How Substack Quietly Emerged as the Empirical Thinker’s Social Network

It’s easy to miss a quiet revolution in a world dominated by the noisy chaos of Twitter threads, AI clickbait, and influencers slinging collagen gummies. But that’s exactly what Substack has pulled off, amidst the rise of AI content pushing audiences even more desperately in search of authenticity. What started as a niche newsletter platform has evolved into the intellectual’s social network — a place where writers, journalists, and thinkers reclaim the direct, authentic connection that social media, mainstream media, and algorithms all seem hellbent on destroying.

Substack didn’t emerge with the loud, self-congratulatory fanfare of a Silicon Valley IPO or the viral buzz of a flashy social app. It didn’t promise to “disrupt” anything or “revolutionize” human connection with AI. No, Substack’s ascent has been quieter, more purposeful — like the thoughtful hum of a coffee shop where real conversations are happening amidst the chaos of a noisy world. And that’s precisely why it has struck a chord with a growing community of thinkers.

But why do I characterize them as empirical? Aside from my other favorite place for intellectual discourse, Quora, we find ourselves on an internet inundated with opinion, perspective, and emotion, even academic discussion has been overwhelmed good intention, outright bias, or misled understanding, leaving us challenged to find meaningful content from pragmatic and altruistic authors. Above that fray, Substack has, in my experience, positioned itself as a home for people who want more than rationality for the sake of argument. It’s for those who crave ideas rooted in observation, evidence, and authenticity. These thinkers aren’t content with the thin veneer of clickbait or algorithmically engineered fluff; they’re seeking depth, substance, and meaningful connections. Substack has tapped into this need, becoming the platform for those tired of the shallow discourse found on social media and in much of mainstream media.

To appreciate how, I want to explore its roots, the evolution of online content, and why readers are abandoning the endless scroll for something real.

The Founding of Substack: A Rebellion Against the Content Economy

Substack was founded in 2017 by

Chris Best

,

Hamish McKenzie

, and

Jairaj Sethi

with one simple but subversive idea: What if writers could publish directly to readers and get paid for it? Crazy, right? Best, the former CTO of Kik, had seen the power of unfiltered communication. McKenzie, a tech journalist who grew disillusioned with how ad-driven media warped what got published. Together with Sethi’s technical genius, they created a platform that feels like a throwback to a time when writing wasn’t dictated by clicks or trends.

Substack’s pitch was deceptively simple: Writers own their lists and content, charge subscriptions, and interact directly with their readers. No ads, no algorithms, no middlemen. This was more than a business model; it was a rebellion… back to, perhaps, the way the internet should be.

The platform quickly attracted writers who had grown frustrated with traditional media’s increasing reliance on clicks and social media’s hollow echo chambers. It wasn’t just journalists, though. Thought leaders, analysts, and creatives of all kinds found Substack to be a haven—a place where they could focus on producing quality work for an audience willing to pay for it.

Substack didn’t just cater to content creators; it also met the needs of readers who were increasingly disillusioned with mainstream platforms. The rise of AI content further fueled this frustration, as readers found themselves wading through a swamp of auto-generated articles and clickbait masquerading as journalism. Substack’s human-driven, subscription-based model offered something rare: content that felt real.

A Brief History of Content Online: From Blogs to the Newsletter Renaissance

Substack didn’t emerge in a vacuum. It’s the culmination of decades of internet content evolution. Start with blogging — personal, raw, and revolutionary. Platforms like Blogger and WordPress democratized publishing, giving everyone a soapbox while giving rise to Web 2.0 and social media. But blogging required an audience, and as social media exploded from there, in the mid-2000s, blogs started looking like the neglected MySpace profiles of internet content.

In the attention economy, Facebook, Twitter, Instagram, and their ilk capitalized on our desire to connect, only to warp it. Algorithms rewarded sensationalism, reducing complex ideas to catchy headlines and shallow debates. At the same time, content mills emerged, churning out SEO-driven fluff designed to rank on Google rather than provide value. Then came Medium, promising to bridge the gap with sleek, shareable posts. But as it grew, Medium lost something, just as, unfortunately, has my long favorite, Quora, as the quest for monetization invariably pulls advertising into the fold, which pushes for pages views, which favors virality and popularity, which draws the click bait.

