Since its launch in October 2017, Substack has filled a long-missing gap in online publishing. Now with over 5 million paid subscriptions globally and more than 35 million active subscriptions, it’s given independent writers a platform to express themselves freely, without the usual noise or pressure that comes from traditional media platforms.
Whether you’re a journalist breaking free from newsroom constraints, a thought leader sharing ideas, or a brand seeking a more personal way to connect with your audience, Substack provides the space to do it.
For digital PRs, it also opens up a strategic opportunity by allowing brands to be positioned directly in front of engaged audiences without relying solely on traditional media. This blog explores how Substack can be used as a valuable tool for PR and brand storytelling, why it matters, and how to make it work in practice.
What’s in this article:
- What is Substack?
- The benefits of using Substack in your PR strategy
- How to use Substack in your PR strategy
- What brands are already using Substack and how does it look for them?
- Key takeaways
What is Substack?
Substack is a publishing platform that gives writers complete independence over their content. Many use it to earn money through a subscription model, free from traditional media gatekeeping or advertising pressures. Writers can also share posts in a feed, exploring in-depth topics, challenging mainstream narratives, and sparking thoughtful discussion. For readers, it’s a space to discover voices they connect with and engage with independent ideas.
And the platform’s popularity shows no sign of slowing. Google Trends reports a 280% increase in searches for Substack between early 2023 and August 2025, highlighting its growing influence among both writers and readers.
The benefits of using Substack in your digital PR strategy
Substack attracts passionate readers and writers exploring niche interests, creating unique opportunities for PR professionals to shape a brand’s voice – either through mentions or by publishing content directly.
Because campaigns on Substack are niche by nature, it’s essential that any brand involvement feels authentic and aligns with the content being produced. When used strategically, Substack is great for long-term campaigns that genuinely resonate, allowing brands to share insights and opinions directly with engaged audiences who have actively chosen to subscribe.
Substack content is fully searchable, making it a great tool for SEO. It can also help brands show up in AI-powered search tools like ChatGPT and Perplexity, which use AI to surface useful content.
Intentional writers and consumers
Substack writers are there because they want to be. They’re not writing to meet job requirements or to earn a living. While blogs can be monetised, they rarely provide quick financial stability. Most writers are driven by a genuine passion for their subject and a desire to produce thoughtful content. That means featuring your brand – or a client’s – on Substack is more likely to reach an audience that truly resonates with both the creator and the message, prioritising quality over quantity.
Substack articles have longevity rather than quick news
Unlike fast-paced news cycles, Substack articles tend to have a longer shelf life. They are usually well thought out, and often researched pieces written by individuals who are genuinely passionate about the topic. This depth and authenticity mean the content often continues to resonate with readers long after it's published unlike quick, trending pieces. And because Substack content is searchable and indexed, it can also surface in LLMs and search engines which is great news for bringing SEO value. Meaning that a mention in a Substack newsletter can drive sustained traffic and engagement over time, rather than just a short-lived spike in attention.
Independent writers could mean stronger relationships
Independent writers who aren’t tied to a press office or pressured to chase trending topics from a set editorial list often have more freedom to consider how their work can align with others, including people and brands. They can dedicate more time to building relationships and networking, which not only helps their personal brand but also presents a valuable PR opportunity. This opens the door for PRs to have more meaningful connections with writers who may be open to collaboration and content partnerships.
Substack entries are personality driven which could optimise your brand
In order for most brands to succeed, they need a distinct voice and identity that stands out from the crowd. Well focused coverage often means targeting specific publications rather than generic or regional outlets. The more frequently a brand is mentioned and linked in high-quality, relevant contexts, the more people will begin to associate that brand with a particular voice and positioning, and Substack offers exactly that. Instead of chasing mass coverage, building relationships with Substack writers who share your brand’s values and direction can, over time, help develop a more defined and authentic brand identity.
Well established writers use PR content to position brands as thought leaders
If a well-respected writer features content from your PR campaign, it’s a good sign that your brand is saying something genuinely worth paying attention to. For PRs it can feel like a ‘hallelujah!’ moment, as it reinforces your brand’s position as a credible voice in the industry. Being referenced by thoughtful, established writers suggests that your commentary is not only relevant, but also backed by genuine expertise. Thought leadership builds trust with audiences who value substance, and helps shape your brand in its space.
Using Substack to build a narrative for your brand
It's not just Substack writers who can upload content – brands can also use Substack as a landing page for links in their campaigns or as a searchable place for blog-like content. Substack enables both individuals and brands to create their own narratives, allowing them to publish a consistent stream of content, like investigative pieces backed by data, or ongoing brand storytelling. Hosting your content on a fully searchable website and app ensures it is easily discoverable by anyone browsing the web, giving your content greater visibility.
