Day One FM A Definitive Answer to “Should My Brand Be On Substack?”
Sep 23, 2025
Christina Loff, Head of Lifestyle at Substack and author of The Dry Down Diaries, shares insights on recruiting writers and brand partnerships. She emphasizes the freedom from algorithms on Substack and the importance of authentic, founder-led brand stories. Christina discusses how brands like Rare Beauty leverage the platform for unique content and events, including during Fashion Week. She also highlights the growing interest from younger creators, particularly from TikTok, and addresses creator burnout by offering resources and support.
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Let Creators Choose Their Format
- Let writers choose the format that fits them: longform, podcast, video, or none of the above.
- Do not force creators into social features; Substack provides optional tools like the feed and chat.
RealReal's 'Real Girl' Fashion Column
- The RealReal launched a Substack with an anonymous fashion writer called The Real Girl to cover shows and brand usage.
- Christina Loff describes it as a gossip-girl style approach that connected readers to the brand voice.
Make Brand Substacks Editorial-Led
- Brands should be founder-led or hire trained writers to run their Substack for authentic storytelling.
- Avoid launching a Substack with only promotional product posts; have a clear editorial reason to be there.
