Succeeding on Substack Is Harder Than It Looks
When Substack emerged as a platform for independent writers, it promised a revolutionary opportunity: a direct, profitable connection between creators and their audiences. The idea was simple—writers could build a sustainable business by producing high-quality content for paying readers, free from the constraints of traditional media. Similarly, Patreon offered a model where creators could earn ongoing support from fans in exchange for exclusive content. But as platforms like these have grown, the reality for most writers has been far less rewarding than anticipated.
According to Howard Tullman, writing for Inc.com, the challenges of succeeding on Substack and Patreon are more significant than many creators realize. While these platforms have empowered some writers to thrive, the vast majority struggle to grow their audiences, monetize effectively, and stand out in an increasingly crowded market. Tullman’s analysis highlights a stark truth: only a small percentage of creators achieve meaningful success, while the rest face an uphill battle to make their efforts sustainable.
One of the biggest hurdles is the sheer volume of content available today. Substack’s original appeal—the ability to connect writers directly with paying readers through subscription-based newsletters—has become less straightforward as the platform has grown. With more creators joining every day, the competition for attention has intensified. What once felt like an open playing field now resembles the traditional media landscape, where a few top performers dominate, and success often depends on curated, editorialized content strategies.
Complicating matters further is the rise of AI-driven content creation. While some see AI as a tool to democratize content creation, Tullman is skeptical. He argues that AI-generated content often lacks the unique voice, perspective, and originality that human creators bring. As AI becomes more prevalent, the challenge for writers becomes even greater: how to stand out in a world where generic, machine-produced content is increasingly common.
Tullman also warns of a critical risk for creators who build their businesses on third-party platforms like Substack and Patreon. These platforms control the rules—everything from revenue splits to algorithmic promotion. Founders have little say in policy changes, leaving creators vulnerable to shifts in the platform’s priorities. This dependency underscores the importance of building direct relationships with audiences, rather than relying solely on rented digital real estate.
At the heart of Tullman’s argument is a tension between the dream of a creator economy—where anyone with talent and perspective can earn a living—and the harsh reality of a “winner-take-most” world. While platforms like Substack and Patreon have opened doors for some, the majority of revenue and attention still flows to a small number of top performers. For writers who hope to succeed long-term, the path forward requires more than just great content. It demands authenticity, originality, and a entrepreneurial mindset.
As the digital landscape continues to evolve, the lessons from Tullman’s analysis are clear. Success on platforms like Substack and Patreon is not just about writing well—it’s about understanding the challenges of the modern creator economy and building strategies that prioritize unique value and direct audience engagement. For those willing to put in the work, the rewards are still there. But the journey is far more complicated than it once seemed.
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The Evolving Landscape of Creator Platforms and the Path to Sustainability
As the creator economy continues to evolve, platforms like Substack and Patreon are adapting their models to meet the changing needs of both creators and audiences. Substack, for instance, has expanded beyond its core newsletter offering, introducing features like Substack Audio for podcasters and the ability to publish serialized content. These additions aim to attract a broader range of creators and provide more diverse content options for subscribers. Similarly, Patreon has enhanced its offerings with tiered membership levels and advanced analytics tools, giving creators more ways to engage with their audiences and track their progress.
Despite these advancements, Tullman emphasizes that the key to long-term success lies not in the platforms themselves, but in the ability of creators to identify and cater to a specific niche. The most successful writers and creators on these platforms are those who focus on highly specialized topics or unique perspectives that resonate deeply with a dedicated audience. By targeting a specific niche, creators can differentiate themselves in a crowded market and build a loyal following that is willing to pay for their content.
Another critical aspect of sustainability is the importance of community building. Tullman stresses that creators must go beyond simply producing content; they need to foster meaningful relationships with their audiences. This can be achieved through interactive elements like Q&A sessions, live events, and personalized engagement. By creating a sense of belonging and connection, creators can turn casual readers into loyal supporters who are invested in their success.
Moreover, Tullman highlights the need for creators to think entrepreneurially about their work. This includes diversifying revenue streams, experimenting with new formats, and continuously refining their approach based on audience feedback. While platforms like Substack and Patreon provide valuable tools and infrastructure, they should not be the sole foundation of a creator’s business. Instead, creators should focus on building their own brands and audience relationships, ensuring that they are not overly reliant on any single platform.
Ultimately, the path to sustainability for independent writers and creators is neither quick nor easy. It requires a combination of talent, persistence, and a deep understanding of the audience. As the digital landscape continues to shift, creators must remain adaptable and committed to delivering unique value that cannot be replicated by algorithms or AI. By focusing on these principles, they can navigate the challenges of the creator economy and build a lasting, impactful presence in the market.
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Conclusion
Success on platforms like Substack and Patreon is not just about producing great content—it’s about navigating the complexities of the modern creator economy. While these platforms offer unprecedented opportunities for writers and creators to connect with audiences, the reality is that only a small percentage achieve meaningful success. The competition is fierce, the platforms are evolving, and the rise of AI-driven content adds another layer of complexity.
However, there is hope for those willing to put in the work. By focusing on niche audiences, building authentic relationships, and adopting an entrepreneurial mindset, creators can carve out a sustainable path. The key is to deliver unique value, foster community, and diversify strategies to reduce dependence on any single platform. While the journey is challenging, the rewards for those who persevere are well worth the effort.
Frequently Asked Questions
1. Why is it so hard to succeed on Substack and Patreon?
Success on these platforms is challenging due to intense competition, the rise of AI-driven content, and the dominance of a few top performers. Additionally, creators must navigate platform rules and algorithmic biases that can impact visibility and monetization.
2. How can AI affect my content creation?
AI can both assist and compete with human creators. While it can streamline content creation, it often lacks the unique voice and originality that human writers bring. Creators must focus on authenticity and unique perspectives to stand out in an AI-driven world.
3. What are the risks of building a business on Substack or Patreon?
Creators risk losing control over their business due to platform policies, revenue splits, and algorithmic changes. It’s crucial to build direct relationships with audiences and diversify income streams to reduce dependency on these platforms.
4. How can I stand out in a crowded market?
Focus on a specific niche or unique perspective that resonates with a dedicated audience. Authenticity, originality, and consistent engagement are key to differentiating yourself and building a loyal following.
5. What role does community building play in success?
Community building is essential for long-term success. By fostering meaningful relationships through interactive content, personalized engagement, and exclusive offerings, creators can turn casual readers into loyal supporters who are invested in their success.
6. Should I diversify my income streams?
Yes. Relying solely on one platform or revenue stream is risky. Creators should explore multiple income sources, such as merchandise, courses, or sponsored content, to ensure financial stability and growth.