How I grew my Substack by 7,000% in less than 3 years without burning out

The newsletter platform and social media site, Substack, has become one of the hottest spaces for online creators—and now brands and celebrities are joining the bandwagon. Boasting more than five million paid subscribers across the platform, Substack invites creators like myself to build an audience, make money, and connect with other readers and writers.

My name is Alex Lewis, and I joined Substack in December 2022. My newsletter, Feels Like Home, is now home to more than 3,500 subscribers and receives over 20,000 monthly reads. I started the newsletter to explore some of my favorite things (like music, sports, and pop culture) and to have a creative outlet outside of my 10-year career in social media marketing.

Here are the steps I took to grow my newsletter by 7,000% in less than three years and how it continues to help me avoid burnout and maintain my love for writing. Let’s get into it.

1. I wrote about what I enjoy.

The beauty of Substack is you can write about whatever you want, and there’s a good chance you’ll find people who actually want to read it.

When starting my Substack, I set out to write about things I love and the people and moments that have shaped me. This ensured that my writing would always be personal and always feel enjoyable because I’m writing about topics that I’m genuinely interested in, such as NBA basketball and healthy masculinity.

Consistency is much more attainable when writing and publishing feel like less of a burden. I get excited to return to the page because I’m following my curiosities—and what I often find on the other side of this pursuit are people who love the same things and feel seen, as well as people who aren’t as familiar with the topic but gain a newfound appreciation for it.

Ana Calin, whose How We Grow newsletter has hundreds of paid subscribers, encourages creators to “write the newsletter you would want to read—not the one you think will ‘perform.’” She adds, “Readers can tell when you’re being authentic, and they’ll stick around for your voice—not some polished version of what you think they want.”

While Substack lets you label your newsletter under 1-2 categories to help readers find your publication, you don’t have to corner yourself into a specific niche in order to grow. Sharing your interests can pave the way for connection and consistency.

2. I nurtured the people who already supported me.

Substack makes your writing accessible for people who want to read it.

Before joining Substack, sharing my work on Instagram, LinkedIn, and X felt like the only way for people to learn that I published something new. Friends would tell me they missed something I wrote because the algorithm didn’t serve my posts to them.

I chose to join Substack and start publishing a newsletter because I wanted the people who enjoyed reading my work to receive it directly in their inbox. While I still post about my publication on social media, email is my newsletter’s top traffic driver by far, generating 186% more views than the Substack app (which is my next closest).

By inviting readers to opt into an easier way to read my work, I started my Substack journey with over 100 subscribers within the first week. That’s more than 100 people who could share my newsletter and invite others to subscribe and begin sharing.

If you already have an audience but are having trouble reaching them online, consider starting a newsletter.

As noted by Seth Werkheiser, who writes his Social Media Escape Club newsletter to more than 6,000 subscribers, “Direct access to your audience is so important, and very much worth the time and energy.”

Social media algorithms are unreliable. Through Substack, you can take ownership of your email list and speak directly to your audience while making it easier for your long-time supporters to continue supporting.

3. I focused on consistent quality over consistent quantity.

Just because your favorite Substack writer posts every day doesn’t mean you need to.

What I began to observe, prior to joining Substack, is that I averaged two new essays per month. These weren’t just throwaway ideas; they were well-researched, thoughtful, long-form pieces that came as a result of reading, living, listening, and wrestling.

Once I started my newsletter, I launched a content recommendation series, Take It or Leave It, to fill in the gaps between essays. These started as weekly drops, but I shifted the cadence to monthly at the beginning of this year as I learned how challenging it was to maintain a weekly rhythm—especially since writing isn’t my full-time job.

Also, I knew my biggest metric for success was making work I’m proud of, and that takes time. Work I’m proud of is work I’m comfortable with returning to and want to share even after its publish date. This is work I believe readers can come to at any point and still find value in.

Consistency, in terms of how much you post, is often discussed as being tied to growth. But Sarah Fay, whose Substack Writers at Work newsletter has over 36,000 subscribers, says, “Substack’s algorithm doesn’t favor frequency.”

Fay adds, “Engagement is what matters.”

Posting more may get your newsletter in front of people more often, but it can also make your work harder to keep up with or even bombard readers’ already jam-packed inboxes. By focusing on consistent quality over upping your quantity, you can do a better job of delivering work your readers won’t want to miss because they know you always bring your best.

4. I “stole” from my favorite writers.

Your fellow Substack writers are the best blueprint for getting started.

I began my Substack journey on a whim. After months of putting off starting a newsletter, I finally decided to jump all in. Not knowing where to begin, I looked at publications from Substack writers I already followed, such as Hunter Harris and Emily Sundberg.

