Substack Is the New Side Hustle 📝

Welcome to the new social media, just don’t call it that.

Substack is turning into the digital hangout spot for everyone from fashion brands to your favorite influencers. What started as a newsletter platform has morphed into something way bigger: part media channel, part shopping guide, part group chat.

The numbers say it all: as of March 2025, Substack hit 5 million paid subscribers (up from 4 million in November 2024 and just 1 million in 2021). And for the first time since launching in 2017, “Substack” is officially getting Googled more than the word “newsletter.” That’s not just a spike — it’s a revolution.

But here's the kicker: Substack isn’t Mailchimp with moodboards. It’s a place where the group chat energy is public and the tone is personal. And brands like The RealReal, Rare Beauty and American Eagle want in on the chat.

And the payoff can be big. Unlike social platforms, Substack leans into the author’s POV and deeper connection. No more competing with trending audio and algorithm roulette — just direct lines to the people who actually care. It’s email, but with edge. A modern Bloglovin’, if you will.

Call it a newsletter renaissance. Call it a blogging comeback. Call it the place everyone’s quietly slipping into while TikTok’s future hangs in the balance. Whatever it is, Substack is reshaping how creators, brands and even your favorite retailers connect.

And guess what? We’re there too.

Here are a few of our faves. See you in your Inbox!

Hotel Espresso

Hotels Above Par founder Brandon Berkson runs Hotel Espresso, a virtual coffee shop spawning conversations about all things boutique hotels by the CEO of independent media brand, Hotels Above Par.

WEARSTLERWORLD

A Wednesday newsletter about design, fashion, travel, influences, rationales, and limitlessness from design guru Kelly Wearstler.

PEOPLE BRANDS AND THINGS

We love the concise yet fun reporting on the intersection of consumerism, culture, and creativity. Think: campaigns, partnerships, and launches. They also post daily on Instagram (@peoplebrandsandthings) with all the updates you need to stay up to date in real time.

After School by Casey Lewis

Lewis is known for her Gen Z acumen and After School doesn’t disppoint. Billed as “An examination of youth culture.” the Substack features trend analysis and insights, 5x a week, with an emphasis on Gen Z and Gen Alpha consumers.

Late Checkout (duh)

Late Checkout is a cheat sheet for jet-setters and go-getters with a penchant for all things food, drink and travel. Subscribe to get access to news about restaurants serving, hotels on our radar, curated City Guides, hot industry goss and access to Side Dish, our weekly newsletter highlighting all the tidbits you might have missed. Sleep in. We got you.

‍