Substack: The Platform for Social Media Burnout
- The principle of Substack is based on thematic newsletters,free or paid,published directly by their authors.
- Created in 2017, the platform now claims more than five million paid subscriptions, two million more than two years ago.
- For its supporters, Substack responds to the impoverishment of content on major digital platforms.
The American platform Substack is gaining ground in the French-speaking media landscape. It appeals to subscribers tired of algorithms, dubious content, and the relentless commercial bombardment of traditional social networks. But this promise of editorial independence also has its limits and controversies.
The principle of Substack is based on thematic newsletters,free or paid,published directly by their authors. Readers no longer subscribe to a media outlet, but to journalists, writers, or creators, on targeted subjects such as politics, new technologies, or fashion.
The formula is enjoying growing success. Created in 2017, the platform now claims more than five million paid subscriptions, two million more than two years ago. In both the United States and the French-speaking world, several recognized figures from journalism and literature have taken the plunge, including Pulitzer Prize winner Anne Applebaum and Margaret Atwood, author of The Handmaid’s Tale.
Against the impoverishment of content
For its supporters, Substack responds to the impoverishment of content on major digital platforms. “American researcher Cory Doctorow coined the term ‘enshittification,’ which coudl be translated as ‘platform deterioration’,” explains Tommaso Venturini, associate professor at the Medialab of the University of Geneva. “In their quest for profits, platforms like TikTok, Instagram, or Facebook are becoming less and less interesting, both for users and creators,” he pointed out in the program Tout Un Monde on Wednesday.
It’s a great freedom and a direct relationship with our readers (…) It allows you to build very strong ties with your audience
Substack is particularly popular in the United States, where several media figures have left major networks like CNN or MSNBC, sometimes following budget cuts, to publish independently. The platform also benefits from the fragmentation of the political landscape and attracts authors of all political persuasions, seeking editorial freedom.
“It’s a great freedom”
This promise appeals to both established figures and autonomous journalists. Alexis Buisson, report