Latest / The Newsletter Podcast with Fexingo: Substack, Beehiiv, and Email Newsletter Business / Why Newsletter Creators Are Killing Their Own Growth
Transcript
- Lucas: Let's look at the latest numbers from the major newsletter platforms. Substack and Beehiiv are reporting record subscriber growth, but there's a subtle shift happening in how creators acquire those subscribers. Most people assume it's organic word of mouth, but the data suggests otherwise. Luna: Oh, I thought it was all about great content driving referrals. What's the real driver here? Lucas: It's internal recommendation engines. Both platforms have been doubling down on algorithmic feeds within their apps. If you're not optimizing for those internal discovery tools, you're essentially ignoring fifty percent of the potential reach available to you right now. Luna: So you're saying creators are neglecting the very channels that could actually grow their lists? That sounds like a huge oversight. Lucas: Exactly. And it's worse than negligence; it's a strategic error. When you rely solely on external traffic or email signatures, you're building on rented land. But when you lean into the platform's internal feed, you're tapping into a captive audience that's already looking for new reads. Luna: But isn't there a risk of becoming too dependent on the platform's whims? What if they change the algorithm tomorrow? Lucas: That's the irony. By ignoring the internal feed, you're actually more vulnerable because you haven't built any relationship with the platform's curation team or users. You're an outsider looking in, rather than a stakeholder inside the ecosystem. Luna: I see. So being active within the platform is better than being passive, even if it feels like playing by someone else's rules? Lucas: Precisely. Think of it like this: if you run a store in a mall, you don't ignore the mall's directory or its seasonal promotions. You leverage them. The same logic applies to your newsletter on Substack or Beehiiv. Luna: That makes sense. But how do you balance that with maintaining your own brand identity? It can feel generic sometimes. Lucas: It doesn't have to be. The top performing newsletters on both platforms use distinct hooks in their titles and thumbnails that stand out in the feed. They aren't blending in; they're cutting through the noise using the platform's visual language. Luna: So it's about adapting your presentation, not necessarily changing your core message. That's a crucial distinction. Lucas: Right. Your voice stays yours, but your packaging needs to speak the local dialect. For example, using clear, benefit-driven subject lines that align with what the platform's search index prioritizes. Luna: Search index? I didn't realize these platforms were indexing content that deeply. Is it like Google for newsletters? Lucas: In a way, yes. Both Substack and Beehiiv are investing heavily in SEO capabilities. They want their newsletters to appear in web searches, not just app feeds. If you're ignoring meta-tags and keyword optimization, you're leaving free traffic on the table. Luna: Wow, I never thought about treating my newsletter title like an SEO headline. That seems so obvious now. Lucas: It's one of those things that separates the hobbyists from the professionals. The pros treat every element of their publication as a data point to be optimized. Luna: Do you have a specific example of a creator who nailed this transition? Lucas: There's a finance analyst who switched from vague, poetic titles to direct, keyword-rich ones. Her open rates jumped twenty percent in two months, and her referral traffic from the internal feed tripled. Luna: That's a massive lift from just tweaking the headlines. It proves that small changes in format can have big impacts on reach. Lucas: Absolutely. And it's not just headlines. It's also about consistency in posting times and engaging with comments promptly. The algorithms reward engagement signals. Luna: Engagement signals... so replying to comments isn't just good customer service, it's actually boosting visibility? Lucas: Yes. Platforms want to keep users on their site longer. If your thread has active discussion, the algorithm pushes it to more people. It's a virtuous cycle if you participate actively. Luna: I guess I've been treating comments as a chore. Maybe I need to reframe that as a growth lever. Lucas: Reframing is key. Everything you do should serve either retention or acquisition. Comments serve both. It keeps readers coming back and attracts new ones through social proof. Luna: What about paid advertising on these platforms? Some creators are starting to spend money on ads within the app. Lucas: It's growing fast. But I'd caution against it until you've mastered the organic internal feed. Paid ads are expensive, and if your organic reach is weak, you're pouring water into a leaky bucket. Luna: So fix the foundation first. Get the organic engine running before adding fuel. Got it. Lucas: Exactly. Once your organic metrics are strong, then paid ads become a multiplier, not a crutch. You can scale efficiently without burning cash on unproven concepts. Luna: This whole conversation is making me rethink how much time we spend on 'brand purity' versus practical growth tactics. Lucas: Purity is overrated if it means obscurity. You have to meet your audience where they are, and right now, they are scrolling through these internal feeds. Luna: So the takeaway is: embrace the platform's tools, optimize for discovery, and engage heavily. It's less about fighting the system and more than working with it. Lucas: Work with the grain of the wood, not against it. It yields better results with less friction. Luna: Speaking of friction, I wonder if listener support helps reduce that by keeping the focus on quality over quantity? Lucas: It definitely does. A couple of dollars a month is genuinely what keeps these going — buy me a coffee dot com slash fexingo, if you've gotten something out of this discussion. Luna: Yeah, it really matters. It lets us dig deeper into these nuances instead of rushing through surface-level advice. Lucas: Back to the topic though. One final thought on the internal feed. Don't forget to cross-promote other newsletters within your own posts. Luna: Cross-promotion? Isn't that sharing airtime with competitors? Lucas: Not if you frame it correctly. You're curating value for your reader. Platforms love when creators act like editors, not just broadcasters. It builds trust and authority. Luna: So by recommending others, you position yourself as a tastemaker. That's a smart long-game play. Lucas: It is. And often, those recommended creators will return the favor. It builds a network effect that benefits everyone involved. Luna: I love that idea. Building community through generosity rather than hoarding attention. Lucas: Exactly. In a world of algorithmic noise, human connection and curation are the ultimate differentiators. Luna: So maybe the best way to beat the algorithm is to remind people why they subscribe in the first place: for the human insight. Lucas: Or perhaps the question is whether we'll finally start listening to what the data is telling us about where our audiences actually live.