Substack Is Back
Substack Is Back: Should You Be There Now?
The Substack fever is back. In recent weeks, creators like Justin Welsh, Dan Koe, and Jay Clouse have launched new publications on the platform. And they’re not alone—YouTubers, podcasters, and writers around the world are either migrating or expanding their presence on Substack.
Why? It’s not due to a radical platform upgrade.
The New Context: Substack Is Paying Creators
Substack is doubling down on talent acquisition. How? By literally paying top creators to populate its ecosystem. If this sounds familiar, it’s because they did the same with journalists in the early days—but this time, the approach is bolder.
Substack is no longer just a newsletter platform. It now includes:
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Blog-style posts
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Short-form content (à la X, formerly Twitter)
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Podcasts
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Paid subscriptions
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Expanding social features
It’s turning into an all-in-one platform for content creators, opening up new opportunities—and new risks.
Three Hard Truths If You’re Thinking About Joining
1. Substack is fertile ground… for now
Right now, it’s easier to gain visibility thanks to its recommendation system. But just like LinkedIn and X, saturation is inevitable. If you’re going to join, do it now—not in 18 months.
2. Don’t mistake ease for strategy
Substack is incredibly easy to use. But it’s also a closed platform. If you plan to scale, automate, or customize, that simplicity can become a limitation.
The smart move?
Use Substack as a discovery channel, but move your contacts to an external list (like Beehiiv or Kit). That way, you benefit from the traffic without losing control of your audience.
3. Substack’s brand value
Today, saying “I have a Substack” carries weight. It’s like saying “I have a YouTube channel.” It provides context, builds authority, and positions you in the attention economy.
So, Is It Worth It?
It’s not about whether Substack is good or bad. The real question is:
What role should it play in your distribution and growth strategy?
Use it as a megaphone—not your foundation. If you play it smart, there’s currently very little competition and a lot of attention.
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