Ideal social media post length for every platform

Key takeaways

1. Shorter posts consistently outperform longer ones on most platforms, but the ideal length varies by network and content type (organic vs. paid).
2. Staying within recommended lengths (not just character limits) helps you avoid truncation, improve readability, and work with platform algorithms rather than against them.
3. The quick-reference cheat sheet below gives you every platform’s ideal social media post length at a glance, with detailed breakdowns for each network further down.
4. Test these benchmarks against your own analytics, because your audience may respond differently than the average.

Why social media post length matters

Social media post length shapes how many people see and interact with your content.

Most platforms cut off longer posts behind a See More button. That extra tap costs you readers, and fewer readers means fewer likes, comments, and shares, which are exactly the signals algorithms use to decide who else sees your post.

Here’s why keeping an eye on character count pays off:

• Algorithm visibility: Higher engagement tells the algorithm your content is worth surfacing to more people.
• Readability: The longer someone reads, the harder their brain works to process the message. Concise copy is easier to consume.
• Mobile experience: Most people scroll on their phones, where long blocks of text and truncated captions are easy to skip.
• Message clarity: Tighter posts force you to lead with your point instead of burying it.
• Shareability: Punchy, quick-to-grasp posts are more likely to get reshared.

Video follows the same logic. If you want a deeper dive on that, here’s our full guide to social media video length.

Social media post length cheat sheet

Here’s every platform’s ideal length at a glance. Bookmark this table, then scroll down for the detailed breakdowns.

Platform	Content type	Ideal length	Platform limit
Facebook	Organic post	1–80 characters	63,206 characters
Facebook	Ad copy	5–19 words	—
Facebook	Video	30–60 seconds	240 minutes
Instagram	Organic caption	138–150 characters	2,200 characters
Instagram	Sponsored caption	Under 125 characters	2,200 characters
Instagram	Reels / Stories	15–60 seconds	3 minutes (Reels)
TikTok	Organic video	15–60 seconds	10 minutes
TikTok	Ad	21–34 seconds	—
LinkedIn	Post (above the fold)	Under 150 characters	3,000 characters
LinkedIn	Article	1,900–2,000 words	110,000 characters
LinkedIn	Video	30–90 seconds	10 minutes
X	Organic / promoted post	71–100 characters	280 (25,000 for Premium)
X	Hashtag	6 characters	—
YouTube	Long-form video	7–15 minutes	12 hours
YouTube	Shorts	30–60 seconds	3 minutes
YouTube	Title	70 characters	100 characters
Threads	Post	Under 200 characters	500 characters
Pinterest	Description	300 characters	500 characters
Snapchat	Story	15 seconds	60 seconds

The ideal Facebook post length

While you have enough space to craft a short novella on FB — where 37% of U.S. adults scroll several times daily — shorter posts usually receive more likes, comments, and shares.

People like it when a message makes its point quickly and concisely. It’s satisfying, it tracks with current social trends, and it’s still Meta’s own guidance heading into 2026: lead with your key message so it lands before anyone has to tap See More.

Organic Facebook post length: 1 to 80 characters

The foundational research here is a few years old, but it still holds up against what Meta recommends today.

In 2016, BuzzSumo analyzed more than 800 million Facebook posts. Based on their findings, posts with less than 50 characters “were more engaging than long posts.” According to data published by Jeff Bullas (sourced from Buddy Media research), posts with 80 characters or fewer receive 66% higher engagement.

Two things explain this. First, Facebook cuts off longer posts with an ellipsis, forcing users to click See More to expand the text. That extra step reduces engagement, because every time you ask the audience to take action, a percentage of people lose interest. Second, shorter content demands less work to read and understand, and content that’s easy to consume enjoys higher engagement rates.

Facebook ad copy length: 5 to 19 words

Every Facebook ad in Meta Ads Manager has three main copy fields: primary text, headline, and description.

After analyzing 752,626 Facebook ads back in 2018, AdEspresso found that the most common copy lengths among successful ads were clear and concise. According to the data, the typical length for a:

• Headline, the first text people read, is 5 words (median).
• Primary text (the copy above the ad) is 19 words (average).
• Description (which appears below the headline) is 13 words.

Here’s a great concise example from AirBnb. No words wasted here.

The bottom line: whether the post is organic or paid, brevity drives engagement. A Facebook post generator can help you draft tight copy that stays within the sweet spot.

Capitalize on this by keeping your ad copy concise: don’t use two words when one will do. And keep it clear: omit adverbs, jargon, and the passive voice from your copy.

