What is Substack? Why Micro-Influencers Are Using It (2025)

In 2025, content creators and micro influencers are exploring new platforms beyond social media to reach their audiences. One platform you’ve likely heard about is Substack. So, what is Substack and why is it generating buzz in influencer marketing? Substack is essentially a hybrid of a blog, an email newsletter, and a subscription service – giving creators a direct line to their audience without social media algorithms getting in the way. Originally popular among writers and journalists, Substack has evolved; now everyone from independent bloggers to brands and micro-influencers are using it to share content and even monetize their following. It’s so lucrative that the top 10 Substack publishers collectively earn over $40 million per year, proving that this platform can pack a punch in terms of revenue.

In this blog, we’ll break down what Substack is, how it works, and why it matters for influencers, content creators, e-commerce entrepreneurs (yes, even Amazon sellers!), and anyone interested in influencer marketing. We’ll also look at the pros and cons, how to get started, and tips to thrive. Let’s dive into what makes Substack tick and how micro-influencers can leverage it in 2025.

What is Substack? (The Basics)

Substack is more than just a newsletter tool – it’s a full-fledged online publishing platform that combines blogging, email distribution, and paid subscriptions. In simpler terms, Substack lets you publish content on a website and send it directly to your subscribers’ email inboxes. Creators can choose to keep their content free or put some (or all) of it behind a paywall for paying subscribers. Here’s a quick breakdown of what Substack offers:

• • Publishing platform: You get a website (your Substack page) where you can post articles, essays, updates, or even multimedia content. It looks and functions like a blog or online magazine, so anyone can visit and read your public posts.

     

  • Email newsletter system: Every time you publish, Substack can email the content to your subscribers automatically. This bridges the gap between having a blog and maintaining an email list – your followers never miss an update in the sea of social media posts because it lands right in their inbox.

     

  • Subscription & monetization: Substack has built-in support for free or paid subscriptions. You can keep some posts free and designate premium content for paying subscribers. Substack handles the payment processing and subscriber management (for a 10% fee on subscriptions) so creators can focus on content. In other words, you can monetize your content directly from your readers if you choose to, turning engaged followers into paying supporters.

What kind of content can you share on Substack? Pretty much anything you’d put in a newsletter or blog: long-form articles, personal essays, how-to guides, opinion pieces, podcasts or audio updates, even videos. Many writers start simple with written posts, but some combine text with podcast episodes or video to mix things up.

One key aspect that makes Substack stand out is that it’s built for independent publishing. You don’t need to be a tech expert or have a marketing team to start – it’s plug-and-play. As Hootsuite’s blog puts it, Substack “blends everything into one streamlined platform” for publishing, email, and payments. Unlike posting on a social network (where an algorithm decides who sees your work), a Substack post goes directly to every subscriber’s inbox – a huge plus if you’re tired of battling declining reach on platforms like Instagram or TikTok.

Fun fact: Substack has become so popular that by 2024 it had over 20 million active subscribers, with more than 17,000 creators getting paid on the platform. The site sees nearly 50 million unique visitors per month, showing how rapidly its audience is growing.

Why Are Influencers and Creators Flocking to Substack?

Now that we know what Substack is, let’s explore why it’s attractive to micro-influencers, content creators, and even businesses. In the world of influencer marketing, authenticity and direct engagement are gold. Here are some key reasons influencers (big and small) are embracing Substack in 2025:

1. 1. No Algorithms – Reach Every Subscriber: On social media, a post might only reach a fraction of your followers due to ever-changing algorithms. Substack bypasses this. Every subscriber actually gets your content delivered. Influencers love this control: “Unlike Instagram or TikTok, where I’m at the mercy of algorithms, Substack puts me directly into someone’s inbox,” notes one content creator. This guaranteed reach is a game-changer for building a loyal community.

       

   2. Ownership of Audience: With Substack, you effectively own your mailing list of subscribers. You’re not just “renting” an audience from a platform; you have their contact info and permission to reach out. This is powerful for micro-influencers and entrepreneurs (like e-commerce brands or Amazon sellers) who want to nurture their audience long-term, independent of any single social platform’s rules. It’s your community, on your terms.

       

   3. Monetization Opportunities: Show me the money! Substack offers built-in monetization through paid subscriptions, which means creators can earn recurring revenue directly from fans who value their content. This direct-to-creator model is more sustainable than relying solely on sponsored posts or ad deals. Many influencers appreciate having a steady income stream (even if modest at first) from readers who subscribe for $5, $10, or more per month. Plus, creators can still earn via sponsorships or affiliate marketing within their newsletters. (In fact, affiliate links shared in Substack newsletters drive significant sales – second only to Instagram Stories in one analysis, showing the e-commerce potential of engaged newsletter audiences!)

