Substack and the allure of creative freedom
In today’s edition:
Substack gives creators more control and ownership
Substack is turning heads. Launched in 2017, this buzzing media platform offers creators independence and control over their own content by cutting out today’s attention economy middleman: the algorithm.
Substack’s rise hints at a growing preference for creative ownership. Its subscription-based model removes the burden of click-chasing and immediate interaction, allowing creators to focus on crafting quality channels. But while many are enjoying this slower pace of content, some worry about its stance on free speech and new features that feel awfully similar to those on traditional social media.
Nevertheless, it has over 5 million paying subscribers today. And for the first time ever, Google Search interest for “Substack” surpassed “newsletter” in 2025. (Disclosure: Google is a client of Methods+Mastery.)
For marketers, new platforms bring opportunities. Substack is finally having its moment in the sun, but not without a laundry list of questions. What does the sudden influx say about audience behavior? Can creators really trust Substack in the long haul? Where do brands fit in?
What we’re seeing #1: Creators on Substack prefer ownership and authenticity over instant engagement.
On Substack, content is driven by genuine passion rather than viral trends. After years of conforming to social media’s algorithmic mold, creators are stretching their creative boundaries with unapologetic expression.
The platform’s main newsletter approach is also a welcome long-form change, providing some relief away from the thumb-numbing video scroller that’s now the norm. You’re less likely to find those instant dopamine hits, which aligns with Gen Z’s (who make up a growing 11.4% of Substack’s audience) recent preference for slower means of consumption.
However, there is a trade-off: creative freedom gained at the cost of immediate interaction. Without an algorithm fueling it, Substack creators have to rely mostly on organic discovery. But is this so bad? In response to a TikTok post about Substack, one person commented, “I enjoy writing on Substack a lot! I feel like I’m screaming into the void… but there’s something therapeutic about not expecting immediate engagement.”
What we’re seeing #2: Big brands, prominent authors, and niche writers alike are building meaningful, organic relationships.
Earlier this year, Substack announced its Creator Accelerator Fund, which pledged $20 million to encourage writers with established audiences to make the switch. Prominent voices like Katie Couric, Jim Acosta, Don Lemon, and more have since left traditional outlets in favor of Substack’s new shine.
While supportive of bigger voices ranging from actors to authors, amateur writers are also finding their footing. For those with smaller niche followings, Substack offers a quiet yet comfortable space to build communities with like-minded people.
For brands, Substack primarily brings value through collaborative approaches with already-established writers. American Eagle’s Off The Cuff series invites guest editors to co-publish weekly editions, giving creative control to the community while bringing attention to their product, which we’ve seen before. Others like Hinge, Rare Beauty, and Tory Burch are also getting involved.
What we’re seeing #3: Substack’s growth reflects a larger shift towards direct-to-audience models.
With +139% year-over-year growth in monthly active app usage, Substack’s success is a reminder of direct-to-audience staying power. It essentially democratized publishing, giving everyday contributors the chance to make a name for themselves regardless of their following, topics of interest, or demographic — diverse voices covering an endless range of interests.
Not only that, but there’s no resistance against factors outside of your control. Journalists, for example, don’t have to worry about editor-in-chief approvals. As Catherine Valentine of Substack puts it: "journalists have lost a lot of faith in [social platforms like] Meta and Twitter, and seen their own work suffer,” leading to Substack publishers wanting “complete ownership of their work and the complete ability to reach people.”
Growing trust in creators is nothing new, but Substack is taking it a step further by supporting the creator-audience relationship by, again, removing the intermediary. When you have an always-open, direct channel to subscribers, connection is authentic by design.
What It Means For You & Your Brand
Owned audiences offer powerful potential—but earning them is harder than ever. Unlike passive social media scrollers, subscribers on platforms like Substack choose to engage, making the connection deeper but more selective. This shift is reminiscent of the early days of email marketing, where opt-in participation created stronger, more loyal communities. For brands, building a direct audience now requires consistent value and intentionality—and could become a serious competitive advantage.