Facebook video length: 30 to 60 seconds

Sure, you can upload a 240-minute video to Facebook, but will anyone actually watch it all the way through? With video length, one of the primary measures of success is how long people watch, also known as your video retention rate.

For viral content, Facebook recommends videos that are less than one minute, or stories that are less than 20 seconds in length.

That said, if you’re hoping to qualify for in-stream ads, you might want to linger a little longer. Videos need to be over three minutes to qualify.

Facebook also recommends videos over three minutes for episodic series, live streaming, or story development.

The ideal Instagram post length

Unlike Facebook and X, Instagram was founded on visual content. The platform was made to showcase pictures and videos, but the right combination of words will promote engagement on any post.

Engagement is what maximizes your content’s reach, since Instagram’s algorithm places posts with the most likes and comments near the top of your followers’ feeds.

Organic Instagram caption length: 138 to 150 characters

A successful Instagram caption adds context, shows off your brand’s personality, entertains audiences, and compels your followers to take action.

The Instagram caption length limit is 2,200 characters. But you’ll only need a fraction of that to move the needle (as our very scientific experiment about caption lengths can attest).

Most people scroll through their feed quickly, so it makes sense to keep your captions clear and punchy. The same applies to carousel posts: front-load the context that hooks people into swiping. Brief copy is easy to consume, and it doesn’t get cut off with an ellipsis. Need some writing inspo? Find 311 creative Instagram captions to get you started right here.

Sponsored Instagram caption length: 125 characters or less

Instagram recommends keeping the captions on sponsored posts under 125 characters.

Again, this length supports readability and ensures that the text won’t get truncated.

Looking for more inspiration? Here are 53 examples of amazing Instagram ads.

Instagram Reels and Stories length: 15 to 60 seconds

Most people will watch your Instagram content on their phones, so following mobile-first best practices is important if you want to keep the viewer’s attention.

Stories max out at 15 seconds per frame, and Meta notes that people consume Stories much faster than other content, so capture attention right off the bat.

Reels can now run up to 3 minutes for most accounts, with some creators getting even longer. In 2026, Reels between 15 and 60 seconds tend to earn the strongest engagement, while shorter Reels under 15 seconds still work well as hooks. Whatever length you choose, get to the point quickly.

Find more best practices for Instagram ads here.

Instagram hashtags: 3 to 5 per post, at fewer than 24 characters each

Instagram posts can have up to 30 hashtags, making it tempting to stuff each caption with as many as possible. As a marketer, fight this urge. Using more hashtags won’t necessarily yield higher visibility, so use a hashtag generator to pick targeted tags rather than maxing out your count.

In fact, Instagram revealed that 3-5 hashtags will actually get you the best results, and our own little experiment confirmed just that.

Source: @creators

Of course, picking the right hashtags to use is a whole other story. Our guide to Instagram hashtags will walk you through your options.

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The ideal TikTok video length

People have downloaded TikTok more than 3 billion times, which means you’ve got a lot of short attention spans out there to appease.

For most users, the max video length on TikTok is 10 minutes, though the platform has experimented with lengths of 20, 30, and even 60 minutes. TikTok also added text-based posts, but video is still king here.

Just because you can do something doesn’t mean you should. On TikTok, the right length depends on your goal.

Organic TikTok video length: 15 to 60 seconds

The old advice was to keep everything ultra-short, but TikTok’s algorithm now rewards watch time, so a strong 30- to 60-second video can outperform a rushed 10-second one. Aim for 15 to 60 seconds, and lead with a hook in the first second.

The more people who watch and like your video, the more likely you are to appear on someone else’s For You Page, so it’s worth knocking it out of the park. (For more on appeasing the great TikTok algorithm, click here.)

Short-and-snappy still works, too. TikTok’s 7-second challenge is a proven tactic. When our social team tried it, their video pulled in half a million views, which is not too shabby at all.

@hootsuite

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♬ original sound – edsheeransgingerpub3s

TikTok ad length: 21 to 34 seconds

For top performance of ads, TikTok recommends 21-34 seconds.

But of course, length isn’t everything: content and quality formatting matter, too. We’ve got the rundown of everything you need to become a TikTok ads master right here.

Ideal LinkedIn post length

More than 1 billion professionals use LinkedIn, and as the platform’s user base grows, it becomes harder to win organic attention. Marketers must keep optimizing messaging for quality and timing as well as length. LinkedIn now supports carousels (document posts) — averaging 7.00% engagement — newsletters, and longer native text posts, so you have more formats to work with than ever.

