The news: As newsletter platforms battle for creator loyalty, Substack is positioning itself as a social network, not just a writing platform. As more creators jump ship from platforms like Patreon, they’re pointing to Substack’s community tools and discovery features as drivers of subscribers and revenues, per Digiday. Our take: Substack isn’t just for sending emails anymore—it is quickly becoming a social network for writers and brands alike. Brands and creators should think of it less like a newsletter option and more like a growth channel for community: a crucial aspect of discovery and engagement.

For many content creators, Instagram isn’t everything. In the US, 41.0% of creators run websites or blogs to reach their audiences outside of social media. Newsletters and podcasts are also tools they use to staying connected. But perhaps most notably, 43.3% do not use anything other than social platforms.