What Works on Substack (and What Doesn’t) in 2025 for Founders, CEOs & Brand Builders
Substack is no longer just for journalists or indie writers. In 2025, it’s actually become one of the fastest ways for founders, CEOs, and anyone building their personal brand online to get their ideas directly into their audience’s inboxes.
Substackers are creating profitable newsletters (and growing their email lists) with algorithm assistance. Instead of renting your audience on Substack, you own it — a rarity for a social media platform.
But here’s the truth: most founders are still using Substack wrong.
They post inconsistently, bury their voice under generic content, or clutter their readers’ inboxes with lead magnets and links to podcast appearances, making their newsletter feel like advertising instead of a destination.
So here’s what actually works on Substack in 2025 — and what doesn’t.
What Works on Substack in 2025
Consistency > Virality. I’ve said it before and I’ll say it again: on Substack, what matters is picking a schedule that allows you to put out quality content on a regular basis.
Voice-forward writing. Readers are not on Substack for a quick scroll. They subscribe because of your voice and vision.
Recurring series. The consistency readers crave on Substack also has to do with knowing what they’re going to get week to week, month to month if they subscribe. Anchoring your Substack around two or three recurring post types will help you keep your newsletter grounded.
What Doesn’t Work Anymore
❌ AI generated newsletters. Substack’s algorithm will bury generic content created by AI. And honestly, your readers can tell when it’s AI writing and not you.
❌ Radio silence. Going dark for long stretches of time kills your growth.
❌ Writing that’s overly polished and corporate. Readers want to connect with you. Founders win on Substack when they’re real.
❌ One-way broadcasting. If you’re not active in your comments section, in your niche, or on Notes, the Substack algorithm will notice. Substack isn’t a “set it and forget it” platform.
Why Founders Should Care About Substack
Substack is a social media platform with staying power. And it’s especially attractive for founders, CEOs, and anyone building a personal or business brand online for these reasons:
Direct ownership. Unlike most social media platforms, Substack allows you to own your audience. Your email list belongs to you.
Investor & media visibility. A newsletter builds credibility and depth beyond the quick-fix LinkedIn post.
Passive revenue. Substack’s built-in paid tiers system allows your subscribers to pay for your exclusive content.
Book deals. If you see a legacy book in your future (and you should), you should know that agents are now looking to Substack as proof of demand for your writing.
How to Start Strong
If jumping on Substack right now feels like the right move, you’re not alone.
Here are some strategies to get you started on Substack without the overthinking and overwhelm:
Block out 90 minutes weekly for the next month for raw drafting or voice noting so you can get a sense of what you want to write about.
Switch out your doomscrolling routine for some Substack research. Get the lay of the land and find other writers in your area of interest. Follow them, read their work, and take note of what’s working (and what’s not).
Pair your Substack plan with a ghostwriter or content manager to maintain cadence and connection.
Want to start growing on Substack (without burning out)?
If you’re ready to start building your platform on Substack the right way, I created The Serial just for you.
With The Serial, you’ll get strategy plus content month to month, so you can let your newsletter grow while you focus on running your business.
If you’re ready to get started, beta rounds are currently open for a discounted rate. Get started right here.
And if you’re not ready to take the leap and hire a Substack ghostwriter just yet…
I have a video detailing exactly how to get started on Substack for you.
