What is Substack and how can marketers use it?

Substack is a publishing platform where writers, podcasters and video creators publish free and paid posts that go to subscribers by email and in the Substack app. It is free to start. If you charge for subscriptions, Substack keeps 10% of that revenue, and card processing fees come on top.

For marketers, Substack is two things: a channel for building your own audience with a newsletter, and a place where you can reach other writers' audiences through sponsorships. This guide covers how it works, what it costs and when it is the right choice.

What is Substack?

Substack started as a newsletter platform for independent writers. It now covers newsletters, podcasts, video and live video, with community features around them. Substack says "tens of millions" of people read, watch and listen on it every week, and that it has passed 5 million paid subscriptions.

The main features are:

• Newsletter editor: write, schedule and send posts by email, with a public web archive.
• Free and paid posts: choose for each post whether it is free or only for paying subscribers.
• Podcasts and video: a built-in recording studio, live video and publishing to Apple Podcasts, Spotify and YouTube.
• Notes: a short-form feed inside Substack that helps readers discover new writers.
• Chat and comments: subscriber chats, comment threads and moderation tools.
• The Substack app: where readers discover, read and subscribe.
• Recommendations: writers can recommend each other's publications at sign-up.

How much does Substack cost?

• Free to start. Substack says there are no platform fees, tiers or contracts.
• 10% of paid subscription revenue. Writers keep 90%, minus card processing fees. Payments run through a third-party payment processor that Substack chooses.
• Custom domain. Substack's help center lists a one-time fee of $50 per publication to connect your own domain. You buy the domain itself elsewhere.

Prices checked on 31 October 2026.

A revenue share costs nothing while your newsletter is free, but it grows as paid revenue grows. Newsletter platforms that charge a flat monthly fee can work out cheaper for large paid publications, so compare total cost at the revenue you expect.

How do people find you on Substack?

Discovery is Substack's main advantage over a standalone email tool. Readers find publications through:

• The Substack network. Substack says more than 30% of paid subscriptions come from within its network, through the app, Notes and recommendations.
• Recommendations from other writers. When someone subscribes to one publication, they can be offered others that the writer recommends.
• Search engines. Every post also lives on a public web page that search engines can index. Use clear titles and descriptions, as you would for any SEO-friendly content.
• Your own channels. Share posts on LinkedIn and other social networks, and link your newsletter from your website.

Do you own your list?

Substack says creators own their content and their subscriber list. Its publisher agreement describes the writer as the controller of their list. That is important for businesses: you can move to another platform later or connect your audience to your own marketing stack. Make sure your sign-up wording and privacy notice cover how you will use the list. See opt-in and GDPR for the basics.

How can businesses and marketers use Substack?

Run a founder or expert newsletter

Substack is built around individual creators, so it suits a named person with a clear point of view: a founder, analyst or head of marketing writing about their market. The network can help a new newsletter reach readers it would not reach through your website alone.

Sell paid research or community access

Some businesses use paid tiers for research, data or a private community, with free posts as the top of the funnel. This is closer to running a media product than to classic content marketing, so plan the time it takes.

Sponsor other writers' newsletters

Brands can reach engaged niche audiences by sponsoring Substack writers. In June 2026 Substack launched a native sponsorship program that connects brands with creators, with formats such as editorial series, events, podcast segments and subscriber perks. Substack says creators choose who they work with and keep editorial independence. It also says more than 100,000 publishers make money on the platform. Judge any sponsorship by audience fit and results, as with influencer marketing.

When is Substack not the right choice?

• You need full control over design and data. Substack publications share a common look, and your newsletter sits inside Substack's brand and app.
• You need deep marketing automation. If you want lead scoring, complex segmentation or tight CRM workflows, a dedicated email marketing or marketing automation tool fits better.
• You will earn a lot from paid subscriptions. A 10% revenue share can cost more than a flat-fee platform at scale.
• The newsletter is mainly company news. Product announcements and promotions belong in your own customer emails, not in a publication readers choose to follow.

How to start a Substack newsletter

1. Pick a narrow topic your buyers care about and you can write about every week or two.
2. Decide who writes it. A named author with their own voice fits the platform better than a company byline.
3. Set a realistic schedule and keep to it.
4. Start free. Build trust and an audience first; add paid posts only if you have something worth paying for.
5. Recommend and collaborate with related publications to grow through the network.
6. Measure what matters: subscribers, engagement and, for B2B, the leads and conversations the newsletter creates.

For more on running a newsletter well, read our email marketing strategies and email monetization guides.