Why Substack Is Becoming the Ultimate Content Platform for Creators
Hello everyone! Marco Novo here. After my recent conversation with
about content creation, I wanted to share why I believe Substack has become one of the most exciting platforms for content creators like us. As someone who's been live streaming since 2015, I've seen platforms come and go, but Substack offers something truly special that addresses many of the frustrations we face on traditional social media.Why Traditional Social Media Platforms Are Losing Their Appeal
During my conversation with Jim, we both agreed that established platforms, particularly Facebook, have become increasingly unfriendly to creators. As Jim pointed out, "Facebook really seems like, from a live streamer's perspective, they don't really want us there or they're making it more difficult for us to be there."
From my experience, some major challenges we face include:
API restrictions: Facebook removed features that allowed us to share comments on screen and other interactive elements that help build community engagement.
Content deletion policies: They're now deleting lives older than 30 days, creating extra work for creators who need to download and archive content.
Poor content organization: Finding older videos isn't intuitive. As Jim noted, "If you had a show, it's like, wait, where did Marco's show go? It wasn't like it was easy to find."
Unpredictable algorithms: Despite what some "experts" claim, none of us truly understands how these algorithms work. I remember seeing a post about "how to increase engagement on Instagram" that had zero engagement itself!
These issues make it incredibly difficult to build sustainable content strategies on traditional platforms.
The Problem With "Going Viral" as a Business Strategy
One thing Jim and I both agreed on is how problematic the obsession with "going viral" can be for businesses. As I mentioned during our conversation, I don't see the point of going viral if it doesn't serve your business goals.
People might like your videos because you're wearing "pants in the hand" or dancing in a funny way, but my business isn't a comedy or circus! As business owners, we need to focus on creating valuable content that builds genuine connections with our audience, not fleeting viral moments.
As Jim rightly pointed out: "Depending on what you're going viral for, is your business going to be able to handle it? Or is it actually going to create a situation that you didn't want to begin with?"
Instead, we should focus on creating content with "long-lasting value" that continues to serve our audience months or even years later.
Long-Form vs. Short-Form Content: Finding the Right Balance
One Substack advantage that particularly resonates with me is how it accommodates both long-form and short-form content. In our discussion, Jim and I challenged the dictate that "your video should be short because people will just watch 10 seconds or whatever."
While short content has its place, I believe we shouldn't rely solely on metrics. When I started live streaming in 2015, there were no metrics about live streaming, but I had that gut feeling that it could be "the thing." Sometimes we need to trust our instincts rather than just following prescribed formulas.
I've had those teachers who weren't particularly entertaining but knew their subjects deeply. I remember my European law teacher who would talk for two-hour classes, pacing back and forth "like she was in a swimming pool," but we listened because she truly knew her material. Not everything valuable needs to be entertaining in the traditional sense.
Substack: The Complete Package for Content Creators
What excites me most about Substack is that it has "the whole package" – you can have long-form videos, short-form content, and everything in between. It offers several key advantages that I've personally experienced:
Content flexibility: I can create content in whatever length and format best serves my message, without arbitrary constraints.
Workflow optimization: As someone who loves to optimize my workflow (I openly admit I'm pretty lazy!), I appreciate how Substack makes repurposing content simple. Once a live show is done, it goes to drafts, and I can easily turn it into a blog post and a podcast episode.
Multi-publication options: I have two publications – “Marcoting Live” in English and “O Criador Contente” in Portuguese. This flexibility allows me to serve different audiences with targeted content.
Useful tools: Features like Notes, live video, and automatic transcription (even if sometimes it transcribes my Portuguese content in English!) make the content creation process much smoother.
Monetization options: Substack offers subscription models and even affiliate programs where your subscribers can earn by recommending your content.
Building a Sustainable Content Strategy
As Jim and I discussed, sustainable success comes from creating genuinely valuable content rather than chasing metrics or viral moments. Substack offers us a platform where we can focus on delivering that value without the constraints and frustrations of traditional social media.
When I asked Jim for three reasons why someone should go to Substack, he mentioned: community, growth potential (it's still early days with around 5-10 million users), and multimedia opportunities to put different types of content "all under one roof in an easy way."
I couldn't agree more. Whether you're dealing with declining reach on established platforms or simply looking for a more creator-friendly environment, Substack deserves serious consideration as part of your content strategy.
Ready to explore what Substack can offer? I'd love to connect with you there! You can find me at mfcnovo.substack.com (English) and also at “O Criador Contente” (Portuguese). Let's continue building valuable content together!
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