Organic and paid LinkedIn post length: under 150 characters above the fold

As with other social updates, it’s best to keep LinkedIn posts short at the top.

The LinkedIn post length limit is 3,000 characters, but your text gets cut off behind a See More button after around 140 characters, like Shopify’s ad here did.

As a general rule of thumb, Hootsuite makes sure the key message is clear within the first 150 characters, so the most important part of your post lands before anyone has to expand it.

LinkedIn article and newsletter length: 1,900 to 2,000 words

Paul Shapiro, founder of Search Wilderness, analyzed more than 3,000 of the most successful posts on LinkedIn’s publishing platform. These posts, on average, received 42,505 views, 567 comments, and 138,841 likes.

He discovered that articles with more words perform better.

“Posts between 1900 and 2000 words perform the best,” writes Shapiro. “[They] gain the greatest number of post views, LinkedIn likes, LinkedIn comments, and LinkedIn shares.”

Shapiro also learned that the ideal LinkedIn character limit for titles is between 40 and 49 characters. Titles in this range received the greatest number of post views overall. The same long-form logic applies to LinkedIn newsletters, which give you a subscriber base and land directly in inboxes.

LinkedIn video length: 30 to 90 seconds

LinkedIn lets users natively upload videos that play automatically in their followers’ feeds. Unlike other platforms, LinkedIn also shares video data (e.g., viewers’ companies and job titles), making it a valuable resource for marketers.

According to LinkedIn, the most successful video ads are under 30 seconds long. Lengths can vary for native LinkedIn video, though.

For brand awareness and brand consideration videos, LinkedIn recommends keeping the length under 30 seconds — short videos achieve 200% higher completion rates than longer formats.

Videos that meet upper-funnel marketing goals should stick to a 30- to 90-second length.

Interested in best practices for LinkedIn video? We got you.

The ideal length of a post on X

So, how many characters are in an X post (formerly known as a tweet)? Back in 2017, Twitter doubled its character limit from 140 to 280 to make writing on the platform easier. X Premium subscribers can now go far longer, up to 25,000 characters, but just because you have the room doesn’t mean people want to see you use it.

Organic and promoted X post length: 71 to 100 characters

The go-to data here comes from Buddy Media, which found that X posts containing less than 100 characters receive, on average, 17 percent higher engagement than longer ones. That study is old, but the principle still tracks in 2026: shorter posts are easier to read and comprehend, and they perform.

Even with X Premium’s extended limits, long-form posts tend to work best for threads or deep-dives, not everyday updates. Using a link shortener can also buy back a few precious characters.

X hashtag length: 6 characters

“The best hashtags are those composed of a single word or a few letters,” writes Vanessa Doctor from Hashtags.org. “Experts recommend keeping the keyword under 6 characters.”

Again, this length is about reader comprehension, especially since hashtags don’t support spaces. A social media hashtag generator can suggest concise options that are easy to scan and remember.

The ideal length for YouTube posts

At the end of the day, YouTube is a search engine, meaning it relies on text to organize and rank the nearly 500 hours of video uploaded to its servers every minute.

So in addition to optimizing video length, marketers must front-load their title and description copy with relevant keywords, and that means keeping an eye on character count.

YouTube long-form video length: 7 to 15 minutes

Whether you’re watching videos on YouTube or anywhere else, one of the most important KPIs is retention.

How long do people actually watch? Are viewers finishing your videos at a high rate? If so, you’re doing something right.

Statista reports that the average video is 11.7 minutes long, and Social Media Examiner endorses this as the ideal, writing that videos between 7 and 15 minutes have the best performance.

Of course, there’s more to a successful YouTube strategy than the right length. Here’s everything you need to know about creating great YouTube content for your business.

YouTube Shorts length: 30 to 60 seconds

YouTube Shorts have their own rules. As of late 2024, Shorts can run up to 3 minutes, but shorter Shorts in the 30- to 60-second range tend to earn more replays, and replays are a strong signal for the Shorts feed.

Treat Shorts like TikToks or Reels: hook viewers in the first second, keep the pacing tight, and give them a reason to loop back to the start.

YouTube title and description length

The most important SEO factor for YouTube is the title of your video. Include relevant keywords so you reach high rankings in Google and YouTube search, while being compelling enough to encourage clicks and views.

Keep your title to 70 characters maximum so it doesn’t get cut off, per Influencer Marketing Hub. Need help? Our free YouTube title generator will do it for you.

