intentionally bad. The idea behind it is good. We want to pair you with stuff that you like, and that doesn’t seem too bad. What can be bad is what you’re optimizing for. We’re optimizing for sign-ups and subscriptions. If you think that’s bad, then yes, that algorithm is bad. But if you don’t think that’s bad, then it can be good.

You’ve talked about making sure that the feed surfaces things people will find interesting. How do you ensure that people aren’t getting boxed in and only seeing a very specific kind of work?

That’s a challenge we always have to be working on and checking. Every time we make a change or run an experiment, it’s a risk. We always have metrics we’re trying to improve and guardrail metrics to make sure we’re not regressing on things we care about. Breadth of content is something we check to make sure we’re not pigeonholing people forever.

We’ve made changes in the last couple of months to the core retrieval step of the algorithm to make sure that where you are in your reading or feed journey isn’t stagnant. If you’re on a poetry streak, we’ll keep giving you that, but not forever. We want to understand where you are in your flow. We’re trying to make the feed more dynamic and more alive.

Where do you see the feed going in the next year or two?

We’re always trying new things, improving the core algorithms, and running experiments to understand behavior changes when we tweak something. We’ve improved the core retrieval, what content surfaces for you, and we’ll keep iterating to make sure what you’re seeing is the most relevant thing at all times. Basically, we’ll keep hammering until it’s perfect, [though that’s] not possible!

Interview edited for length and clarity.

One last note: Post to the feed! You never know who you might find.

These days, culture happens in real time. Casual fans and the most devoted stans alike log on for album drops, playoff wins, chaotic award shows, and episode recaps. But on Substack, these moments also have the potential to go deeper. Using community features, Substack publishers can turn these flashpoints into further conversations and meaningful connection with their audiences.

Here’s our advice on how to engage with these collective moments as they happen.

Open your Chat

Chat is where you and your audience can gather in the moment, like a group text for cultural obsessives. Opening your Chat gives your audience a place to react together, swap theories, and feel part of your community.

One of the most effective uses of Chat is hosting real-time conversations around live events. When comedian dropped his special, he turned his Chat into a watch party. For the length of the special, subscribers riffed, reacted, and shared photos of their snack setups.

runs one of the internet’s most engaged Chats, a subscribers-only destination where every new episode of Survivor offers a live forum of theories, hot takes, and reactions.

Plan ahead for big moments. If you’re hosting a live conversation or watch party in Chat, let your audience know in advance—post on Notes, email your subscribers, or tease on socials so they know when and where to show up. If you don’t already paywall your whole chat, we recommend limiting these high-demand threads to paying subscribers to increase a sense of community and potential for conversion.

Read our full guide to Chat formats and best practices

Post on Notes

If Chat is your group chat, Notes is the town square. On the Notes feed, your observations and theories have the potential to travel far beyond your existing audience.

See how creators , , , , and use Notes to capture culture in motion.

Debrief on Live

Every big moment deserves a debrief. Live gives you the space to process and keep the conversation going. Think of it as the afterparty, where you and your audience can go deeper.

went live with days after Audrey’s debut album release. In their conversation, Audrey detailed her songwriting process and discussed the immediate reactions to the music.

Feed Me

Talking to Audrey Hobert about songwriting and pop stardom.

Listen now

8 months ago · 161 likes · 2 comments · Emily Sundberg and Audrey Hobert

The next time the culture gives us a collective moment, don’t just scroll past. Open your Chat, drop a Note, or go Live. You can capture the fun of the moment and create an expansive place for your community to gather, reflect, and connect.

The Substack app drives more than 30% of all paid subscriptions, making it a major source of discovery and discussion. Until now, however, it hasn’t always been possible to upgrade to a paid subscription directly in the app.

That’s changing. Apple now allows Substack to include external links for paid subscriptions in the iOS app in the U.S., while also requiring that all publications offer in-app purchase (IAP) as an option.

Subscriptions purchased via Apple’s IAP have different fees, payout timing, and billing controls compared with web-based subscriptions. This FAQ explains those differences and the tools Substack has built to help you protect your revenue, maintain your subscriber relationships, and stay in control.

Basics

What is IAP?

In-app purchase (IAP) is Apple’s required payment system for buying digital content inside iOS apps. Apple has long required that any app selling paid content must offer IAP, which includes a 15% to 30% commission: 30% during the first year of a subscription, dropping to 15% starting in the second year of continuous billing.

Will this affect all my payments or just app subscriptions?

Only new subscriptions purchased in the iOS app via Apple’s IAP are affected.

• Web-based checkout in the app (shown to U.S. subscribers) is unaffected and works like all other web subscriptions.

• Subscriptions purchased on desktop, mobile web, or via email links are also unaffected.

Can I opt out of IAP altogether?

No. To comply with Apple’s App Store rules, IAP will be enabled for all paid publications in the iOS app.

Why do U.S. subscribers see both web checkout and IAP, but international subscribers only see IAP?

Due to a recent U.S. court ruling (Epic Games v. Apple), apps in the U.S. can display a link to an external web-based payment option alongside IAP. Apple does not allow this outside the U.S., so international subscribers only see IAP.

Apple does have an alternative payment program in the EU/U.K., but it comes with additional fees and complex requirements. We’re evaluating whether it would meaningfully benefit publishers, and will update you if we decide to support it in the future.

For users in the U.S., this is what the subscribe screen in the app now looks like:

Is in-app purchase (IAP) available everywhere?

In-app purchases (IAP) in the Substack iOS app are currently available for publications whose Stripe accounts are based in the following countries:

• United States

• United Kingdom

• Canada

• Most of the European Union

We’re working to expand this to all Stripe-supported regions by mid-2026, so more publications can accept paid subscriptions directly in the iOS app.

In the meantime, subscribers everywhere can still pay via web or mobile checkout—these payment flows are unchanged.

What about Android users?

This change only affects the iOS app. Android users cannot currently purchase subscriptions in the app.

Pricing and controls

How will my prices be set for Apple’s IAP option?

To protect your earnings, Substack will automatically set your price in the iOS app higher for subscriptions purchased through Apple’s in-app purchase (IAP) system. This increase offsets Apple’s fee, so you receive approximately the same payout you would for a web-based subscription.

What happens to my IAP price if I change my web subscription price?

If you have automatic price adjustment turned on, your Apple in-app purchase (IAP) price will automatically recalculate whenever you change your web subscription price. This ensures that the IAP price continues to offset Apple’s fee so you receive approximately the same net earnings from both payment flows.

How do I turn off the automatic price adjustment?

This feature is optional. You can disable it anytime in your billing settings under in-app pricing options.

What happens if I turn off the automatic price adjustment for Apple’s IAP?

If you disable automatic price adjustment in your settings, your Apple IAP price will approximately match your web price going forward, so you will earn less after Apple’s fees.

New IAP subscribers will see this updated price. Existing IAP subscribers will keep the price they originally paid through Apple unless they cancel and resubscribe.

Can I offer discounts or promotions through IAP?

No. Apple does not support discount codes, founding subscriptions, or custom promotions for IAP. These features remain available via web-based subscriptions.

Payouts and fees

How long does it take to get paid for IAP subscriptions?

Apple pays Substack monthly, typically up to 45 days after the end of the month. This means that for all IAP subscriptions purchased in January, you can expect to see earnings in your Stripe account by mid-March. Substack will always deposit your earnings as soon as we receive them from Apple.

Web-based subscriptions (including U.S. web checkout in the app) are paid out on our normal schedule.

Does Substack keep a larger share of IAP payments?

No. Substack will continue to take a 10% fee based on your original web price.

Our share does not increase with the adjusted pricing to account for Apple’s fees, and we’re not benefiting from Apple’s cut.

How are refunds handled for subscriptions purchased in the iOS app?

It depends on the payment method:

• In-app purchase (IAP): Refunds are handled by Apple. Subscribers can request a refund directly through the App Store.

• Web checkout (U.S. web payment link in the app): Refunds are processed through Stripe and can be managed from your Substack dashboard.

What currencies does Apple support for IAP?

Apple supports in-app purchases in all currencies available in the App Store for the subscriber’s country. Pricing is automatically converted from your set IAP price using Apple’s currency conversion rates. You cannot set different IAP prices by currency; adjustments must be made to your base price, which Apple then converts for all supported markets.

Data and subscriber relationships

Will I still get the email addresses of IAP subscribers?

Yes. You’ll receive the subscriber’s email address regardless of whether they paid via the web-based flow or IAP.

Will I have full billing info for IAP subscribers?

No. Apple handles IAP billing, so details like payment method aren’t shared. For web-based subscriptions (including U.S. web checkout in the app), you retain full billing info.

What happens if I leave Substack?

For IAP subscribers, Apple does not transfer billing relationships between platforms. You will still have access to their email addresses, so you can reach out and invite them to re-subscribe elsewhere.

We’ve also built a process to make this outreach easier for creators who decide to move their business off Substack. Our support team can work with you directly to guide you through your options.

Web-based subscriptions (including those from U.S. web checkout in the app) transfer normally with full billing information.

Why this change is happening

Why is Substack adding IAP now?

Apple requires it for any app selling digital content. We previously offered IAP as an opt-in feature, but Apple is now enforcing full compliance, so we must make IAP available for all paid publications.

How is this different from other platforms?

The underlying Apple rules are the same, but our timing works to your advantage. Thanks to a recent court ruling, U.S. subscribers will still see web-based checkout as the default. Many other platforms were required to implement IAP before this option existed, giving their users no alternative to Apple’s in-app payment flow.

Will this hurt my growth?

No, we expect it to help by making it faster and easier for subscribers to pay without leaving the app. In-app payments remove extra steps, potentially leading to more conversions, especially from casual readers or those on mobile.

If you have any questions or feedback, leave a comment below or contact Support.

Leave a comment

Last week, we hosted our inaugural Substack Study Hall, a new education series for publishers to share strategies, swap ideas, and connect. Our first event brought Los Angeles writers and creators together for hotseat interviews and a Q&A with our product team.

The participants

is a social media consultant who writes , a newsletter covering social media strategy and resources. is a stylist, creative director, and brand strategist and a former magazine editor and fashion director. She writes , a lifestyle and fashion newsletter. is a writer, performer, and host who writes Messy Mondays, a newsletter with a focus on identity, sex, and relationships.

Each of them joined our head of lifestyle, , onstage to discuss getting started, going paid, making the most of live video, and more.

Getting started on Substack

Brandon said Substack doesn’t demand perfection to be successful or to build community: “I really like that it doesn’t have to be high-production. I think in some other spaces, things have to really look perfect. I’m here imperfectly, so I’m gonna see what works, throw some shit at the wall. If it doesn’t work, great. If it does, beautiful.”

Rachel recommends faking it till you make it: “Act like a writer before you’re a writer. Really hold yourself to standards and a consistent schedule.”

Laurel emphasized removing any friction that prevents consistent publishing: “Just start it. Don’t worry about a logo, don’t worry about everything being perfect. If you start feeling like ‘I can never do it because every time I write one, I have to do X, Y, and Z, all this legwork,’ then stop doing that legwork. Like, whatever it takes. If you want to do this, just make it easy for yourself to stay consistent.”

Key takeaway:

• Consistency beats perfection every time: All three creators advise that showing up regularly with authentic content will build stronger communities than waiting to create something more polished.

