The microblogging glow-up: how Substack is powering the next wave of brand storytelling

13 May

What do you get when you cross the intimacy of a newsletter with the viral potential of a social platform? Some have started calling Substack the TikTok for writers—and honestly, they’re not wrong.

While the rest of the internet is chasing short-form content, Substack is proof that readers and brands are craving something with a little more bite (and maybe a few more words).

Let’s set the scene: when TikTok crashed for 13 hours across the U.S. on January 18th, 2025, Substack quietly became the most downloaded app in the App Store. Yes, that Substack. The one with long-form essays, emotionally-charged Notes, and a growing number of shopping recaps that somehow read smarter than a 30-second GRWM.

Media isn’t dead — it’s on Substack. Quite literally. The platform has been putting up cheeky billboards saying exactly that.

It’s not just readers making the shift. Marketers and founders are flocking to Substack to build what TikTok and Instagram can’t promise anymore: loyal communities, higher trust, and content that actually gets seen without begging the algorithm gods for mercy.

We’re entering the era of microblogging supremacy, and Substack is quietly serving up the best of both worlds between social media and blogs. Here's how...

Substack isn’t just a newsletter - it’s a funnel, a feed, and a flex

For those still treating Substack like a Mailchimp knockoff: I’m going to need you to log in and catch up.

Substack now functions more like a full-stack publishing tool (pun intended). From a personalized homepage to SEO-optimized tags, internal recommendations, and its own social tab (called Notes), the platform acts like a hybrid between Medium, Twitter, and an indie blog from 2008.

Only now, people are actually reading — and paying for it.

You can turn on paid subscriptions, sell digital products, run affiliate links, launch podcasts, and even do product roundups with embedded shopping links. The shopping experience is curated, elevated, and doesn’t feel like a money grab — because the voice behind it already earned your trust.

Voice is the new algorithm

TikTok taught us to love the face. Substack is teaching us to love the voice.

The creators who win on Substack aren't necessarily posting aesthetic flatlays or matching fonts. They're the ones who know how to write like they speak — a little witty, a little wise, and a lot trustworthy.

Think of Substack as a vibe check in newsletter form. Are you saying something worth reading? Better yet — worth sharing?

In 2025, trust converts faster than trends. Brands launching on Substack understand that a thoughtful essay, a juicy product drop story, or a personal anecdote about failure performs better than another "hot take" that disappears in 24 hours.

And that’s what makes Substack such a powerful space for founders, marketers, and culture writers alike. The content has a shelf life and a reader lifecycle that looks more like a community than a follower count.

Microblogging is the comeback kid of 2025

We’ve officially re-entered our Tumblr era but with better fonts and a checkout button.

Microblogging—the art of writing short, snappy, or serialized posts—is back in a big way. Platforms like LinkedIn, Substack, and even Instagram Notes are thriving because users are gravitating toward content that feels personal but not overwhelming.

On Substack, writers can post longer essays or short form Notes that work like tweets with a brain. Whether it’s a weekly recap, a niche industry rant, or a vibe check on the cultural moment (hi, Loewe tomatoes and Chili’s Triple Dipper), readers are engaging with ideas over aesthetics.

Add in comment sections, paid community tiers, and the ability to create your own publication-within-a-publication? That’s not just blogging — that’s brand building.

Substack is brand-safe without being boring

Let’s be honest: trying to make your brand go viral on TikTok in 2025 is like trying to find a seat at Carbone without a resy. Possible, but why are you making your life harder?

Substack offers a slower, stickier approach to content. You don’t need to dance. You don’t need to chase the algorithm. You just need to say something worth saving.

Brands like Rare Beauty, NY Mag, and even small VC firms have launched Substacks to talk more deeply about their products, values, and vision. It’s giving: soft launch meets thought leadership.

Instead of going wide, they’re going deep — and that depth turns into conversions, community, and clout.

Top Tips for Brands Venturing into Substack

Collaborate with Established Creators: Instead of launching a brand-centric Substack, partner with creators who align with your brand values and have an engaged audience.
Prioritize Quality Over Quantity: Focus on delivering valuable content rather than frequent posts. Consistency and depth resonate more with Substack audiences.
Leverage Substack's Features: Utilize tools like Notes and Chats to foster community engagement and gather feedback.
Avoid Overt Marketing: Substack readers seek authenticity. Ensure your content provides value without being overly promotional.
Invest in Editorial Talent: If creating content in-house, ensure it's crafted by skilled writers who can maintain the platform's editorial standards.

Need-to-Know Resources

Substack: Is the newsletter platform a nicer alternative to TikTok, Facebook, X, and the like? (Vogue Germany)
Substack: Who Needs TikTok? We’ve Got Live Video Now, Too (AdWeek)
What brands should know before jumping into Substack (Modern Retail)
Brands, here's how you should actually launch your Substack (Brand Person by Jess Eggert)
Why brand founders are launching Substacks (it’s not to drive sales) (Glossy)
The Substack Effect: The Impending Death of the Short-Form Algorithm (Ahead of the Curve by Coco Mocoe)
Why Influencers Are Abandoning Their Podcasts — Plus: TikTokers on Substack + The Death of the “Pop Boy” (Ahead of the Curve by Coco Mocoe)

TL;DR

So what does this mean for marketers?

It means we have to stop thinking like creators and start thinking like editors-in-chief. What stories are we telling? What world are we inviting our audience into? How are we showing up consistently, not just loudly?

Substack might not replace social, but it’s definitely reshaping it. And in a world that’s always refreshing, sometimes the smartest move is to slow down, write it out, and hit publish.

Because while everyone else is screaming into the void, Substack readers are leaning in.

And you know what they say — those that get it, get it.

Could Substack be your brand’s secret weapon in building real community? If you’re craving connection over content fatigue, the answer’s probably yes.