By looking at their newsletters, I gained a better understanding of how I wanted to structure my About page, as well as what to include in the header and footer of my emails. While I made the words my own, they helped me learn what’s possible with my publication.

Austin Kleon, whose self-titled Substack has 297,000 subscribers, authored the book, Steal Like An Artist. Within the guide, Kleon quotes fashion designer Yohji Yamamoto: “Start copying what you love. Copy copy copy copy. At the end of the copy you will find your self.”

Your best path forward isn’t plagiarism; it’s learning from the writers and creators you admire. It’s letting the best of what they do inspire you to make the best work you can.

A few of my favorite Substackers are:

• Shivani Kumar
• Marc Typo
• Rachel Moss
• Jamal Robinson
• Dia Lupo
• Katie Heindl

5. I embraced playfulness and experimentation.

There’s no one way to show up on Substack.

Since starting my newsletter, I’ve tried different types of posts outside of long-form essays and content recommendations. I’ve interviewed artists I admire, such as Louisville rapper Horace Gaither and senior social media manager Jenn Crim. I’ve written love letters with my best friends and collaborated on conversation series with other writers.

For the sake of self-care and creative freedom, I resist rules and restrictions when it comes to Substack. I treat my newsletter as a playground instead of a prison. I set the guidelines for my creativity. And just like my own little playground, I can pick and choose what I want to play with, as well as how long I want to play with it.

Robert Monson, whose Musings From A Broken Heart newsletter has more than 7,000 subscribers, gives himself “permission to play and not appear perfect on Substack.” Supporters of his work, including myself, resonate with Robert’s openness and tag along for the ride wherever he chooses to go.

Try stuff. Follow your curiosities and see where they might take you. Mike Sowden of the Everything is Amazing newsletter said his first year on Substack was “just experimenting with everything.”

He also noted, “I just didn’t want to write stuff that didn’t fill me with joy, curiosity, and wonder.”

Sowden now has over 31,000 subscribers. Even if your playfulness doesn’t lead to audience growth, it might lead to more joy—and that’s just as important.

6. I shared about my Substack off of Substack.

There’s a whole world outside of Substack that doesn’t know about your newsletter.

Before joining Substack, I wrote an essay about rapper Kid Cudi, which I’ve since re-published on my newsletter. Not thinking anything of it, I shared the essay on Twitter (now X) and tagged Cudi. Less than 10 minutes later, he retweeted the essay and introduced my writing to his millions of followers.

I carried that strategy over to Substack and now regularly promote my newsletter on social media. Some of my most popular pieces gained traction on platforms like X, Threads, and LinkedIn, which drove more traffic to my newsletter.

Andy Adams, who publishes FlakPhoto Digest to over 38,000 Substack subscribers, noted, “Instagram plays a significant role in my Substack workflow.” He added, “[Instagram] has been instrumental in growing the audience for my Substack newsletter. For me, they go hand in hand.”

You’re already on social media. Use it to get your Substack in front of more people. In some ways, it can even be an extension of your newsletter by inviting new readers to dive deeper into your work.

7. I benefited from Substacks’s features.

Substack is jam-packed with tools to help you grow your newsletter audience.

The Substack Network, including app features like Notes and Chat, has driven 86% of my newsletter subscribers. Because culture journalist Ayan Artan recommended my Substack using the platform’s Recommendation feature, I gained nearly 1,000 subscribers in one month at the start of this year.

I regularly connect with other writers and readers on Notes, which is similar to short-form content channels like X and Threads. Notes has also introduced me to new Substacks and kept me inspired. I’m a better artist and person because of the relationships I’ve been able to build on Substack.

Mario Gabriele of The Generalist says, “Substack isn’t just a place to publish or read – it’s an ecosystem for writers and creators to collaborate and contribute to one another’s growth.”

You don’t have to go elsewhere to grow. Your new readers are waiting for you on Substack.

8. I stuck with it.

Substack growth could happen overnight, but it’s more likely to take time.

I’ve been on Substack for more than two and a half years, and it took over a year for me to reach my first 1,000 newsletter subscribers. Six months later, I gained nearly 1,000 subscribers in one month.

While each month looks different, my greatest achievement is that I’ve kept returning to the page. Writing has been a source of joy for me, and I’m thankful that I get to nurture that love through my newsletter.

Mika, who publishes the musings by mika newsletter, wrote about plateauing on Substack. “My secret sauce on Substack is enjoying the journey rather than fixating solely on the destination,” she shared.

Continuing on this topic, Mika wrote, “Showing up and honoring what you’re feeling called to write, embracing your authenticity, sparking real connections, and unleashing creativity is the real magic of Substack!”

Sometimes, the best thing for your growth may be setting the numbers aside and remembering what brought you to Substack in the first place. That will keep you going even if growth slows down.