Going paid & pricing strategy

Rachel recommends starting simple with paid offerings: “There’s a temptation when you go paid to feel like you need to offer a lot, when really, just one clear, valuable send can be enough for people. You can always add on more paid perks, but you can’t take them away. And so I think that’s something that I would think about when you’re going paid: what can I promise to offer that is so valuable and that I know I can deliver on?”

Brandon shares a trick they learned from : “Sometimes she just paywalls, like, the last paragraph. You don’t have to paywall the whole thing, because at that point, people just want to support you. And I found that to actually be a better model in general.” Their own editorial schedule makes good use of this strategy: “The livestreams on Monday nights are for everyone. And then there’s an additional post on Friday that has, like, a mini-podcast, and that is behind the paywall. But still in that post there’s a bunch of free shit. So it’s just a little extra.”

And Rachel reminded creators of a useful truism: know your audience. In Rachel’s case, she realized that many of her subscribers could expense her newsletter as professional development, and built her pricing strategy around this insight. “I knew because social managers would be subscribing that they could ask their boss for this to be an educational stipend. So I wrote a template that they could use to ask their boss if they could expense it. That has been huge. I see people in that doc to this day, years later.”

This led Rachel to price her newsletter at $8 a month instead of the usual $5, knowing some companies would cover the cost. She also created a $150 founding-member tier, titled “If your company’s paying for this, this tier is for you.”

Key takeaways:

• Start simple with your paid offerings. You don’t have to offer subscribers multiple perks; focus on easy-to-understand offerings that you can consistently deliver.

• Partial paywalls can work better than all-or-nothing approaches. Try paywalling just the last section of a post, or offering “a little extra” for paid subscribers.

• Think strategically about who’s actually paying for your newsletter. Consider whether your content serves a professional need that companies might cover, and don’t be afraid to price higher if you’re providing business value that organizations will invest in.

Going Live

Brandon started going live once a week because it offered a low-production way to engage with their community consistently. “Can I be really honest? I was posting [on Substack] twice a week. I was writing on a TV show. I was writing my next book, writing a stage show . . . you know, the well was kind of dry. And so when Live video was introduced, it was like, ‘Oh, I can just talk to people. I don’t have to edit anything. Y’all make the clips for me. Love this.’”

Scheduling in advance and promoting across social media is a consistent part of their Live show workflow:

“I post on Instagram stories. I promote on the [Substack] app. I’ll also add the poster at the bottom of the newsletters, like: this is happening next week or in two weeks, and then I schedule my live video and I invite the [guest].”

They publish their recordings immediately after going live, “so that if people are coming late, it’s already up.” Then they add a write-up or context when they have more time, usually an hour or two later.

Laurel also described keeping Live video simple and not overthinking the process: “I love a styling video. I love to talk through why the proportion of this works with this, and how it can also work with a flip-flop or it can work with a heel. I love to talk through that reasoning. I don’t write a script for myself. I’m just standing in my living room talking.”

She treats her Live shows with guests like a coffee chat. “One of the things I miss about living in New York is [how] you would just bump into someone on your way to work, and you’d be like, ‘Oh, let’s go grab a coffee.’ And you have a 30-minute micro-hang, and you get through everything in those 30 minutes. So I set a timer for myself, because I love to talk . . . we just get on and talk about whatever.”

Brandon brings their chat into the mix, too. In a livestream over Memorial Day, they and pulled tarot cards. “In the chat we were like, tell us what this one means. And so people were engaged in that way, looking it up for us, telling us what our futures were. That was a really fun moment.”

Key takeaways:

• Embrace simplicity with Live shows: Both Brandon and Laurel discovered that going live made connecting with their subscribers easier, not harder—there’s no editing, scripting, or post-production work required.

• Follow best practices: Schedule your Live show through the app, promote it on social media, and post your recording right away so that anyone who clicks the notification that you’re live can see your video (even if it’s over).

Promoting on social media

Rachel uses social media apps like Instagram and X to demonstrate her thinking and give people a taste of what’s in her newsletter: “When I promote my newsletter on social media, I don’t just post the link to it and say, ‘Read today’s newsletter.’ I really try to take a nugget from that week’s newsletter and break it out in a social-first way. Finding ways to translate what you’ve written about into other platforms in a way that’s not just asking people to click over has been really helpful.”

One of her biggest growth days came from an X thread about Reformation’s viral influencer strategy—a topic she’d originally covered in a paid newsletter. “That led to articles in Business Insider and Morning Brew. Just because I posted on Twitter, I never posted the link, and it was one of my biggest free-subscriber growth days because people are like, oh, I like the way she’s thinking here. I’m gonna go find her newsletter on Substack."

Brandon describes Substack as the platform where they build community with their audience. They treat other social media as a way to invite people into that community space: “The reason I joined Substack was because I wanted to create an ecosystem for my brand, and I wanted a place that people could come and communicate with each other. So Substack feels like a really great foundational space for all the other things that I’m doing, because you can’t really talk to me on the podcast. So I do promote [Substack] on the podcast, I’ll promote it on Instagram, and then I’ll funnel everything to Substack.”

Key takeaway:

• External social media promotion works best when it introduces your audience to what’s happening on Substack, invites them to follow you, and encourages them to go deeper. Use social media as an opportunity to showcase your insights, perspective, and the conversations you’re having on Substack. The goal is to give people a window into the community you’re creating, rather than just asking them to subscribe.

These interviews were lightly edited for length and clarity. For more in-depth insights and the full origin stories behind these publications, watch our complete Study Hall interviews with Brandon Kyle Goodman, Laurel Pantin, and Rachel Karten.

Bonus: Substack team Q&A

The Substack product team was on-site at Study Hall L.A. to answer audience questions about Live shows, Notes strategy, and what’s coming next. Here’s some of what was covered:

What’s the sweet spot for live video length?

Quality over quantity, always. In a subscription model, you should defer to what serves your content best. If you have 3 minutes of reaction to breaking news, go live for 3 minutes—your audience will love that you're concise. If you want to do a 12-hour stream with rotating guests, do that. Unlike platforms that depend on ad-revenue, there is no benefit on Substack to stretching content just to keep people around. The best thing you can do is create content that makes people think "this was really good and I want to subscribe or pay for it."

Is there ever going to be a feature that helps connect publishers to potential collaborators?

Live video collaborations are a powerful driver of growth and we are exploring ways to suggest collaborations within the app. Be on the lookout for updates in the near future.

What’s the best strategy for using Notes?

Focus on establishing yourself as an interesting, compelling person rather than just promoting your latest content. The creators who’ve grown most through Notes often share other people’s work that they genuinely like, adding their own commentary. This builds relationships with other creators, exposes you to their audiences, and shows the feed algorithm that your engagement drives subscriptions.

What’s the recommended pricing for subscriptions?

For most creators with an audience paying out of pocket or following for personal interest $5 to $6 per month is the sweet spot. This is accessible for individual subscribers while still meaningful revenue. If your audience is following for professional reasons and can justify the subscription as a professional expense, we recommend $10 or more per month.

How can I get my community chat more engaged?

Start by making chats open to all subscribers, not just paid ones. Create events around your chats—live discussions during award shows, sporting events, or breaking news. Consider inviting other creators to join your chat, which can bring their audience over too. Make it feel like a destination or must-attend event rather than just setting it up and waiting to see if people engage. You can embed chat links directly in newsletters and promote specific discussion threads to drive participation.

Welcome to the latest edition of the Substack Bulletin, where publishers get a roundup of the latest news, resources, and events, all in one place. Today, we’re highlighting audio-only live video, new notification settings that give you more control, and sharing details about the New Media party we threw in Washington, D.C.

We’re always striving to improve this series, and value your input. Please share any feedback or suggestions in the comments.

Leave a comment

News

• Notification management. We’ve revamped notification settings in the app and on web to give you more precise control over how and when you’re notified about new posts, comments, and Notes.

  • Additional notification settings: Decide where and how you want to receive each type of notification—email, push, or both—for new posts, comments, and Notes. You’ll find these controls in your Notification Settings.

  • Pause notifications on Notes: You can now pause notifications related to individual Notes. Just tap the three-dot menu on any Note—whether it’s in your feed, profile, or elsewhere—and select “Pause notifications” to mute updates from that thread.

• Audio-only live video. Starting next week, publishers will be able to go live without turning on their camera with the new audio-only mode. Listeners can join, comment, and subscribe, just like a regular livestream. It’s perfect for lower-pressure updates, call-in-style formats, or for publishers who prefer to remain anonymous. Just click the camera icon to disable video when going live.

Community

• The Substack Sessions: Legendary producer , multi-instrumentalist , feminist punk icon , country star , and pioneer were just a few of the artists who hosted 32 live music and conversation sessions celebrating the sound of Substack.

Keep watching

• Substackers take D.C.: Substack publishers were the toast of the town over the weekend of the White House Correspondents’ Association dinner. On Saturday, more than 500 of the country’s leading voices in politics and news gathered at Substack’s New Media party at The Line DC, where , , , , Jessica Reed Kraus, , , , , , , , , , and many others raised a glass to the writers and creators reimagining the future of media. Gossip columnist has the details.

• About town: and fetched handsome prices for a gently used toothbrush and some fake Birkins, respectively, at an auction of their personal items for subscribers in New York City. hosted an intimate listening session at Generation Records in Greenwich Village, with song picks and stories from , , , , and . At a dinner in Paris, , , , , , and Camille Aumont Carnel celebrated Substack’s growing community in France. The marked their April launch with friends , , , and at a tiki bar in New York.

• Milestones: is among the winners of the prestigious O. Henry Prize celebrating short stories of exceptional merit. has been awarded the Pulitzer Prize for illustrated reporting and commentary. and were named to the Time 100 list of the world’s most influential people. Writers , , , and are celebrating a year of creativity as part of New Writing North’s A Writing Chance 2024-25 fellowship, which pairs mentors like and with talent in the north of England. In Summerland, California, went live with Oprah Winfrey and Maria Shriver as they discussed the memoir I Am Maria. ’s film LOOK recently premiered on Substack. And at just over half a year old, is already going head-to-head with The Guardian and Financial Times for one of the U.K.’s most prestigious investigative journalism awards.

• In the press: Adweek spotlighted TV news personalities , , , and launching shows on Substack. Fashion writer talked to Elle about tariffs, thrifting, and the Midwest’s favorite recession-proof brands. In The Atlantic, ’s was quoted on the treasury market. Subway Takes interviewer went behind the mic for WNYC’s Death, Sex & Money. In the New York Times, weighed in on the job she once made iconic: editor in chief of Vanity Fair. Entertainment Weekly reported on Cobra Kai star ’s Substack announcing that she had decided to leave acting. Forbes profiled in a story about entrepreneurs who refused to quit. The Hollywood Reporter, The Daily Beast, the Washington Examiner, and The Information all covered that brought to Substack. Inc. and Modern Retail reported ’s Substack debut. Writer and sex researcher was profiled as one of the SF Standard’s SF100. And ’s newsletter was featured in the New York Times.

Have you hit a meaningful milestone, landed a press mention, or seen exciting growth on Substack? Are you proud of how you’re using a specific feature—like Notes, video, or recommendations—to connect with your audience?

If you have a story to share, get in touch. We’re always looking for ways to celebrate the work of our creators and share what they’ve learned with the wider community.

Leave a comment

The Grow interview series is designed to share the nuts and bolts of how writers have gone independent and grown their audience on Substack. It has been edited for length and clarity.

