In this month’s Scarlet Newsletter, we’re diving into the new-ish world of Substack, a platform that’s changing the way we consume content and how we get our news. No matter your topic of interest, there are Substacks to suit.
Substack, in a nutshell, has become the blend of blogs, LinkedIn, TikTok and Instagram — a place to share copy, photos and videos. The key difference is that you “own” your audience. There’s no 3rd party between you and your readers the way there is with other social media platforms. If Meta or TikTok go away, there go all your followers with it. On Substack, you have access to your audience’s information.
It also gives creators the option to charge for their content with variable subscription fees. The platform has grown since August 2023 by roughly 42% in unique monthly visitors and is projected to continue to rise well into 2025 (Source: SACRA). Substack generated around $29 million in revenue in 2023, representing a 50% jump from the previous year; this growth is attributed to a rising number of paid subscriptions on the platform, with some sources stating that Substack has doubled its paid subscriptions between late 2021 and early 2023.
From a brand POV, it’s a huge opportunity to create a community. From a PR POV, it’s another stream of outlets where editorial reviews are possible.
The Rise of Owning Your Own Work (Taylor’s Version)
Taylor Swift has recently announced her new commemorative Eras tour book, shocking the world of publishing by not partnering with one of the Big 5 and instead choosing the self-publishing route. After her infamous scandal with losing the rights to her own music, which spurred the idea to re-record her entire discography with (Taylor’s Version) at the end of the title, it seems she is looking to continue taking full ownership of all of her work going forward.
Following the trend set by Taylor and in the wake of 2023’s avalanche of media layoffs, journalists and key opinion leaders have been embracing Substack as a means of self-publishing and building their own brands. They’re using the platform to share their writing, photos and videos to connect directly with their readers, independent of their work with major outlets.
Substack is becoming a major player in 2025 communication strategies as a form of both earned and owned media that can build a community of loyal fans. Top journalists are turning to Substack to share their work outside the restricted formats of traditional media.
RED’s Top Substacks
Below are some of RED PR’s favorite substacks for staying informed:
- Fresh Hell: The Queen of Legacy Media, Tina Brown, announced her new Substack with a story in the New York Times. Fresh Hell is all about the latest news and Tina’s “obsessions” and “ramblings”
- Back Row: This Substack by Amy Odell, former EIC of Cosmopolitan, focuses on a behind-the-scenes look into the fashion and beauty industry as a whole
- Shop Rat: Emilia Petrarca, a freelance journalist with bylines in the New York Times and the Wall Street Journal, shares her latest musings on NYC, shopping, and fashion
- The Review of Beauty: Beauty industry legend, Jessica DeFino, uses her Substack to “cover what traditional beauty publications don’t, won’t, or can’t”
Creating Your Own Substack
If you’re considering starting your brand’s own Substack, here are a few tips:
- Identify Your Niche: Think — What unique perspective or expertise can you offer? What are your content pillars? And most importantly, how can you help your readers?
- Create High-Quality Content: Offer valuable insights, tips, and recommendations from your own pool of talent including your production team, designers, or brand ambassadors that offer an insider’s look at your brand while providing helpful information for your community
- Build a Community: Engage with your subscribers by replying to their own Substacks and comments, ensuring that your readers feel that your brand is truly listening and cares
Ready to Dive into Substacks?
If you’re looking for guidance on how to manage your own brand’s Substack or the best Substacks to engage with, RED PR is here to help. Contact us at RED@RED-PR.com for more information.
TL;DR: Substacks are the newest way to build direct relationships with content creators or a community of one’s own that’s all yours. If you’re looking to build a community of loyal brand fans, consider starting your own branded Substack.
