This article first appearance on the British Society of Magazine Editors (BSME) website. It has been slightly edited and republished here with the author’s permission.
Substack is a new community and newsletter service that’s proving popular with writers and creatives around the world.
The BSME organized a masterclass with farrah storHead of Writer Partnerships at Substack UK, and writes his own Things to know. She is well placed to help journalists understand the platform: in a distinguished 23-year career in magazines, she edited some of the biggest women’s titles in the UK, including She, Cosmopolitan and women’s health. She has been named one of BAME’s most influential leaders in the UK and sits on the board of the National Theatre. Farrah left at the end of 2021 to start Sub-stack UK.
Here are seven things all journalists need to know about the platform.
Substack allows journalists to connect directly to communities
“People assume Substack is a newsletter platform, and in its simplest form it is – but it’s really a personal media channel for the individual,” says Farrah. It’s a way for writers and creatives to build a following and build deep relationships with this community by writing columns, sharing podcasts and videos, and emailing their followers.
You can make a living from a successful subpile
Most users start with a free newsletter and then build an audience before they start offering paid content. “It’s better to build the free versions, then pay,” is Farrah’s advice to people considering launching a substack. This test and learn approach allows newcomers to determine what resonates with their audience. Find out what engages your followers and do more – don’t be afraid to quit or change what isn’t working.
Use analytics to determine what succeeds
“Every post or podcast on Substack has analytics, so you can see where your audience is coming from, if they’re coming from Twitter or Instagram… You can see open rates, how many people you’ve taken , how many free people, how many paid.” Hosting a successful substack is all about learning what works for your audience.
You only need a small audience to be able to earn a decent income
Most “Substackers” offer a mix of free and paid content. If you charge for content, you can start well with a modest fee – but even if you charge £5 a month, you only need around 500 subscribers to turn that into meaningful revenue. Some of the more valuable sub-stacks (for example, writing about a topic such as cryptocurrency or content from well-known authors) can charge significantly more. And remember that there are no ads on the platform.
The secret to a good sub-pile is brilliant writing
In news that will be acclaimed by journalists around the world, the only proven way to build a following on Substack is to use your best writers. “People are so busy,” Farrah notes. “Content flies everywhere. Reduce the number of things we send them. It’s a matter of quality not quantity, that’s what I would advise. And remember that you own your content even if you leave Substack in the future, unlike many social media platforms.
Newsletters should not be thrown away: make them awesome
“Too often in magazines, newsletters don’t get enough time. Often it’s stuff that hangs around and then a lot of affiliate links are inserted.” That’s not enough in 2022 and will result in poor engagement, Farrah warns. The best sub-stacks enjoy open rates above 60% – quality will come out of it. “It’s not about volume. Do one thing and make it the best thing they’ll read all week.” Music to the ears of magazine editors, one suspects.
It’s time to find your super fans
Most writers have communities of followers scattered around the place, some on Facebook, Twitter, LinkedIn, Instagram, maybe even YouTube or a podcast. What people forget is that the minute you leave most of these platforms, you lose those communities that you’ve worked hard to entertain. My advice to anyone is to “own” their audience.
Bring your super fans, those who truly engage with you and your work, into your Substack with the promise that this is where your writing now lives. Part of the joy of Substack is that readers donate their emails where writers can “drop” their work. It’s intimate and it breaks down the barrier between the performer and the audience. But it also means that the author has those emails even if they choose to leave Substack. And this is precious for any creation.
Tim Pollard is the 2022 BSME Chair and Digital Editorial Director of Bauer Automotive and Specialist. Farrah Storr writes her own Substack Things Worth Knowing at farrah.substack.com.
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