Substack is a publishing platform that allows writers to send digital newsletters directly to subscribers. It combines blog and email newsletter functionality with built-in monetization options. Since launching in 2017, it has grown popular among journalists, writers, and increasingly, political voices looking for direct connections with their audience.
Key Substack Features
Email newsletters and blog posts are the core of Substack, but it also includes helpful features:
- Social features like posts, comments and re-stacks
- Recommendations that help grow your audience
- Monetization features like subscriptions and subscriber-only posts
- Podcasting capabilities for audio content
How Substack Approaches Politics
Substack has become a home for political writers across the spectrum. The platform is content-neutral, giving campaigns full control over their message without algorithm interference. This creates a direct line to supporters that isn't filtered through social media platforms or dependent on paid promotion to reach your audience.
How Campaigns Are Using Substack
Campaigns are finding Substack valuable as a separate distribution channel for content outside of social media. North Carolina Attorney General Jeff Jackson uses it as his direct way of communicating with constituents, building a following through clear explanations of complex legislation and political processes. Other campaigns use it to share longer-form policy positions that wouldn't fit on Twitter or Facebook.
Limitations for Campaigns
Campaigns cannot use Substack's monetization features because the platform does not collect the necessary compliance information required by campaign finance laws. This also means losing access to some engagement tools tied to the subscription model. Additionally, growth on Substack requires consistent content creation, which can be challenging during busy campaign periods.
Who is Substack Good For?
Substack works best for campaigns that create original, written content on a consistent basis and are looking for an easy place to host and distribute it. It's ideal for campaigns with a candidate or team member who enjoys writing, has unique insights to share, and wants to build deeper connections with supporters through substantive content rather than quick social media hits.
Conclusion
Substack offers campaigns a valuable channel for direct communication with voters, free from algorithm changes and platform restrictions. While it requires consistent content creation and has some limitations regarding campaign finance compliance, it provides an excellent opportunity to share deeper thoughts and build a loyal following. For campaigns ready to commit to regular, quality writing, Substack can become an invaluable part of your digital strategy.
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