Journalists and writers are leaving major publications for Substack. Shoud brands follow? Helen Tobin discuss Substack's Unicorn rise, how brands can use the platform to reach new audiences and what not to do.
Starting out as a monetizeable newsletter platform, the company has added video, podcasting and feed-style social media. What are effective brands doing on the platform? How do they protect users from Ai slop? Will they license user content on LLMs?
Find the video at https://justinbradyshow.com
Chapters:
01:09 - Have DTC platforms like Substack killed media?
04:35 - A brief message from me on podcasting
05:25 - Tobin’s strategy of amplifying writers, not execs
07:50 - Can brands use Substack or just citizen journalists?
10:50 - Best practices for Substack. Tailor to audience.
14:17 - What if you don’t want to monetize?
16:24 - With new features, is there risk of going to broad?
18:19 - With user growth, does individual user reach decrease?
25:10 - Brand and marcom best practices for Substack
30:17 - Plans on combatting AI slop
32:35 - Will Substack license written content to LLMs?
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