The newsletter platform Substack’s new feature called Notes, which functions similarly to Twitter, rolled out to all users on Tuesday. Whether it will become a real competitor to Twitter won’t be known for weeks. But Elon Musk apparently feels it might.
Substack is just the latest company to attempt to cleave off some of Twitter’s users as Twitter’s services deteriorated in recent months. Others hoping to capitalize on the chaos that followed Musk’s October takeover of Twitter include T2, Mastodon and Post, all of which offer similar functionality to Twitter, and none of which have yet proved dominant.
But Notes has one advantage those others did not: Substack already is being used by many big names in media, entertainment and politics. Kareem Abdul-Jabbar, Margaret Atwood, the chef Alison Roman, and sportswriters Joe Posnanski and Molly Knight all use Substack.Notes allows those with Substack accounts to post short status updates along with photos, GIFs and links. Many high-profile journalists have embraced Notes as a way of deepening their relationship with their readers.
“The plan for now is to do both and see what happens,” he said. “If there’s some sort of tipping point where Substack Notes is better and we’re able to get some of the network effect of Notes then we’ll spend more time posting there. Having one centralized ecosystem to do all your writing and posting is attractive. I’m just concerned about the reach.
Just last month, Substack announced that the platform had surpassed 35 million active newsletter subscriptions and that readers have paid writers more than $300 million through the service. The top 10 writers on Substack make about $25 million annually combined, and Substack takes a 10 percent cut of all subscription earnings from writers on the platform.
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