How to Use Substack: Lessons from What’s Working for Creators

Get insights from real Substack creators to see what’s working, what’s challenging, and how they’re thinking about audience growth and monetization on the platform.

Substack has a reputation.

Depending on who you ask, it’s either the best place to build a newsletter business or a platform that only works for big-name writers. The truth? It’s somewhere in between.

While Substack has helped established journalists and authors go independent, it’s also a powerful tool for up-and-coming writers, niche creators, and anyone looking to build an audience without relying on social media algorithms. But is it the right platform for you?

As a newsletter writer myself, I know how tough it can be to settle on a platform. There are plenty of great options, and choosing one feels like a commitment—especially if you’re planning to grow long-term. I don’t currently host my newsletter on Substack (I went with beehiiv), but I seriously considered it (and I’m even eyeing it for a side project I’ve been workshopping). All this to say, I’ve spent a lot of time looking at what makes Substack work and where it falls short.

To cut through the noise, I combined my knowledge with insights from real Substack creators to see what’s working, what’s challenging, and how they’re thinking about audience growth and monetization.

If you’re considering starting a Substack (or just want a behind-the-scenes look at how others are making it work), this guide has you covered.

Let’s get into it.

Why creators choose Substack

For some, Substack is a no-brainer—the simplest way to start writing and build an audience. For others, it’s a strategic choice, offering direct monetization and a built-in reader network.

But why do creators actually choose Substack over other platforms like Medium, Beehiiv, or even a self-hosted newsletter? Their answers came down to a few key reasons.

It’s easy to start (and free to use): Many platforms require upfront investment or technical know-how. Substack makes it simple: sign up, start writing, and email your subscribers without touching a line of code. "The fact that it's free has been the reason I've stuck with it… it doesn't cost me anything to publish," said Fio Dossetto, who writes the content marketing newsletter Content Folks. "That meant I could experiment without pressure."
It gives you direct access to your audience: Despite the built-in social media element with Substack Notes, the platform allows you to build an email list and communicate with subscribers directly without worrying about algorithms. Your audience a