ICYMI: Should Your Brand Join Substack?

Hinge is the latest to launch a newsletter on the platform

Happy Thursday! We’re headed into a long weekend here in the US so I decided to send the newsletter out a day early. I’ll be back next Friday with all the social and creator headlines, a ✨ summer book giveaway ✨ and a newsletter survey — I want to understand if there’s a difference between newsletter readers on Substack versus LinkedIn. See you next week!

⏰ 1-SECOND SUMMARY

• Instagram is reportedly testing a new program that pays creators for driving app referrals

• Adam Mosseri says the move from posting in public to sharing in private is a paradigm shift for Instagram

• Google announced its virtual try-on technology that will allow you to see how different outfits will look on your own body

• TikTok Shop employees in the US are facing layoffs

• Apple is going after Gen Z — hosting an Apple University Experience for young creators

• Duolingo is “experimenting with silence” after scrubbing its Instagram and TikTok accounts

⭐️ SUBSTACK SPECIAL REPORT ⭐️

• Hinge joined Substack with an anthology of love stories directed at Gen Z

• POV: Should your brand be on Substack?

• 5 tips for brands before joining Substack

• Plus hear from Substack pros:

  Casey Lewis
  ,
  Kira Klaas
  ,
  amanda k gordon
  ,
  Jess Eggert
  ,
  Melissa Blum
  and
  Michelle Blaser

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💻 ROADMAP

📲 Meta Updates

• Instagram is reportedly testing a new referral program that pays creators for driving app traffic and sign-ups. Some creators will be able to earn $100 for every eligible new user who signs up for an Instagram account. Other creators can earn $100 for every 1,000 "eligible visits" to the app.

• Instagram’s Adam Mosseri says the app is facing a paradigm shift as people move from posting in public to sharing in private: “there are more things that you would feel comfortable saying to somebody one-on-one than things you would feel comfortable sharing publicly.”

• Instagram added an enhanced crop feature to Edits so you can trim content by selecting a specific area or aspect ratio.

• Spotted: Users may soon be able to create Threads’ accounts that are independent of an Instagram account.

📲 YouTube / Google Updates

• YouTube announced new Quiz Stickers for Shorts and Visual Guides to help you respect the video safe zones.

• Google partnered with Warby Parker to develop AI-powered glasses. The smart glasses will launch “after 2025” with prescription and non-prescription lenses.

• Google announced its virtual try-on technology at Google I/O which might change how people shop for clothes online. You can now see how different outfits will look on your body by uploading a photo. The “try-on” tool is rolling out in the US via Search Labs, allowing you to access 50 billion apparel listings.

Note: This sparked an interesting discussion on the role of brand social and UGC — how will these be affected if people can envision themselves in outfits without the help of #ootd or #lookoftheday posts?

And will new the feature help the search giant recoup some of the 45% of Gen Z consumers who prefer social search over Google?

Sonia Majkic also made a good point in noting: “This pushes social marketers to be even more creative. If try-ons happen in search, social media has to ignite the story, the lifestyle, the vibe, the community that drives people to look for the product on Google.”

📲 TikTok Updates

• TikTok Shop employees in the US were told to work from home on Wednesday as the company makes “organizational and personnel changes” (aka layoffs).

• TikTok and Soundcloud announced a new partnership that will see SoundCloud integrated into TikTok's music discovery feature, Add to Music App.

📲 Reddit Updates

• Reddit released a new research report, Why Community Wins on Mobile, that points to the platform being the place people turn to for answers, advice, and reviews they can trust. It’s the #1 most trustworthy platform to inform product/brand decisions, according to the report.

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💌 HINGE’S LOVE STORIES LAUNCH ON SUBSTACK

Hinge is the latest brand to launch a newsletter on Substack — but this one comes with a literary twist. The dating app partnered with five writers, both on and off Substack, to create No Ordinary Love, a five-part anthology of real love stories.

The writers were paired with real-life Hinge couples to retell key moments of their relationship, alternating between both partners’ perspectives. The anthology will also be printed as a limited-edition hardcover book later this summer.

I find the whole thing charming: a modern-day dating app reaching Gen Z through old-school, long-form storytelling. I wanted to know what inspired the idea — and why Substack felt like the right place to bring it to life. So I asked Hinge’s President and CMO, Jackie Jantos.

