Substack sits in that weird space between newsletter, blog, and mini media business, and the way people talk about it doesn’t always help.

So, what is Substack, really? At its simplest, it’s a platform that lets you publish writing, send it straight to subscribers by email, and optionally charge for access. No complicated setup, no duct-taping five tools together. Just you, your words, and an inbox (or a paywall) if you want one.

The real question isn’t “is Substack good,” it’s whether it fits the way you actually want to write and build an audience. Let’s get clear on how it works.

Substack Explained

Substack is a publishing platform built for one thing: getting your writing to readers without you setting up a whole tech stack. 

At its core, it’s a newsletter tool and a blog rolled into one. You write a post, hit publish, and Substack sends it to subscribers by email. At the same time, that post also lives on your Substack page as a normal web article, with an archive people can browse and a subscribe button that’s always there.

People love Substack because it puts the basics in one place: write a post, publish it, email it to subscribers, and charge for it if you want.

When you publish on Substack, three things happen:

  1. It goes to inboxes. Subscribers get it automatically, like a newsletter.
  2. It shows up on your Substack site. The post becomes a web page in your archive.
  3. You choose access. You can keep everything free, put some posts behind a paywall, or do a mix.

That “access” switch is the reason Substack gets talked about like a mini business tool. You can run it as a free publication forever, or you can offer paid subscriptions for people who want more, deeper posts, extras, or just want to support the work.

How does it differ from Mailchimp or ConvertKit? Those tools are mainly built to manage lists and send campaigns. Substack is built around publishing. The writing comes first, then distribution, then optional monetization. Your posts automatically double as emails and web pages, which is the part people find relieving.

And yes, the phrase “a Substack” is confusing. When someone says “I started a Substack,” they might mean:

  • a newsletter they send by email
  • a publication page with an archive
  • a paid subscription people can buy
  • usually all of the above

One reality check before we romanticize it: Substack makes the mechanics easier. It doesn’t hand you an audience. You still have to know what you’re writing, who it’s for, and why anyone should come back next week.

Your Publishing Journey Awaits – Start Now

Who Substack Is Best For?

Substack works best when your product is the writing. If that’s you, it can feel refreshingly simple. If that’s not you, it can feel like trying to run a real business out of a very clean, very limited apartment.

Substack is a good fit if you…

  • You want something simple. You’d rather spend your time writing than fiddling with a website, plugins, or signup forms.
  • You want a direct line to readers. Email isn’t exciting, but it’s reliable. If someone subscribes, you can reach them without hoping an algorithm cooperates.
  • You have a clear topic or angle. You don’t need to be well-known, but you do need a consistent theme, viewpoint, or type of reader you’re writing for.
  • You want the option to charge later. Paid subscriptions are already built in, so you can turn them on when it makes sense without rebuilding everything.
  • You like to publish and move on. Substack is made for hitting publish regularly, not endlessly tweaking the look and layout.

Substack is probably not for you if you…

  • You need a lot of design control. If you want a highly customized site, special pages, or a very specific look, Substack can feel limiting.
  • SEO is your main growth plan. Your posts can show up on Google, but Substack isn’t built for serious SEO setup or organizing content into big topic hubs.
  • You’re mainly selling something other than writing. If your real business is courses, coaching, a store, or multiple offers, Substack will start to feel like the wrong tool.
  • You publish with a team. If you need editors, approvals, roles, and lots of back-and-forth, Substack is too basic. It’s mostly built for solo writers.
  • You don’t like relying on a platform. You can take your email list with you, but you’re still playing inside Substack’s system and rules.

A quick gut-check

If you want a simple way to publish and build a loyal reader base, Substack is a solid choice.

If you want a fully owned site and a flexible business platform that happens to include a newsletter, look at tools built for that. Substack will feel like it’s holding you back, and it probably will.

Free vs Paid Substack

Substack gives you three options: everything free, everything paid, or a mix. Most people end up doing the mix.

Free-only (the audience builder)

Everything you publish is free. People subscribe because they like your work, and you grow over time.

This is best if you’re:

  • starting from zero
  • focused on reach and sharing
  • using Substack to support something else (a book, a business, speaking, etc.)

Simple, low pressure, easy to stick with.

Paid-only (rare, and hard)

Everything is behind a paywall. People have to pay before they really know you.

This usually only works if you already have:

  • an audience
  • a strong reputation
  • very specific, high-value content (industry insights, research, investing, etc.)

If you’re still building your name, paid-only slows you down.

Freemium (the common setup)

Some posts are free, some are paid.

Think of it like this:

  • Free posts bring people in.
  • Paid posts go deeper.

Common freemium pattern:

  • free posts: your “main” newsletter, shareable, consistent
  • paid posts: deeper analysis, bonus content, behind-the-scenes, more detailed help

You don’t need a complicated plan. Even “mostly free, one paid post per month” can work.

Substack lets you charge in a few simple ways:

  • Paywalled posts: only paid subscribers can read them.
  • Paywalled sections: the start is free, the deeper part is paid.
  • Founding memberships: a higher-priced tier for people who want to support you more (often for the vibes, not the extra content).

That’s the whole free vs paid decision: how much you want to give away publicly, and what you want to save for the people who pay to support the work. 

What to Publish on Substack (What Actually Works)

Substack doesn’t reward content. It rewards a reader opening your email and thinking, that was worth it. Most successful Substacks fall into a few simple formats.

A recurring column is the easiest to sustain. One topic, one angle, on a schedule you can actually keep. Readers subscribe faster when they know what they’re getting.

