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The Future. Influencers — especially video creators on Instagram and TikTok — are starting their own newsletters. The trend presents an opportunity for brands to connect with more engaged audiences (than social media advertising provides them) and to get a foothold in the future of digital marketing if short-form video goes belly up.
The great migration
Short-form video creators are flocking to beehiiv and Substack to launch newsletters.
- Newsletters offer creators a chance to tackle more in-depth projects and circumvent users’ social media exhaustion while providing novel ad display and affiliate marketing options.
- beehiiv and Substack have launched creator acceleration programs aimed at boosting the popularity of already-famous creators, with beehiiv choosing five fellows and Substack picking 10.
- The services’ ad networks are growing fast, with brands doubling their ad spend on beehiiv in 2024.
Meanwhile, Substack is attracting more journalists and influencers than ever before.
The long haul
The rationale behind newsletter advertising is that fans who read newsletters are a niche community — small but far more likely to respond to advertisements because they’re invested in the lifestyle of their favorite influencer. And more likely to stick around.
That’s especially important if TikTok gets banned in the US or if short-form video ever falls out of style. It’s funny to imagine that the future of advertising really might be the written word.
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