       

   4. Deeper Engagement & Community Building: Substack isn’t one-sided broadcasting; it has a community feel. Subscribers can comment on posts, hit “like”, and even participate in discussion threads. This fosters a sense of community and two-way engagement that goes beyond a quick Instagram comment or TikTok like. Influencers often use Substack to share more personal stories or detailed insights, then chat with their readers in the comments. Some even ask their subscribers what content they want to see, giving followers a voice in the creative process. All of this builds a tighter-knit community and higher trust with your audience.

       

   5. Long-Form, High-Value Content: Micro-influencers often have deep knowledge in their niche – be it sustainable fashion, keto cooking, or gadget reviews. Social feeds favor short, snappy posts, but Substack gives you the space to deliver long-form content that dives deeper. Creators can publish in-depth newsletters, tutorials, or stories that provide real value (the kind that might be too long for an Instagram caption). This depth and authenticity helps position you as an expert in your field. It’s the difference between a 15-second product unboxing video and a thoughtful newsletter about why you love those products and how you use them – the latter builds much more credibility and connection.

       

   6. Control Over Branding and Message: On Substack, you set the tone. Influencers appreciate the ability to communicate without a brand’s filter or social media trend constraints. You can be more candid, educational, or experimental. For example, some creators use Substack to share behind-the-scenes looks or personal reflections that don’t fit the polished image of their Instagram feed. This kind of authentic storytelling in a newsletter can strengthen your personal brand in ways social content might not.

In short, Substack allows influencers and creators to build a more personal, loyal audience and even turn their content into a revenue stream. It complements the fast-paced world of social media with a space for deeper connection. As a result, micro-influencers (who may only have a few thousand very engaged followers) find Substack to be a perfect tool to nurture those fans and differentiate themselves. Even brands and e-commerce entrepreneurs are using Substack to humanize their marketing and share stories rather than just product posts.

Who Can Benefit from Substack?

To paint a clearer picture, here’s a quick list of who is using Substack (or should consider it) in 2025:

• • Independent Writers & Journalists: Substack began here – letting writers publish without a media company middleman. They write, they get subscribers, they earn – simple.

     

  • Content Creators & Micro-Influencers: Bloggers, YouTubers, Instagram/TikTok creators, etc., who want a more intimate channel for their content and UGC (user-generated content) storytelling. A Substack newsletter can be a place to expand on topics you introduce on social media.

     

  • Brands & Marketing Teams: Companies use Substack to run niche publications or thought leadership newsletters. It makes a brand feel more human. (For example, fashion brand Tory Burch runs a Substack to give readers behind-the-scenes fashion content instead of typical ads.)

     

  • E-commerce Sellers & Amazon Entrepreneurs: Yes, even Amazon sellers are jumping in. If you sell products online, a Substack newsletter can engage your customers with valuable content – like product usage tips, news about upcoming launches, or insider stories – driving loyalty (and ultimately sales). It’s a smart supplement to your Amazon storefront or e-commerce site.

     

  • Educators & Niche Experts: Subject-matter experts (from finance gurus to fitness coaches) use Substack to share advice, tutorials, case studies, etc. It’s a great way to build authority and even offer paid premium lessons or reports.

If your goal is to build an engaged community around your content or brand, Substack can be a powerful tool in your arsenal. As Stack Influence (a leading micro-influencer marketing platform) emphasizes, savvy creators today diversify their presence across platforms to maximize engagement. Substack offers a fresh channel to do just that, complementing your social media with something more personal and lasting.

Pros and Cons of Substack

Like any platform, Substack has its strengths and limitations. Before you jump in, it’s worth weighing the pros and cons for your specific needs. Below is a handy table summarizing the key advantages and drawbacks of Substack for creators and micro-influencers:

Table: Key pros and cons of using Substack for creators and influencers. 😊

As you can see, Substack’s pros often align with what micro-influencers and creators need – simplicity, direct reach, and monetization – while the cons are mostly about the trade-offs of using a third-party platform. Many creators find that the advantages outweigh the downsides, especially when starting out. You can always begin on Substack (for free), validate that people are interested in your content, and later on consider advanced tools or your own website if you outgrow it.

How to Get Started on Substack (Step-by-Step)

Ready to give Substack a try? One of the best things about Substack is how quick it is to get up and running. You don’t need any technical expertise – if you can fill out a form and write an email, you can start a Substack newsletter! Here’s how to start your Substack in a few simple steps:

1. 1. Sign Up and Create Your Profile: Go to Substack.com and sign up with your email. You’ll choose a username (which becomes your Substack URL). This literally takes a minute. Tip: Use your personal or brand name for recognition, e.g., yourname.substack.com.

