How to Grow Your Audience on Substack (Without Losing Your Mind)

If you’re here, I’m assuming you already know what Substack is. But just in case you need a refresher (or if you missed my last post on What Substack Is and Why You Might Want to Use It), go check that out first.

Now that we’re all on the same page, let’s talk about something even juicier: how to actually get people to read your Substack.

Growing an audience isn’t about crossing your fingers and hoping people magically discover your brilliance. It takes strategy, consistency, and a little bit of internet charisma. Here’s how you do it:

1. Know Your Niche (and Own It)

Substack is full of people writing about everything from deep-dive political analysis to how to make the perfect sourdough starter. The most successful newsletters aren’t for everyone—they’re for someone. Get crystal clear on:

• What you’re writing about

• Who it’s for

• Why it matters

Emily Atkin’s newsletter HEATED

When people stumble upon your Substack, they should immediately know if it’s for them or not. The more specific you are, the easier it is to attract loyal readers.

For example, Emily Atkin’s newsletter HEATED is laser-focused on climate journalism. Readers subscribe because they know they’ll get deep, investigative reporting on environmental issues—something mainstream media doesn’t always cover in depth.

2. Be Consistent (But Don’t Burn Out)

You don’t need to publish every day (unless you really want to). What matters is that your audience knows when to expect you. Whether it’s weekly, biweekly, or monthly, set a schedule you can stick to.

Pro Tip: Batch writing your content can help prevent last-minute stress. Future you will thank you.

3. Make Every Post Worth Reading

This sounds obvious, but let’s be real—people are busy. If your emails feel like filler, they’ll start getting ignored. Each post should:

• Provide value (education, entertainment, insight, etc.)

• Be well-written and engaging (a little personality never hurts)

• Encourage readers to open the next one

Anne Helen Petersen’s Culture Study dives into thoughtful analysis of modern work and culture, offering insights that keep readers coming back.

4. Leverage Social Media (Strategically)

Posting “Hey, I wrote a thing” on Twitter or Instagram isn’t enough. Instead:

• Share snippets, takeaways, or key insights from your posts

• Engage in relevant conversations (without being spammy)

• Join Twitter Spaces, LinkedIn groups, or Substack community discussions

People will follow you because they’re interested in you—not just because you have a newsletter.

For example, Casey Newton, writer of Platformer, doesn’t just promote his newsletter—he actively participates in conversations on tech and media. He’s known for his commentary on Tech Twitter that often sparks engagement, bringing more people to his newsletter organically.

5. Encourage Word-of-Mouth Growth

Your readers are your best marketers. Make it easy for them to share your newsletter:

• Include a simple call-to-action: “Enjoyed this? Share it with a friend!”

• Offer referral incentives (some Substackers do free bonus content for referrers)

• Feature reader shoutouts or testimonials in your emails

The Browser, a curated reading newsletter, has a highly effective referral system where readers earn free subscriptions and exclusive content by referring friends. This turns engaged subscribers into active promoters.

6. Collaborate with Other Writers

Substack has a strong writer community. Reach out to people with overlapping audiences and:

• Do guest posts or shoutouts for each other

• Cross-promote in your newsletters

• Engage with other newsletters by commenting and sharing

This introduces you to new readers who are already interested in your type of content.

The writers of The Discourse Lounge frequently feature each other’s work, exposing their newsletters to new audiences. This collaboration creates a sense of community and helps all writers grow.

7. Optimize Your Substack Page

First impressions matter. Make sure:

• Your newsletter name and tagline are clear and compelling

• Your “About” section explains exactly what readers will get

• Your welcome email sets expectations and invites engagement

People need a reason to hit “Subscribe.” Make it obvious why they should.

8. Experiment and Adapt

What works for one writer might not work for another. Track your open rates, subscriber growth, and engagement. Test different types of content, subject lines, and formats to see what resonates.

9. Be Patient (Seriously, Growth Takes Time)

Building an audience is a marathon, not a sprint. Focus on providing value, staying consistent, and making genuine connections. Over time, your audience will grow.

Final Thoughts

If you’re writing on Substack, you already have something worth sharing. The key is making sure the right people find it, stick around, and look forward to hearing from you.

If you’d like some help with your content strategy on Substack or any other platform, reach out for a free consultation! I’d love to help.