This is so true. I think we were all so disappointed when we realised this, en masse about Instagram, that we’ve searched ever since for an alternative. The internet went from being a sleepy shire to a roaring high street. The love/hate relationship is real. I say - lovingly - find some way to deal with it. And please can we stop self-flagellating about, and over-thinking Glennongate? She’s a grown woman with huge resources who can make her own decisions. She left quickly and presumably is moving on. Meanwhile half of the female population of Substack is in mourning and “forever heartbroken.” Really? Sorry, I just woke up grumpy and I’m over it.
Sounds like trickle-down economics in the writing world. Let the big, already wealthy players in so their 'rising tide' helps everyone (spoiler alert, a lot of smaller boats just get swamped). And also, Substack isn't Twitter. It's here to enable thoughtful writers who can't break into the legacy publishing industry to work their craft and find their readers. Too many Glennon Doyles will drown out the smaller writers. She doesn't need another platform, and Substack doesn't need her.
I think it's a balance. The platform can't continue without growth, because that is the basis of how network effects work. And, at this stage of growth, it will come from bigger players. That said, bringing new and bigger people on will shift the balance on paid subscriptions, for sure.
The idea of "trickle-down economics in the writing world" aptly describes the current dynamics at Substack. Hamish McKenzie’s rationale for bringing big names to the platform raises some important points. While I understand that Substack is entitled to pursue strategies that generate revenue, I believe it's essential to consider the implications of these choices on smaller creators.
It's important to recognize that a high-profile writer, like Glennon Doyle, may attract a significant number of subscribers, but this could also mean fewer opportunities for lesser-known writers. Typically, fans of major figures in the industry are more inclined to support those big names rather than explore the offerings of emerging voices. This trend leads to a lack of visibility for up-and-coming creators, who may find it challenging to build their own subscriber base.
I've observed that many new accounts on the platform seem to follow high-profile authors without necessarily seeking out diverse content. While growing subscriber numbers may be a priority for Substack, this approach can unintentionally overshadow smaller contributors.
I appreciate Substack’s business model, but I am starting to feel that their messaging could be more transparent and supportive of all writers. I’m considering reducing my time on the platform or possibly creating a new account to focus on free content. It's crucial for platforms like Substack to strike a balance that fosters a thriving community for both established and emerging writers. I was ‘all in’ — planning to pay for more yearly Subscriptions as they're more smaller voices that I want to support and elevate. But, now I’m rethinking my investment on this platform.
I think it’s still possible to foster positive community while generating revenue for stockholders as Substack is undoubtedly looking to go IPO. That would require a public benefit corporation mentality though. The idea that it’s all about ‘business’ and that's all it can be is short-sighted.
Anyways, looks like they're ‘all in’ on video content. That means shorter attention spans and less long form content (more like Twitter and TikTok). I predict many people of older demographic who are committed to reading and writing long form will leave. Substack won't, most likely care, as they're catering to younger audience and anticipating next demographic of users.
Yes, I love your thinking. The reality is that the division of paid subscriptions, the massive changes to our Substack feeds, and the move to video are all things that are happening. Period. And it’s tough. AND it’s critical to consider the impact on smaller creatives. I didn’t touch on paid subscriptions in this post but I have lots of thoughts about all that, as it’s undoubtedly shifting dramatically with more influencers coming in. TLDR: The new subscribers influencers are bringing are necessary for the network to keep growing (remember, shrinkage = death), BUT it will mean that many writers will see people who paid for them now paying for someone else instead, simply because people will not want to allocate endless $ to paid Substacks.
Thanks for this! I was surprised and disappointed Glennon left, actually. Everyone always has something to say (as you mention) about famous people. I didn’t see anything vicious, just discussion over the way she did it. I feel like she could have just done her own thing and continued and that would have been cool. I know she has a complicated relationship with social media/being seen at the moment though (from what she’s said on her podcast and in writing)
Claire, this was great… really informative. I’m 51, very social media unsavvy and Substack is the only social media I really engage with (is it social media? I don’t even know that). I stay away from Instagram etc because, to be blunt, it often feels like people flogging or advertising stuff and also I’m not a fan of Zuckerberg. What do you think are the chances of Substack going down this route? I understand writers are selling their writing here but can you envisage a time Substack becomes more of an Instagram type platform? I love it here, it feels like a safe haven from the other platforms…. Have I been naive to think it could stay that way? Thanks.
Yes. I haven’t enabled my paywall so I don’t know how it works. I’m guessing Substack takes a percentage of what people pledge. Is that right? How much? Where is that disclosed?
100% widening the pie is for the benefit of everyone, AND I've always thought widening the pie with more readers v/s writers (which is what big names often bring with them) is even more important. Liked your clarity here.
Thanks for writing this out. I work in media. Give the people what they want! The more audience, the more everyone benefits. The smaller the audience, the hungrier everyone gets.
