As the digital landscape shifts, brands are increasingly exploring new ways to connect more directly (and meaningfully) with their audiences. One platform that’s quietly gaining momentum is Substack.
If you’re not familiar, Substack is a long-form, subscription-based newsletter platform that gives creators and brands the tools to build their own media ecosystem. It’s all about intentional content — no algorithms, no ads, just direct communication between you and your audience. And it’s growing fast.
What Makes Substack Different?
Unlike your typical social media feed, Substack users have to opt in to hear from you. That means your audience actually wants to hear what you have to say.
For brands, this creates a space for deeper storytelling — think behind-the-scenes updates, personal insights from your founder, or carefully curated thought leadership that reflects your brand’s values and vision.
As a digital marketing agency, we’re seeing more brands turn to platforms like Substack to build stronger, more authentic relationships with their audiences. Especially now, when ad fatigue is real and attention spans are at a premium.
Substack by the Numbers
- Over 20 million monthly active subscribers
- 5 million paid subscriptions — double what it was just two years ago
- Most popular with the 25–34 age group, but rapidly expanding across all demographics
It’s not just a writer’s tool anymore. From beauty brands to SaaS companies, organisations are starting to use Substack as part of their content and email strategies.
What Can You Use It For?
- Brand storytelling without the noise of social media
- Exclusive updates and VIP content
- Thought leadership and value-driven newsletters
- Community-building through comments and direct replies
For brands that value long-term engagement and audience trust, Substack isn’t just a publishing platform — it’s a relationship builder.
Why It Matters Now
With uncertainty around platforms like TikTok (especially in global markets), now’s a good time to consider diversifying your content strategy. Owned, long-form channels like Substack give you more control, more stability, and more ways to connect authentically with your niche.
If your brand is looking to shift away from short-form fluff and into meaningful content that builds loyalty, this might be your moment.
As a leading marketing company in Auckland, we believe in helping brands explore the right platforms, not just the loudest ones. Substack might not be for everyone, but for those chasing depth over reach, it’s one to watch.
Want to explore a smarter content strategy?
From social media to email to emerging platforms like Substack, we help brands cut through the noise and connect with purpose.
Chat with us about the right platform approach for your business — or sign up to our newsletter to stay ahead of the latest marketing trends in NZ.
FAQs
- Why should my business consider using Substack?
If you’re looking to build trust, share meaningful content, or grow a loyal community, Substack is a powerful tool. It’s ideal for brand storytelling, thought leadership, behind-the-scenes insights, or even subscriber-only updates. As a digital marketing agency in Auckland, we recommend it for brands that want more control over their content and customer relationships.
- Is it easy to get started on Substack?
Yes — that’s one of the best parts. The platform is simple, clean, and intuitive. You don’t need to be a tech expert or content creator to start publishing. But if you need help building a strategy or writing compelling content, we’re here to help.
- Can Substack replace social media?
Not entirely — but it complements it beautifully. While platforms like Instagram and Facebook are great for reach and visibility, Substack helps you go deeper. It’s a smart way to build owned channels alongside your existing social media management strategy.