For descriptions, the first 100 to 150 characters appear under your video, so optimize that chunk with both rich detail and intriguing keywords. Hone your description skills with our YouTube caption guide or head straight to our AI-powered YouTube video description generator.

Threads post length

Threads, Meta’s text-first app, has grown into a serious channel with over 500 million monthly active users as of mid-2026. If you already post on Instagram, it’s an easy place to extend your conversation.

Ideal Threads post length: under 200 characters

Threads posts have a 500-character limit, but the platform is built for quick, conversational back-and-forth, so you rarely need all of it. Early engagement patterns favor posts under 200 characters, which read easily and invite replies. An AI caption generator can draft punchy options that fit within that range.

Threads doesn’t use traditional hashtags. Instead, you can add a single topic tag per post to join a conversation. Lead with a clear point or a question, keep it casual, and let the replies do the heavy lifting.

The ideal size and length for Pinterest posts

On Pinterest, image size matters. So does the length of your description.

Pinterest images: 1000 x 1500 pixels

According to Pinterest best practices, images on the platform should have a 2:3 aspect ratio, which is how the height and width of an image relate.

Description length: 300 characters

According to Social Marketing Writing, descriptions containing about 300 characters receive the most repins. (For more juicy numbers, check out our guide to must-know Pinterest stats here.)

Your Pinterest caption is your chance to add context and persuade readers to act. It’s where you tell a story and make a promise. The same goes for Idea Pins, the multi-page video format: keep each page’s text short so viewers stay through to the end.

A well-written description is also an opportunity to get discovered, so make sure to brush up on your Pinterest SEO best practices.

Careful! Don’t go over the limit:

The ideal length of Snapchat videos and captions

Given how brief the limits are on Snapchat captions and videos, it’s almost impossible to go too long.

To thrive with engagement on this platform, it’s more about what you’re posting than how long that content plays for.

Ideal Snapchat Story length: 15 seconds

Snapchat Story videos can be up to 60 seconds long, but it’s rare for engagement to stay high across those longer pieces of content.

Instead, aim for (we’ve said it before, and we’ll say it again!) short-and-sweet videos that hit hard off the top, like this hot sauce ad, which clocks in at just 20 seconds but makes a serious impact.

New to Snapchat? Here’s our guide to Snapchat for Business for beginners.

Ideal Snapchat video caption length: 50 characters

Captions for snaps can be up to 80 characters, but they’re really secondary to the visual content, so don’t stress too much about making the most of this.

Tips for optimizing your social media post length

These benchmarks are a strong starting point, but the best post length for engagement is the one your audience actually responds to. Here’s how to dial it in:

1. Use your analytics to find what works. Check which of your past posts performed best — an engagement rate calculator makes this quick — and note their length. Patterns will emerge faster than you’d think.
2. Run A/B tests. Try running A/B tests to see whether the suggested character counts in this guide really are ideal for you.
3. Front-load your message. Put your key point before the See More cutoff so it lands even if no one taps to expand.
4. Preview before you publish. Use a caption preview tool or a scheduler like Hootsuite to see exactly how your post will appear on each platform before it goes live.
5. Revisit quarterly. Platforms update their algorithms and formats constantly, so check your length strategy every few months.

FAQ: Ideal social media post length

What is the ideal social media post length?

The ideal post length depends on the platform, but shorter posts generally outperform longer ones: aim for under 80 characters on Facebook, 138 to 150 on Instagram, 71 to 100 on X, and under 150 characters above the fold on LinkedIn.

What is the character limit for each social media platform?

Character limits vary widely: Facebook allows 63,206 characters, Instagram captions allow 2,200, X allows 280 (or 25,000 for Premium), LinkedIn allows 3,000 for posts, Threads allows 500, and YouTube descriptions allow 5,000.

Does post length affect the algorithm?

Yes, post length affects how platforms display and distribute your content, because longer posts get truncated behind a See More button, which reduces the engagement signals algorithms use to decide whether to show your post to more people.

What is the best TikTok video length for engagement?

For most creators, TikTok videos between 15 and 60 seconds tend to perform best, though shorter videos under 15 seconds can still go viral if the hook is strong enough.

How long should Instagram Reels be?

Instagram Reels between 15 and 60 seconds tend to get the strongest engagement, though the platform supports Reels up to 3 minutes or longer for some accounts.

What is the 5 3 1 rule for social media?

The 5-3-1 rule is a content mix guideline suggesting that for every nine posts, five should be curated content from others, three should be original content you created, and one should be a direct promotional or sales post.