Fledgling publisher launched on Substack with no social media following or interest in chasing viral posts. Instead, she focused on creating relatable, practical essays about money. Within weeks, her writing—and a thoughtful collaboration—garnered the attention of editors, leading to a book deal. In this interview, AJ talks about using Substack to pressure-test ideas and building community instead of a brand.

Money Changes Everything

A newsletter about money, investing, saving, spending, and how these things impact our lives and relationships.

By Ally Jane Ayers

What’s your Substack about?

is about making money less terrible for people. I approach each newsletter trying to say something that might help someone feel hopeful and not helpless with money. My goal is to help my readers build financial security without losing their souls in the process. It’s about financial advice that actually fits real lives.

I offer a mix of real-world financial strategy, emotional insight, and permission to want more for yourself. My background combines technical expertise (I’m a CFP, an Enrolled Agent, a Certified Equity Professional, and a few other designations that don’t mean much to the general public) with real, lived experience. I started out in my late 20s as someone who didn’t know what an ETF was and had never once checked their 401(k). I try to meet readers where they are, without shame, and without dumbing things down. I try to talk to my readers like I would a friend at a bar.

What was going on in your personal and professional life when you got started on Substack?

I had spent the prior six years building my financial planning firm, Brooklyn Fi, from the ground up. I was tired and a little burned-out. As much as I wanted to write, it didn’t come easily at first. I knew I wanted to write a book about money for those who fear it. When I stepped away from the day-to-day operations of the firm, I started writing the book proposal. I sent it to a few agents, and I mostly got the same response, which was “I love your writing, but I can’t sell this book because you don’t have a social media following.” That was discouraging to hear, since social media is filled with so much harmful personal finance advice. Someone said, “Start a newsletter.” I filed that away for a while, because the idea of writing monthly or even weekly was so daunting. Eventually I just started writing, and it sort of poured out of me. I launched the Substack a few weeks later.

Did you have a social media presence before joining Substack?

Not a meaningful one separate from my financial advisory firm. Brooklyn Fi has a website and LinkedIn presence, but I wasn’t a “personal brand” or posting on Instagram or TikTok. I’ve always been a little allergic to performative internet culture. There are a lot of harmful personal finance influencers spouting “tax hacks,” so I didn’t want to participate in that.

How often do you publish?

Once a week, on Tuesdays.

What are the types of content you post?

Personal finance advice that assumes you’re a real person with competing priorities and imperfect habits. My aim is really to educate and inform, not overwhelm and shame. Reader case studies through my recurring series “Am I Saving Enough?” Essays on the emotional side of money and how money impacts relationships. I explore fear, ambition, shame, enoughness, the stuff no one wants to admit at cocktail parties but everyone feels.

Growth by the numbers

• When did you first post on Substack? January 6, 2025

• How many total subscribers do you have? Just over 1,800

• How many paid? 32

Most of my organic growth came through my writing and the Substack app: people forwarding newsletters to friends, a few shares on Notes, and word of mouth. I had a small initial audience of 200 friends, colleagues, and family, but the vast majority found me through the Substack community.

Publishing the first Am I Saving Enough? case study was a big milestone. I was hesitant to do any sort of voyeuristic pieces about how people spend and save, but I realized that’s what a lot of readers want: they want validation that what they are doing is “normal” or “okay.” Readers want to hear about someone who is doing a lot right and still feels stuck. Since people are reluctant to have these conversations with real people in their lives, I think a lot of readers find spaces online.

I must mention , who originally brought us “Money Diaries” at Refinery 29 and now runs on Substack. Lindsey and I were introduced through mutual friends and immediately hit it off the first time we hung out (it was a very financially sensible walking date, if I remember correctly). I wrote a piece for The Purse about how to get the most out of working with a financial advisor, which led to significant growth for my fledgling newsletter just a few weeks after I launched.

When did you start hearing from book publishers?

About three weeks after I launched my Substack, an editor from Penguin Random House reached out. She specifically called out ’s Substack as the place where she was introduced to my writing. A few weeks later, we met for coffee and had a long chat about audience and Substack and how to sell a book about personal finance without 200,000 TikTok followers. She took a chance on me and offered me a book deal a few weeks later.

The book is called Creative Money: New Financial Rules for Artists, Innovators, and Misfits, and it will be published in fall 2026. It’s about money, but it’s also about much more than that. It’s about how to talk to your partner about buying a house without it turning into a fight. It’s about freelancing, investing, navigating taxes, starting over, starting something new, and shedding the shame so many of us carry around our finances.

What have you learned about how the publishing industry views Substack?

Based on my experience, it’s very clear that editors are reading writers on Substack and that it’s an opportunity for direct connections. Unlike social media, Substack is direct evidence that someone is willing to pay to read your writing, or at least allow you to send them an email that 50% of the time they read!

How has publishing on Substack influenced your writing?

Substack gave me the space to figure out not just what people needed help with, but how they needed to hear it. What metaphors worked? What stuck? What didn’t? What tone is right? The book will be tighter and more structured, but it owes a lot to the conversations and feedback on Substack.

How do you engage with your community?

I love the depth of connection [on Substack]. Notes has been great for quick exchanges, but the real gold is in comments and emails. People are reluctant to share their money wins and fails IRL, but people have no issue writing back with their own stories, fears, and questions right in the public comments. It feels intimate and honest.

What have you learned about making money on Substack?

People want to support creative output. Even if you don’t offer anything extra to your paid subscribers, you’ll find that people are willing to give you a few bucks every month just because they like what you’re publishing and they want you to keep doing it.

How do you advise Substack creators to manage their income?

One of my financial planning firm’s oldest and dearest clients found their voice on Substack. It’s amazing to see the growth of the platform and how, for some creators, it can be a real source of income. I work with business owners of all types, and the refrain for so many first-timers is the same: why do I have such a huge tax bill? It’s nearly impossible to avoid that first surprise. Remember, kids, any money you make that isn’t coming in the form of a consistent paycheck where someone else sets your hours probably doesn’t have taxes withheld, which means you have to pay the tax yourself. I recommend saving 50% of all untaxed income in a high-yield savings account throughout the year so any surprise tax bill can be handled easily. And of course, any leftovers should be invested in one of my favorite tax-advantaged retirement accounts.

What is the sharpest piece of advice you can offer other writers about growing a Substack publication?

Trust that good work compounds over time. The temptation to chase trends or hack your way to faster growth is real, but nothing beats showing up consistently with something valuable to say.

What questions do you have for AJ that we didn’t ask? Leave them in the comments!

Leave a comment

To read more from this series on growing your publication, see our interviews with Jo Hutton, Mikala Jamison, Wendy MacNaughton, Noah Smith, Carissa Potter, Jørgen Veisdal, Anne Byrn, Nishant Jain, Michael Fritzell, Glenn Loury, Erik Hoel, Jessica DeFino, Mike Sowden, Elizabeth Held, Jonathan Nunn, Polina Pompliano, Michael Williams, Judd Legum, and Caroline Chambers.

The Grow interview series is designed to share the nuts and bolts of how writers have gone independent and grown their audience on Substack. It has been edited for length and clarity.

Yoga teacher built her community at around the philosophy that the practice should meet people where they are. In this interview, Jo describes creating an alternative to picture-perfect social media videos, being inspired by bad advice, and the Notes strategy that more than doubled her subscribers.

Yoga For Tired People

Get one fun, easy to follow session every Monday that you can do as you are, no need to change your clothes or get out your mat. For when you need to chill the flip out and stretch but don't have the energy to get out your mat. Come chill out with us.

By Jo Hutton

What is your Substack about?

I offer short, simple yoga and relaxation sessions that you can weave into your day. They’re all designed so you don’t have to change your clothes or get out a mat—you just press play and get started. It’s about making yoga part of your actual life, not something that only happens for 60 minutes in a studio.

Keep watching

What were you doing before Substack?

I’ve been a full-time yoga teacher since 2010, mostly teaching in-person classes and running a yoga teacher training school here in Newcastle upon Tyne. For years, I complained about the way yoga was portrayed online. In late 2023, I decided to stop moaning and actually offer an alternative to all the polished, picture-perfect videos.

I started taking Instagram more seriously, and apparently there was an appetite for it, because it grew really fast. I gained 165,000 followers in a year. It was exciting, but honestly? Exhausting. The pace and speed of Instagram was too much for my nervous system at times. It started to feel like I was shoveling coal into a hungry machine that was never satisfied.

When did you decide to start?

I was just coming out the other side of a big burnout, and I was looking for a way to work that still let me connect deeply with a community, but without running myself into the ground. During that time, I’d had to completely rethink my approach to yoga, how I practised, what it was for, what it could be when you’re really tired, and I started to wonder if there were other people who might need that too.

I do still really like Instagram, and I’ll always be grateful for the people I’ve connected with there, but I wanted a space where I could go a bit deeper. Luckily, I’m friends with from , and she managed to convince me to give Substack a try. I was hooked. Substack is such a thoughtful, intelligent platform. The slower pace felt like a breath of fresh air.

Growth by the numbers

• Started Substack: July 2024

• Launched paid: Right away

• Total subscribers: 33,500

My first subscribers came over from Instagram. I did a big promotion for my birthday at the beginning of August, and far more people signed up than I expected. I became a bestseller on the 8th of August, and I was honestly stunned. It was the first time I thought, okay, this Substack thing might have legs.

I’ve been surprised and delighted to find that Substack itself is a brilliant way to meet people. According to my dashboard, just under 27,000 of the 33,500 people here found me on Substack, which is kind of wild, really.

Have you run any series or campaigns that worked well?

I decided to host my annual advent calendar on Substack this year, and it turned out to be the perfect place for it. Every day during advent, I sent out a relaxation, and the level of engagement was incredible. People from all over the world were having thoughtful conversations in the comments, cheering each other on. That’s when I really started to understand the potential Substack has to be a place of genuine connection.

What’s your strategy for free and paid subscribers?

​​I decided to go paid pretty much straight away, because I wanted this to be a sustainable part of my life. Paid subscribers get a new short session sent to them every Monday, plus access to the full archive of past sessions. They can also join in with chats, leave comments, and request specific sessions.

Free subscribers get one session a month, and I have a complete beginners’ yoga course for people who want to try yoga but have never even stepped on a mat—that’s free, and always will be.

How do you use Notes?

At first I didn’t really understand Notes, and I used it like Facebook statuses in 2007. But I saw real growth when I stopped seeing Notes as an add-on and made it central to the way I teach yoga. I know not everyone has the time or headspace to add something extra into their day, so I started asking myself, How can I meet people exactly where they are? And I realised Notes had so much potential. I meet most of the people in my community that way now.

I post videos on Notes—which I know is a bit controversial—but as a severely dyslexic person, video is the best way I know to communicate. And honestly, I think we can rip up the rule book here. We don’t have to copy what’s already been done on other short-form video platforms. We’re not playing to advertisers, so the algorithm works differently, and that means we can be way more creative, thoughtful, and considered. I can’t wait to see what illustrators, poets, and other radical creative beings do with video on here. It’s exciting.

You said Substack felt “slower” than other social platforms. What do you attribute that to?

The work has a longer life span, so you’re able to actually digest it. On other social media platforms, it feels like you have a few seconds to grab someone’s attention, but by the time you have it, they’re already gone. There’s no space to go deeper than sound bites. It can feel like you’re standing on the side of a busy motorway holding a sign while people whizz past. And because of that pace, so many things get flattened. There’s not much room for nuance.

It sounds simple, but just the fact that you actually see the work of the people you’ve chosen to follow changes everything. It gives creators space to breathe, to take their time.

