Every month, I plan to get this newsletter out by the 15th, and here we are…why is marketing your own business when YOU’RE A MARKETER so hard? I can boost any founder, generate creative ideas for any brand, and share innovative partnership or marketing strategies. Yet, there is this “nope, I live behind the camera” mentality instilled in me that paralyzes me from doing what I do best for others. I guess that’s next week’s therapy topic.
A new, streamlined (and maybe recurring?!) format that I’m super excited about, which includes a bit of a rant (but hopefully stimulating convo) around Substack and paywalls, some fun insights from our team, a NEW column by our very own gen-z/rockstar/account exec Sarah Schultz, and a highlight on an industry peer agency Vacancy.
Short, sweet, fun, and to the point - LFG!
We know, we know, this is the part where we sneak in a shameless plug. If you want your brand popping up in inboxes and feeds like this newsletter just did, hi, that’s literally what we do. You should totally fill out our quick form to talk strategy. 2026 planning is in full swing and your marketing budget will look very diff in 2026.
And Why Substack Still Wins
I posted about this on LinkedIn, but I’ll say it again here — because this platform is the point.
Lately, I’ve noticed more and more Substack creators teasing “exclusive insights” behind paywalls:
“The one pitch angle that will make me write about your client.”
“The insider secrets to getting press.”
And honestly? It’s giving gatekeeping energy.
For years, publicists and brand builders have freely shared value — ideas, education, connections, exclusives, products, etc. Now, some creators are acting like they’ve cracked a secret code worth $8/month. I get it, everyone’s trying to monetize, but if you’re not offering something genuinely new up front… why would anyone want to go behind the paywall?
That’s the part that bugs me. Not the charging — the withholding.
But here’s the flip side: I actually think Substack is going to blow up.
It’s still in the testing + learning stage — but that’s the fun part.
It is a whole new channel in the omnichannel marketing mix for brands, and the ones doing it right currently are paving the way. I’m going to keep some of my bigger thoughts about Substack as a channel’s growth opportunities for brands, creators, thought leaders, and media for a follow-up piece—but don’t worry, it won’t be behind a paywall. It’s the engagement, conversation, and creative stimulation that make this channel imperfectly perfect.
It’s Scorpio season, and clearly my stinger came out. Let’s elevate the Substack creators who give more than they take.
Our group chats are always ringing, dinging and chiming in our WFH offices. What can we say, gotta keep a finger on the pulse. From our virtual water cooler to yours, here’s what we’ve been into:
What the Little Ladies are Reading
as seen on by ochuko: Musings on culture/business/what’s trending. Great lunch break reads, headlines get me every time. (IG: @reading_aesthetically)
Express Checkout by Nate Rosen and Jenna Movsowitz: Newsletter sharing the latest in CPG. We love to keep an eye out on new launches and the wacky, wonderful world of CPG. (IG: @expresscheckout)
The Beauty Chat by Allure: Allure’s beauty newsletter that allows us to be nosy and interested to learn more about Allure editors behind the scenes/what they’re loving. (IG: @allure)
Doctor Market Fit by Jeroen Coelen: Expert takes on business, startups, and strategy (IG: @coelen)
What the Littles Ladies are Listening to:
Pop Powerhouses: Man’s best friend, The Life of a Showgirl
The Skinny Confidential Him & Her Show
The Toast Podcast
Dateline Podcast
Dogs barking at every leaf that moves 🚬
What the Littles Ladies are Sipping on:
Salted Honey Lattes (made at home of course)
LiquidIV or grapefruit bubble water
Alani Nu (only in “Pink Slush” flavor. It’s superior) … followed by LMNT to counter it.
Coffee. Black. (our recent master’s grad wrote this).
Meet Sarah, our Gen-Z Account Exec: she’s talking to industry pros to figure out what’s actually popping. And yeah, she’s bringing the slay.
Growing up in the digital age, I’ve seen the rise and fall of social media platforms past: MySpace, Vine, Google+, BeReal (not dead yet, but basically). New social media sites aren’t rare, but ones that stick are.
Substack is sticking. My gut reaction is to keep a finger so tight on the pulse, I can feel when someone’s affiliate link gets another cookie. Bump-bump: there goes someone’s brand partnership just made enough to pay my rent.
Still, I find it somewhat hard to respond to the question “what even is Substack?” The platform right now feels like a funky Frankenstein of traditional media and social media both in its features and its users. As more writers, journalists, influencers, and everyday users flock to Substack, a more compelling question might be: What is a Substacker? Is it a writer? An influencer? A journalist? Who came first, the affiliate or the newsletter?
To get some perspective, I asked the wonderful Abby Isaacson of Two West MGMT, who manages several influencers with notable Substacks. (We’ve had the pleasure of working with Abby and her team on a traditional campaign and it was lovely.)
Q: Thinking about the number of talent on your roster publishing on Substack today, do you see that number growing?
I expect that number to grow as Instagram and TikTok algorithms become more and more unpredictable, while Substack offers talent a more consistent path to reaching their core audience.
I agree, and want to circle back to that chicken-and-egg question. Maybe it doesn’t matter who came first, as long as creators find their niche and use the platform intentionally.
Q: Is Substack something you actively encourage your talent to participate in? Why?
It depends on the creator’s goals, but generally, yes. Substack rewards consistency and enables creators to build paid communities with minimal barriers to entry.
True. Just because you can doesn’t mean you should. Influencers are often blamed for the decline of traditional media, so on a platform that merges both worlds, a little selectivity goes a long way.
Q: When it comes to affiliate, do you approach it like a standard influencer campaign, or does it function differently on Substack?
We don’t treat it like a standard campaign, there’s significant room for creativity in how affiliate links are integrated. Substack, in particular, has proven to be a strong revenue driver for affiliate partnerships in creators’ newsletters. We’ve found that collage-style product roundups and affiliate links embedded within storytelling content can be highly effective, often driving strong conversion rates than other platforms.
Here’s where my (very biased CPG publicist) heart lit up. Product recs landing straight in the inbox? Yes, please. And if conversion is high, there’s every incentive to keep reading and scrolling and clicking.
So maybe the real story isn’t about what Substack or who a substacker is, but what they’re becoming. The platform’s potential is undeniable and whether you’re a writer, influencer, or just a nosy PR gal like me, Substack’s the new scroll worth studying. If the inbox really is the new feed, I, for one, want front-row seats.
See you soon,
Sarah
We’re big believers in collaboration over competition. One of our faves in the mix is Vacancy, co-founded by my longtime mentor and creative genius Sara Shake. They’re a nimble, boutique agency that somehow makes brand magic happen fast and affordably (rare combo, I know).
Last month they swooped in and shot holiday lifestyle content for our client VoiceGift and delivered gorgeous web, social, and editorial imagery that nailed the vibe and told the audio story.
Hot tip: great visuals are everything this time of year. If your holiday assets aren’t scroll-stopping, they’re invisible. Hit up Vacancy and tell them LVPR sent you, you’ll be in very good hands.
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