Practical posts do well because they earn trust quickly. Think frameworks, checklists, scripts, or “here’s exactly how I handled this problem.” Specific beats broad every time.

Series posts create momentum. A 5-part project, a monthly case study, a chapter-by-chapter idea, anything that gives people a reason to come back because something is unfolding.

Behind-the-scenes is where paid often makes sense. Not “better writing,” just deeper access. Process, decisions, drafts, honest lessons, the stuff you don’t want floating around publicly.

Curation can work too, but only if it’s curated with taste. A few links plus your take, what mattered, what to ignore, the pattern you’re seeing. A link dump is forgettable.

If you want a quick shortcut, use this as your starting menu:

  • one consistent “main” post (weekly or biweekly)
  • one occasional deeper piece (monthly is fine)
  • optional extras like Notes or Q&As when you feel like it

The best format is the one you can repeat for six months without hating your life. Consistency is what makes a Substack feel real.

Getting Started Without Making It Cringe (A Simple Launch Plan)

Most people overcomplicate Substack in the first week. They pick a font, redesign the header nine times, then publish one post and disappear. Try the opposite.

Step 1: Write one clear promise

Before you touch settings, write a single sentence that answers: why should anyone subscribe?
Not “my thoughts on life.” Something sharper.

Examples:

  • “A weekly email about book marketing that’s honest, specific, and actually usable.”
  • “Short essays on design and decision-making, with zero hustle culture.”
  • “One practical idea each week for writing better, and shipping more.”

If you can’t explain the promise, the reader won’t magically guess it.

Step 2: Pick a schedule you can keep on a bad week

Weekly sounds nice until you hit a rough month. Biweekly is fine. Even twice a month is fine. The point is to be consistent enough that readers trust you.

Step 3: Draft 3 posts before you launch

This saves you from the classic Substack pattern: strong first post, then panic.

Your starter set can be:

  • one flagship post (your best, most representative piece)
  • one practical post (useful, specific)
  • one personal angle post (why you care, what you’re building)

Step 4: Decide your free vs paid setup (keep it simple)

If you’re new: start free.
If you already have demand: do freemium.

A clean freemium option:

  • most posts free
  • one paid-only (or paywalled section) per month

You can always change this later. Readers won’t call the police.

Step 5: Set up the basics (don’t make it an art project)

You need:

  • a name that matches what it is
  • a short About page (who it’s for, what they’ll get, how often)
  • a welcome email that sounds like a human, not a brand

That’s enough.

Step 6: Get your first subscribers in a normal way

The first 50 subscribers usually come from places you already exist:

  • your personal network (quietly, without begging)
  • one social post pointing to your best piece
  • relevant communities where you already show up
  • a guest post, podcast appearance, or collaboration if you have access

You don’t need a big launch. You need one strong post and a way to get it in front of the right people.

Step 7: Don’t confuse publishing with promotion

Publishing is writing and sending. Promotion is getting it seen. You need both, but you don’t need to do them every day.

A realistic rhythm:

  • publish on a schedule
  • share the post once or twice
  • reply to comments or emails when it matters

The goal is not to grow fast. The goal is to build something readers trust enough to return to.

Substack: Great Tool, Not a Shortcut

Substack is a simple way to publish writing, send it to inboxes, and (if you want) get paid for writing, without building a whole tech setup.

If you like writing regularly and want a direct line to readers, it’s worth trying. If you need total control, heavy design, or a full business website, it’s probably not the right tool.

Either way, the platform is just the container. The thing that makes it work is still the same old answer: write something people actually want to come back for.

Interested in reading more about writing? Read our blog on How to Create a Writing Portfolio. 

FAQ: What Is Substack?

Q: What do people use Substack for?

Mostly, people use Substack to publish writing and send it straight to subscribers by email, with a simple website archive included. It’s popular for essays, commentary, niche expertise, personal storytelling, and anything that benefits from a direct reader relationship. Some writers keep it free, others use it to earn from paid subscribers.

Q: What’s the difference between a blog and a Substack?

A blog usually lives on a website and waits for people to visit. A Substack post goes to your audience automatically by email, and also lives online like a blog post. The inbox delivery is the real difference; it creates habits and repeat readers much faster than “hope they come back.”

Q: What kind of content can you post on Substack?

Whatever you’d publish as a newsletter or blog: essays, weekly columns, practical advice, commentary, serialized projects, interviews, even audio. The stuff that works best is writing with a clear angle and a consistent vibe. If it feels like something people would look forward to in their inbox, it’s a fit.

Q: Is Substack free to use?

Yes, if you publish for free, Substack doesn’t charge you anything. It only starts taking fees when you turn on paid subscriptions. Publishing and emailing your audience is free either way.

Q: How to view an article without paying?

If the post is free, you can read it normally. If it’s behind a paywall, you can’t access the full post unless you subscribe, but some writers leave the first section visible. Your best bet is subscribing to the free tier if they offer one.

Q: Do I need a Substack account to read?

Not always. You can read public Substack posts in a browser without an account. But subscribing (even for free) is usually easiest with an email address, so you actually receive the posts.

Q: How much do Substack writers get paid?

It depends on how many paid subscribers they have and what they charge. Substack takes 10% of paid revenue, and Stripe takes payment processing fees, so writers keep the rest.

Q: How much does Substack take in fees?

Substack takes 10% of each paid transaction, and Stripe charges 2.9% + $0.30 per payment, plus a 0.7% billing fee for recurring subscriptions (for creators who enabled payments after July 10, 2024). If you never charge, you pay nothing.