Giving customers a behind-the-scenes view of your business is a great way to drive loyalty and engagement--and to do just that, founders are increasingly joining one trending platform: Substack. The digital platform--most known for its newsletter functionality--allows users to start their own publications with newsletter, forum, and podcasting capabilities. Entrepreneurs say it's a platform that lets them form an intimate community of readers and a safe space where they can bounce ideas off of one another.
Take Dianna Cohen, founder of New York City-based hair care brand Crown Affair, for example. Through her Substack, "Take Your Time With Dianna Cohen," the founder publishes lifestyle content, such as her favorite products and wellness tips. Her most viewed post, " The Magic of Mood Boarding "--which chronicles her experience with moodboarding and how she used it to build the brand identity of Crown Affair--received more than 5,000 likes and converted 223 subscribers.
Now, she has more than 1,500 subscribers. Cohen says she posts on Substack because she sees it as the most intimate social media platform; users can share what they're thinking in a long-form manner and interact with others through comments and forums. "Substack, for me, is about creating content that genuinely inspires people," she says.
But Cohen doesn't feel pressured to post regularly--in fact, sometimes she won't post for a whole month. Instead, she publishes newsletters only if she feels they will inspire.