What advice have you received about growing your publication that didn’t prove to be helpful?

Oh, I think all advice can be helpful—even if what helps is deciding to ignore it. I had a really clear sense of what I wanted to create on Substack, and in the early days, some people couldn’t quite see it, or didn’t think it would work. But I don’t think that was bad advice. If anything, it made me more determined.

What questions do you have for Jo that we didn’t ask? Leave them in the comments!

Leave a comment

To read more from this series on growing your publication, see our interviews with Mikala Jamison, Wendy MacNaughton, Noah Smith, Carissa Potter, Jørgen Veisdal, Anne Byrn, Nishant Jain, Michael Fritzell, Glenn Loury, Erik Hoel, Jessica DeFino, Mike Sowden, Elizabeth Held, Jonathan Nunn, Polina Pompliano, Michael Williams, Judd Legum, and Caroline Chambers.

On turning your phone into a TV studio

Chris Best:  A few years ago, people knew Substack primarily as a place for writers and print journalists. And you’re a journalist, but you’re also a TV star. You didn’t know what Substack was about a few weeks ago, and today you’re running this thriving independent media empire. Just how did that happen?

Jim Acosta:  To your point, I had the same thought about Substack. I thought it was primarily a place where people would share their writing, their journalism. As soon as I started doing it, I was hooked. I was really kind of addicted right away.

In addition to having the ability to sort of turn your phone into a TV studio, you get the instant response from the viewers, from the people who are tuning in and giving you their comments. And so sometimes I’ll be interviewing a lawmaker or an opinion leader or somebody like that and somebody will make a point or ask a question and I’ll think, “Oh yeah, why didn’t I think of that? That’s a good question.” And then I’ll ask that.

On interviews and access

Jim Acosta: I have found that not only can you get lawmakers and opinion leaders and those kinds of folks on this show or on this platform—I had on the other day—I think to some extent they want to come on. I think you are going to see folks wanting to come on this platform to reach a different kind of audience.

I think [live video] wants to pull the authenticity out of you, pull the real you out of you. You know, I hadn’t really dropped an F-bomb before doing Substack. And there are days when you just wanna say it!

And you know, the way folks can come on this platform and just tell it like it is, or at least the way they think it is, and just let it fly and let the chips fall where they may. Not be irresponsible or anything like that—be respectful, be professional as much as you can—but just honestly tell people what you think and what you believe to be happening right now and why it’s so darn important.

I think people want that right now. They’re like, get out of the studio with the hairspray and the makeup and the canned bits and the teleprompters and all that stuff, and just talk to me. Just tell me what’s going on. And I do think people are responding to that. And you have a whole host of people here on Substack who just do an amazing job at that.

On going live anywhere

Jim Acosta: The Associated Press decided to file a lawsuit to challenge the Trump administration for banning them from the Oval Office and Air Force One. And I thought, you know what? I want to do something right here [in the airport], right now. Let’s do it. Let’s talk about this thing. And I was reading through the lawsuit and saying, you know, look at this. They’re talking about this case over here and this aspect of the matter over there. And it just felt like an instant way to get the news out there.

There was a show I did a couple of weeks ago where a friend of mine, Lauren Windsor, who is a documentary filmmaker, was at one of these anti-DOGE rallies. This one was down in North Carolina. And I said, you know what? Why don’t you just do a live report on my Substack podcast? And we got her on her cell. Service wasn’t so great because there were so many people at this darn thing. But you could hear what she was saying, and she was panning the camera around, showing what was going on. And it was almost like having a live reporter on the scene. And I thought to myself, you know, I should try to do this more often.

[Substack] does have the potential to be a live news platform where you can have journalists on here saying, wow, something just broke. This is important. This is happening right now.

This conversation has been edited for length and clarity.

Welcome to the latest edition of the Substack Bulletin, where publishers get a roundup of the latest news, resources, and events, all in one place. Today, we’re highlighting live video scheduling, updated categories, and a new tool that helps you choose the title your audience is most likely to open.

We’re always striving to improve this series, and value your input. Please share any feedback or suggestions in the comments.

Leave a comment

News

• Live video scheduling: Writers and creators using the iOS app can now schedule their streams in advance, making it easier to build anticipation and boost turnout. Scheduling a live video generates an RSVP link that prompts subscribers to add the event to their calendar and can be shared via Notes, posts, and social media. Ahead of the livestream, automated email and in-app reminders ensure that your audience won’t miss a moment. Learn more about scheduling a live video in the help center.

• Live video stats: Creators who publish the full recording of their livestreams can now see stats for their videos. These stats combine data from both the live session and the posted recording. You’ll be able to track video watch time, views, engagement, revenue, and new subscribers. Learn more about live video stats in the help center.

• New categories: We’ve added new subcategories for our most popular topics. Under Culture, for example, you can now see topics like Movies & TV, Pop Culture, Video Games, and more. To check it out, go to your settings, click “Manage Interests,” and choose the subcategories you want to explore. This feature is currently available on web and the iOS app, with Android support coming soon.

• New leaderboard views: We’ve expanded leaderboards in the Substack app to make it easier to discover even more voices across the platform. You can access leaderboards through the category tabs at the top of the Notes feed or by clicking on a publisher’s ranking from their profile.

  The Top Bestseller view highlights the highest-earning publications, while the Rising view and the New Bestseller tab spotlight fast-growing publications, including those that became Bestsellers in the past 30 days. Learn more about leaderboards in the help center.

• Publisher stats in the app: Accessible from your profile page in the app, these stats provide a real-time snapshot of overall performance. Stats for subscriber growth, total revenue, and post views from the past 30 days make it easier to understand what’s working and where to focus. Soon, we’ll also introduce a metric to show how close you are to earning your first (or next) Bestseller badge. Learn more about in-app publisher stats in the help center.

• Music mode: Creators can now enable “music mode” during livestreams on iOS to disable audio processing and noise cancellation, preserving the original sound of their live video. To activate it, start a livestream, tap the music note icon on the right side of the screen, click “Change Wide Spectrum,” and then select “Wide Spectrum” from the pop-up window. Learn more about music mode in the help center.

• App redesigns: We’ve rolled out exciting improvements and new controls in the Substack app. Here’s an overview of the latest updates.

  • Subscriptions tab: Keeping up with your subscriptions is the core function of the Substack app, and we’ve made it even easier. The “Inbox” tab is now called “Subscriptions,” and we’ve introduced a new grid-style view with larger title cards to make browsing posts more intuitive. You can now choose to view posts chronologically or sort by priority within your subscriptions to ensure you never miss an update from your favorite publishers. Filters at the top let you quickly view audio and video posts, content from paid subscriptions, saved posts, and recently viewed items.

  • Media tab: Discovery is equally important, especially for long-form content like podcasts and interviews, where surfacing key moments can be a challenge. To address this, we’ve redesigned the media tab into a scrollable feed that makes exploring multimedia content easier and more engaging. This update helps subscribers discover content they care about while giving creators more opportunities to grow their audiences. If a clip catches your interest, a prominent button lets you dive into the full post. We’ve also added a “Subscribe” button to help you stay connected to creators whose work resonates. For now, the feed features short clips from video posts, with long-form video and podcast previews coming soon

Resources

• Live Video Scheduling Q&A: Following the launch of live video scheduling, Substack product manager Zach Taylor will be hosting a live Q&A on Friday, April 4, at 10 a.m. PT to walk through the new feature, share best practices, and answer questions. RSVP to the livestream and add it to your calendar.

• Live Video Shows Masterclass: In case you missed it, we hosted a virtual masterclass covering best practices and key features for launching your own live show. You can view the full recording at the bottom of our Live Video Shows Guide.

• Legal support for creators: We've partnered with the Foundation for Individual Rights and Expression (FIRE) to protect publishers who are targeted by the government for the content of their work. Learn more about how Substack provides legal support to writers, and apply via the Substack Defender Program.

• Chatbot question of the week: I’d like to move previous posts from another platform to my Substack. Is that possible?

  Substack supports importing content from various platforms, including Medium, Ghost, WordPress, Mailchimp, Beehiiv, SeekingAlpha, Tumblr, and Blogspot. To import your posts: Log into your account and go to Settings. Click Import/Export in the left navigation. Click “Import posts.” Paste your blog/newsletter URL. Select “Import” once your archive is found. You can also upload a .csv file of your posts. If your platform isn’t listed, check if it has an RSS feed, as we support imports from platforms like Squarespace and ConvertKit through RSS.

Community

• 5 million paid subscriptions: Creators on Substack reached 5 million paid subscriptions!

• Substack on film: We launched Substack on Film, a series of short videos that capture creators in their natural habitats—at home, in their neighborhoods, or wherever their ideas spark. Shot on 16mm film, the first film visits writers and at Mac’s home in Oakland.

• Grubstack: Substack hosted a three-day live video food festival featuring chefs, writers, and creators such as , , , and . More than 60 creators went live, hosting everything from intimate cook-alongs to knife skills workshops to deep conversations about the future of food media.

• Substack Reads is now The Substack Post. The new name reflects the publication’s expanded ambition: to help you connect with and appreciate great culture in all its forms—writing, film, imagery, video, audio, and in-person experiences.

• About town: Substack partnered with to host Night of Desire at a bathhouse in New York. Listeners submerged while writers , , , , , , , and gave readings on the theme of desire. In Los Angeles, gathered , , , Coco Mocoe, , , , and others for drinks and discussion. Substack’s fashion community celebrated ’s newsletter launch: Francesca Scorsese, , Recho Omondi, , and others played Mad Libs between courses at ’s restaurant King. And in another corner of the city, partnered with Madewell to host , , , , , , and more, with dinner prepared by recipe developer and writer .

• In the press: AOL and Adweek reported that launched a Substack following his departure from CNN. In The Business of Fashion, Gen Z trend chronicler described the frenzy around exclusive sweatshirt drops. Page Six cited ’s scoop revealing that Melania Trump’s wedding dress is listed on eBay. In Mother Jones, wrote about his exit from the Washington Post. Inc. interviewed about her newsletter, and People wrote about ’s. The L.A. Times featured culinary couple Bricia Lopez and TJ Steele, who share five monthly recipes in From Oaxaca. was profiled in Vanity Fair. ’s Night of Desire was covered in Dazed by , and also in Paper, Office, Autre, and Elephant magazines, among others. New York magazine spoke with , , , and about the growing popularity and rich diversity of content available on Substack. And in Vogue, toasted its Substack debut alongside some of fashion’s most familiar faces.

• Congratulations to , whose Substack has been shortlisted for the Scottish Press Awards in the Arts & Entertainment category.

Celebrating a milestone or press feature? Email milestone@substackinc.com or let us know in the comments.

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Why move to Substack?

Substack is designed to help creators and podcasters grow and connect with a powerful suite of publishing, community, and discovery tools. You can expand your reach through the Substack network, which drives more than 50% of all subscriptions on the platform, engage directly with your audience through chat and live videos, and seamlessly publish or migrate your posts, podcasts, and videos—all while maintaining full ownership of your business. It’s free to start, and when you choose to turn on paid subscriptions, you keep 90% of what you earn. Because Substack only makes money when you do, our incentives are directly aligned with yours.

Video podcasters like and have successfully switched to Substack from other subscription-based platforms like Patreon, Supercast, and Circle, bringing their audiences with them and building thriving communities on the platform.

Thinking about making the move? Check out the step-by-step guide below, or watch the video to learn more.

