What Substack signals about the future of content
Attention isn’t shorter, It’s becoming more selective
As attention spans fragment and audiences crave more meaningful connection over noise, platforms like Substack are fast becoming a go to choice for writers, creators, and founder led businesses looking for a more thoughtful way to engage.
In this blog GMM Content Lead, Emily Todd, explores why Substack is gaining traction, what this shift toward slower content says about modern attention habits, whether Substack makes sense for businesses, and what brands can learn from this quieter, more considered approach to marketing.
Personally, as someone who gravitates toward a slower, more intentional pace of life, spending time trialling and testing Substack has felt like a virtual hug. It’s a space where you can simply be, without chasing trends or trying to keep up with ever shifting algorithms.
That sentiment isn’t unique. Across the platform, many creators describe a similar experience, sharing reflections like: “Something about this app just lands softly. Warm hug energy with room to breathe.”
In a digital landscape that often rewards urgency and noise, Substack feels deliberately different, designed to support presence, depth, and ease rather than constant performance.
Why are platforms like Substack gaining traction?
Substack has emerged as a creator first publishing platform that rewards quality, depth, and direct connection. It’s growth reflects a wider shift away from algorithm led social feeds and toward owned, intentional audiences. We’re even seeing this change echoed on mainstream platforms. In February 2026, Instagram rolled out its new “Your Algorithm” feature, allowing users to influence and prioritise the content they see, a clear signal that passive, feed led consumption is giving way to more deliberate choice.
Research and commentary across the media industry consistently show that audiences are increasingly drawn to long form content that offers insight rather than interruption. On Substack, growth is driven less by volume and more by resonance, consistency, and trust.
What this shift says about attention habits
Contrary to the belief that attention spans are shrinking, behaviour suggests they are becoming more selective. People are willing to spend time with content that feels considered, personal, and relevant. Substack succeeds because it asks readers to opt in, rather than fighting for attention in crowded feeds. This signals a cultural shift toward slower, more intentional content consumption.
Is Substack better for individuals or businesses?
Substack is undeniably creator-led, thriving on personal voice and clear perspective. Individual writers benefit most from the platform’s emphasis on authenticity and niche expertise.
That said, businesses can also succeed, particularly those that are founder-led or visibly human. Personally, I’ve discovered some genuinely compelling publishers using Substack to build real credibility rather than chase reach. This focus on credibility is something we’re also seeing re-emerge on LinkedIn, where newsletters are increasingly becoming a powerful way to strengthen authority and deepen professional presence.
When newsletters are driven by a recognisable human voice, they feel less like marketing and more like conversation. That distinction is critical to success on Substack and beyond.
For businesses already producing blogs or newsletters, Substack presents a natural opportunity to repurpose and deepen existing thinking. It becomes more challenging for larger, more corporate organisation, but it’s not impossible.
Take Ryanair, for example. Despite its size, the brand has cultivated a strong, consistent tone of voice and an almost persona-led presence online. In theory, that same voice could translate to a long form platform like Substack, resonating with its audience in a more considered format.
Ultimately, success on Substack isn’t about scale, it’s about tailoring voice and strategy to feel intentional, human, and aligned with the audience you’re speaking to.
The paid element and why founder-led businesses benefit
One of Substack’s most powerful features is its paid subscription model. Readers don’t pay for brands; they pay for insight, trust, and access. For founder led businesses already producing newsletters, the paid layer can be transformative. It formalises value that already exists and turns consistent thinking into a sustainable revenue stream. Rather than monetising attention, they honour it. This approach aligns with changing audience expectations and offers a low-pressure, trust-based income model.
What brands can learn from Substack
Even brands not using Substack directly can learn from its success. Depth now outperforms distraction. Consistency matters more than frequency. Human voice beats corporate tone. And community is more powerful than broadcast.
Sources Referenced
Wikipedia – Substack Overview Scan Club – What Digital Audiences Want in 2025 2 Hour Creator Stack – Architecture of Substack Growth BrandPerson – How Brands Should Launch on Substack Sprout Social – Brands on Substack Econsultancy – Brands on Substack: Building Community