What is the 40 40 20 rule for social media?

The 40-40-20 rule is a marketing framework that suggests 40% of your success comes from targeting the right audience, 40% from the quality of your offer, and 20% from your creative or copy.

What is the 5 5 5 rule for social media?

The 5-5-5 rule is a content engagement guideline that recommends spending five minutes creating content, five minutes engaging with others’ content, and five minutes responding to comments and messages on your own posts each day.

How long should a LinkedIn article be?

LinkedIn articles between 1,900 and 2,000 words receive the most views, likes, comments, and shares, according to an analysis of over 3,000 top-performing LinkedIn articles by Paul Shapiro of Search Wilderness.

Should social media ad copy be shorter than organic posts?

Yes, ad copy should generally be shorter and more direct than organic posts, because paid content competes for attention in crowded feeds and needs to communicate value within the first few words before users scroll past.

Save time managing your social media marketing strategy with Hootsuite. Publish and schedule posts, find relevant conversions, measure results, and more â all from one dashboard. Try it free today.

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What is Substack? How it works in 2026

Key takeaways

1. Substack is a publishing platform that combines blogging and email newsletters with paid subscriptions, giving creators and brands a direct line to their audience without relying on algorithms.
2. It’s free to publish on Substack. The platform takes 10% of revenue only when creators charge for paid subscriptions, plus Stripe processing fees.
3. Substack has evolved beyond newsletters. It now supports podcasts, video, a social feed called Notes, group chats, and a recommendation network, making it part publishing tool, part social platform.
4. Businesses are using Substack to build trust, share thought leadership, and create direct relationships with customers outside of social media algorithms.

What is Substack?

Substack is a publishing platform that acts as a content hub and email newsletter delivery system while letting creators monetize their work through subscriptions.

Substack lets writers and creators distribute content directly to their audiences. The type of content can be:

• Articles,
• essays,
• podcasts and other audio, and
• videos.

Substack is unique in its functionality. It combines publishing and email delivery with a subscription layer:

1. Publishing platform: Creators can easily write, create, and publish content that lives on Substack’s public-facing website. Readers can browse free content much like any blog or online magazine.
2. Email delivery system: Unlike traditional blogs, every new post can also be delivered directly to your email list, tapping into 4.6 billion email users worldwide. This bridges the gap between open web publishing and direct inbox communication. Newsletter subscribers never miss an update, and writers have a built-in distribution system.
3. Subscription features: Substack lets creators offer free or paid subscriptions. Paying subscribers can unlock premium content while free subscribers only get access to public posts. Substack handles payments and subscriber management along with analytics, so creators can focus on their content. The paywall is optional, of course.

Substack originally started out as a simple newsletter platform loved by bloggers. But it’s evolved into something useful for marketers and brands. Now, it’s one of the new social media platforms professionals are flocking to.

Substack is different from traditional corporate blogs, newsletters, and in-app platforms because of its:

• Direct-to-audience model that doesn’t rely on SEO, social media, or ads.
• Dedicated site for each newsletter publication, so content is archived and accessible.
• Social features like Substack Notes and discussion threads for community interaction and recommendations.
• Subscription model that sends revenue straight from the audience to creators.

Bonus!!!

Get a free step-by-step social media strategy guide with pro tips on how to grow your social media presence.

Download now

A brief history of Substack

Substack launched in 2017, founded by Chris Best, Hamish McKenzie, and Jairaj Sethi in San Francisco. The idea was simple: give independent writers a way to run a paid newsletter without wrestling with separate tools for publishing and email delivery, plus payment processing.

Early on, Substack found its audience among independent journalists and writers who wanted to own their relationship with readers instead of publishing inside someone else’s platform. From there, it kept adding features that pushed it well beyond a plain newsletter tool.

A few key milestones along the way:

• 2017: Substack launches as a subscription newsletter platform.
• 2019: Podcast support and discussion threads are added. Substack also begins offering fellowships with stipends to select writers.
• 2020–2021: Substack Pro begins offering larger advances to attract high-profile writers.
• 2023: Substack Notes launches, adding a short-form social feed to the platform.
• Recent years: Video support, group chats, and a growing mobile app have turned Substack into a full media platform used by millions of readers.

How does Substack work?

Substack works by combining a publishing tool and an email service with a payment system into one flow. Here’s how it works for a creator:

1. You sign up and set up a publication with a name, logo, and description.
2. You write or record content using Substack’s built-in editor.
3. Your content is published on the web and delivered to subscribers’ inboxes at the same time.
4. You choose whether each post is free or behind a paywall for paid subscribers.
5. Substack handles payments and subscriber management along with analytics, so you can focus on the content.

