Building Substack: Reinventing Culture through Subscriptions
Jan 9, 2025
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Chris Best, co-founder and CEO of Substack, shares insights on redefining media through email, a tech from 1971. He discusses Substack's remarkable rise to over 3 million paid subscribers and the shift creators are making from traditional platforms to direct audience connections. The conversation touches on navigating the impact of AI in media, emphasizing the importance of human authenticity. Best reflects on lessons from his previous venture, Kik, and highlights how Substack empowers creators to achieve financial independence and thrive in a changing landscape.
Substack's success lies in leveraging email as a direct communication tool, enabling authentic connections between creators and their audiences.
The evolution of media towards AI integration necessitates a balance between technological advancement and maintaining genuine human connections in content creation.
Deep dives
Allocating Attention in the Congested Content Landscape
In today's world filled with overwhelming content options, allocating attention strategically becomes critical for individuals. The discussion emphasizes that while content is abundant, the real challenge lies in discerning quality and relevance. People need to identify trustworthy sources to shape their perspectives and understanding of the world around them. This intersection of choice and discernment highlights a fundamental shift in how media is consumed and valued.
The Roots of Substack: A Return to Email
The origins of Substack reveal an intriguing choice to leverage email, a technology from 1971, as its foundational platform. By focusing on a direct communication channel, Substack allows writers to connect authentically with audiences without the mediating influence of social media algorithms. This choice not only champions artistic freedom but also builds a simple yet effective business model that empowers creators. This strategic, almost retro approach demonstrates the belief that the essence of content delivery can remain robust even amidst modern complexities.
Lessons from Kik: Building Impactful Systems
The transition from Kik to Substack illustrates a commitment to understanding user engagement and the dynamics of building successful platforms. Key lessons learned at Kik about scaling, user behavior, and the importance of thoughtful design influence Substack's approach. The realization that digital systems can significantly impact societal interactions drives the mission behind Substack, fostering an environment where writers can share their ideas and get rewarded for their contributions. The founders' experiences with Kik provide a roadmap for creating a sustainable and vibrant platform for creators.
Embracing AI and Future Technologies
The integration of artificial intelligence (AI) into the creative ecosystem invites exciting possibilities for content creation and consumption. As creators gain tools to automate and enhance their processes, the focus shifts to preserving human connections amidst this technological revolution. The discussion acknowledges the need to adapt as companies evolve with technological advancements, fearing the extinction of those unprepared for the shift. Ultimately, this sentiment reinforces that despite the influx of content, the human element remains central to the authenticity and impact of cultural narratives.
In this episode, Substack cofounder and CEO Chris Best joins a16z General Partner Andrew Chen to discuss the origins and evolution of Substack, a platform redefining media and empowering creators to connect directly with their audiences. They dive into how Substack’s early days led to over 3 million paid subscribers, why creators are moving away from traditional platforms to establish direct connections with their audiences, and how the future of media in the AI era is reshaping opportunities for writers, podcasters, and video creators.
From Chris’s lessons scaling Kik Messaging to Substack’s profound impact on the creator economy, this conversation shares insights on building platforms, culture, and opportunity in the modern era.
Please note that the content here is for informational purposes only; should NOT be taken as legal, business, tax, or investment advice or be used to evaluate any investment or security; and is not directed at any investors or potential investors in any a16z fund. a16z and its affiliates may maintain investments in the companies discussed. For more details please see a16z.com/disclosures.
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