Set up your transition

1. Announce your move

Start by letting your audience know you’re making the switch to Substack. Share the news on your current platform, whether it’s Patreon, Supercast, Circle, or elsewhere, and explain why this is a positive change. Whether it’s for better tools, more creative freedom, or a stronger connection with your community, make it clear why you’re making this move and how it will benefit them.

, the creator of Tuca & Bertie and designer and producer of BoJack Horseman, shared why she decided to make the switch in a dedicated post on her Patreon, saying:

“While Patreon has been great in helping me grow to this point, I’m excited about the fun capabilities of Substack (video! chat!) and want to expand this newsletter to be even more interactive, with drawing prompts to help you explore your creativity and demos showing my process and techniques.”

2. Migrate your subscribers

Export your paid member list from your current platform and import it into Substack. If you’re transitioning from a platform like Patreon, where you don’t own subscriber payment details, offering a free month on Substack can help ensure that your subscribers don’t lose access during the move. When the free period ends, they’ll be prompted to update their payment details. A few reminders and a personal note from you can go a long way in encouraging them to continue their support.

If you have a free subscriber email list, import it to Substack next so those followers continue receiving your updates and content without any gaps.

How do I import my mailing list from another platform, such as Mailchimp, Ghost, or Beehiiv?

3. Set up payments on Substack

Stripe is the sole payment provider for Substack. If you used a Stripe account on your previous platform, you’ll be able to connect it to your Substack in just a few minutes.

• If you are coming from Ghost, Beehiiv, or a custom build where you owned your Stripe account, you can visit your settings and connect your Stripe account by signing in.

• If you are coming from a platform like Memberful, or one that uses Stripe but where the platform owns the payment account, there are a few additional steps. Contact support, and our team can help you bring your payment relationships over.

• If you’re coming from Patreon, you can find our comprehensive guide here. We’ve worked with a number of writers and creators to develop a strategy that will help you get the word out about your move.

How do I set up my Stripe account?

4. Make an announcement with a launch video

Once everything is set up, make a big announcement with a launch video on Substack. Treat this as a fresh start: welcome your audience, share your excitement, and clearly explain why this move matters. Most importantly, remind paid subscribers to re-enter their payment details to continue their membership. Send this message to everyone—both free and paid subscribers–—so no one misses it.

The creators of , and , used this approach when migrating. They welcomed their community with a video post, setting the tone for their new home on Substack.

Keep watching

5. Share the news on your external channels

Spread the word on your social media channels to let everyone know they can now find you on Substack. Put your Substack link in your bio across every platform. It pays to clear out other links: creators who remove competing links, including Linktree, see significantly more of their audience follow them over. When followers have multiple options, they often choose none. For more platform-specific best practices and a deeper look into bringing your social following to Substack, see our comprehensive guide:

How to bring your social media audience to Substack

Retain and engage your audience

Remind your subscribers to update their payment info, if applicable

People are busy, and not everyone will update their payment details right away. Remind your audience several times over the course of the first month to re-enter their payment info so they don’t lose access. A single announcement isn’t enough; keep it top of mind with follow-ups via email, posts, and even a quick video message.

Make your first 30 days on Substack big

Your first month on Substack is your chance to set the tone for what’s to come. Lean into live video, Substack Chat, and Notes to create excitement and show your audience that you’re doing bigger and better things here.

launched with a paid-only subscriber Chat to give her community a dedicated space to connect. When launched her Substack, she immediately jumped into live video to take her community behind the scenes of her whirlwind schedule traveling between Brazil, Paris, L.A., and Austin. She made it clear that she’s embracing Substack’s interactive features, saying, “Lives are going to be my new thing on Substack.”

Keep watching

By staying active and engaged in your first month, you’ll help subscribers see the value of your move and encourage more of them to stick around for the long term.

Welcome to the latest edition of the Substack Bulletin, where publishers get a roundup of the latest news, resources, and events in one place. Today, we’re highlighting in-app video publishing tools, celebrating the launch of live video shows, and reviewing Notes stats in the app.

We’re continually striving to improve this series, and we value your input. Please share any feedback or suggestions in the comments.

Leave a comment

News

• In-app video publishing: Writers and creators can now publish video posts in the app, marking the first time they can upload, publish, and monetize video directly from their phone. Each video post reaches subscribers instantly through email, app notifications, or both, ensuring a direct connection with their audience. Learn more about posting in the app in the announcement post.

• Live Video recording enhancements: To make publishing even easier, we’ve introduced automated enhancements, which refine your recorded live video by trimming dead space at the beginning, enhancing audio and video quality, and reformatting the layout into a polished side-by-side view. This ensures that your video looks professional and is ready to share with minimal effort.

• Live video viewing on desktop: Viewers can now watch live videos on their computer, increasing accessibility and providing more opportunities for engagement and feedback on live videos.

• Notes stats in the app: Previously only available on the web, Notes stats can now be accessed directly in the app. Publishers can track key insights, including estimated revenue increase, new paid and free subscribers, and interaction metrics like shares, profile visits, and likes.

Resources

• Launch a live video show: Live video is taking off on Substack, with more creators making it a regular part of their programming. To help you get started, we’ve created a comprehensive guide with tips, strategies, and best practices for hosting a live show that engages your audience, builds community, and grows your business.

  • Join us on Wednesday, March 19, from 2 to 3 p.m. ET, for the Substack masterclass Launch a Live Video Show. The class will cover how to find your niche, grow your audience, and maximize engagement using live video, collaborations, and strategic promotion to drive paid subscriptions. Register on the event page.

• Breaking through as an independent writer: , who writes , shared insights on finding success as a “little guy,” and how she went from unanswered pitch emails to a book deal.

• Moving on from YouTube: is the cookbook author, recipe developer, and video host behind . She recently shared The True Costs of Being on YouTube, a deep dive into the financial and creative challenges of the platform. Substack’s sat down with Carla to discuss breaking free from the algorithm, embracing imperfection, and the power of owning your work.

• Succeeding with a multimedia strategy: went live with of , a multimedia publication that covers the Cleveland Browns, to talk about providing value across multiple mediums, determining the right publishing cadence, and finding your niche.

• Substack and independent publishing: Substack co-founder spoke with the about the evolving landscape of independent publishing and the opportunities Substack provides for writers and creators. The discussion focused on audience ownership, sustainable business models, and growth strategies, highlighting how Substack enables creators to build direct relationships with subscribers.

• Chatbot question of the week: How do I get a verification badge on my Substack?

  On Substack, we don’t have verification badges—instead, we have bestseller badges that are earned based on paid subscriber count. These badges come in purple (tens of thousands of paid subscribers), orange (thousands of paid subscribers), or white (hundreds of paid subscribers). The way to earn a bestseller badge is to grow your paid publication to the required number of subscribers. (Free trials and comped subscriptions don’t count toward the badge requirements.)

Upcoming events

• Grubstack: a live video food festival: Join top Michelin-starred chefs and the most exciting food creators for Grubstack, a live video food festival happening March 13 through 15. Guests including , , , , , and will discuss how they’re pushing culinary boundaries, building communities, and shaping the future of food. Learn more in the announcement post, and stay tuned for the full lineup and schedule!

• Fashion panel in France: On March 5, of and of are hosting an event in Paris: “A New Fashion: Navigating Substack in an Age of Oversaturated Platforms.” The panel will feature top creators discussing Substack’s role in independent publishing, its impact on the creator economy, and strategies for success. Speakers include , , and . Register to attend on the event page.

Community

• Writer drinks in NYC: Substack co-founder joined a group of writers and creators in New York to celebrate the growing community of independent publishers building their businesses on Substack. The evening brought together a diverse mix of journalists, authors, and creators, including , , , @Brandon Taylor, and , who shared insights, exchanged ideas, and discussed the future of independent publishing—all over good drinks and great conversation.

• In the press: of published an essay in Elle on the Old West’s influence on fashion. CNBC and The Publish Press spoke with about her decision to leave YouTube, her plans to focus on Substack, and how her content strategy is evolving. authored an opinion piece for the New York Times, making the case for “downgrading” from a smartphone to a dumbphone. The Walrus profiled , detailing her rise to fame and future plans, including a book deal with Knopf. of @Mediatox shared her thoughts with the Huffington Post about resisting the urge to check your phone during “in-between” moments, like waiting for the subway or between meetings. The New York Times ran a feature on , exploring how she built into a must-read newsletter for business and finance power players. Vogue Spain examined the rise of newsletters as an alternative for readers with limited time or focus for books, highlighting and as two writers reshaping digital publishing. The Publish Press covered Hannah William’s journey building and why starting a Substack was the next step for the business. The Wall Street Journal reviewed ’s cookbook, Sift, praising its appeal to both expert bakers and novices. InStyle included insights from and in its feature on the season’s must-have skirts. Axios spotlighted the launch of ’s Substack, which offers advice on careers, relationships, motherhood, and more. RUSSH spoke with about launching her first Substack and the books, newsletters, and voices that continue to inspire her.

Celebrating a milestone or press feature? Email milestone@substackinc.com or let us know in the comments.

Leave a comment

Live video is emerging as a valuable tool on Substack, offering creators a new way to connect with their audience and build their creative business. Now many creators are making Live Video a regular part of their programming. Substackers such as and are launching recurring live shows, joining others who cover topics from cooking to politics to sports.

With more publishers experimenting with this format, we’ve rounded up a few quick lessons about how to host a live show that builds community and grows your business—simply by talking into your phone.

Learn more: How to go live

We aim to provide a comprehensive set of tools for publishers across mediums, adding value for subscribers and expanding audiences within and beyond the Substack network. Even if video isn’t usually your preferred medium, it might pay to explore—our data shows that writers and creators who use video grow their revenue 2.5 times as fast as those who don’t.

Whether you’re interested in experimenting or ready to build a regular live show, now is a great time to give it a try. Here are a few tips to help you make it happen.

Launching your own live video show

1. Try going live—then make it a habit

Getting comfortable with live video is the first step toward making it a valuable part of your content strategy. Start by going live a few times to experiment with the format, engage with your audience in real time, and see what resonates. Once you’ve tested the waters, we recommend establishing a regular schedule of livestreams. When your audience knows when to tune in, it builds consistency, strengthens engagement, and creates community.

Now, with live video scheduling available in the Substack iOS app, you can choose a specific time in advance and start building momentum early. When you schedule a stream, you’ll get a shareable RSVP link for Notes, posts, and social media, while subscribers receive automatic email and in-app reminders—so they never miss a moment.

Learn more: How to schedule a live video

Start by going live once a week and informing your subscribers via a dedicated Substack post so they know what to expect. ’s announcement about their new show, Meidas Meet Up, is a good example.

Subscribers can tune in to watch your live videos from the app or on their desktop computers. If you’d like to maximize viewership while adding value for paid subscribers, you can keep the live video open to everyone while making the live chat within it exclusive to paid subscribers, like Jessica Reed Kraus did during her conversation with Meghan McCain. This can offer another revenue stream and foster an exclusive community experience.

2. Leverage collaborations to build a guest list

Collaborations are a powerful growth tool that allow you to access the Substack network, introduce your work to new audiences, and grow your subscriber base. By inviting fellow creators to stream with you, you’re tapping into their community while offering your subscribers fresh perspectives and dynamic conversations.

Looking for collaborators? Revisit publishers you’ve worked with in the past. Checking your audience overlap can also help identify valuable collaboration opportunities: it shows publications with the same subscribers on their email list, letting you spot potential partners. To explore these insights, go to Stats in your dashboard and select Subscriber Report.

