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.

Feb 27, 2025 - 14:30
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How to Use Substack: Lessons from What's Working for Creators
How to Use Substack: Lessons from What's Working for Creators

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.

  1. 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."
  2. 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 actually receives what you send. For many writers, that’s a game-changer. "It's not a feature per se—but the fact that it’s email-based means my work actually reaches my audience. I don’t have to fight an algorithm to get in front of my own subscribers," said Fio.
  3. It has built-in discovery tools: Substack isn’t just a newsletter platform—it’s a network. Readers on Substack can discover new writers through recommendations, the Substack app, and the platform’s editorial features. For newsletter creators, this built-in audience makes a world of difference. When asked which Substack feature has had the most impact, Lily Ugbaja, who writes about great marketing from different companies on Marketing Cyborg, said, "The network effects honestly. How easy it is for people to recommend your newsletter and for new readers to find you—this has been huge for me."
  4. Monetization is built-in: For writers looking to earn from their content, Substack offers seamless monetization through paid subscriptions. While not every Substack creator chooses to monetize, having the option to do so without setting up a separate payment system is a major advantage.
  5. It feels like a community: Many writers appreciate that Substack fosters a space for deeper, more engaged conversations compared to fast-moving social media. Features like Substack Chat and Notes allow for ongoing interaction beyond just email updates. Anna Mackenzie, who writes Anna Mack’s Stack, a weekly newsletter on building a career beyond a 9-5, said about the community, "There is such considered discussion in Notes and my comments. I didn’t expect Substack to feel this interactive."

Sold? Hold on a second — let’s walk through some of the challenges creators face with the platform.

Challenges creators face with Substack

Substack makes it easy to start a newsletter—but that doesn’t mean it’s easy to grow and sustain one, no matter which platform you choose.

Every creator faces obstacles, whether slow audience growth, burnout, or figuring out how to monetize effectively. And between the medium of newsletters and the platform itself there are a few limitations to take into consideration.

  1. It might take a while to grow an audience: Although content on Substack can go viral overnight, newsletter growth, in general, tends to be slow and steady. Many writers expect subscribers to flood in immediately, but that’s rarely true. "It took months before I saw real traction," said Fio Dossetto. "You have to play the long game. Keep showing up even when it feels like no one is reading." I second this as someone with a newsletter of her own.
  2. Consistency can be a struggle: Many Substack writers start strong but struggle to keep up with their publishing schedule. Life gets busy, inspiration dips, and the pressure to keep writing can feel overwhelming.
  3. Monetization isn’t instant — or available to everyone: Many writers assume they can launch a Substack and immediately start making money. In reality, monetization is a long-term play—building trust and a loyal readership takes time. Anna Burgess Yang, who writes about the future of work and career growth in Work Better shared, "I do [monetize], but I have very few paid subscribers. It’s been a slow climb, and I’m still figuring out how to make it sustainable."
  4. Substack’s limitations: While Substack is great for simplicity, it does have some limitations—especially when it comes to customization, design, and analytics. Some writers like Fio find it frustrating that they can’t customize their newsletter layout as much as they’d like. Fio shared, "There are some serious style limitations. I wish Substack allowed for more formatting options.”

Now that we’ve walked through the perks and downsides let’s walk through exactly how to set up your own Substack—from choosing a name to hitting publish on your first post.

How to set up a Substack newsletter

Starting a Substack is simple. You can create an account and publish your first post in minutes. But setting it up well requires a bit more thought.

From choosing a name to writing an engaging bio, these early steps can make a big difference in how potential readers perceive your newsletter.

Here’s how to set up your account for success.

1. Create a Substack account

The first step is to head to substack.com and sign up and follow the prompts to set up your profile.

Your profile is your Substack "about me" section—it appears on your newsletter page and in every email footer.

On your profile page (which you can access through the images at the top-right or bottom-left of your homepage), click Settings to edit your profile picture, name and bio.

Your image can be a picture of you or a logo for your newsletter. However, a well-written bio helps potential readers quickly understand what you and your newsletter are about and why they should care.

A strong bio:

  • Clearly states the newsletter’s focus
  • Highlights who it’s for
  • Uses a conversational, approachable tone

For example, instead of:

"I’m a marketing expert sharing my thoughts on digital trends."

Try:

"Every week, I break down digital marketing trends into actionable strategies—so you can grow your brand without the guesswork."

You can (and should) also connect your social media so that people can find you elsewhere.

2. Set up your newsletter as a publication

Once your account is set up, select Start Writing on your home page to start setting up your newsletter.

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

You’ll be taken to a new blank page, but I recommend you hit the back button to customize your newsletter before you start publishing.

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

Once you're on the homepage, click on the Settings button to set up your newsletter properly.

First, you'll need to scroll to the bottom of the Settings page, then select Convert to publication to gain full customization capabilities.

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