Who (or What) Is a Substacker?

Growing up in the digital age, I’ve seen the rise and fall of social media platforms past: MySpace, Vine, Google+, BeReal (not dead yet, but basically). New social media sites aren’t rare, but ones that stick are. 

Simply put, Substack is sticking. My gut reaction is to keep a finger so tight on the pulse, I can feel when someone’s affiliate link gets another cookie. Bump-bump: there goes someone’s brand partnership just made enough to pay my rent.

Still, I find it somewhat hard to respond to the question “what even is Substack?” The platform right now feels like a funky Frankenstein of traditional media and social media both in its features and its users. As more writers, journalists, influencers, and everyday users flock to Substack, a more compelling question might be: What is a Substacker? Is it a writer? An influencer? A journalist? Who came first, the affiliate or the newsletter?

To get some perspective, I asked the wonderful Abby Isaacson of Two West MGMT,, who manages several influencers with notable Substacks. (We’ve had the pleasure of working with Abby and her team on a traditional campaign before and it was lovely.)

Thinking about the number of talent on your roster publishing on Substack today, do you see that number growing?

“I expect that number to grow as Instagram and TikTok algorithms become more and more unpredictable, while Substack offers talent a more consistent path to reaching their core audience.”

I agree, and want to circle back to that chicken-and-egg question. Maybe it doesn’t matter who came first, as long as creators find their niche and use the platform intentionally.

Is Substack something you actively encourage your talent to participate in? Why? 

“It depends on the creator’s goals, but generally, yes. Substack rewards consistency and enables creators to build paid communities with minimal barriers to entry.”

True. Just because you can doesn’t mean you should. Influencers are often blamed for the decline of traditional media, so on a platform that merges both worlds, a little selectivity goes a long way.

When it comes to affiliate, do you approach it like a standard influencer campaign, or does it function differently on Substack?

“We don’t treat it like a standard campaign; there’s significant room for creativity in how affiliate links are integrated. Substack, in particular, has proven to be a strong revenue driver for affiliate partnerships in creators’ newsletters. We’ve found that collage-style product roundups and affiliate links embedded within storytelling content can be highly effective, often driving stronger conversion rates than other platforms.”

Here’s where my (very biased CPG publicist) heart lit up. Product recs landing straight in the inbox? Yes, please. And if conversion is high, there’s every incentive to keep reading and scrolling and clicking.

So maybe the real story isn’t about what Substack or who a substacker is, but what they’re becoming. The platform’s potential is undeniable, and it sounds like influencers are already on board. Whether you’re a writer, influencer, or just a nosy PR gal like me, Substack’s the new scroll worth studying. Because if the inbox really is the new feed, I, for one, want front-row seats. 

See you soon,
Sarah