Readers can follow along on the web or through the Substack app, which pulls together all the publications they subscribe to in one feed.

For expert Substack advice, we spoke to Omobolaji Ajibare, the Chief Content Officer of TheSocialMediaOga. Ajibare has thousands of subscribers and uses Substack as one tool in her digital marketing strategy.

“I use Substack as an extension of my work as a Social Media Manager, Mentor, and Content Creator,” says Ajibare. “My newsletter, The Social Media Manager Bible, is where I break down strategies, case studies, tools, and lessons that don’t always fit neatly into Instagram carousels or YouTube videos.”

Key features of Substack

Substack packs a lot into one platform. Here are the main features grouped by what they help you do.

Newsletter publishing and multimedia

At its core, Substack is a newsletter publishing tool. The built-in editor gives you formatting options and scheduling with email delivery, and every post lives on the web while landing in subscribers’ inboxes at the same time.

Beyond text, you can host podcasts, embed video, and share audio. That makes it easy to tell a story in whatever format fits, without stitching together separate tools.

Substack Notes and community features

Substack Notes is a short-form social feed inside Substack, similar to X (formerly Twitter). Creators and readers can share brief posts, links, quotes, and images, and it’s a big reason people now ask whether Substack counts as a social network.

On top of Notes, you get comments on every post and Substack Chat for group conversations. A recommendation network lets creators point readers toward each other’s publications.

Growth and discovery tools

Substack has several features built to grow your audience. The recommendation engine, Substack Boost, referral programs, and the app’s discovery feed all help new readers find your work. It also helps that millions of readers with credit cards on file already exist in the ecosystem, looking for newsletters to subscribe to.

Analytics and subscriber management

Substack includes built-in analytics for open rates and subscriber growth, plus revenue tracking and tools to manage your subscriber list. Be aware that these are more basic than what you’d get from a dedicated email marketing platform.

Ajibare says the ability to create sections and series is a key feature for her brand. “For example, I can run a series on analytics, then another on creator marketing, and readers can easily go back and binge everything. It’s like organizing my library of knowledge in public.”

How much does Substack cost?

Substack is free to publish on, and it doesn’t charge anything for free newsletters. It only takes 10% of revenue when you charge for paid subscriptions.

Similarly, Substack is always free for readers; they only pay for the subscriptions they sign up for.

Source: Substack

For creators, you can also expect to pay fees to Stripe for any credit card transactions made by your subscribers. Even if your subscribers choose to pay with other methods, like direct debit, you’ll still pay a Stripe fee. The amount depends on the country where you registered your account.

Hypothetically, let’s say you set your paid newsletter subscription at $10/month. Substack takes 10%, so $1.00 per subscriber. Stripe’s standard for U.S. cards is 2.9% + $0.30 per transaction, plus a 0.7% billing fee for recurring payments. So 2.9% of $10 = $0.29, plus $0.30 flat fee, plus 0.7% of $10 = $0.07. Your total Stripe fee = $0.66.

$10.00 – $1.00 (Substack) – $0.66 (Stripe) = $8.34 net subscription revenue per sign-up. If you have 1,000 subscribers, you’ll see $8,340/month.

That all being said, other payment methods (like iDEAL or SEPA) are different, and failed or disputed payments can carry extra costs.

Who uses Substack?

Anyone who benefits from direct communication and storytelling with an audience can use Substack. The platform serves purposes beyond marketing alone. The main users fall into a few groups.

Writers, journalists, and creators

Independent writers and journalists are Substack’s original and largest user base. Podcasters and video creators have followed, along with educators, using the platform to publish their work and earn directly from readers instead of chasing ad revenue or platform payouts.

Businesses and brands

More and more businesses are realizing the potential of Substack, given that 35% of college graduates get news from email newsletters. Instead of relying on algorithms or third-party platforms, businesses own their subscriber list hosted on Substack and send content directly to it.

Fashion brand Tory Burch, for example, runs a Substack called What should I wear? that gives readers a look behind the scenes of the fashion world. And Aleen Dreksler, the CEO of Betches, runs Please Advise, where she shares long-form business and life advice in a relatable voice.

Source: What Should I Wear

Businesses use Substack for thought leadership, customer education, employer branding, and direct audience relationships. It can complement a social media marketing plan rather than replace it.

