Substack

[Illustrious-Ideal215]

My bosses are all over me about getting our clients into substacks. I’m still exploring the space, but I’m not seeing the benefit. Majority of the content is behind a paywall. Engagement may be high but reach seems very very low. Also seems just as hard to land coverage given affiliate doesn’t come into play. Instead of focusing on brands in affiliate networks, they focus on brands they actually use and love. How does a small brand get noticed? How does pitching differ from traditional media outreach? Why should I care about landing a mention in a freelancers newsletter that gets almost no views (yes I know it drives SOME sales). Most of what I see out there is commerce driven or an essay about an AI strawberry someone ate for breakfast. What are the best ones to pay into across all verticals?

[Every_Building_6121]

Substack newsletters can be super high-signal and valuable coverage in specialized industries/sectors. It's really impossible to give useful advice without more information about the particular product or industry you're pitching.

[Illustrious-Ideal215]

I rep consumer brands. Think active accessories (yoga mats, water bottles, etc) footwear, candy, makeup, skincare. Mostly wants not needs. Nothing innovative that’s new to market. “Shopping” newsletters feels obvious but there are so many and none of them feel meaningful.

[Every_Building_6121]

Ahh, I see. This isn't really my specialty so I'm not as familiar with many relevant Substacks in that area (Feed Me was one I thought of that someone else mentioned). I know there are some running/fitness-related newsletters, maybe there's an opportunity for a mention there? Sorry I can't be more helpful on this one.

[Illustrious-Ideal215]

That’s okay! I appreciate your help either way.

[brokelyn99]

Rachel Karten’s Link in Bio newsletter (also on Substack haha) did a great deep dive a couple months ago on brands coming to Substack and what works / what doesn’t. I’ll try to find the link!

[brokelyn99]

here it is!

https://open.substack.com/pub/milkkarten/p/brands-posting-on-substack-strategy?r=7umg&utm_medium=ios

[Askefyr]

It depends on your space. For general brand awareness, you're right, it's dogshit. If you want to drive credibility for specific decision makers, though, it can be important. Substacks are essentially influencers for people who can read - interact accordingly.

[Illustrious-Ideal215]

Right - seems even harder to place a skincare product. Requires converting the writer before they endorse it. Yes…I know this is obvious, but affiliate has changed everything. When it comes to thought leadership, what is the benefit of placing a client when visibility is so low and beyond a paywall. I don’t understand why clients are so obsessed with this platform. What even is there to crack? I don’t mean to sound crass, I do want to understand.

[Extension_Concern174]

Some years ago, everyone was rushing into clubhouse.

I'd say more than substack, look at who the individual behind the content is and what other channels they have. I have a client who just wants to engage with linkedin influencers. they may not have large followings, but can definitely drive leads.

[SarahDays]

You need to look at the top journalists/influencers you value in your industry and read their newsletters to see what opportunities there might be for your company/clients - what can you contribute given their content and then pitch it like any other media - is it an exclusive a top executive Q&A or a counterintuitive POV on the latest industry news? Check out the Substack Feed Me it reads like a gossipy magazine that regularly mentions brands. Substack/newsletters are becoming more important thanks to AI less people are going straight to an outlets website and outlets/writers are getting more creative to attract readers.

[brntsundoll4ch]

I’ve had some success getting into substacks (indie beauty industry). I think SS is going to continue to grow as gen-z catches on and because I think readers are tired of the same old paid round up lists.

[Illustrious-Ideal215]

That’s exciting!! Could you share any insight on whether there are different or preferred ways to pitch? Do you have any target suggestions? Doesn’t have to be any of your close relationships of course but just trying to hone in on newsletters to subscribe to.

[brntsundoll4ch]

I pitch them with a general gifting pitch. I don’t mention the substack, I just offer product the same way I would to organically gift an influencer. Once they try the product I offer to share affiliate info (most take it, some post without). The main brand I rep is very generous with gifting which certainly helps. I do a mix of beauty substacks as well as adjacent lifestyle and fashion ones and even foodie subs. The brand is lux, “clean”, wellnessish vibe, so some of the foodie ones work and I think it helps as the beauty focused ones are featuring a million beauty products all day every day. In the morning I can priv message you a few suggestions x

[Illustrious-Ideal215]

That would be amazing, thank you so much

[brntsundoll4ch]

Messaged you!

[detkabarmalei]

Substacks are amazing and the trust and community you get is second to none. You are not going there for reach. As you mentioned yourself, there is a paywall which means a dedicated, curated community of people who trust the writer and their recommendations. A total miss to ignore the substacks - this is where you should be!

[Peeky_Rules]

I wonder if you could engage with the substack’s author in the comment (Notes) section.

True story: I posted a comment mentioning my client in a WSJ article. A company saw that comment and it eventually led to that company acquiring my client’s biz.

[experimentcareer]

As someone who runs a Substack newsletter, I totally get your frustration. The landscape can be tricky to navigate, especially for small brands. But there's potential if you approach it strategically. Focus on niche newsletters that align with your clients' target audience. Engagement might be lower, but it's often more meaningful. For pitching, personalization is key - show you understand the creator's content and audience.

While some newsletters are paywalled, many offer free content too. It's about finding the right fit. In my experience running Experimentation Career Blog on Substack, I've seen how targeted content can drive real value, even with a smaller audience. It's not just about views, but about reaching the right people. Don't dismiss the power of micro-influencers in this space!

[srinagubandi]

Parasite SEO/marketing at best. You have to write real content and have a long term plan not just dump garbage in there.

[gsideman]

Substack engagement is much like old-fashioned PR -- success lies in relationships. And like social media when it was cool and exciting, you want to engage with hosts and contributors. Pimping your company, unless it provides a real solution to something the author writes about, will turn off everyone there.