Substack’s rise is reshaping media strategy. As more journalists leave traditional outlets to build their own subscriber bases, brands must adapt by tailoring outreach to individual voices rather than defaulting to legacy media. Importantly, Substack is becoming a source for the mainstream, with traditional publications increasingly quoting its writers, making it a platform not just to watch, but to actively engage with.
But growth brings scrutiny. Substack, like all maturing platforms, now faces pressure to clarify its stance on content moderation, monetization, and creator policies. How it balances the needs of writers, readers, and its own business model will determine its long-term role in the media ecosystem, and should factor into how brands experiment on the platform.
The Social Scoop
Get up to speed with the biggest stories on social.
Facebook announces all video uploads will now be Reels. To “make it easier” for people to share videos on Facebook, Meta is streamlining the upload process and focusing on the Reels format. They’re also removing the 90-second length restriction to make space for both short and long-form videos, and adding new audience control features that set which groups can watch. The Video tab has been renamed to the Reels tab, offering a feed-style way to discover content from both close friends and strangers alike.
Our take: The move is similar to what we’ve seen on X and Instagram, consolidating all video content into one format and hosting them in a snackable feed. If Facebook is part of your distribution plan and you’re consistently posting videos, consider reworking your process to account for these new developments.
TikTok is rolling out new AI-powered tools in its “Symphony” ad creation suite. These include:
TikTok also announced that Symphony will be integrated with Adobe Express and WPP Open, expanding access and enabling seamless cross-tool creation to people who use these platforms.
Our take: If you’re already advertising on TikTok, these AI tools can aid the brainstorming phase and help visualize half-baked ideas. Since these are native and in-app, it may be worth trying them to see how they benefit your creative process. However, do be conscious that people are outwardly rejecting “AI slop” content, especially when it comes from big brands.
YouTube introduces new brand-creator partnership opportunities (Disclosure: YouTube is a client of Methods+Mastery). It recently launched the Open Call feature within its BrandConnect platform to help brands and creators collaborate on videos. Brands can post content opportunities and invite creators to submit custom videos promoting their products based on a specific creative brief. They can then choose from these submissions for paid promotions through Partnership Ads, providing creators more ways to earn money.
Our take: If you’re looking to strengthen your influencer bench and creator relationships, consider testing Open Call to scope out the quality of talent.
Rabbit Hole of the Month
We’re obsessed with internet rabbit holes. Here’s one we dug into this month:
Labubu
Ever seen a mischievous, pointy-eared, 9-toothed monster-elf and thought, "I need that in my life"? You’re not alone. These playful keychains have become a must-have accessory in the last year, especially after celebs like Rihanna and BLACKPINK’s Lisa were seen rocking them on their purses. The surge is real: in the past month, U.S. Google searches for Labubu hit 12 million, an 88% jump compared to May (Disclosure: Google is a client of Methods+Mastery). Before these little monsters became covetable bag charms, they first starred in a 2015 storybook by artist Kasing Lung.
Fun or frustration? Each Labubu purchase is a surprise, as they come in “blind boxes.” You never know which figurine you'll get, and it’s always a thrilling hunt for the super-rare designs. While every trend has its haters, for many Gen Zers especially, collecting is becoming cool again.
Some creators even joke about how these bag charms are their most prized possessions, implying they'd happily part with their purse as long as their Labubu is safe!
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Alt Text is brought to you by Methods+Mastery. Our insatiable curiosity and hunger to understand the world around us is what fuels our mission. We go down cultural rabbit holes to understand how trends form and how people think and behave — all so we can build work that works.
Disclosure: Methods+Mastery serves multiple clients. Those clients and/or their peers and competitors may be included in Alt Text, if we feel they’re relevant to what’s trending in social. We always disclose direct client relationships and affiliations.