Meanwhile, newsletters, once dismissed as relics of the early internet, quietly began making a comeback. MailChimp and TinyLetter paved the way, but Substack seized the moment by combining newsletters with blogging and a subscription model that incentivized quality over quantity. It didn’t just bring newsletters back; it made them indispensable. Before I explain, let’s clarify the rise of “Fake News” and the end of traditional media, briefly…

Social Media’s Impact on Journalism: Headlines Over Substance

By the time Substack hit its stride, social media had already gutted traditional journalism. Platforms like Twitter reduced complex stories to bite-sized outrage. I am referring to it as “Twitter” by the way on purpose, that is what it was; henceforth we’ll go with X. Algorithms rewarded sensationalism, leaving substance to wither in the margins. News outlets, scrambling for clicks, began chasing headlines that played well on social media rather than investing in the depth readers craved. All, driven by Publishers with little grasp of the internet, even less understanding of AdTech (advertising technology), and a misplaced belief that the Brand in news still meant something to readers (or should). Hell, even today you’re seeing the death throes of mainstream media (often referred to as MSM) as it yells into the void that self-designated authorities are more credible than everyone sharing what’s happening.

Add AI to the mix (which in this case, is ultimately just going to report the news to us, in the way we each prefer), and the problem metastasized. Tools like ChatGPT and Jasper made it easier than ever to flood the internet with auto-generated content. Suddenly, readers were drowning in SEO-optimized spam and shallow, regurgitated takes. The internet had become a content farm, and readers were left starving for authenticity.

The Emergence of Authenticity: Why Readers Want Real Connections

This is where, I think, Substack found its foothold; it’s certainly why I turned my attention to it for my community. As readers became increasingly disenchanted with the superficiality of social media and the cynicism of influencer marketing, they began craving something real. Substack’s genius lies in its ability to deliver exactly that. Writers like

Bari Weiss

(The Free Press) and

Matt Taibbi

(Racket News) have built thriving newsletters that bypass traditional media gatekeepers. Even Tucker Carlson, no stranger to controversy, is evidence of this shift, having found success connecting directly with his audience after his departure from Fox News.

Substack isn’t just the domain of journalists though; it’s a thriving hub for scientists, venture capitalists, and even politicians who are tired of the filtered, PR-driven discourse dominating mainstream platforms. Biologist and author

Heather Heying

, for example, uses her Substack to explore complex scientific ideas with rigor and nuance, reaching audiences who crave discussions grounded in evidence rather than the sensationalism of traditional media. Venture capitalists

Lenny Rachitsky

and

Steve Blank

have each built a massive following by sharing detailed insights into product management, growth strategies, and startup trends, creating spaces where business leaders can access empirical, actionable advice. Even political pundits such as

Heather Cox Richardson

or

Timothy Snyder

in history,

Jennifer Rubin

with The Contrarian, or

Andy Borowitz

‘s comedy, have taken to Substack, using the platform to bypass soundbites and engage directly with readers on policy and governance. These creators exemplify the shift toward unfiltered, thoughtful discourse, where the emphasis isn’t on fitting into a narrative but on fostering honest, data-driven conversations. They’re living proof that authenticity and empiricism resonate far beyond the world of journalism.

The common thread? These creators don’t rely on clicks or algorithms. Their success hinges on their ability to engage directly and authentically with their readers. Substack has effectively killed the publisher and elevated the platform, allowing individuals to self-publish and build loyal audiences without compromise.

A Social Layer Without the Noise

Substack’s latest move, Notes, takes the platform even further. Launched in 2023, Notes is an X-like feature that encourages short-form posting and conversations among writers and readers. But unlike X Notes doesn’t prioritize viral engagement; it’s built to foster meaningful exchanges. By adding this social layer, Substack has positioned itself as the intellectual alternative to social media—a space where ideas, not outrage, reign.

Starting with Substack Notes is straightforward, and it’s a game-changer even if you’re not a writer with a newsletter to promote. Notes is designed for conversations, not just broadcasting, so you don’t need a polished essay or a grand idea to get started. Begin by following writers, thinkers, and creators whose work you enjoy—they’ll populate your feed with thoughtful updates and discussions. Jump in by sharing shorter, more informal posts: a question to spark debate, an interesting link, or even a quick insight you’ve been mulling over. Engage with others by liking, replying to, or resharing their Notes, fostering connections in a way that feels natural and conversational. Notes isn’t about building an audience; it’s about participating in an ecosystem of ideas, connecting with others who value thoughtful discussions. Think of it as a University Library for the digital age — one where you can exchange ideas without the noise and ego that dominate other platforms.

Regardless of Where, Start Building Your Audience Now

The rise of Substack marks a pivotal moment in how we consume and create content. It’s a wake-up call for anyone still tethered to the old ways of publishing, where gatekeepers, algorithms, and ad dollars dictate what gets read. Substack has proven that readers are willing to pay for thoughtful, authentic content and that writers can thrive by bypassing the noise and speaking directly to their audience.

The world doesn’t need more noise. It needs more thinkers. It needs you.