       

   2. Set Your Publication Name & Bio: Give your newsletter a name and add a short description or tagline. You can also upload a logo or profile picture to brand your Substack page. For example, Stack Influence Daily could be a name for a micro-influencer news newsletter – be creative but clear about your theme.

       

   3. Import or Add Contacts (Optional): If you already have an email list of followers or customers (from a past newsletter, your e-commerce customers, etc.), you can import that list to Substack to seed your subscriber bas. If not, you can skip this and grow organically.

       

   4. Publish Your First Posts: Start writing! Substack’s editor is simple – add your text, images, or links and hit publish. It’s good to have a few posts (or at least one “welcome” post) up initially, so when people visit your page they see content. You might introduce yourself and what readers can expect from your newsletter.

       

   5. Promote Your Substack: Now, let your audience know about it. Share the link on your social media profiles, blog, or YouTube descriptions. If you’re a micro-influencer on Instagram, announce that you have a newsletter and tell followers why they should join (e.g., “Sign up to get my in-depth tips and behind-the-scenes stories straight to your inbox!”). Early promotion is key to get that subscriber count rolling.

       

   6. Consistency is Key: Treat your Substack like a commitment to your community. Decide on a realistic posting schedule (perhaps weekly or biweekly to start) and stick to it. Followers are more likely to turn into paid subscribers or loyal fans if you show up regularly with valuable content. As one expert puts it, “Substack rewards honest, useful content shared regularly” – consistency builds trust.

       

   7. Engage with Your Readers: Encourage readers to leave comments and engage with them when they do. Building those one-on-one connections will keep your audience invested and give you feedback on what they enjoy. Substack also has a feature called Notes (similar to a micro-blog or tweet within Substack) – you can use it to post short updates or interact with other Substack writers to increase your visibility.

That’s it! Substack’s onboarding will also guide you through many of these basics. The platform is free to use for publishing, so there’s no upfront cost. Substack only makes money by taking a cut if you enable paid subscriptions down the line. Many creators start with a free newsletter and later introduce a paid tier once they have a decent following and a content plan for subscribers willing to pay.

Monetization and Influencer Marketing on Substack

A big question for creators is: Can I make money on Substack? The answer is yes – though like any platform, your income will correlate with your effort, the quality of your content, and your ability to attract a paying audience. Here are the primary ways to monetize your Substack and how they tie into influencer marketing and e-commerce:

• • Paid Subscriptions: This is Substack’s signature model. You can offer monthly or yearly subscriptions for premium content. Common pricing is around $5 to $10 a month (you set the price). For example, if you charge $5/month and eventually get 500 paying subscribers, that’s $2,500/month gross (minus Substack’s 10% fee and payment processing fees) – not bad! Many micro-influencers use paid newsletters to share exclusive tips, detailed tutorials, or personal insights that hardcore fans are willing to pay for. It’s a way of leveraging your influence to create a membership-style community. Tip: Don’t rush to paywall everything – it’s wise to consistently publish free content first to prove your value, and then convert a portion of your loyal readers to paid later.
  • Affiliate Marketing and E-commerce Sales: Even if you don’t charge for subscriptions, you can earn commissions or sales through content in your Substack. For instance, you might include affiliate links to products you recommend (many influencers have Amazon Associates links or other affiliate programs). When a subscriber buys through your newsletter link, you get a cut. This works particularly well for product reviewers, fashion and beauty influencers, or Amazon sellers who run newsletters. In fact, according to ShopMy (an affiliate platform), Substack newsletters are a major driver of affiliate product sales – second only to Instagram Stories for many creators. That means your newsletter readers do shop through the links you share, likely because they trust your in-depth commentary more than a quick social post. (Always disclose affiliate links to stay transparent with your audience.)
  • Sponsorships and Ads: Substack itself doesn’t insert ads, but you can have sponsors. For example, a tech influencer might get a gadget brand to sponsor their newsletter, mentioning the brand in the intro or dedicating a section to a “brought to you by [Brand]” message. Some newsletter creators sell ad spots or sponsored shout-outs once they hit a certain subscriber count. Because Substack audiences are typically niche and highly engaged, brands are often interested in reaching them. This can be another revenue stream, similar to how you might do sponsored content on Instagram, but in newsletter format. (Note: Substack is experimenting with its own sponsor marketplace for writers, but many handle sponsorships informally via direct deals.)
  • Cross-Promotion of Your Own Products/Services: If you have a business beyond content – say you sell an online course, run a consulting service, or have an e-commerce store – your Substack can indirectly make money by promoting those offerings. For example, an Amazon seller who writes a newsletter about entrepreneurship can plug their own products or a new Amazon listing in the content. Since your subscribers trust you, they might become customers. Similarly, content creators often use newsletters to drive traffic to YouTube channels (to increase views) or to announce merch and events. Think of Substack as another channel to funnel your influence into tangible outcomes.

