Brands Briefing: What Brands Should Know Before Jumping into Substack
In an age where social media algorithms dictate visibility, brands are increasingly exploring alternative avenues to connect with their audiences. Rare Beauty’s recent foray into Substack highlights a growing trend among companies seeking organic reach beyond the confines of Instagram and TikTok. However, while Substack presents an opportunity for brands to establish deeper connections with consumers, there are several important factors to consider before making the leap.
Substack is fundamentally a platform for newsletters, allowing creators and brands to send content directly to subscribers’ inboxes. This model not only ensures that messages reach consumers without the interference of social media algorithms but also fosters a sense of community. For brands like Rare Beauty, which is founded by Selena Gomez and emphasizes authenticity and inclusivity, Substack offers a chance to share personal stories, product insights, and behind-the-scenes content in a more intimate format.
However, before brands rush to set up a Substack account, they must evaluate their strategies carefully. One primary consideration is the nature of the content being shared. Unlike traditional advertising, Substack thrives on valuable, engaging content that resonates with readers. Brands should avoid treating Substack as just another promotional tool. Instead, they should focus on providing insights, tips, or behind-the-scenes looks that align with their brand values and cater to their target audience’s interests.
For instance, instead of solely promoting new product launches, Rare Beauty could use its Substack to discuss broader topics related to beauty and self-acceptance, share tutorials, or highlight community stories. This approach not only positions the brand as an industry leader but also builds a loyal community that feels personally connected to the brand’s mission.
Another important aspect to consider is the frequency and consistency of content. Brands need to establish a content calendar that outlines how often they will publish newsletters. A consistent schedule helps to set expectations for subscribers and keeps the audience engaged. For example, if Rare Beauty commits to a bi-weekly newsletter, it should stick to that schedule, providing valuable content that subscribers look forward to receiving.
Engagement metrics should also guide brands in their Substack journey. While open rates and click-through rates are essential, brands should focus on building a community rather than just chasing numbers. Encouraging feedback, allowing for reader interaction, and even incorporating user-generated content can significantly enhance the connection with subscribers. By fostering a two-way communication channel, brands can gather insights directly from their audience, which can inform future marketing strategies.
Moreover, brands should be prepared for the long-term commitment that Substack requires. Unlike social media, where posts can go viral overnight, building a loyal subscriber base on Substack takes time and effort. Brands must invest in promoting their newsletters through existing channels, such as social media, their website, and other marketing efforts. This could include promoting the Substack link in Instagram bios or running targeted ads that encourage sign-ups.
Additionally, potential legal and ethical considerations should not be overlooked. Brands must ensure compliance with data privacy regulations when collecting subscriber information. Transparency about how subscriber data will be used is essential for building trust. A clear privacy policy should be included in the subscription process, allowing subscribers to feel secure when sharing their information.
Brands should also consider their target audience when entering Substack. Understanding the demographics and preferences of potential subscribers can significantly influence the type of content produced. For instance, if a brand identifies a younger audience, it might focus on trendy topics or collaborations with influencers. Conversely, if the target demographic is older, content might lean towards educational pieces or in-depth industry analyses.
Finally, measuring success on Substack should go beyond just subscriber counts. Brands should track engagement levels and analyze how the newsletter impacts overall brand perception. Surveys can be a useful tool to assess audience satisfaction and gather feedback on content preferences, enabling brands to refine their approach continuously.
As Rare Beauty sets the stage for other brands to follow suit, it is crucial that companies take the time to strategize their entry into Substack carefully. By focusing on valuable content, maintaining consistency, engaging with their audience, and understanding the long-term commitment involved, brands can harness the potential of Substack to foster authentic connections and enhance their overall marketing strategies.
In conclusion, while the allure of Substack is evident, brands must approach this platform with a clear understanding of their goals and their audience. By prioritizing quality engagement over sheer numbers, brands can create a meaningful presence that resonates far beyond the confines of social media.
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