Substack vs. LinkedIn in 2025: Which Platform Should You Use to Grow Your Audience Online?

Content & Audience Growth for AuthorsBusiness & Personal Branding

Aug 22

Whether you’re a CEO or creator, in 2025 you need to be actively building your audience online. But where should you build it? Substack or LinkedIn?

Both platforms are powerful options for growing your audience online, but they work in very different ways. Substack allows you to build a deep, loyal community that you own. LinkedIn gives you visibility and authority.

The secret? Most of us aren’t choosing one platform. We’re using both strategically.

What Substack Does Best

Substack is best for long form content with depth. Readers on Substack aren’t looking for a quick scroll, and the algorithm prioritizes content that readers keep coming back to.

Here’s where Substack stands out:

Depth over reach. Long form writing with depth wins out over bite-sized takes.
Own your audience. Your content gets delivered directly to followers inboxes. Plus, you can retain your newsletter’s email list if you decide to leave the platform.
Book deal potential. Substack metrics = query letter gold mine.
Direct monetization. Turn followers into paying readers directly on the platform.

Best for: When you have big ideas, a story to tell, and the desire to nurture a community around your work.

What LinkedIn Does Best

If you’re looking for a lot of eyes fast, LinkedIn is your spot.

Here’s what LinkedIn does best:

Visibility push. LinkedIn boasts 1.2 billion members, and among those are investors, recruiters, and media.
Professional networking. Your posts on LinkedIn have the potential to reach decision-makers across the platform.
Short-form storytelling. Great for quick founder insights that will land fast.

Best for: When you’re looking to build influence in real time with authority in your industry.

Substack vs. LinkedIn

**Here’s your cheat sheet (make sure to pin for later)**👆

The Smartest Strategy? Use Both Together

Think of it like this:

LinkedIn is the stage. Substack is the book you hand the audience after your talk.

Use your LinkedIn posts to drive readers from your short form work to your Substack subscriber list.

Share your longform work from Substack to help bolster your authority in your niche on LinkedIn.

Ultimately, think of your social media platforms like an ecosystem you’re inviting readers into rather than separate worlds.

What Not to Do

Building your presence on Substack and LinkedIn might seem like a lot, so here are some pitfalls to watch out for:

Don’t copy and paste content from one platform to another. Modify your core ideas to fit the audience and platform.
LinkedIn virality will only get you so far. Real staying power comes from quality content on Substack.
Don’t expect your Substack to hit thousands of subscribers overnight. It’s a marathon — not a sprint.

Want a strategy that will work across both platforms?

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