Since it’s us who helps make these social networks profitable, I do think we can decide to a degree how they feel. Yes, we need it to grow & should want it to, but we can demand slower growth. We can demand that celebrities who join play by our rules. That they treat it like the community we want it to be, even if it has to be profitable to exist in this ridiculous world we’ve created.
“Third, you can just keep doing your thing. Keep your head down. Type the hell out of your little fingers.
“If you choose this last option, you may to remind yourself to look up from time to time. Yes, this place and growing and changing. More people are here and dynamics will shift.”
Thanks Claire. I came to Substack for a place to write stories about my life and times for my family and close friends. Substack is a place for me to gather these stories and posting three times a week is a discipline to get the stories down.
Along the way, some others have checked me out and it is nice to make new parasocial acquaintances and read what they have to say about their life and times.
Thanks for your post. It made me look up and be grateful for the “game” that is
Substack. Meanwhile, I’ll continue to type the hell out of my little fingers.
I came here because someone else I found on another platform was here, so I came to check it out. I came for them, but now follow, subscribe and pay many others. We all feed into this ecosystem, and if we look around one day and find it’s no longer a habitat we enjoy, as you said, we get to leave. Thank you for writing this, I found it really useful.
Thank you for the clarity and objectivity with which you’ve written this, Claire. I truly appreciate your pointing out that everyone has agency and choices. We can choose intentionally.
Yes to this! Thanks for breaking down the business model. I think idealists want Substack to stay an “underground” platform, but as you point out, then the platform dies. I do believe there’s room for all levels of authors here, myself included.
It’s so important for folks to see a bigger picture. If anything good at all can come from a cruel take down of a woman who has been such a supporter of other women it will be that people do the work to understand Substack’s business model, ethics and the fact they support many many “influencers” and writers to arrive every single week.
They are brilliant at it. The business model, like you say doesn’t work without them.
1000% I've it before. Substack is not a community, it's a business. Understand and commit to YOUR why and use the platform as it suits you.
Well said, Catherine;)
This is so true. I think we were all so disappointed when we realised this, en masse about Instagram, that we’ve searched ever since for an alternative. The internet went from being a sleepy shire to a roaring high street. The love/hate relationship is real. I say - lovingly - find some way to deal with it. And please can we stop self-flagellating about, and over-thinking Glennongate? She’s a grown woman with huge resources who can make her own decisions. She left quickly and presumably is moving on. Meanwhile half of the female population of Substack is in mourning and “forever heartbroken.” Really? Sorry, I just woke up grumpy and I’m over it.
I love the concept of a sleepy shire;) Exactly.
Sounds like trickle-down economics in the writing world. Let the big, already wealthy players in so their 'rising tide' helps everyone (spoiler alert, a lot of smaller boats just get swamped). And also, Substack isn't Twitter. It's here to enable thoughtful writers who can't break into the legacy publishing industry to work their craft and find their readers. Too many Glennon Doyles will drown out the smaller writers. She doesn't need another platform, and Substack doesn't need her.
I think it's a balance. The platform can't continue without growth, because that is the basis of how network effects work. And, at this stage of growth, it will come from bigger players. That said, bringing new and bigger people on will shift the balance on paid subscriptions, for sure.
The idea of "trickle-down economics in the writing world" aptly describes the current dynamics at Substack. Hamish McKenzie’s rationale for bringing big names to the platform raises some important points. While I understand that Substack is entitled to pursue strategies that generate revenue, I believe it's essential to consider the implications of these choices on smaller creators.
It's important to recognize that a high-profile writer, like Glennon Doyle, may attract a significant number of subscribers, but this could also mean fewer opportunities for lesser-known writers. Typically, fans of major figures in the industry are more inclined to support those big names rather than explore the offerings of emerging voices. This trend leads to a lack of visibility for up-and-coming creators, who may find it challenging to build their own subscriber base.
I've observed that many new accounts on the platform seem to follow high-profile authors without necessarily seeking out diverse content. While growing subscriber numbers may be a priority for Substack, this approach can unintentionally overshadow smaller contributors.
I appreciate Substack’s business model, but I am starting to feel that their messaging could be more transparent and supportive of all writers. I’m considering reducing my time on the platform or possibly creating a new account to focus on free content. It's crucial for platforms like Substack to strike a balance that fosters a thriving community for both established and emerging writers. I was ‘all in’ — planning to pay for more yearly Subscriptions as they're more smaller voices that I want to support and elevate. But, now I’m rethinking my investment on this platform.
I think it’s still possible to foster positive community while generating revenue for stockholders as Substack is undoubtedly looking to go IPO. That would require a public benefit corporation mentality though. The idea that it’s all about ‘business’ and that's all it can be is short-sighted.
Anyways, looks like they're ‘all in’ on video content. That means shorter attention spans and less long form content (more like Twitter and TikTok). I predict many people of older demographic who are committed to reading and writing long form will leave. Substack won't, most likely care, as they're catering to younger audience and anticipating next demographic of users.
