Art of the algorithm
I recently started commuting to work for the first time in 15 years. That’s how long I’ve been working for myself (and working virtually). This new commute is nicer than most though.
Once a week I take the train into NYC from northern NJ to teach the Luxury and Advertising class at Baruch College as a visiting professor. Now, I hate commutes. And NJ Transit’s trains always feel ancient and out of date to me, like they should have been retired decades ago. Nevertheless, this ride always makes me happy.
It’s the destination. NYC has always been where I feel most at home.
The regular train ride affords me more time to read. And Substack is one of the apps I’ve been using more often to find interesting long-form content.
Substack has made a few fascinating moves lately. And many of those moves come back to some important marketing and messaging decisions. Over the last year, as Substack evolves into a social discovery platform, my time using their app has increased.
A few of their changes over the last year:
Launched a “reader” app – Increasing writer reach
Recommendations – Internal endorsements drive 25% of new subscribers
Subscriber chat – Group chat for writers and their readers
Follow – Subscribe to users without email subscription
Notes – Their version of Tweets
App update – Tying all discovery/social features together, new algorithm
That last bit is the most interesting and clearly what they’ve been working toward since deciding to launch an app in the first place.
Here’s what I’m seeing in their marketing and messaging:
1. Taking On the Algorithm
Substack has declared war on a common enemy, one that lurks within the shadows of social media: big bad algorithms. The message is clear: some platforms prioritize advertisers over users. It's a battle cry for a more user-centric approach.
2. Nameless Giants
They don’t call out Twitter or Facebook by name. Instead, they invite users to embrace their larger premise. If they can get you to nod your head that a lot of social media sucks because the algorithms are inherently flawed, it’s an easier decision for you to test out their app as a solution. No finger-pointing.
3. Writers First
There is a clear commitment to writers and readers. Many of their new features make it easier for writers to grow audience, monetize, and engage their readers. They’re making a bet that more meaningful interactions can win out against endless scrolling.
4. Trust As Currency
Trust is a rare commodity today. Social platforms are locking down and changing. AI is introducing a wave of low-value content. In this world, trusted relationships power recommendations and commerce (both from writers and friends).
5. Aspirational Goal
Substack aspires to be a sanctuary. Whether they can do that is up for grabs. However, setting a bigger vision encourages more of their users to come along for the ride.
What I like about Substack’s evolution is they’re creating something new. Not many social platforms are doing any of this in practice.
And plus, they’re giving me something new to read on the train every week. Something that’s a little less spammy and a bit higher quality. I wish them luck.