Since joining Substack, has seen incredible growth by going live daily with other publishers. He’s even brought friends and colleagues onto the platform—many of whom weren’t on Substack before. After creating an account, they were able to jump straight into engaging discussions.

Whether it’s a guest interview, a panel discussion, or a casual conversation, streaming with others can elevate your content, foster meaningful interactions, and attract new subscribers.

“Live video on Substack brings newsmakers and influential voices together in a way we haven’t seen before on other platforms. I recommend inviting guests to join your live videos, whether they are established voices on Substack or new to the platform, as it is an excellent way to grow your audience and produce content your subscribers will love.” —Jim Acosta

2. Post the recording

After your live session ends, the recording is automatically saved as a draft in your Substack posts. To make publishing even easier, we’ve introduced automated enhancements, which refine your recorded live video by trimming dead space at the beginning, enhancing audio and video quality, and reformatting the layout into a polished side-by-side view. This ensures that your video looks professional and is ready to share with minimal effort.

goes live to break down the latest NFL news, then shares the recording so his community can keep the discussion going, even if they missed it live.

3. Share clips on social media (and Notes)

Maximize your reach by sharing short clips from your live video. Substack automatically generates ready-to-post highlights, making it easy to share with just a few clicks. Posting these clips on Notes, X, Instagram, and TikTok will help attract new subscribers and drive engagement back to your Substack publication.

Learn more: How to create a clip

shared a clip from her cooking demo on Notes, while posted a highlight from her conversation with on Instagram.

Substack Live Video is one of many tools we’re building to help writers and creators deepen their connection with their audience. Whether you’re hosting interviews with fellow Substackers, engaging subscribers in live Q&As, or sharing behind-the-scenes moments, live video makes it easy to bring your work to life in new ways. Even if you don’t typically use video, live shows offer a fresh way to engage with your audience that fits seamlessly into your existing workflow.

To help you get started, we hosted a virtual masterclass covering best practices and key features for launching your own live show. This session was open to all creators and took place on Wednesday, March 19. Watch the recording below!

Welcome to another edition of the Substack Bulletin, where publishers get a roundup of the latest news, resources, and events in one place. Today, we’re highlighting product updates that translate posts into different languages, the upcoming Substack Market Forecast Summit, and publishers’ insights on how to find success with key features.

We’re continually striving to improve this series, and we value your input. Please share any feedback or suggestions in the comments.

Leave a comment

News

• New language translations: The app now supports six additional language translations on web, including French, German, Spanish, Italian, Portuguese, and Brazilian Portuguese. Feedback on any of the translations is much appreciated and can be shared using this form. Learn more about translations in our Help Center.

• Live video previews in the feed: Livestream previews now appear in the feed, helping more people find and join your broadcasts. Previews only appear for streams open to everyone. To opt out, just gate your stream to subscribers. Make sure to update to the latest app version to see these changes! Learn more about gating your livestream in our Help Center.

• New community moderation tools in app: We’re continuing to introduce more tools that allow Substack users and publishers to set their own terms of engagement on the platform. Admins and contributors can now ban post commenters via the app, a capability previously limited to the web, offering greater control over community interactions and helping maintain a positive discussion environment across all platforms. Learn more about banning in our Help Center.

  

Resources

• Own your space on the internet: In a recent post, the Substack founders noted the risks of depending solely on a social platforms that don’t let you control your relationship with your audience—an especially relevant issue with the looming possibility of a TikTok ban in the U.S.

• Migrate your paid subscription audience to Substack:​​ Join us on Tuesday, February 25, from 2 to 3 p.m. ET, for the Substack Masterclass for Accelerating Creator Growth. By the end of this session, you’ll have a clear roadmap for migrating your paid subscription audience from other platforms, monetizing, and growing on Substack—with insights from successful creators who’ve already made the switch. Register here.

• Mastering live video: went live with Substack CEO to discuss his strategies for success, including creative use cases for live video, promoting a livestream in advance, and collaborating with other publishers.

• Build community with Chat: , who publishes , shared her thoughts on building a community-first Substack and finding success with 30 Days of Drawing. She highlights how she segments the experience for free and paid subscribers, which prompts work best in Chat, and how she maintains momentum after 30 Days of Drawing ends.

• Chatbot question of the week: How do I manage who can send messages to the chat during my live video?

  When hosting a live video on Substack, you can customize who can access the chat feature. Simply adjust the settings on your Account Settings page under Notifications. Use the drop-down menu under “Allow live chats from” to choose whether to allow everyone, all subscribers, or only paid or founding subscribers to participate.

Community

• Substack Market Forecast Summit: Join us this Friday, January 31, for the Substack Market Forecast Summit. This virtual event will feature live conversations with leading finance, business, and economics publishers, streamed on the Substack app. Whether you’re an investor or just curious about the economic outlook, the summit will offer key insights into the year ahead.

  Throughout the day, you can expect to hear of chatting with Stripe CEO ; of in conversation with of ; of in discussion with of ; of with Sequoia Capital partner Andrew Reed; and more. Find the full schedule here.

• Substack Politics happy hour in D.C.: Substack Politics hosted a happy hour to celebrate independent journalism, bringing together guests including , , , , , , , , George Conway, , , , , , , , , , , , and many, many more.

• Burns Night in NYC: Substack kicked off the year with a lively Burns Night at a speakeasy in Manhattan’s Lower East Side, bringing together an eclectic mix of publishers for an evening of sharp critiques, hard truths, and good Scotch. Each took the stage to deliver their “burn” on something that irked them— took on fresh water fish, dismantled so-called “simple” recipes, and took aim at… ’ tweets. A huge thank you to all our readers who joined, including , , , , , , , , and , for making it a night to remember.

• Writer drinks in New Zealand: Substack co-founder welcomed a group of writers and creators in his homeland of New Zealand for a celebration of the growing community of publishers building their own media businesses on Substack. Guests included , , , , , , as well as visiting American , and other writers, journalists, and publishers, who gathered to share insights, swap stories, and discuss the future of independent publishing over drinks.

• TikTok Liberation Prize winner: Independent journalist and attorney won Substack’s TikTok Liberation Prize. He went live with Substack CEO for a conversation about moving his community to Substack, what sets Substack apart from other platforms, and how to craft a successful multiplatform content strategy.

• In the press: Southern Living credited as the inspiration behind adding espresso powder to its latest banana bread recipe. Glossy featured of ’s insights on the benefits of LED light therapy for skin health, while Marie Claire included commentary from , , Rachel Solomon, and in its 2025 fashion trends roundup. Inc. published an interview with about her “hotshot rule” and how it helps her perform her best. New Beauty spoke with about launching Love Wellness on QVC and expanding the community to include more women in their 50s. Vox cited on how the body positivity movement shifted rigid beauty standards to the face—driving demand for anti-aging products, injectables, and facelifts. Bloomberg covered the ways analyst job cuts on Wall Street are reshaping equity research, citing how Alex Morris and earn incomes outside of their Wall Street roles, while others, like Jerry Diao, are working toward building a sustainable career through content creation. Vogue Business featured in a piece on food trends, describing how concept stores like Pop Up Grocer and Happier Grocery are becoming curated destinations for high-quality food. NPR covered ’s new “Musk Watch” series, which will provide twice-weekly updates—one deep dive or scoop on Elon Musk and another aggregating reports to track his latest moves. Sports Illustrated shared ’s insights on potential trade destinations for Jimmy Butler.

  Celebrating a milestone or press feature? Email milestone@substackinc.com or let us know in the comments.

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For TikTok creators like , , , , and more, the Substack app provides a space for their audiences to come together for livestreams, group chats, podcasts, videos, and written posts, all powered by direct subscriptions. Substack makes it easy for TikTok creators to preserve their audience, go deeper, and build a loyal community.

Substack also gives video creators, podcasters, and writers the ultimate power: true independence through audience ownership. On Substack, creators own their creative work and mailing list, guaranteeing that they can always connect directly with their community—even if they decide to leave the platform.

If you are a TikTok creator who’s new to Substack, here’s everything you need to know.

How to get started

1. Download the Substack app

When you download the Substack app via the App Store or Google Play, you will be prompted to create a profile and claim a handle. We recommend using the name and handle that most people know you by on social media to make it easy to find you. Make sure to connect your external social accounts when prompted, as this will help your followers find you.

Download the app

2. Connect to Stripe

Substack allows you to monetize your creative work. You can decide both on a post-by-post basis and within individual posts exactly what to keep free and what to put behind a paywall.

You can also choose to keep everything free, with paid subscriptions functioning like donations to support your work. If you have behind-the-scenes or exclusive content like recipes, reviews, or day-in-the-life videos, you might experiment with free previews of your paid posts.

Connect to Stripe

3. Post

Substack supports all kinds of posts, including live video, written posts, and long-form video and audio. Your first post can be simple: a short explanation of what’s coming soon or an example of the content you plan to post going forward, like a recipe, a review, or an episode of your video series. Be sure to include a subscribe button early in the post.

teased her Substack with a coming-soon post:

Picnic Date

hey cutie, wanna go on a date?

First things first, I AM SO HAPPY YOU’RE HERE!!! This is Picnic Date ! Our weekly picnic date where I will be posting multiple delicious recipes every week, all my current food fixations (w the recipe included ofc), weekly grocery lists, meal prepping tips and ideas, kitchen and cooking tips, weekly recaps, & and anything else my brain forces me to spew…

Read more

2 years ago · 80 likes · 3 comments · Faiths Fresh

Nara Smith of Paper Pantry introduced herself and gets behind the scenes using a flexible paywall:

Paper Pantry

Hi friends!

Welcome guys!! For everyone that’s new here and doesn’t know me- Hi! I’m Nara you may know me from uploading cooking videos on a couple different platforms or from way before when I wasn’t cooking at all and documenting all my outfits and parts of my life online…

Read more

2 years ago · 406 likes · 34 comments · Paper Pantry

We recommend introducing yourself on Notes, Substack’s short form discovery feed that connects you with potential subscribers across the platform, as soon as you start your Substack. On the Notes feed, you can post short-form text, images or videos, like the message posted when she joined:

Substack has other community features that can help you go deeper with your audience. You can host chats with your subscribers in a community discussion space where you make the guest list and the rules. It’s like having a group chat or Reddit thread connected to your Substack.

Live video allows creators to broadcast in real time to free subscribers, paid subscribers, or the wider Substack network. For example, and go live on Substack to share exclusive insights with their paid audiences, offering them a direct and unique experience they won’t find anywhere else.

4. Tell your TikTok followers

Tell your followers that they can find and support you on Substack. When sharing details about your Substack on TikTok, say exactly why you’ve started a Substack and make it clear what they can get on Substack that they can’t anywhere else.

uses a greenscreen to preview some of the features that people will find on his Substack. He pinned the video to his TikTok so that everyone who visits his profile knows where to find him.

@aaronparnas1#greenscreen 1/12 @substack @Substack

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reminds her followers that they can find her recipes on her Substack, including details on what free and paid subscribers can expect.

@lailaspantry@Substack reached out to me and reminded me to tell my followers to follow me on substack and i was like LMAO yeah I forgot about the ban coming 😭😭😭 but guys honestly, if you want to find me and you don’t want another social media app- link is in my bio for my substack!! also- to my other content creators- make a substack and encourage your followers with a video to find you there as well- you deserve to keep your hard work. I am always so blessed beyond belief to have an audience who supports me so well love you guys FOREVA❤️❤️ #lailaspantry #substack #tiktokban #january19 #january19th

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shares why he enjoys Substack compared with other platforms, citing its low-stress environment and adding that it’s now the only platform he uses.

