Remember the early days of LinkedIn when it felt like uncharted territory? When you could experiment, build genuine connections, and establish your voice without fighting an algorithm designed to suppress your content? That same energy exists today—but it’s not on LinkedIn anymore. It’s on Substack.
The Platform That Puts Creators First
On the most recent episode of Goal Chat Live, marketing strategist Jim Fuhs introduced a compelling concept: Substack isn’t just another social media platform—it’s a “direct-to-creator platform.” Unlike traditional social networks where algorithms act as gatekeepers between you and your audience, Substack creates immediate, unfiltered connections.
“When you sign up with Substack and you subscribe, we’re now directly connected,” Fuhe explains. “We have that one-to-one connection, even without a friend request or a connection request.”
This fundamental difference changes everything about how content creators can build and nurture their communities.
What LinkedIn Lost, Substack Found
Bob Woods, Chief Product Officer at Social Sales Link, has watched LinkedIn evolve for over two decades. His assessment of the current state is sobering: “Some of the things going on with the LinkedIn algorithm right now aren’t really good for discoverability.”
The numbers tell the story. With over a billion users on LinkedIn, less than 5% actively create content. Meanwhile, anyone with a Substack account is, by definition, a creator. The engagement ratio is dramatically different, and the algorithm actually surfaces content from people you follow—imagine that.
Woods has shifted his strategy accordingly: “I’m starting to go through a little bit of a mind shift here to where LinkedIn is going to be more about conversations and Substack is going to be more about publishing.”
Two Paths to Substack Success
The Video-First Approach
Fuhs has built his strategy around video content, particularly live streaming. Substack’s video features include automatic clip generation, the ability to stream from your phone or professional tools, and a unique safety net: live videos go to drafts after streaming, so you can decide whether to publish them.
“If you don’t like it, you don’t ever have to show it to the world again,” Fuhs notes. This removes the pressure that keeps many creators from going live in the first place.
The Writing-First Strategy
Woods focuses on in-depth articles that provide genuine value. His goal is simple but powerful: when someone reads his content, they should learn something new and actionable. If they want to connect for more information, they can reach out. If not, they’ve still gained value from the article alone.
This approach treats Substack as a “publication of record”—a searchable, permanent home for your best thinking, unlike social media posts that disappear into the algorithm void.
Your Substack Starter Kit
Week 1: The Foundation
- Create your account and follow 10-15 people in your industry
- Start with “notes”—short-form content similar to social media posts
- Focus on your expertise and niche
Week 2: Engagement
- Comment meaningfully on others’ content (no “great post” responses)
- Use the “restack” feature to share valuable content with your own commentary
- Remember: this is about building relationships, not broadcasting
Month 1: Publishing
- Consider starting your first publication
- Personalize your welcome emails for subscribers
- Cross-recommend other publications you genuinely value
The Homework That Matters
The most actionable advice from the conversation? “You just got to start,” Woods emphasizes. “Even if you’re not going to start a publication right away, do some notes... start following other people, start commenting on other people’s notes.”
Fuhs adds the crucial follow-up: “Don’t be afraid to go live.” With Substack’s forgiving live video features, the risk is minimal and the potential for authentic connection is enormous.
Why This Matters Now
Platforms rise and fall, algorithms change, and what worked yesterday might not work tomorrow. But the fundamentals remain constant: authentic content, genuine engagement, and consistent value creation will always find an audience.
Substack offers something increasingly rare in the digital landscape—a platform that prioritizes the creator-audience relationship over advertising revenue. You own your email list, your content remains discoverable, and the algorithm actually wants to show your work to people who chose to see it.
The Playground Mentality
Perhaps the most compelling insight from the conversation was viewing Substack as a “playground”—a safe space to experiment with content you might not share elsewhere. It’s where you can explore facets of your expertise that don’t fit your LinkedIn “brand” or dive deeper into topics that matter to you.
As Woods puts it: “Stop talking about how you help people and just help people.” Substack provides the perfect environment to do exactly that.
The early days of any platform offer unique opportunities for creators willing to experiment and engage authentically. We’re in those early days with Substack right now.
The question isn’t whether you should explore Substack—it’s whether you can afford not to.
*Ready to start your Substack journey? The water’s fine, and the community is waiting.*
