From Inbox to Influence: Leveraging Substack in Your Communications Plan

The way we consume content is shifting. Social media algorithms dictate visibility, and brands are increasingly looking for direct ways to engage with their audiences. Enter Substack—a platform that describes itself as “a new economic engine for culture.”

While often categorised as an email newsletter platform, Substack is much more: it’s a hybrid between Mailchimp, Tumblr, and X (formerly Twitter), combining content creation, community building, and direct-to-audience monetisation. It offers a sustainable alternative to ad-driven social media, fostering meaningful engagement over viral metrics.

With 35 million active subscriptions and over 3 million paid subscribers, Substack has established itself as a significant player in the digital media landscape. Brands, thought leaders, and creatives are leveraging the platform not just to distribute content but to build niche communities and cultivate deeper audience relationships.

In an environment where social media platforms often prioritise engagement over substance, Substack stands out by putting creators and their audiences first. Last month, the company announced its $20 million Creator Accelerator Fund, designed to help writers and thought leaders grow their subscriber base and migrate audiences from competing platforms like Patreon, X, and Supercast.

Beyond its financial incentives, Substack is also reshaping the publishing industry. Recently, the Financial Times highlighted how Substack has become a new home for design journalism, offering an independent space for deep dives, expert opinions, and curated discussions free from editorial constraints.

At TDC Digital, we see Substack as an invaluable tool for thought leaders looking to break through the noise of mainstream social platforms. The platform enables genuine audience interaction rather than one-way broadcasting—a key differentiator in today’s crowded digital space.

To help develop a Substack thought leadership strategy, we have outlined key considerations to optimise its impact and foster deeper engagement.

5 Key Considerations for Optimising for Thought Leadership

1. Authenticity & Voice Matter

Substack is not a corporate press release platform. Readers expect a conversational, opinionated tone—one that blends expertise with personality. Substack content thrives when it feels personal and direct.

2. Find & Own Your Niche

With millions of newsletters out there, standing out means carving out a distinct space. Avoid trying to cover everything—instead, focus on a specific area of expertise that aligns with your audience’s interests.

3. Know Your Audience & Challenge Their Thinking

Good content doesn’t just inform—it engages and provokes discussion. Identify what your audience already knows and offer fresh perspectives that challenge their understanding.

4. Leverage Timing & Cultural Relevance

Tying content to industry moments, trends, or cultural conversations boosts engagement. Whether responding to breaking news or providing in-depth analysis, strategic timing enhances visibility and impact.

5. Go Beyond the Newsletter—Engage with Interactive Features

Substack isn’t just about long-form writing. Use polls, Q&A sessions, and reader submissions to foster engagement and make your audience feel part of the conversation. Successful Substacks mix long and short content formats to keep content dynamic and engaging.

TDC’s favourite Substacks to follow

1. For Scale by David Michon – A deep dive into the overlooked yet fascinating details of design, architecture, and the built world.
2. Link in Bio by Rachel Karten – Expert insights, case studies, and trends from the ever-evolving world of social media.
3. The Stylish Times by Caragh McKay – Smart, stylish storytelling at the intersection of fashion, culture, and craftsmanship.
4. Ground Condition by Kelsey Keith – Thoughtful perspectives on design, cities, and the forces shaping our built environment.
5. OFF Brand Newsletter by Koto – A sharp, fun, and insightful take on branding, design, and the culture behind great brands.

Final Thoughts

Unlike traditional social platforms, Substack allows creators to export their subscriber data, giving them full ownership of their audience. This reduces reliance on external algorithms and ensures sustained engagement, even as platforms evolve.

At TDC, our digital team continuously tracks the latest platform developments and content trends. As always, success lies in being present where your audience is most active.

As Substack continues to grow, now is the time to explore how it can enhance your communications strategy. 

Looking to optimise your thought leadership approach and build reputation across your key channels? Reach out to our digital team to discuss how we can help.