When Substack first gained traction, it was hailed as a lifeline for independent writers: a platform where newsletters could bypass algorithmic feeds, connect directly with readers, and generate revenue through subscriptions. But as the platform has grown — now hosting hundreds of thousands of publications — discovery has become one of its most persistent challenges. Substack offers paid promotion tools, but not every writer wants (or can afford) to invest in ads to reach readers. Growth without a budget remains both necessary and possible.
Start with the writing, not the platform
Readers don’t subscribe because of the mechanics of Substack. They subscribe because the writing offers clarity, perspective, or utility they can’t find elsewhere. Growth begins with sharpening the voice: a distinct angle, a rhythm of publishing, and an ability to frame ideas in ways that matter to a specific audience. Consistency matters less than predictability. Weekly is fine, monthly is fine — so long as the cadence is steady enough to build trust.
Borrow audiences strategically
Most successful newsletters don’t grow in isolation. Writers leverage overlapping communities — Twitter threads linking back to essays, guest posts on other newsletters, podcast appearances, even traditional op-eds. Cross-pollination works because it taps into audiences already primed to read. An early-stage Substack benefits more from being recommended by three peers in its niche than from paying for anonymous clicks.
Make the archive work for you
One overlooked advantage of Substack is the permanent archive. Each post has a URL that can circulate far beyond its send date. Treat the archive as evergreen publishing: update older posts with context, resurface them on social media, and link internally within your own essays. Search visibility may not be as powerful as a dedicated blog on WordPress, but Substack posts do index in Google, and long-tail discovery remains a real source of organic growth.
Lean on recommendations and networks
Substack’s own recommendation feature, while imperfect, still provides value. Writers with even modest subscriber lists can generate meaningful referrals, especially within tightly defined niches. Beyond the platform, independent networks of newsletter writers (informal Slack groups, Discord servers, co-promotion collectives) are quietly effective. The key is reciprocity: the best growth often comes from communities where writers actively support each other rather than chasing one-way promotion.
Don’t ignore design and accessibility
While content rules, presentation helps. Clear subject lines, accessible formatting, and thoughtful design reduce friction. Readers who enjoy receiving your work are more likely to forward it to others — one of the oldest and most reliable forms of organic growth. Substack offers limited customisation, but small details — images, typography, readability on mobile — make an outsized difference in shareability.
Growth without shortcuts
The temptation with any platform is to search for hacks. Substack is no exception. But the newsletters that endure, and the ones that generate revenue, tend to grow steadily rather than virally. They are built on a compound model: one reader forwarding to another, one post being cited by a larger outlet, one collaboration leading to a new audience. None of these require an ad budget, but they do require persistence and clarity of intent.
The Brief will continue to track how discovery evolves on Substack and other newsletter platforms. For now, the message is straightforward: growth without payment is slower, but it builds an audience that is more loyal, more invested, and more likely to stay.