The Return of the Blogger: How Substack is Reviving Long-Form Influencer Content

Bloggers were the true pioneers of influencer marketing. Long before aesthetic Instagram grids and TikTok vlogs, content creators built thriving communities on blogging platforms like WordPress, Squarespace, and Bloglovin’. But as the digital landscape evolved to prioritize visual content, many shifted their focus to Instagram, YouTube, and other social platforms. 

Now, the blogger is making a comeback — this time powered by the subscription-based platform, Substack. It’s an evolution reminiscent of the early days of influencer marketing, and brands are taking notice. 

What is Substack?

Boasting over 3 million paid subscriptions to writers and over 35 million active subscribers, Substack is an increasingly popular subscription-based newsletter platform that allows creators to connect with their fan base through written content. Subscribers receive newsletters from creators directly in their email inbox, but they can also view their content on a blog-like website that contains the archives.

Here are some basics you need to know about the platform:

• Free to use: It’s free to get started on Substack. Creators have the option of making their articles free for everyone, or monetizing their work via paid subscriptions (the latter is what many content creators are opting for these days). Once paid subscriptions are turned on, Substack will keep a 10% cut of the creator’s revenues for the platform’s operating costs. 
• Writing-focused: Substack is mostly writing-focused, but there are easy-to-use tools to embed images, videos, and audio into articles. 
• Interactive: Creators can open up discussion threads and allow people to comment on their work.

Launched in 2017, Substack quickly became a favorite for journalists, writers, and academics, who covered topics ranging from science to food. But recently, it’s become a new hub for fashion and beauty influencers, with subscription rates in these categories skyrocketing 80% year-over-year. 

Why are creators flocking to Substack? 

Behind the safety of a paywall, Substack offers influencers a space for thoughtful long-form content. Fashion and beauty creators, in particular, are gravitating to the platform, using it to share style advice and upcoming trends, paired with personal stories that go beyond just the aesthetic. 

Because of this, Substack creators have the unique ability to engage with their audience with in-depth content, creating a sense of trust and loyalty. Plus, Substack provides a sense of community with an active comments section — a nostalgic throwback to the early days of blogging. 

Perhaps most importantly, Substack also serves as a legitimate revenue stream for many content creators. Subscriptions generally range from $5-$8 per month — which may seem like a small amount, but many influencers are earning six-figure incomes on Substack, according to the New York Times. 

What’s more, Substack creators are monetizing their content even further by including affiliate links in their articles — and brands are catching onto this opportunity as well. This brings us to our next section. 

How are brands leveraging Substack creators?

Brands are quickly realizing the potential of Substack, as Substack creators consistently achieve remarkable engagement. In fact, the average open rates for most Substack newsletters is between 40-70% — a stark comparison to traditional brand newsletters that might see a 15-20% open rate. 

Here’s how the most forward-thinking fashion brands are expanding their influencer marketing strategies to Substack.

Ciao Lucia

DTC clothing brand Ciao Lucia is seeing a noticeable boost in sales from mentions in popular Substack newsletters like The Cereal Aisle (127K subscribers) by Leandra Medine, 5 Things You Should Buy (58K subscribers) by Becky Malinsky, and Magasin (32K subscribers) by Laura Reilly. 

Substack has proven to be a cost-effective channel for Ciao Lucia, as the brand’s costs are restricted to gifting products and paying an affiliate commission. According to Lucy Akin, the designer and founder of Ciao Lucia, “We never ask creators to feature us, but it always helps if they have a Substack because that’s just easy commission links for them, and it’s trackable for us.” 

By tracking their affiliate sales, the brand reported that 10% of its sales come from Substack mentions — and even more during the summer. 

Almina Concept

LA-based womenswear brand Almina Concept leans into the expertise — rather than the subscriber count — of Substack creators, recognizing that trust is the most valuable currency in this digital age. 

For example, Almina Concept’s Wool V-Neck Sweater was mentioned in Ilana’s Substack (9K subscribers) by Ilana Torbiner, which led to a 25% traffic increase and selling out of the product. In another instance, the brand’s Classic Crew Wool Cardigan was mentioned multiple times in Earl Earl (21K subscribers) by Laurel Pantin, which led to the style selling out each time. 

Angela Gahng, the brand’s founder and CEO, told Glossy, “A lot of these [Substack creators] have very strong followings. They may only have 20,000-30,000 followers, but their followers really appreciate their style. They’re like editors curating for the people who are interested in just them.”

Free People

Meanwhile, cult favorite fashion brand Free People is taking a more bold approach to Substack after seeing some of their favorite influencers start Substacks in recent months. In March, the brand sponsored Emily Sundberg’s Feed Me newsletter — an idea brought to Free People by Emily herself. 

Libby Strachan, Free People’s director of brand marketing, explained, “Emily approached us with the idea. She planned to focus the newsletter on a vacation she was taking, so we gave her free rein to select and feature products she was excited to wear. She utilized affiliate links throughout the story and ran a short ‘presented by’ blurb by us for approval before publishing.”

As a result, the brand saw significant click-throughs and sales from Emily’s Substack sponsorship and gained the confidence to experiment with new ways to work with Substack creators in the future. 

How should brands approach influencer marketing on Substack?

With paid subscriptions, Substack “monetizes trust, rather than content,” according to Hamish McKenzie, one of Substack’s co-founders. Subscribers become customers and directly pay the creators they trust. This tight-knit relationship between the creator and their audience is incredibly valuable to brands — offering impact that far exceeds traditional platforms. 

But how should brands navigate Substack partnerships?

For now, Substack remains a “Wild West” for brands and creators seeking partnerships. Currently, there are no standardized guidelines for advertising on Substack, leaving brands and creators to negotiate deals independently, often with flat fees or other arrangements. Substack’s terms of service also discourage advertising-focused content (although the company is rumored to be developing its own tools to help creators sell ads). 

It’s important to note that brands shouldn’t treat Substack like platforms like Instagram and TikTok. Substack isn’t a place to push products with #sponsored posts — at least not yet. Instead, the most successful brands are giving Substack creators the freedom to choose how and when to integrate their products. This could be as simple as providing optional affiliate links.

Substack creators are also being selective of the brands they choose to highlight, only partnering with brands they genuinely use, support, or have previously mentioned organically in the past. Personalized recommendations can increase revenue by up to 40%, so lean into these authentic partnerships with creators. Give them the creative freedom and autonomy to integrate your brand into their content in a way that doesn’t break the trust and bond creators have built with their communities. 

Leverage Substack for trust-driven marketing

Substack is bringing blogging back — and with it, a new era of influencer marketing that relies heavily on trust. For creators, it offers a platform to share thoughtful, long-form content and build authentic relationships with their audience. For brands, it’s an opportunity to reach highly engaged, niche communities in a way that feels organic and trustworthy. 

Want to stay ahead of the curve? Discover more influencer marketing trends in our latest webinar, Summer Check In: The State of Influencer Marketing 2024.