Imagine a platform that’s a combination of LinkedIn and X (formerly Twitter). Users can write short posts, blogs, long-form articles, and essays - all with the direct reach of an email newsletter. And what’s more, all of this can be monetized!
Meet Substack, a platform that has recently started gaining more and more traction, attracting independent journalists, marketing experts, and creators who want to share knowledge across different fields.
Substack quickly positioned itself as an alternative to mainstream media by giving writers a direct way to own their audience and income streams. Its core business model revolves around paid subscriptions: Writers can choose to offer part of their content for free while keeping premium access for paying readers. Substack takes a 10% cut of subscription revenue, which makes it appealing for independent creators who want to monetize their writing without relying on advertising.
So let’s get straight to the point: How can we use this platform for marketing? Who is it really suitable for, and what niches can thrive here?
Substack is not “for everyone.” It’s best suited for:
Substack works best when you treat it as a content-driven relationship platform, not just another distribution channel. Here are ways to leverage it:
Substack has become a natural home for writers who cover technology, startups, and artificial intelligence.
Creators in this space often publish product breakdowns, trend analyses, or deep dives into the ethical and business implications of emerging tools.
This is one of the strongest categories for Substack because it leans directly into thought leadership. Marketing strategists, growth experts, and consultants use the platform to share playbooks, campaign breakdowns, and lessons learned from the field.
Many freelancers and agencies use Substack as a trust-building platform: They give away part of their knowledge to demonstrate expertise, then use paid subscriptions or consulting upsells to monetize.
Readers of finance-related Substacks want clarity in a world that often feels chaotic. Popular newsletters in this niche cover topics such as personal finance, stock market updates, investment strategies, or the fast-moving world of crypto.
Readers want a trusted voice who simplifies complex data and guides them through decision-making, without the noise of mainstream financial media.
This category is what gave Substack much of its early cultural weight. Many well-known journalists left traditional outlets to start independent newsletters covering politics, international relations, and social issues.
Here, the platform allows for opinion-driven analysis, investigative reporting, or commentary that doesn’t fit neatly into mainstream media narratives. They often use Substack’s community tools, like comments and discussion threads, to foster debate and conversation.
Culture writers and lifestyle bloggers use Substack to go beyond quick takes and create more personal, reflective content. Instead of chasing viral posts on Instagram or TikTok, they can share essays on fashion trends, book reviews, travel experiences, or the philosophy behind a particular lifestyle choice.
Because this niche thrives on personality and storytelling, Substack is well-suited for building a more intimate relationship with readers compared to traditional lifestyle media.
In health and wellness, Substack offers a trusted, distraction-free space for writers to share content on psychology, fitness, nutrition, or mental health.
For example, a fitness coach might run a free newsletter with weekly workouts and charge subscribers for premium programs, progress-tracking templates, or live Q&A sessions.
Substack is also an emerging hub for fiction writers, poets, and storytellers. Authors use it to serialize novels, share weekly short stories, or give behind-the-scenes access to their writing process.
This creates a new way for writers to build a readership outside of traditional publishing, while also generating revenue directly from fans. Some authors experiment with interactive storytelling, inviting subscribers to influence storylines or themes.
Now we have approached the most interesting part - monetizing on Substack is simple and built into the platform:
With this model, you’re in control: No ads, no algorithms, just direct support from your readers.
That’s how Substack empowers independent experts, giving them the tools to grow, connect directly with their audience, and turn their knowledge into value. Beyond just writing, it becomes a powerful extension of personal branding, helping creators build credibility, visibility, and an authentic presence in their field.