@kingmaegonHave you heard of Substack??? #tiktokban #spirituality #philosophy #science

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Add your Substack to your link in bio or Linktree so TikTok followers, old and new, can quickly subscribe. Consider updating the text in your bio explaining what’s on your Substack, like of did.

Get started

We invited , who publishes , to discuss her insights into building a community-first Substack and finding success with 30 Days of Drawing.

DrawTogether with WendyMac

Drawing explorations, lessons, and weekly art assignments from New York Times-bestselling artist Wendy MacNaughton. Paying subscribers get full access to the DrawTogether Grown-Ups Table creative community and drawing assignments.

By Wendy MacNaughton

What’s your Substack about in one sentence?

How drawing helps us become more curious, creative, and connected to one another, and changes us (and the world) from the inside out.

What features or strategies have you found most useful for growth?

I started the Grown-Ups Table to create what I wanted for myself: a weekly dose of creativity, art, and community. I believed that a consistent drawing practice would make my life better, especially if I could produce those pencil strokes alongside interesting, positive people. Wonderfully, the GUT has proved me right. And I’ve found that as long as I’m pursuing my own curiosity and going with my GUT (so to speak)—being generous with my ideas and questions and mistakes and successes—others are excited to join.

Major moments of community growth (which I consider either getting bigger or going deeper) include partnerships with the National Gallery of Art, guest artists and writers like Amy Tan, Gretchen Rubin, , and Maira Kalman, and, of course, our 30 Days of Drawing, which we just launched again on January 1. It’s not too late to join!

Join 30 Days of Drawing

Growth by the numbers

• Started on Substack: March 2021

• Total subscribers: 77,000

30 Days of Drawing

Can you share an overview of 30 Days of Drawing?

Every day for 30 days:

• I send a short, approachable drawing assignment. (Insider secret: These lessons are more about paying attention to ourselves/others/our worlds than about creating a drawing that is “good” or “right.”)

• Paying subscribers get (and do) a 10-minute drawing assignment every day.

• Community members post their drawings in the Substack Chat, where (this is my favorite part) everyone cheers and comments and supports one another. It’s such an amazing group. People make legit friends.

• By the end of the month, subscribers have learned to let go of their perfectionism, become more curious and focused on the wonders inside and all around us, and made some pretty cool drawings they can hang on their walls, for real! Not to mention they’ve become part of a creative community that continues on for the rest of the year.

Why did you originally host 30 Days of Drawing?

I had fallen out of my own daily drawing practice and wanted to get back in the habit. I wanted to stop looking at my phone as much and instead actually learn something and be creative every day. I have never been successful at changing my habits alone, so I knew I needed to do it in community. Turns out all the things I needed myself, for myself, a ton of others needed too.

I also got to test if daily drawing did, in fact, change people from the inside out. We put together a little study, got back over 500 pre- and post-completion surveys, and learned so much. Mostly: It works.

Among all these other benefits, 30 Days of Drawing was also the inflection point for significantly growing our audience! So naturally, we’re doing it again this January.

How did you segment offerings for free vs paid subscribers?

Free subscribers get the drawing lessons, which include stories about artists' lives and work and the science behind art and drawing. I want everyone to learn this stuff.

Paid subscribers get access to the daily drawing assignments, our daily Chat threads, and the larger DrawTogether community—that means they can engage in the art sharing and community and get access to IRL DrawTogether member meet-ups and occasional video check-ins.

What kinds of prompts, activities, or conversations sparked the best participation in Chat?

The consistency of the lessons was an excellent spark in itself. And I think some of the more joyful or surprising assignments generated extra participation, like the week on Visual Storytelling, where we created illustrated lists.

When someone surprises themselves, it’s so invigorating. It was a joy to see people take risks, succeed, and celebrate their effort and drawing, especially with a challenge they’d never try outside of the GUT. I love watching hundreds—even thousands—of people look at the world through fresh eyes. It’s a thrill to witness someone’s aha moment in real time.

What was your strategy to direct people to Chat from your posts, Notes, and social media?

I mention the Chat in every post and tell subscribers to go there and leave some encouragement for others. That consistency is important.

Early on, I noticed many subscribers were getting confused about how to use the Chat. So we created an FAQ that explained how to use it, which made all the difference. We’ve made things even simpler and clearer this year.

We also curated a selection of people’s drawings from the Chat every day and featured them as a gallery in the next day’s newsletter. Subscribers love seeing their artwork featured in that gallery. We’re doing this again now, but this year we are letting free subscribers see a selection of drawings periodically, too

What metrics or community feedback helped you gauge its success?

Oh, you usually know quickly if something hits. My community isn’t huge on comments. We are a visual bunch. We speak in pictures and text. So the Chat is where it’s at.

What surprised you most about how subscribers participated?

I was most surprised by the interaction between subscribers. Seeing people self-organize meet-ups and accountability groups (for people who didn’t want to use the Chat) was a joy to witness. I feel honored and lucky to lead the community—but it’s really become a self-sustaining group. It’s grown into something more than I ever imagined.

What are you keeping the same, and what are you doing differently?

Last year was too much. I didn’t plan at all. Did no work ahead of time. I was conceptualizing, researching, writing, editing, and illustrating everything every day, in real time, for all 30 days. It nearly killed me. Within 24 hours of launching 30 Days of Drawing, I had to hire a community manager (Art Auntie Kathleen!) and a community editor (Kyle Ranson-Walsh!). I worked 24/7. I couldn’t have done it without them. By the end, I was exhausted and I got terribly sick. No more of that in 2025.

This year I’m approaching it with a framework of a main theme: Paying Attention—and being/doing “Good Enough.” Also, my crew has grown, I have more help, and we are doing more planning and front-loading. What does this mean for paying subscribers? Clear, fun, totally achievable goals that will help ensure that none of us get overwhelmed, that we all stick with it for the whole 30 days. “Ease” is the other theme for 2025. There’s enough stress going on in the world today. And there’s no such thing as an art emergency. We’re keeping this space easy and fun.

How do you maintain momentum after 30 Days of Drawing ends?

The Grown-Ups Table community keeps itself motivated! I continue to offer weekly lessons and assignments throughout the year that build on what we’ve learned and created in those 30 days. I’ve heard from hundreds of people that the drawing practice they started on day 1 of the 30 days continues to this day and that it changed their life. People got back in touch with a creativity they felt disconnected from, and they got to fully step back into that important part of themselves. It’s hard to put that genie back in the bottle.

Did your relationship with your subscribers change after you hosted 30 Days of Drawing?

By subscribers, you mean community, and by community, you mean friends, right? Yes! We got to know each other through our drawings, or efforts, our successes and failures. During the 30 days, we supported one member through a difficult diagnosis and another through the loss of a family member. The whole point of drawing, to me, is to connect with ourselves, the world, and the people around us. When people put in the effort, 30 Days of Drawing did all that and then some. It changed people’s lives, including mine.

DrawTogether with WendyMac

Drawing explorations, lessons, and weekly art assignments from New York Times-bestselling artist Wendy MacNaughton. Paying subscribers get full access to the DrawTogether Grown-Ups Table creative community and drawing assignments.

By Wendy MacNaughton

What questions do you have for Wendy MacNaughton that we didn’t ask? Leave them in the comments!

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To read more from this series on growing your publication, see our interviews with Noah Smith, Carissa Potter, Jørgen Veisdal, Anne Byrn, Nishant Jain, Michael Fritzell, Glenn Loury, Erik Hoel, Jessica DeFino, Mike Sowden, Elizabeth Held, Jonathan Nunn, Polina Pompliano, Michael Williams, Judd Legum, and Caroline Chambers.

Welcome to another edition of the Substack Bulletin, where publishers get a roundup of the latest news, resources, and events in one place. As we close out the year, we’re featuring product updates that increase engagement with posts and Notes, analyzing the implications for publishers of the impending TikTok ban in the U.S, and highlighting recent creator events.

We’re constantly seeking ways to improve this series, so don’t hesitate to share your feedback or suggestions in the comments.

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News

• A redesign of quote restacks. We’ve given quote restacks a fresh new look. The updated layout treats the selected quote like an image in the feed, and readers can now customize the background color and text alignment before posting. The process remains the same: highlight the text you want to share, then click “Restack” when prompted. Learn more about restacking here.

• Measure your impact with Notes stats. Notes are a powerful way to gain new subscribers and connect within the Substack network. Now publishers can measure the impact of their Notes with new stats, including revenue generated, new paid and free subscribers, new followers, total clicks, and total shares. Stats are available one hour after a Note is posted and will refresh each hour. Currently, this feature is available on the web, with plans to bring it to the Substack app in the future. Learn more about Notes stats here.

• Tailor the reader listening experience with new read-aloud voices. Enhance your readers’ listening experience with new text-to-speech (TTS) voices in the Substack app. Publishers with TTS enabled can now choose from a variety of free voices, offering diverse genders, ages, and tones to bring their posts to life. Once selected, your chosen voice will apply to all future posts. Learn more about text-to-speech here.

• Automated clipping for all video posts in the app. Make your video content more shareable with automated clipping. After posting a video or livestream, you’ll receive clips based on key moments of engagement. Review, save, and share them directly to Notes and platforms like Instagram, all from the Substack app. Clips can be found under the “Share clips” tab in your post stats. Learn more about clipping here.

Resources

• Own your audience: Substack co-founder Hamish McKenzie underlined the importance of creators owning their audience lists in a recent post, drawing parallels between the potential TikTok ban and Buzzfeed’s decline due to its reliance on platforms like Facebook. If you or a creator you know wants to migrate TikTok followers to Substack, check out our guide for step-by-step instructions.

  • Additionally, on Thursday, December 19th at 3 p.m. ET/12 p.m. PT you can tune into a Substack Live interview with digital trends expert and recipe developer , where they’ll discuss their journeys on Substack, how they tailor content for Substack vs TikTok, and tips for creators looking to build a sustainable audience beyond TikTok. Subscribe to either creator to get notified as soon as it begins!

• Gifting: ‘Tis the season for gifting Substacks. We’ve published a comprehensive guide on gift subscriptions and special offers, packed with tips and examples of how writers and creators are using these tools to convert free subscribers to paid during the holidays. Learn more about gifting here.

• Chatbot question of the week: How do you change the background color of your page?

  To change the background color of your Substack publication:

  • Log in to your Substack account

  • Go to your publication’s Settings page

  • Click on “Branding” in the left navigation bar

  • Click on “Edit theme” next to Publication theme

  • In the Design section, choose your desired background color

  The changes will be applied automatically. You can also use the shuffle icon at the top next to Branding for random color selections.

Community

• Around town: In the UK, Substack gathered publishers and their subscribers for a festive reading in central London. Creators including , , , , , , and each shared a reading on the theme of togetherness and answered questions submitted by their paid subscribers. Highlights included ’ reflections on the need for true community and ’s hilarious riff on what not to like, all topped off with mulled wine and mince pies.

• Meanwhile, writers and creators in San Francisco and New York came together for vibrant gatherings, exchanging ideas, forging connections, and finding inspiration in one another’s work. Check out some highlights below from , , , and .

• Lastly, hosted a night of relaxation and self-care to mark the launch of her new Substack, where she shares personal reflections on what inspires her—whether it’s a meaningful encounter, a transformative story, a new recipe, or moments of joy found in everyday life.