Yes, I love your thinking. The reality is that the division of paid subscriptions, the massive changes to our Substack feeds, and the move to video are all things that are happening. Period. And it’s tough. AND it’s critical to consider the impact on smaller creatives. I didn’t touch on paid subscriptions in this post but I have lots of thoughts about all that, as it’s undoubtedly shifting dramatically with more influencers coming in. TLDR: The new subscribers influencers are bringing are necessary for the network to keep growing (remember, shrinkage = death), BUT it will mean that many writers will see people who paid for them now paying for someone else instead, simply because people will not want to allocate endless $ to paid Substacks.
Thanks for this! I was surprised and disappointed Glennon left, actually. Everyone always has something to say (as you mention) about famous people. I didn’t see anything vicious, just discussion over the way she did it. I feel like she could have just done her own thing and continued and that would have been cool. I know she has a complicated relationship with social media/being seen at the moment though (from what she’s said on her podcast and in writing)
Yes, I was sad also. I understand criticism at her level must be intense, of course, but I do wish she'd figured out a way through.
Claire, this was great… really informative. I’m 51, very social media unsavvy and Substack is the only social media I really engage with (is it social media? I don’t even know that). I stay away from Instagram etc because, to be blunt, it often feels like people flogging or advertising stuff and also I’m not a fan of Zuckerberg. What do you think are the chances of Substack going down this route? I understand writers are selling their writing here but can you envisage a time Substack becomes more of an Instagram type platform? I love it here, it feels like a safe haven from the other platforms…. Have I been naive to think it could stay that way? Thanks.
Claire, how exactly does Substack make money without advertising?
You mean aside from paid subscribers?
Yes. I haven’t enabled my paywall so I don’t know how it works. I’m guessing Substack takes a percentage of what people pledge. Is that right? How much? Where is that disclosed?
Yes, exactly. Substack takes a 10% commission on paid subscribers plus processing fees. Paid subscriptions are the main revenue model.
Thanks for clarifying. I hadn’t thought about the economics of the platform.
of course!
100% widening the pie is for the benefit of everyone, AND I've always thought widening the pie with more readers v/s writers (which is what big names often bring with them) is even more important. Liked your clarity here.
yes! thanks for reading!
This is the single most helpful and clear-eyed thing I’ve read about Substack related to this whole Glennon thing. Thanks, Claire!
Thanks, Jeff! I’m 34% through with Good Soil and I DON’T WANT IT TO END. Love!!!
Yes, totally. My why is it is a electronic place to store my poems so I don't lose them and read some great writing like yours,😻
;)
Thanks for writing this out. I work in media. Give the people what they want! The more audience, the more everyone benefits. The smaller the audience, the hungrier everyone gets.
Thanks for reading Ruth. Yes and yes;)
Since it’s us who helps make these social networks profitable, I do think we can decide to a degree how they feel. Yes, we need it to grow & should want it to, but we can demand slower growth. We can demand that celebrities who join play by our rules. That they treat it like the community we want it to be, even if it has to be profitable to exist in this ridiculous world we’ve created.
“Third, you can just keep doing your thing. Keep your head down. Type the hell out of your little fingers.
“If you choose this last option, you may to remind yourself to look up from time to time. Yes, this place and growing and changing. More people are here and dynamics will shift.”
Thanks Claire. I came to Substack for a place to write stories about my life and times for my family and close friends. Substack is a place for me to gather these stories and posting three times a week is a discipline to get the stories down.
Along the way, some others have checked me out and it is nice to make new parasocial acquaintances and read what they have to say about their life and times.
Thanks for your post. It made me look up and be grateful for the “game” that is
Substack. Meanwhile, I’ll continue to type the hell out of my little fingers.
I love it!
I came here because someone else I found on another platform was here, so I came to check it out. I came for them, but now follow, subscribe and pay many others. We all feed into this ecosystem, and if we look around one day and find it’s no longer a habitat we enjoy, as you said, we get to leave. Thank you for writing this, I found it really useful.
Thanks for reading! Yep, all ecosystems change.
Thank you for the clarity and objectivity with which you’ve written this, Claire. I truly appreciate your pointing out that everyone has agency and choices. We can choose intentionally.
Thanks for reading, Mansi!
Yes to this! Thanks for breaking down the business model. I think idealists want Substack to stay an “underground” platform, but as you point out, then the platform dies. I do believe there’s room for all levels of authors here, myself included.
Agreed. ;)
This is BRILLIANT. I hope that many people read this and have a wee think about what we are all doing here.
Thanks so much for reading, Sarah!
👏🏻 Brilliant Claire! Thank-you.
It’s so important for folks to see a bigger picture. If anything good at all can come from a cruel take down of a woman who has been such a supporter of other women it will be that people do the work to understand Substack’s business model, ethics and the fact they support many many “influencers” and writers to arrive every single week.
They are brilliant at it. The business model, like you say doesn’t work without them.
Xx
Absolutely. Loved your video!
Aww thank you that means a lot - I was still processing it all. 💖