Substack is not for creators who:

• Rely on trends, virality or rapid output

• Create primarily visual, entertainment-first content

• Don’t enjoy writing or developing longer-form ideas

• Are focused on fast audience growth over long-term trust

If your work lives or dies by algorithms, Substack will likely feel restrictive rather than freeing.

Where Substack does fit within a creator strategy:

We see Substack working best for creators whose value lies in perspective, tone and trust, rather than volume or virality.

This includes:

• Opinion-led creators with a strong, recognisable voice

• Talent whose audiences follow them for how they think

• Creators moving into commentary, analysis or storytelling

• Food creators who focus on culture, craft, process or personal narrative — not just recipes
  

  For these creators, Substack isn’t another content obligation. It’s a home for their thinking.

From an agency perspective, Substack offers three meaningful advantages:

1. Audience ownership
Email-based audiences are stable, portable and far less exposed to algorithm changes. That matters when building careers that last.

2. Clear positioning
Long-form writing helps sharpen a creator’s point of view. That clarity strengthens brand partnerships, media opportunities and wider career moves.

3. Sustainable monetisation
Paid subscriptions reward depth and loyalty — not inflated reach. For the right creator, this creates a cleaner, more aligned revenue stream.

How we advise creators to use Substack:

When Substack does make sense, our guidance is simple:

• Be specific about your lane- vague newsletters don’t land

• Publish consistently, but realistically

• Use social platforms for discovery, not duplication

• Write with personality and conviction

• Treat growth as a long game

Substack works best when it’s integrated into a broader ecosystem withing your strategy. 

Practical tips before launching:

• Be clear on your niche and point of view

• Commit to a realistic publishing cadence

• Use social platforms for discovery, not duplication

• Write like a person, not a brand

• Give it time; growth is slower, but far more durable
  

The takeaway:

Substack isn’t about replacing social media or chasing the next platform trend. It’s about intentional publishing.

For creators who value depth, independence and long-term audience relationships, Substack can be a smart, strategic layer in their ecosystem.

For everyone else, skipping it is not a failure. It’s simply a good strategy.

Follow HMG on our Substack journey- https://substack.com/@huntermediagroup