• In the press: The Cut featured ’s insights on the best advent calendars to buy this holiday season. Eater NY highlighted ’s black sesame chiffon cake in its recap of the Cake Picnic event in New York. CNBC included commentary from on how bonds and inflation might shift post-election. Town & Country tapped to share her thoughts on the perfect dessert. Real Simple covered ’s famous Dense Bean Salad, offering tips on how to prepare it. Marie Claire featured in an article exploring the benefits and pressures of achieving career success at a young age. Futurism interviewed about the fragility of the AI industry. Elle included ’s insights on the Vera Bradley brand comeback. USA Today cited ’s mock draft picks as recommendations for the team’s 2025 improvements. The Standard spoke with about her enduring fondness for New York. Elle profiled , who discussed how impending motherhood has influenced her work, her ventures into entrepreneurship, and her approach to making baby food. WWD ran a feature on ’s new Substack, offering “irreverent and personal” notes on style and living. Who What Wear interviewed about her career in fashion, her journey on Substack, and how she’s leveraged her experience into exciting collaborations.

Celebrating a milestone or press feature? Email milestone@substackinc.com or let us know in the comments.

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Gift subscriptions, special offers, and thoughtful posts to celebrate the end of the year can be powerful tools to convert free subscribers to paid and help you reach new audiences.

Here are a few tips and some inspiration to help you grow your publication as 2024 comes to an end.

Gifts 

Subscriptions are a great gift—a way for current subscribers who already know and love your work to share it. It’s a gift for them, too: an opportunity to discuss a shared interest with friends and family all year long. The holiday season is the perfect time to remind your current subscribers that gift subscriptions are available. 

• , a music and media historian, includes a reminder about gift subscriptions in the midst of his recent essay. 

The Honest Broker

Is There a Crisis of Seriousness?

Back in 1996, critic Susan Sontag warned that seriousness was disappearing from society…

Read more

a year ago · 1332 likes · 271 comments · Ted Gioia

• , the creator of The Isolation Journals, includes a gift subscription option in all her posts beneath the “subscribe” button.

The Isolation Journals with Suleika Jaouad

Prompt 312. The Olive Oil King & Nosf-Nosf

Hi friend…

Read more

a year ago · 399 likes · 128 comments · Suleika Jaouad

To do: Add a gift subscription button to any post from the button drop-down menu, or find the option to purchase a gift subscription for any Substack at subdomain.substack.com/gift. Learn more

Special offers

Special offers allow you to provide a discount or free trial, reducing the cost barrier and creating urgency to purchase a subscription, all of which ultimately help you earn more money. Discounts can be offered for the annual billing period or indefinitely, letting subscribers lock in a reduced rate in perpetuity. Our data shows that the higher the discount, the better the conversion. Discounts of 20% drive some of the best conversions and click-through rates, though discounts of 60% and higher also perform very well.

What matters more than the percent discount you offer is how you communicate the offer to subscribers. Depending on your audience, the holiday season might be the right time to share a special offer, or you might time the offer around an event more specific to your topic. For example, a New Year’s sale is a good idea for health and wellness guides as people work on resolutions. You could offer a special deal around the time of a big cultural event you cover, or a discount to celebrate a milestone like your publication anniversary.  

• , a culture writer, offers an annual sale during the “doldrums of winter.” She puts the sale offer at the top of a post that’s typically paywalled to show free subscribers exactly what they’re missing. Anne explains the value of paid subscriptions: “You get access to these monthly links and recs posts, the amazing thread discussions, and the knowledge that you’re paying for the stuff you consume and value—and making this job sustainable.”

Culture Study

Once-a-Year Sale + A Plentitude of Links & Recs

It’s time for our once a year DOLDRUMS OF WINTER CULTURE STUDY SALE!!! This only happens in February — and it really is the only sale. This isn’t J.Crew, where if you just wait around for a few weeks it’ll come around again. So if you want to take advantage of the sale and convert to a paid subscription….now’s your chance. You get access to these monthly links & recs posts, the amazing thread discussions, and the knowledge that you’re paying for the stuff you consume and value — and making this job sustainable…

Read more

2 years ago · 145 likes · 33 comments · Anne Helen Petersen

• , who helps people working in product hone their craft and career, celebrated 100,000 subscribers with a discount on paid subscriptions. He used the moment to reflect on how he got here, and gave people a taste of what they would get if they upgraded with a sample of his AI prompt library.

Creator Economy by Peter Yang

100,000 Subscribers and My Personal AI Prompt Library

Dear subscribers…

Read more

a year ago · 27 likes · 2 comments · Peter Yang

Other great examples: shows the value of the community available to paid subscribers and creates extra urgency by offering a discount for only a few hours. plugs a discount just above the flexible paywall. positions their discount as a “subscription drive,” making it a concentrated moment to rally free readers to become paid subscribers.

To do: Send a dedicated post to free subscribers with your offer, and include a button to redeem the discount. Don’t be shy about following up during the offer period by reminding subscribers in your regular posts or sending targeted emails to engaged free readers using the subscriber dashboard. Learn more 

Celebrating the moment

The holiday season is a time of renewed connection and community gathering. Substack publishers are leaning into the moment in creative ways that strengthen their relationships with subscribers and help them reach new audiences.

• , an artist and educator, hosts a digital advent calendar of “making, doing, and being” to help subscribers “carve out a little more space to just be” during this busy season.

Creative Fuel with Anna Brones

24 Days of Making, Doing, and Being Digital Advent Calendar: 2023 Edition

Hello friends…

Read more

2 years ago · 167 likes · 8 comments · Anna Brones

• Harling Ross Anton, Molly Sims, and Arianna are among the many sharing gift guides on Substack. Word of mouth is driving decision-making this holiday season, and people are turning to trusted tastemakers to do their research along the way.

  Gumshoe

  How to Give Better Gifts

  The Problem With Gift Guides…

  Read more

  a year ago · 72 likes · 12 comments · Harling Ross Anton

• took a moment to check in with subscribers in a manifesto-style post, restating her gratitude for subscribers and explaining why she publishes Ask Polly. Remember that newer subscribers may not be familiar with your origin story, goals, or mission. Routinely remind subscribers why you do this work with a strong call to action to upgrade, especially at times when they might be thinking about how they can give back.

Ask Polly

Thank You!

Crested like palms, like waves, they too subsist (1990-91) by Dorothea Tanning…

Read more

a year ago · 108 likes · 16 comments · Heather Havrilesky

What other ways have you seen people use the end of the year to grow their Substack and strengthen their relationship with subscribers? 

Leave a comment

Welcome to the latest edition of the Substack Bulletin, a roundup of product news, resources, and events all in one place. This month, we’re highlighting product updates designed to boost discoverability and convert free subscribers into paid supporters, the ongoing Substack Election Dialogues, and in-person events from Berlin to San Francisco. 

We’re continually striving to improve this series, and we value your input. Please share any feedback or suggestions in the comments.

Leave a comment

News

• Free previews for chat. We’re rolling out a new chat setting that enables publishers to paywall the replies of a thread, functioning like a free preview of a post. When it’s enabled, all subscribers will be able to view top-level chats, but only paid subscribers will be able to view chat threads or send replies. This feature teases the discussions happening in your community and encourages readers to upgrade to participate. Check out how uses it:

• Friends don’t let friends miss out on chats. We recently introduced an invite button to chats in the app, allowing readers to invite their friends to join the conversation. Recipients are prompted to subscribe to the creator to enter the chat. 

• Search notes on mobile. We’ve extended our improved search feature to mobile, making it easier to find notes on your favorite topics in the app.

• Discover the best takes on Substack with related notes. At the bottom of each note in the feed, readers can now find suggestions for related notes, facilitating discovery and connections between like-minded creators. 

Resources

• Enjoy: Substack’s weekly digest now includes more art, multimedia, and notes as a way to better capture the extraordinary variety of work found on Substack. It also has a new name: The Weekender. Read the latest edition here. 

• Consider: Substack co-founder Hamish McKenzie explores how the magic dust of the Substack business model can unlock new value for all types of creators, giving rise to an economy where creators, rather than platforms or advertisers, are in charge. 

• Chatbot question of the week: What’s the difference between a note and a post?

  Notes and posts on Substack serve different purposes and have distinct characteristics. Both formats are integral to engaging with your audience and can be used in complementary ways depending on your communication goals.

  Notes:

  • Short-form writing similar to microblogging

  • Ideal for quick updates and sharing quotes, images, multimedia, and memes or engaging in conversations

  • Appear in your subscribers’ feed but do not trigger an email notification

  • Can be used to recommend other posts or to tag and reply to other writers

  Posts:

  • Typically longer and more in-depth articles

  • Sent directly to subscribers by email and appear on your Substack publication

  • Used for detailed analysis, stories, or comprehensive updates

Community

• Election Dialogues: The Substack Election Dialogues, an ongoing series of discussions between prominent politics publishers, have been streaming live in the Substack app. Highlights have included and analyzing polls and forecasts, and dissecting the evolution of media, and on the problem of censorship, and and critiquing the media’s blind spots.  

  More fascinating conversations are scheduled in the coming week, including and discussing the latest polling, and exploring the geopolitical impact of U.S. elections, and and breaking down the key issues driving voter behavior. To see more, visit substack.com/dialogues.

• Meetups: Substackers in Berlin met to exchange ideas and build community over drinks—thank you to for hosting. Up next, is hosting a meetup in Edinburgh and is hosting one in Cleveland. Want to host a meetup in your city? Learn more. 

• Around town: We partnered with Sarah Paine and to host a three-part lecture series in San Francisco on international military history and strategy. Read more in Dwarkesh’s post. 

• In the press: Time magazine featured ’s viral dense bean salad. The Guardian included ’s spin on the perfect flan recipe. Byline did a profile on about writing, grief, and weaving the two together in her Substack. The New York Post interviewed about Jones Road and how she reinvented the cosmetics industry, twice. partnered with The Infatuation to curate a list of top restaurants in the Bay Area to eat at with kids. Glamour interviewed about her latest ventures and striving for authenticity after a lifetime of being objectified. Glossy mentioned and Chloe Lee of in its newsletter about Gen Z’s sentiment toward luxury-item dupes. published an article in SSENSE about the history and revival of fashion writing, mentioning Substackers , , , and others who are leading the charge. was interviewed by Business Insider about leaving Vox and finding success on Substack. The New York Times spoke with about bringing her personal diary to Substack after editing New York magazine and the Daily Beast for decades. The Hollywood Reporter, the New York Times, and Deadline, among others, noted ’s departure from the Washington Post and the launch of her own publication on Substack. The New York Times and The Daily Front Row reported on Pratt’s new Substack and what fans can expect from the venture. Town and Country published an introduction to , spotlighting her Substack launch. The Wall Street Journal, Business Insider, and the Hollywood Reporter, among others, covered James Patterson’s launch on Substack and his search for an unfiltered outlet. 

• Milestones: won an IACP Award, recognizing Robert’s writing on cocktails, food, travel, and culture. ’s work with the Glasshouse, a social enterprise providing second chances through horticulture to women in U.K. prisons, was selected as a featured garden for the 2025 RHS Chelsea Flower Show. celebrated his third anniversary on Substack with a reflective post about his creative journey and shared valuable tips for aspiring writers. 

• Writers celebrating book publication: published Crisis Averted, and published Women’s Hotel. 

Celebrating a milestone or press feature? Email milestone@substackinc.com or let us know in the comments.

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