Substack etiquette: a guide for modern content creators

In the age of Substack, the rules of engagement have evolved, and etiquette experts Carole Radziwill and Jalil Johnson weigh in on what's acceptable and what's not in the world of newsletter subscriptions.

Consent is key

When it comes to subscribing someone to your Substack without their consent, Radziwill is unequivocal: 'I think it's encouraged!' She suggests subscribing enthusiastically to those who appreciate your work, even if you meet them on the street. However, Johnson disagrees, labeling such actions as 'terribly gauche.' He suggests that only readers who have already opted in to your previous content or migrated from another platform should be automatically subscribed.

Frequency matters

Radziwill believes that the frequency of Substack dispatches depends on the content and audience. 'I think Substack is not for people who just like to hear themselves talk,' she notes. 'TikTok is a better place for that.' Johnson suggests that 'if your whole intent and brand is linking to Toteme, Khaite, and The Row, then I think you need to go back to the drawing board.'

Conclusion: As Substack continues to disrupt the traditional publishing landscape, a new set of social etiquette norms must emerge. By understanding the importance of consent, respecting reader inboxes, and focusing on high-quality, engaging content, creators can navigate this new landscape successfully and build loyal, dedicated followings.