14 Tips to Grow Your Substack Audience (and not Lose 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.
Let’s be honest: growing your Substack isn’t about chasing hacks or using the “perfect” tag that’ll magically send your subscriber count into orbit. (Spoiler: tags don’t work that way.)
Building a loyal, growing audience on Substack takes consistent connection, thoughtful content, and owning your creative home—not screaming into the algorithm void.
Here’s a clear, non-hypey roadmap to get you from “just launched” to actually growing, without losing your mind in the process.
1. Know Your Niche (and Own It)
Substack isn’t about going viral. It’s about resonance. 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.
Emily Atkin’s newsletter HEATED
Get clear on:
What you're writing about
Who it's for
Why it matters (to you, and to them)
Specificity builds loyalty. 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.
✍️ Pro tip: Treat your publication’s category like a genre label, not a gimmick. Choose the best-fitting category (you get two), then move on. No need to over-optimize here—Substack’s own team says it’s not what drives discovery.
2. Be Consistent (But Don’t Burn Out)
You don’t need to publish every day (unless you really want to). You just need to be reliable.
What matters is that your audience knows when to expect you. Whether it’s weekly, biweekly, or monthly, tied to the phases of the moon - whatever it is, set a schedule you can stick to and commit.
Set a publishing rhythm that fits your energy and real life. Even a short post can go a long way if it’s thoughtful.
✍️ 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
4. Use Notes Like a Real Person, Not a Billboard
Here’s what most new writers get wrong on Substack Notes: they use it to promote instead of connect.
The better way? Join conversations. Reply to writers you admire. Add value in the comments. Your thoughtful presence will get noticed—and often, followed.
💬 Bonus: Replies to Notes show up in the feeds of the original poster’s followers. That’s way more reach than self-promotion.
5. 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.
6. Optimize for Search (Yes, Even on Substack)
Substack makes SEO pretty simple. In your post settings, take a minute to customize:
Your SEO title (clear, under 60 characters, includes keywords)
Your SEO description (compelling, not a repeat of the title)
Your URL slug (short and clean)
This helps search engines understand what your post is about, and can bring in readers long after you hit publish.
🔍 Remember: SEO won’t bring a tidal wave overnight, but it builds over time. A solid title and meta description are low-effort wins.
7. 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
For example, 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.
8. 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.
For example, 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.
9. Setup Basic Optimization of 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.
10. Make Your Welcome Email Count
Your welcome email is the first impression for every new subscriber. Don’t phone it in.
Instead, use it to:
Say thanks (genuinely)
Set expectations (how often will they hear from you?)
Invite engagement (ask a simple question or share how they can reply)
It’s a chance to start a relationship—not just drop them into your email funnel.
11. Tap into Your Network—Then Reach Beyond It
Your first 100 Substack subscribers will likely come from:
Friends, family, and past colleagues
Your existing audience (social, email list, website)
Notes + comments
Collaborations or shoutouts
The occasional search engine hit
To grow beyond that, keep sharing your best work:
Repurpose strong content on Instagram, LinkedIn, or wherever you hang out
Join community spaces or events (virtual or IRL)
Collaborate with aligned writers (guest posts, mentions, or interviews)
📣 Hot tip: Don't just say “New post up!” Instead, pull out a juicy insight, quote, or takeaway when sharing on socials.
12. Use Tags (But Don’t Obsess)
Tags on Substack are mainly for organizing your content. That’s it.
While some tags might help you land in a pseudo-category on the homepage, Substack’s co-founder has made it clear: tags won’t move the growth needle.
So use them for clarity, navigation, and SEO. Then move on.
13. 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.
Check your post-level stats. See which posts got the most opens, reads, and new subscribers. Do more of what works—but stay true to what feels good to write.
Soon, Substack will even let you test titles (yes, A/B testing is coming!). But even now, your data can help you refine your content and rhythm.
14. 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.