ICYMI: Hinge has historically stayed away from social channels. What makes a newsletter the right move now, especially for connecting with Gen Z?

Jackie Jantos: Gen Z isn’t looking for more content – they’re looking for meaningful content.

Since 2020, we’ve intentionally stepped away from running our own social channels. Instead, at Hinge, we aim to be useful to our audience by meeting them where they already are. Creators have major credibility with Gen Z, so we collaborate with unique voices who can speak honestly about dating, including the imperfect parts that make real love stories unique.

In a world that moves fast, newsletters let people slow down and feel something, especially for Gen Z, who have a real interest in both long-form and physical media. Our anthology taps into this insight while meaningfully complementing the writers already on Substack.

ICYMI: Why did you choose Substack as the home for No Ordinary Love?

JJ: We’re very thoughtful about where we show up. For us, it’s not about being everywhere. It’s about being useful and intentional.

No Ordinary Love celebrates writing and literature, so bringing the anthology to Substack felt like a natural fit. Writers and readers are already having meaningful conversations about love on the platform.

We are big fans of writers. We value the strong relationships writers have built with their audiences, so we also wanted to invest in resources to support these voices as they share their unique perspectives about dating.

ICYMI: What’s your take on the newsletter resurgence we’re seeing right now?

JJ: There’s a lot of fun energy around both writing and reading right now. As a medium, newsletters unlock an exciting creative liberty for individual personalities to explore and expand on ideas that might not fit neatly into other media.

And as a reader, newsletters offer a slower form of storytelling that can deliver so much value, such as being able to emotionally connect to a personal essay, staying up to date on someone’s writing, or deeply exploring a topic you’re passionate about. The opportunities are truly endless for readers to connect with content they find important and inspiring.

ICYMI: Do you see Substack and literary storytelling becoming a longer-term brand channel for Hinge — or is this more of a one-time cultural moment?

JJ: No Ordinary Love was inspired by the boom of romance literature, BookTok, reading clubs, and the curiosities of our own team, which also reflects the make-up of daters on our app. We felt bringing real love stories to Substack was a thoughtful way we could share something relevant and valuable to its vibrant community of writers and readers.

This anthology taps into what people are craving: optimism, reflection, and emotional depth. And this is powerful because you can find different ways to share the stories – from subway rides during a long commute, to creator partners’ channels, to in-person book clubs.

In my perfect world, we’ll keep scaling this kind of storytelling — giving daters useful content on their favorite platforms that gives them hope and perspective for what’s next in their dating life.

*This interview was lightly edited for length

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→ POV: SHOULD YOU BE ON SUBSTACK?

There are at least two strong reasons I’d advise brands to consider Substack — and one reason they might want to stay away:

First, if there’s a public platform where you can reach and connect with your target audience, why wouldn’t you be there? Sure, you need to learn to speak the language, respect the unspoken rules and be a good neighbor, but there’s no reason you can’t succeed on Subtack.

“TikTok is a certain version of us, Instagram is a certain version of us, and Snap expresses a different part of our brand personality. Now, Substack is another opportunity for us to express ourselves and how we fit into the culture,” Madewell’s CMO, Craig Brommers, told Modern Retail.

Second, Substack (or any newsletter platform) lets you tell deeper, longer stories — ones that don’t fit neatly into a 30-second TikTok or Reel. If you’re a marketer, publicist, or comms pro, you want to be using every tool at your disposal to get your message out there. Newsletters offer a personality-driven way to communicate more complex or nuanced ideas to an audience that actually enjoys reading.

But here’s the catch: Newsletters are an intimate form of connection that require a high level of creativity and care. If your brand struggles with organic storytelling or doesn’t prioritize community management, that’s a red flag. Substack won’t magically fix those gaps.

There may not be an algorithm standing between you and your intended audience — but that doesn’t mean it’s easy to reach people. You’re asking them to give you their email and then carve out time and attention in their inbox. That’s a big ask. If the value exchange isn’t crystal clear, no one’s going to hit “subscribe.”

