Why Substack Is Evolving into a Social Media Platform and How to Ride the Wave

Be Messy, Take Action, Write lots of Notes

I was on Substack a year ago, and honestly? I gave up. I didn’t see the growth I wanted, so I dropped it.

But now I’m back, and things feel different. There’s a new energy here—between Notes and the new livestream feature, it’s like the early days of Meerkat or Clubhouse all over again.

My thesis: Substack is becoming a social media platform.

I’ve seen this pattern before—platforms evolve. Back then, I became a top 20 global creator on Meerkat by sticking to three strategies. I did the same on LinkedIn. When newsletters dropped, I jumped in early, hit 23,000 subscribers, and video helped me grow to 50,000.

Most people quit too soon. I should know—I’ve been there.

But persistence is what makes the difference. That’s why I’m back. I like being an early adopter of social media platforms. My inner creator says, “Yes, I like this vibe. My people are here.”

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Here Are 3 Strategies You Can Use to Grow on Substack

1. Show Up, Even When You Don’t Feel Like It

When life gets busy, showing up is the hardest part. But showing up regularly? That’s the secret sauce. On Substack, the common aim is to post once a week.It’s about consistency. Even if it’s 2-4 times a month, you’re staying visible, and that’s what matters.

A social platform cares about engagement and how active you are, post consistently, create ltos and eventually this platform will reward you.

How to keep showing up:

• Use Notes. Post lots of Notes.
  Similar to how you post on X (formerly Twitter) - Share a thought or an idea—even if it feels small. Everyone’s doing it right now. It’s been less than 3 days, and I’ve already up by 24 subscribers (last year, I had less than 60).

  

• It’s about messy action, not perfection.
  A common challenge for new creators is they want to publish the perfect post. But you only find your voice when you take 1000s of actions. Messy action is better than not publishing.

2. Add to the Vibes (It’s About Connection)

Substack isn’t just about writing—it’s a community.

And like any community, you get noticed by adding value. Think of it like showing up at a party. The people who connect and share their energy? They’re the ones everyone remembers.

Tips for building authentic connections:

• Be a reply guy/gal.

Comment on other writers’ posts. Engage—don’t just scroll by. Be part of the conversation. The more you engage, the more you’re seen, and the more connections you’ll build.

• Ask relevant and engaging questions.

Show genuine interest, just like when you’re catching up with a friend over coffee or beer. You wouldn’t stay silent—you’d ask questions and join the conversation. Do the same here.

• Don’t be a lurker.

Being an introvert doesn’t fly in a place where connections drive growth. Engage, build reciprocity, and find your tribe.

3. Find Your Brand, Find Your Voice

Here’s the thing about personal branding: it’s not about being polished. It’s about being you. Think about the people who stick out in your mind—the ones who own their quirks, who are unapologetically themselves. That’s what makes them memorable.

• Lean into what makes you different.

Embrace your quirks, your unique style, and your personality. The more authentic you are, the more you’ll attract people who resonate with you. Like

Michael Lim

has a thing for durian, as for me… just know that I love fried chicken.

• Write with your audience in mind.

Ironically, when we start out, we tend to write about what lights us up. But real growth happens when you focus on your target market. Think about their challenges, their pain points, and how your experience can offer value. It’s not just about what excites you—it’s about connecting with what matters to them.

• Don’t aim for perfect, just be real.

Perfection kills progress. It’s better to show up messy and real than wait for the perfect moment. Authenticity is what people connect with.

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How are you using Livestreams?

Since I’ve been back, something else has caught my eye: livestreams. There’s potential there, but I haven’t seen anyone really pop out yet. Right now, people are treating them like podcasts or chats, but I think there’s a lot of room to do more with it. It’s still early—if you jump in now, you could stand out fast.

So yeah, Substack has changed. But like any platform, it’s not magic.

You’ve got to show up, focus, and connect. When you do that, growth follows. And a little tip? When you help others succeed, your own success is right around the corner.