Substack has been steadily on the rise as a go-to platform for writers, journalists, and professionals in every field who want their ideas heard. Offering the long-form comfort of blogging, the engagement of social media, and the direct access of newsletters, Substack covers a lot of ground. But is it right for you? This step-by-step guide will break down what Substack is, who it’s for and how you can get started on this writer-focused platform.

So, What Exactly Is Substack?

Substack describes itself as “the subscription network for independent writers and creators”—essentially a newsletter platform built for writing. At its core, Substack is all-in-one. Your content lives on the site. Your email and subscriber list are managed there. Your social feed connects you directly to your audience—and monetization is built in.

Substack has over 35 million active readers across the platform, including at least 5 million paid subscriptions. The platform reported strong growth in both free readers and paying users in 2025—and anticipates that growth to continue. It’s a self-contained system where you can write on (just about) any subject, and there’s a potential audience waiting for you. What really distinguishes Substack from other email and marketing platforms is the built-in ability to offer paid content to your subscribers.

It’s easy to use, even if you don’t have much technical know-how. You can share more than just text—podcasts and videos are options, too. And it’s completely free! Substack only takes a fee when you offer paid subscriptions.

Getting Started: Research, Brainstorming, and Finding Your Format

If you like what Substack offers and think it could be a place to connect with an audience and grow a body of work, you’ll want to start with a planning stage. Start by identifying your subject matter and audience. Commit to a consistent writing and posting schedule. A lot of users start out with a weekly post, and add to that as they’re able. Analytics from top-earning Substack writers suggest that posting more often can lead to higher revenue. Daily posting works best with quick, high-value content. Weekly tends to be the most sustainable, while bi-weekly can work if you want to prioritize depth over quantity. It’s not one-size-fits-all. Once you’ve posted consistently for a while, Substack analytics can help you spot patterns and set realistic growth goals.

As you brainstorm what you want to create in this space, it’s worth researching other Substacks in your niche. Notice how frequently they post, how long their posts are, what’s paywalled, their tone choices, and how they pitch themselves.

Setting Up Your Substack

Once you have a sense of how you want to show up on Substack, there’s a little housekeeping to take care of—nothing overwhelming.

  • Create a clear, clever title.
  • Write a subtitle that explains your value.
  • Draft an informative “About” page.
  • Set up a welcome email.

Strive to create a warm, consistent tone across your Substack profile.

Bonus Tip: Create 15 – 20 pieces before launching so that when you do launch, viewers can get a rounded idea of what you offer and be more likely to subscribe. 

Growing on Substack

Building genuine relationships with your subscribers is what supports long-term growth. End each post or newsletter with an invitation your readers can respond to. Think of your subscribers as humans, not metrics. Show up as your authentic self, professional but relatable. Here are a few practical ways to bring more readers to your page.

  • Add your Substack link to your bio everywhere you have an online presence.
  • Use Notes to restack your posts and highlight other writers.
  • Use the Recommendations feature to expand your network.
  • Publish consistently–meeting expectations is a huge indicator of success.
  • Share excerpts of your work on social media to send readers to your long-form content.

One great example of this is Jonathan Edward Durham, a popular writer who has 17,000 subscribers on Substack, including paid subscribers who pay monthly to read exclusive content. Substack describes him as a “bestseller.” He has 336,000 followers on Instagram, a similar count on Facebook, and 35,000 followers on X. His growth shows how powerful social media can be for building an audience before—or alongside—Substack.

While you’ll probably need other platforms to initially build your subscriber base, use Substack to drive your readers back to those platforms. This could include your social media profiles, your website, your podcast, your classes, your books, or your products. Think of all your platforms as circular, and leverage your Substack subscriber list to build your empire.

SEO Strategies (Simplified)

Substack includes SEO options in the settings for each post, and you don’t need to be an expert to use them. A little keyword research goes a long way. Your title and description are two of the best opportunities to improve SEO—aim to be brief and unique, and avoid repeating your title in the description.

Monetization

One of Substack’s most appealing features is the chance to monetize your writing. The most successful Substacks offer a mix of free and paid content. Start with free newsletters. Readers want to try before they buy. Most subscribers on Substack have already developed loyalty to a writer before they ever commit to a paid subscription.

Things to keep in mind:

  • You don’t need that many loyal readers to start getting paid. A few hundred can support a meaningful income.
  • Pricing norms are between $5-10 a month or $50-100 a year. Start with monthly, then consider offering annual subscriptions at a discount.

Think of Substack as an engine, and remember that it can help you monetize even without paid subscriptions. Other ways to monetize include offering books, classes, podcast episodes, consulting, or speaking engagements. Think about what is a natural fit for your niche, and then direct your subscribers to those offers as organically as possible.

Final Thoughts: Is Substack Worth It?

Substack tends to work best as your home base. Instead of juggling a blog, an email newsletter, and a Patreon, Substack brings it together. It’s where your most invested readers live, and where community can naturally lead readers to your other creative work.

Show up consistently, and Substack can amplify all the work you’re already doing.