“Unlike Instagram or TikTok, where I’m at the mercy of algorithms, Substack puts me directly into someone’s inbox,” says Ajibare. “That intimacy matters when you’re teaching, because you’re not just chasing views; you’re nurturing a dedicated community of learners.”

Source: The Social Media Manager’s Bible

“Whether you’re a brand or an individual, Substack works when you stop thinking of it as content marketing and start thinking of it as community-building,” says Ajibare.

How businesses use Substack to generate value

The Substack website is for “any business that wants to build depth, not just reach,” says Ajibare.

Shift from promotion to thought leadership

“Enterprise teams sometimes overlook the fact that people are tired of being marketed to all the time,” says Ajibare. “Substack offers a chance to have conversations, share insights, and position your brand as a trusted guide rather than just a seller.” And niche marketing is one of this year’s biggest social media trends.

Build direct relationships with your customers

Forget chasing engagement through social media algorithms. Substack delivers your content straight to subscribers’ inboxes, creating a direct, high-value connection with your most loyal audience. Pair it with social listening to identify what topics your subscribers care about most.

#1 Easy Social Listening

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Build trust through dialogue

Your newsletter can become a living hub for ideas, updates, and reflection. Use it to invite responses, start discussions, and cultivate an informed community around your brand values.

Lean into being unpolished

Whether you’re sharing campaign lessons or leadership reflections, authentic storytelling helps your brand stand out. “You don’t have to produce perfect essays,” says Ajibare. Substack rewards honesty and depth, two things audiences rarely get from corporate blogs.

Pros and cons of Substack

Pros	Cons
Free to publish, with no upfront cost to start.	Limited customization compared to enterprise tools.
Built-in distribution and a direct relationship with your audience.	You pay a 10% fee plus Stripe fees on paid subscriptions.
Supports multimedia (podcasts, video, audio) and community engagement.	Discovery still depends, in part, on external promotion.
Millions of readers with credit cards on file are already in-app, looking to subscribe.	Fewer email marketing features than dedicated email tools.
Recommendation network and referral tools help new readers find you.	Content is not strictly moderated, so branded content could appear near controversial material.
Substack Notes, Chat, and comments add social and community layers.	Analytics and reporting are basic.
Easy-to-use app on iOS and Android.	You own your audience data, but it’s hosted on Substack, which can change its rules.

Content moderation and controversies

Content moderation is the most common criticism aimed at Substack. Because the platform takes a hands-off approach, some creators have publicly left over its decisions not to remove certain controversial publications.

For brands, the practical takeaway is that Substack’s recommendation network and open feed mean your content can sit alongside material you wouldn’t choose to be associated with. It’s worth weighing that against the platform’s reach before you commit.

Substack vs. other platforms

Substack isn’t the only way to publish and monetize content online. Here’s how it compares to a few common alternatives, so you can see where it fits.

Substack vs. other publishing platforms

Criteria	Substack	Medium	WordPress	LinkedIn Newsletters	Ghost
Cost model	Free to publish, 10% of paid subs	Free; paid membership option	Free software, paid hosting	Free	Paid hosting or self-host
Audience ownership	You own the subscriber list	Medium controls reach	You own everything	LinkedIn owns the audience	You own the subscriber list
Monetization	Paid subscriptions built in	Partner Program payouts	DIY via plugins	None native	Paid subscriptions built in
Customization	Limited	Very limited	Extensive	Very limited	Extensive
Community features	Notes, Chat, comments	Comments, claps	Via plugins	LinkedIn feed and comments	Comments, memberships
Multimedia	Podcasts, video, audio	Text-focused	Full support	Text and images	Full support

How to start a Substack for your brand (step-by-step)

Before you start with Substack, you’ll want to define your content strategy. Are you interested in posting thought leadership, industry insights, or culture content?

Making a content creation strategy will give you a clear path forward on what you’re going to publish on Substack.

Once you’re ready, here’s the Substack step-by-step:

Sign up and create a publishing profile.

Sign up with your email, then choose a username.

Upload any mailing lists you’ve got.

Add subscribers. If you have anyone you would like to invite to your Substack, now’s the time to add their emails.

Add like-minded publishers to your recommendation list to grow your Substack ecosystem.

Click on Set up the basics and add your brand name, description, and logo.

Head to your Settings (found on the left menu on the home page) and try to fill in as much information as you can.

Within Settings on the left menu, you’ll find subheadings like ‘Appearance‘ where you can tailor your Substack appearance to your brand. And under ‘Content‘, you can customize your automated emails to reflect your brand voice and values.