✨ INSPO:

• Rare Beauty - shines a light on what happens behind the scenes and answers subscribers questions

• Saie - focuses on style trends, products the team loves and interviews with fashionable friends

• TheRealReal - writes Gossip Girl-style essays about fashion, style and shopping

• New York Magazine - distributes one of its daily newsletters in an effort to become a part of people’s reading habits

• Tory Burch - answers the question ‘What should I wear?’ and profiles fashion world entrepreneurs

• American Eagle - partnered with popular Substacker Casey Lewis to guest edit its first issue

• Madewell - shares behind the scenes of the brand and conversations with people they admire

⚡️🧠 5 TIPS FOR BRANDS CONSIDERING SUBSTACK

1. Research your audience first: If you’re thinking of launching a Substack newsletter, start by understanding who’s already on the platform and what they like to read. Substack recently introduced leaderboards, which makes it easy to scroll through Rising and BestSeller newsletters across 29 categories. It’s a great way to see what kind of content is working — and where your brand might fit in.

2. It’s storytelling, not story selling: This gem comes from Substack’s Head of Lifestyle, Writer Partnerships, Christina Loff. You’re here to strengthen community bonds — not promote your products and services. Think of it as building an immersive brand experience. People stuck in front of a billboard won’t stick around, but invite them to a block party with food and conversation, and they’re more likely to keep showing up.

3. Pick a main character: The most compelling newsletters are often founder-led or anchored by a clear voice, Loff told me. “We're about independent voices and having a founder be able to tell their brand story and more about their life as an entrepreneur will always be the most compelling way to show up on Substack.” But it doesn’t have to be the founder. Some brands are tapping into the existing Substack community — Hinge collaborated with Substack writers, American Eagle had Casey Lewis guest edit, and brands like Tory Burch feature interesting creators on the platform.

4. Don’t use Substack as an email marketing platform: You probably have an email service provider for marketing (Klaviyo, Mailchimp, Flodesk, etc). This isn’t that. Substack is a community-focused platform. Make sure you’re treating it as such and not as another opportunity for an automated email sequence or BOGO promotion. “If we're going to use this platform, we want to make sure that we're doing something different and giving people a reason to come here,” Rare Beauty’s Director of Creative Strategy, MacKenzie Kassab, told me when we talked earlier this year.

5. Be consistent: If you’re asking for people’s time and attention, you better show up on the reg and make it worth their while to click in. As Katelyn Bourgoin has pointed out, inboxes are getting very crowded. Make sure you’re delivering outstanding value if you want people to subscribe and open those emails! And then keep delivering, even when no one is clicking. If anything, Substack is more like YouTube than Instagram: it’s a long game, and results take time.

💡 SUBSTACK VOICES

I asked some of my favorite Substack writers for their honest opinions: should brands be on the platform?

I will die on this hill: Hiring sharp writers is one of the most underused brand-building tools out there. Words build worlds. There’s nothing like a great writer to bring a brand universe to life.

Substack is the latest social platform — only this one skews writerly. Naturally, brands want in. But let’s be clear: Substack is not a CRM. If you treat it like email marketing, you’ll lose the plot. Writers on Substack should be treated like creators — not just copywriters. You’re hiring them for their taste, their audience, and their creative lens. If you’re hiring an editor, you’re hiring for their curatorial eye — and their contacts.

And look, I know not everyone will agree, but I’m all for brands being on Substack. But make it interesting. Please don’t assign it to your intern to “figure out Substack.” Or ask your marketing manager to “start a newsletter.”

If it doesn’t have a strategy or resourcing, it’s not content—it’s wishful thinking.

Amanda K Gordon, The Case for Brand

Ultimately, it boils down to value for the audience AND the brand — and the two are usually at odds with each other. Most business models, especially fast-growth, aren’t equipped to handle the editorial integrity and commitment it requires to be successful — and anything served by a brand comes with an inherent lack of editorial integrity and trust. Into the Gloss would not have been nearly as engaging if it launched post-Glossier.

Now more than ever, we’re living in a creator > brand economy — but that doesn’t mean every founder should launch a Substack without a POV that delivers real value. In most cases, brands are better off partnering with writers who have cultivated real, editorial trust with their subscribers.

