Substack’s influencer marketing era has arrived
Brands are increasingly utilizing Substack as a platform for influencer marketing, moving beyond traditional social media feeds to reach audiences through curated newsletters. Companies like Rothy's are partnering with newsletter writers to sponsor content and host events, viewing them as trusted tastemakers.
Why it matters
This shift reflects a broader trend in digital marketing where brands prioritize niche, high-engagement communities over broad, algorithm-driven social media reach.
Anna Doré, Rothy's vice president of brand and communications, is focused on Substack. Photo Credit: Anna Doré There's a new social media platform brands are eyeing: Substack. Rothy's, a shoe brand, is tapping writers for IRL events and personal essays. Substack is welcoming brands onto its platform with open arms — and more sponsorship tools. Substack isn't just for writers anymore. It's also for influencer marketers. The newsletter platform has become an increasingly important social media tool for brands looking to find creators to work with and to reach potential customers. "Substack is one of the most exciting channels out there right now," said Anna Doré, Rothy's vice president of brand and communications. Doré is featured in Business Insider's 2026 list of 14 innovative influencer marketers. Before influencers, there were magazines and blogs.
Get smarter about the news
Sign up free for a feed built around what you actually care about, Dive Deeper research on any story, and the full text of every article.
Create free accountAlready have an account? Sign in