Head back out to your dashboard. Further customize your Substack to reflect your brand colours, font, and other visual identity bits under Creator Settings → Branding on the left menu. You’ll also see the option for Homepage, which allows you to tailor your style and layout for your Substack homepage.

Back at your home dashboard, click on Payments (from the left menu, under Creator Tools). In this tab, you can set up your Stripe account so subscribers can give you money.

Then, it’s as simple as hitting that giant, orange Create new button and publishing your first post. Be sure to promote it on your social channels!

Then, the only thing that’s left to do is to track your analytics and refine your strategy over time.

Substack best practices for 2026

1. Show up consistently

Many creators launch a newsletter with excitement, post twice, then vanish. And readers notice,” says Ajibare. “Substack requires you to treat your audience like a relationship. If you only show up when you need something, the trust breaks.“

Pick a cadence you can sustain and stick to it. Consistency signals reliability and builds long-term loyalty.

2. Get specific

Skip vague thought pieces. Focus on niche, actionable content ideas your audience can use right away. Think of detailed how-tos, case studies, or campaign breakdowns.

3. Repurpose what works elsewhere

Transform high-performing social posts, webinars, or internal insights into long-form newsletters. It’s a smart way to deepen your existing content without doubling your workload.

“A lot of creators feel overwhelmed by yet another platform,” says Ajibare. “But Substack doesn’t have to be extra work. You can take what’s already working for you on other platforms and expand it here.”

4. Avoid the sales trap

Your readers came for insights. Lead with useful stories and lessons. Sprinkle in promotion sparingly.

“Substack readers are not looking for ads disguised as newsletters,” says Ajibare. “They’re looking for insights, stories, and real value. If every post feels like a sales pitch, people unsubscribe. My advice is simple: give 80 percent value, 20 percent promotion.”

5. Define your voice early

“Substack works when you sound human. Don’t try to be overly formal or corporate,” says Ajibare. “Decide what your unique perspective is and build from there.”

Whether your tone is bold, conversational, or analytical, stay consistent. Readers will subscribe for your perspective, not your polish.

6. Play the long game

“Substack isn’t about instant virality,” says Ajibare. “It’s about compounding trust. Even if you only have 50 subscribers at the start, that’s 50 people who gave you direct access to their inbox.”

7. Don’t underestimate the power of structure

“Create series, themes, or recurring segments,” says Ajibare. “That makes your content easier to follow and gives people a reason to come back.”

FAQ: What is Substack?

What do people use Substack for?

People use Substack to publish and distribute content to an audience, either for free or on a subscription model. Writers, journalists, podcasters, educators, and businesses all use it to build a direct relationship with readers.

Is Substack free to use?

Yes, Substack is free to use. Publishing is free, and reading free content costs nothing. Paid subscriptions incur a 10% Substack fee plus Stripe processing fees.

What is the downside of Substack?

The main downsides are limited customization, few email marketing features, subscription fees, loose content moderation, and basic analytics. If you’re looking for enterprise-level capabilities, you’ll find Substack pretty basic.

Can you read Substack for free?

Yes, Substack has a free, public platform for readers. You can browse and read free content on the web or through the Substack app without paying anything.

Can companies use Substack for marketing?

Absolutely. Companies use Substack to humanize their marketing and build communities while sharing long-form content. It’s a strong fit for thought leadership and community-building, and some brands use it to generate revenue through subscriptions.

How do businesses make money on Substack?

Businesses make money on Substack mainly through paid subscriptions. They can also use free newsletters to drive traffic to other revenue streams and explore sponsored content opportunities with their audience.

Why is everyone leaving Substack?

Some creators have left Substack due to concerns about its content moderation policies, particularly its decision not to remove certain controversial publications. It’s worth noting that many creators stay and grow on the platform, so “everyone leaving” overstates the picture.

How is Substack different from Medium?

Substack focuses on email-delivered newsletters with direct subscriber relationships and optional paid subscriptions. Medium is a shared publishing platform where content is surfaced through Medium’s own recommendation algorithm and paywall, so you don’t own the audience the same way.

What is Substack Notes?

Substack Notes is a short-form social feed within Substack where creators and readers share brief posts, links, quotes, and images, similar to X (formerly Twitter). It’s one of the features that makes Substack feel like a hybrid of publishing tool and social network.

Can you make a living on Substack?

Yes, thousands of creators earn a full-time living on Substack through paid subscriptions. Income varies widely based on niche and audience size, so results are far from guaranteed.

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