In essence, Substack opens up multiple monetization avenues for influencers. It aligns well with influencer marketing trends where authenticity and direct audience connection are valued. Brands are noticing this too – they see that influencers with newsletters have a captive audience. Some affiliate and marketing platforms are even tweaking their features to attract Substack writers and micro-influencers.

However, a word to the wise: focus on delivering value first, monetization second. People will only pay or act on your recommendations if you’ve built trust by consistently providing great content. As one expert advises, give 80% value and only 20% promotion in your Substack content. If every newsletter is a hard sell, subscribers will tune out. But if you mostly offer genuine insight and occasionally suggest a product or a paid upgrade, your audience will appreciate it and reward you.

Tips for Substack Success in 2025

To wrap up, here are a few bonus tips and best practices to help you succeed on Substack – especially as a micro-influencer or creator:

• • Be Consistent and Reliable: We’ve said it before, but it’s worth repeating. Choose a schedule (e.g., every Tuesday) and stick to it. Consistency shows professionalism and keeps your audience engaged. Even if you start with a small list of 50 readers, those are 50 real people waiting to hear from you regularly.

     

  • Niche Down and Be Specific: The most successful newsletters often focus on a clear niche or perspective. Rather than being everything for everyone, hone in on your niche expertise or unique angle. If you’re in influencer marketing, maybe your Substack is all about micro-influencer success stories, or if you’re a fitness coach, perhaps it’s a weekly keto meal plan. Specificity helps attract the right audience who will value your content.

     

  • Repurpose Your Best Content: You don’t have to reinvent the wheel each week. Take your top-performing social media posts or YouTube videos and expand on them in a newsletter. This not only saves time but ensures you’re giving your newsletter subscribers tried-and-true content that you already know people find interesting. For micro-influencers juggling multiple platforms, this trick keeps your Substack from becoming a burden.

     

  • Engage and Build Community: Encourage feedback and interaction. Ask questions in your posts (“What do you think about…? Hit reply and let me know!”). Highlight great comments or even feature subscriber stories (with permission). When readers feel heard and involved, they’re more likely to stick around and even spread the word.

     

  • Leverage Substack’s Network: Substack has a feature where writers can recommend other newsletters. Partner up with fellow creators in your niche to cross-recommend each other’s Substacks. For example, if you run a travel tips newsletter and know another micro-influencer who does budget travel hacks, you can swap shout-outs. This kind of collaboration can organically grow your audience through like-minded communities.

     

  • Monitor and Adapt: Keep an eye on your open rates and subscriber feedback. Over time, you’ll learn what topics or formats resonate most. Maybe your audience loves your personal story posts more than product review posts – use that insight to guide future content. Even as a small creator, data can help you improve.

Finally, be patient and authentic. Substack growth can be slower than a viral TikTok, but the quality of engagement is usually higher. You’re playing the long game of building a loyal readership.

Conclusion

So, what is Substack? It’s your own publishing platform, a direct bridge to your audience’s inbox, and a potential income generator – all in one. For micro-influencers, content creators, and forward-thinking marketers, Substack offers a refreshing change in 2025: a space for authentic connection, content depth, and community building away from the noise of traditional social feeds.

Influencer marketing is evolving, and savvy creators are stacking influence (pun intended) by combining social media reach with platforms like Substack for deeper engagement. Whether you’re sharing behind-the-scenes stories, expert insights, or exclusive deals on your e-commerce products, Substack can amplify your efforts by reaching the people who care most about your content.

In a digital world where algorithms and fleeting trends often dictate success, Substack lets you take back control. It’s about nurturing a dedicated audience on your terms. As we move further into 2025, one thing is clear: micro-influencers who pair great content with the right platforms are the ones leading the pack in engagement and innovation. Substack might just be the missing piece in your strategy – a place where your biggest fans become subscribers, supporters, and a community that grows with you.

Now that we’ve answered what Substack is and why it matters, the next step is yours. If you’ve been on the fence, consider this your sign to give Substack a try. Happy writing, and may your influence continue to stack up! 🚀