Jess Eggert, Brand Person

A brand can absolutely be on Substack as long as the target audience aligns and they take a thoughtful, creative approach to their presence. Some publications for inspiration:

• A collection of first-person love stories - No Ordinary Love - Hinge

• Magazine-style dispatches from employees - From the Saie Office - Saie

• First-person curated recommendations from the founder - Night Shade - Ghia

You'll notice each of these examples leads with a human-first element because people connect with people, not brands. So if you work on a brand and you're weighing if Substack is a platform to expand to, start by identifying how the brand uniquely adds value to the Substack audience (versus the other platforms the brand publishes on), and then come up with fun, human ways to execute on it. You won't go wrong.

Melissa Blum, For You

Should brands be on Substack? I don't think there's a black and white answer to this. But here are a few questions brands can ask themselves to help guide their decision making:

• What's your intent? If it's solely to drive buzz, it's probably going to be a flash in the pan with empty impressions. If it's to build a community around a shared passion, this might be your ticket.

• Is your audience there? Depending on where your audience is on the adoption curve of Substack, it might (or might not) make sense. The UX isn't super intuitive until you spend some time there.

• What existing fandoms could you tap into? The best thing about Substack is that it creates compounding network effects between micro-communities with shared passions. Perhaps you could dip your toe into the water by partnering with an existing writer vs. starting from scratch.

I am all for experimentation and taking risks with your brand to see what sticks. I love that brands are trying out Substack!! But likely, a lot of them will fail, and that's ok. Good for them for trying! Every buzzy platform goes through a phase where brands jump on the bandwagon, but it's the brands who have a real purpose, strategy, and commitment to execute (and something interesting to say!) that will make them succeed.

- Michelle Blaser, The Pollinatr

Substack readers are discerning. Brands have to keep in mind that this is (will be?) a totally different play than corporate social media strategies of yore—but it's also one of the most exciting opportunities marketers have had in a long time to get to *create* a new playbook.

I like that Hinge is creating something specific for this space with its own branding, instead of just an extension of the branding you see on their billboards or digital ads. Involving Roxane Gay in their first post was smart; she brings an intellectual weight that signals Hinge is taking this seriously.

The fact that Hinge is highlighting real writers instead of pushing out product roundups or "10 Great Ideas for Your Next Date"-style listicles shows they respect what makes Substack different. I see their ambition to be a fresh take on NYT's Modern Love while subtly reinforcing the kinds of relationships that Hinge the brand wants to facilitate and stand for.

Kira Klaas, On Brand

I've had the same POV about brands on Substack since before I started working with American Eagle but it remains the same: Substack is an excellent channel to experiment with, much like TikTok in 2020 or Tumblr in 2010, but Substack is a fairly resource-heavy platform for brands in that it's time-intensive to create great long-form content. It also requires consistency!

I'm by no means the first person to say this, but I think the most important thing is not to think of Substack as a marketing channel. You have to give the reader something, whether it's education or entertainment, that they can't find elsewhere or else they simply won't engage.

Casey Lewis, After School

📚 RELATED

• Link In Bio: Here Come the Brands

• Brand Person: Brands, here's how you should actually launch your Substack

• ICYMI: Unpacking Rare Beauty's Substack Newsletter Playbook

• Content Is Not King: Is Substack The New Everything App?

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👀 ICYMI: JUST THE HEADLINES

• Apple is going after Gen Z — hosting an Apple University Experience -Apple Insider

• Urban Outfitters has made a habit of using Reddit as part of its 2025 marketing playbook -Modern Retail

• Dove’s “leak” strategy on Reddit drove more daily impressions than past campaign announcements -Marketing Brew

• Duolingo says it’s “experimenting with silence” after scrubbing its Instagram and TikTok accounts -Adweek

• QVC and TikTok hosted a Super Brand Day in Santa Monica on May 14, which included a live 8-hour sales event -Glossy

• The non-profit behind TED Talks announced a new, TikTok-style video feature on its app, “TED Shorts,” -TechCrunch

• A lack of structured pricing frameworks threatens to undermine creator partnership effectiveness and scalability -Niimbus Influencer Innovation Summit Report

• Meta is telling managers to put more employees in its "below expectations" tier during this year's midyear performance reviews -Business Insider

• Report: More than 1 in 4 Americans consider brand values more today than they did five years ago, a trend that is even stronger among Gen Z (36%) -Givsly