Creator Science Podcast Summary: Episode #255 – "What’s Going on with Substack?"

Release Date: May 13, 2025
Host: Jay Clouse
Episode Title: "What’s Going on with Substack?"

Introduction

In Episode #255 of Creator Science, host Jay Clouse delves into the evolving landscape of Substack, a platform gaining significant traction among content creators. The episode features candid conversations with creators like Justin Welsh and Dan Ko, who have recently transitioned to Substack, exploring the reasons behind this shift and its implications for the creator economy.

Surge in Creators Moving to Substack

The episode kicks off with an exploration of the recent trend of prominent creators migrating to Substack. Jay Clouse poses critical questions: "Why are we all joining Substack? Is that the place to be?" (01:47) This movement includes notable figures such as Justin Welsh and Dan Ko, sparking curiosity and discussion within the creator community.

Kat elaborates, "I don't want anyone to make hasty decisions and I want to share my perspective on why I moved, why I think other people are getting started on Substack, what it means for you." (02:09)

Substack Features and Opportunities

Kat provides a comprehensive overview of Substack's core functionalities:

• Long-Form Writing: Substack is primarily designed for in-depth, long-form content, enabling writers to engage deeply with their audience.

• Paid Subscriptions: The platform facilitates monetization through paid subscriptions, allowing creators to earn a sustainable income from their writing.

• Built-In Short-Form (Notes): Substack's Notes feature offers a space for shorter content, seamlessly integrating with long-form posts to enhance discoverability and reader engagement.

Kat emphasizes, "What makes Substack special are the people who use and read Substack. They are a little bit more heady, a little bit more thoughtful and they want long-form writing." (03:51)

Strategies of Justin Welsh and Dan Ko on Substack

The episode highlights the distinct approaches of Justin Welsh and Dan Ko:

• Dan Ko's Strategy: Dan leverages Substack's Notes feature by cross-posting his existing long-form content, effectively merging his short and long-form writing within the platform. Kat notes, "Dan seems to just be cross-posting his long-form writing from his existing newsletter over to Substack and leveraging their Notes feature." (04:28)

• Justin Welsh's Strategy: Justin adopts a fresh approach by launching a new newsletter titled "Unsubscribe," focusing on helping people build sustainable businesses that support their lifestyles. This strategy integrates paid memberships, comments restricted to paid subscribers, and in-person meetups, fostering a robust community. Kat observes, "Justin's strategy is he's creating an entirely new newsletter... it's a new product because he's building a membership." (06:25)

Kat's Personal Journey with Substack

Transitioning to her personal experience, Kat shares her motivations for joining Substack:

1. Enhancing Writing Skills: "First and foremost, I want to become a better writer." (11:49) She aims to use Substack as a platform to experiment with new writing styles and concepts relevant to both the Creator Science audience and a broader readership.

2. Controlled Environment: Kat seeks a smaller, safer space to share personal insights without the pressure of her established brand. "I wanted to have a smaller, safer, quieter place to do that because I'm a sensitive boy." (15:49)

3. Deepening Platform Understanding: As her audience grows increasingly curious about Substack, Kat finds it essential to gain firsthand experience to provide informed guidance.

4. Testing New Content: Kat intends to explore topics beyond her usual scope, such as trust, relationships, and communication, to enrich her upcoming book project.

Benefits Observed

Kat outlines several advantages of using Substack:

• Synergy Between Short and Long-Form Content: The integration of Notes and long-form posts enhances discoverability and engagement. "The complimentary relationship between short form and long form on the platform... they power each other very, very well." (16:13)

• Community Interaction: Substack facilitates meaningful interactions through comments and subscriber chats, albeit in a lightweight manner. "Communities are hard... Substack has community features, but the extent of Substack's community features are comments on posts, subscriber chats." (08:05)

• Subscription Satisfaction: Receiving paid subscribers provides a sense of appreciation and validation. Kat shares, "It just feels like somebody saying thank you, I appreciate you." (20:35)

Challenges and Concerns

Despite the benefits, Kat raises several concerns regarding Substack:

1. Onboarding Complexity: The platform's dashboard is more intricate than anticipated, with numerous customization options that are not immediately intuitive. "There are a lot of details on this platform that you can customize, but again, it's not immediately obvious." (22:53)

2. Branding Limitations: Substack's design constraints make it challenging to build a unique brand identity. "Inside of Substack, it feels like Substack and I happen to be writing on it." (24:49)

3. Platform Dependence: Kat highlights the risks associated with relying on Substack, citing incidents like Cody Sanchez's account shutdown. "A data point and their response was just enough for me to be extremely wary of Substack as a platform." (26:13)

4. Email Marketing Limitations: Unlike dedicated email marketing platforms, Substack offers limited functionalities such as automation and segmentation. "Substack is a newsletter platform. They are not an email marketing platform." (29:29)

5. Deliverability Issues: Initial experiences with open rates have been mixed, causing uncertainty about the platform's effectiveness. "My first newsletter that I sent out on Substack, the open rate was really low... my second issue has more than a 40% open rate." (28:35)

Conclusion

Jay Clouse wraps up the episode by reflecting on the dual nature of Substack as both an opportunity and a potential challenge for creators. Kat expresses cautious optimism, acknowledging the platform's strengths while remaining vigilant about its limitations.

Kat concludes, "If you want to be an early supporter of me on Substack, I'll link to that in the show notes. I, of course, would truly appreciate it." (31:51)

The episode serves as a valuable guide for creators contemplating a move to Substack, offering nuanced insights into its benefits and pitfalls based on firsthand experiences and observations.

Notable Quotes:

• "What makes Substack special are the people who use and read Substack. They are a little bit more heady, a little bit more thoughtful and they want long-form writing." — Kat (03:51)

• "Justin's strategy is he's creating an entirely new newsletter... it's a new product because he's building a membership." — Kat (06:25)

• "It just feels like somebody saying thank you, I appreciate you." — Kat (20:35)

• "Inside of Substack, it feels like Substack and I happen to be writing on it." — Kat (24:49)

• "If you want to be an early supporter of me on Substack... I would truly appreciate it." — Kat (31:51)

For those interested in exploring Kat's journey on Substack or supporting her work, links and additional resources are available in the show notes.