In recent years, the world of content creation has undergone a significant transformation, with influencers becoming some of the most influential figures in media.
From fashion and fitness to tech and travel, influencers have become the go-to sources of information, often replacing traditional media outlets. This shift is driven by the growing power of social platforms, where individuals can reach their audiences without needing support from larger companies.
While social media platforms like Instagram, YouTube, TikTok and others continue to dominate, another trend has emerged: the rise of Substack and blogs as spaces where influencers are connecting with their audiences in a new, more personal way.
The Influencer Phenomenon
The term “influencer” has grown to include a diverse group of individuals who have gained significant followings through their online presence and, in turn, have established credibility in a specific industry. Industries as niche as cleaning or technology or books to industries as popular as fashion and beauty or travel have all been shaped by the rise of influencers.
Influencers, once seen primarily in the context of celebrity endorsements and sponsorships, have expanded into nearly every niche imaginable. Influencers now include experts, hobbyists and everyday people sharing their thoughts, ideas and experiences with their audience. With a strong social media presence, these influencers develop a level of trust with their followers, enabling them to impact consumer behavior, opinions and trends.
Unlike traditional celebrities or public figures, influencers often engage in one-on-one interactions with their followers. They can create a sense of community that brands and traditional media struggle to replicate. The authentic and personal content many influencers produce offers a glimpse into their daily lives. Within the influencer community, there are levels of creators ranging from micro to macro. Brands are turning to influencers of all audience sizes to build brand awareness and connect with their target audiences.
This relatability is one of the primary reasons why influencers have become so powerful. People feel connected to them, which is why brands are motivated to partner with them to reach their target audiences.
Substack and blogs: New platforms for thought leadership
While social media has given rise to influencers, it has also highlighted the limitations of traditional platforms. The algorithms on social platforms often determine what content gets seen, which can limit an influencer’s ability to truly connect with their audience. Most recently, the CEO of Instagram, Adam Mosseri, outlined the key factors of its algorithms, which ultimately help maximize your reach. But even with this information, social media platforms are so flooded with content that it can be hard to get your content out there.
This is where Substack and blogs come in.
Substack, a subscription-based platform that allows writers, journalists, content creators and everyone in between to publish newsletters to their audience directly, has seen a meteoric rise in popularity. With Substack, influencers and writers can communicate directly with their subscribers without the interference of social media algorithms. Writers can curate content based on their audience’s interests, whether through in-depth explorations of niche subjects or more personal storytelling. Substack’s business model allows creators to publish paid or free newsletters, with the option to share exclusive content with paid subscribers in addition to free newsletters. This structure has made it possible for influencers to monetize their content in a sustainable way.
In 2024, Substack had more than 20 million active subscribers with more than 17,000 writers getting paid through the platform. Substack’s website attracts around 49.4 million unique visitors per month, and that number is only on the rise.
Blogs are also experiencing a resurgence. Although blogging had seemed to wane with the rise of social media, many influencers are turning to blogs as a way to dive deeper into topics, create evergreen content and foster a deeper connection with their audiences.
Unlike short social media posts, blogs allow influencers to share long-form content—articles, essays or even entire ebooks—that can offer more value and insight. Blogs also provide a home for personal brands, where content can live indefinitely, unlike on social platforms where posts are often fleeting.
The Benefits of Substack and Blogs for Influencers
- Ownership and control: Substack and blogs give influencers greater control over their content and audience relationships. They can determine everything from the format to the frequency of their content without the restrictions set by social media platforms. Content creators like Lindsey Carter, CEO and founder of SET Active, and Lawyer Aaron Parnas use the platform to share their perspectives and news meaningfully, controlling how their narrative is shared and communicating their messages how they see fit.
- Monetization opportunities: These platforms allow influencers to monetize their content directly through subscriptions or advertising. This creates a more sustainable income model rather than relying solely on partnerships and sponsored posts.
- Community building: By offering exclusive content and creating personal connections with subscribers, influencers foster a deeper sense of community. Unlike social media, where interaction is often limited to comments and likes, Substack and blogs provide more opportunities for meaningful engagement. Influencers will even ask their followers the type of content they want to see on Substack, which gives their followers a voice and a sense of control over the type of content they are consuming.
- Deeper engagement: With blogs and Substack, influencers can create longer-form content that dives deeper into subjects of interest, offering more value to their followers. This engagement can build a more loyal audience that sees the influencer as an expert or trusted voice in their field.
The Future of Influencers and Online Content
As the digital landscape continues to evolve, it’s clear that influencers will continue to play a crucial role in shaping media consumption. While social media platforms will remain key for discovery and quick updates, platforms like Substack and blogs are carving out a space for more meaningful, direct communication. The shift toward these platforms reflects a growing desire for authenticity, autonomy and deeper engagement in an age of fleeting content.
For influencers, Substack and blogs offer an opportunity to build sustainable, long-term connections with their audience while still maintaining control over their content. The future of online influence is not just about going viral on Instagram or TikTok—it’s about creating meaningful relationships that can withstand an ever-changing digital ecosystem.
Bospar’s social team is well-versed in the power of influencer marketing, executive visibility, and community management. Companies and brands are leveraging the power of influencers more than ever before. We see it every day—a new viral product is selling out in minutes after an influencer uses or talks about it. The old marketing tactics aren’t cutting it as the rise of the influencer continues. Our social team is expert in influencer marketing and executive visibility, and we’re here to help you harness the power of social media across various platforms and tap into the audience of your unique niche.