How to use Substack in your digital PR strategy
Using Substack in a PR strategy requires solid relationship building, given the nature of the platform’s content and the independent writers behind it. If you're aiming to get your brand mentioned as a source, it's far less likely that a full press release will be published – so make sure you’re offering strong insights or compelling data when pitching to a Substack writer. That said, Substack is open to everyone, so running a brand account can also bring valuable benefits. It acts as a newsletter hosted on a third-party platform, rather than coming directly from your website or via email, giving your content a broader, more organic reach.
Subscribe to Substack journalists and get to know their style
If you believe your content or any useful data could support a writer’s story, it’s worth getting to know journalists on Substack and what they cover before pitching straight away. These writers are independent and not tied to taking full stories, so thinking outside of the box about how you can offer valuable information that earns your brand credit is key. This starts with genuinely understanding their content and writing style. So interact and engage to really get to know the author and let them know this isn’t a one sided
Create personalised content that suits creators content
Once you’ve familiarised yourself with a writer’s work, you can begin creating content that aligns with their interests and tone. Maybe even ask them for five minutes to talk through any information they might need for upcoming posts. Substack creators value authenticity and relevance, so any material you offer should feel like a natural fit and not a forced pitch. Tailoring your content to suit their perspective will increase the chances of building a genuine connection and getting your input featured.
Build up a rapport with writers - consider creative angles
Getting noticed by Substack writers is not just about sending pitches. Responding thoughtfully to their feed posts can help build a genuine rapport and show that you are engaged with their work. Look for ways to contribute to ongoing conversations or offer relevant insights that add value. Creative thinking goes a long way by discovering unique ways to connect your brand with writers and providing valuable resources. The focus should always be on building genuine relationships rather than simply expanding reach.
Create a newsletter for your brand
Most brand newsletters are hosted on their own websites, with signups driven through direct traffic or existing audiences. But if your brand isn’t yet well known, gaining subscribers will require you to promote it. While owned media is valuable, hosting your newsletter on a platform like Substack can help you appear in web searches and be discovered through conversations with like-minded individuals - it creates opportunities for organic growth and wider visibility. Think about what makes your newsletter genuinely interesting. Why should people choose to read it? What value are you offering? And how will the name continue to grow as an expert in its field?
What brands are already using Substack and how does it look for them?
Tory Burch
Tory Burch’s What Should I Wear? newsletter gets their customer talking about style in a way that feels personal and engaging. Rather than just pushing products, it shares style tips and seasonal picks that reflect the brand’s personality and values.
This kind of content makes people want to stick around and get to know a brand, digesting it way beyond the point of sale. In PR, this is exactly what we love – slowly drip-feeding the public with a positive image of a brand over time. It builds a genuine emotional connection by sharing inspiring ideas rather than pushing a hard sell. For a luxury fashion label, it’s a smart way to use Substack to feel authentic and personal, without relying on traditional media.
Hinge
Hinge has found a smart way to make a genuine impact on its audience with this one. By sharing an anthology of imperfect love stories, they tap into people’s natural affinity for real-life experiences that resonate emotionally. These honest accounts engage readers deeply, while also showing how Hinge’s platform works in practice. With 4,500 followers, this story-led approach to brand building feels personal and authentic, rather than promotional.
HOLY
HOLY is a drinks brand founded by business students in the US, and while they don’t run their own Substack, their start-up story still landed them valuable exposure on the platform. They were featured in Start-up Deep Dives, a newsletter by Jannis Hake, which has over 8,000 followers. This example shows how brands don’t necessarily need their own newsletter to benefit from Substack as a PR strategy – they just need a noteworthy story that resonates with the right writer.
It highlights how getting featured in an established, topic specific Substack can place your brand directly in front of a niche, highly engaged audience and people who are actively seeking out new ideas and innovations. For emerging brands especially, these kinds of placements can open the door to long-term audience trust.
Key takeaways
- Substack is growing, and matters to PR right now. With over 35 million subscriptions and a 280% increase in Google searches since 2023, Substack is creating a space for more meaningful content. It’s a great platform for brands looking to build meaningful connections with niche audiences.
- SEO and AI discovery make it worth the effort. Substack content is searchable and indexed, meaning it can show up in AI search tools like ChatGPT and Perplexity. This adds long-term SEO value and gives your brand a chance to be surfaced organically by LLM powered platforms.
- It’s a storytelling tool with masses of PR potential. From luxury fashion brands to dating apps, Substack is helping brands tell stories in a way that feels personal, not promotional. Whether through your own newsletter or smart placements, it’s a platform built for resonance and not just reach.
Curious about digital PR and how Substack could work for your brand? Get in touch with our PR team today.
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