It’s no secret that Instagram’s strategy is pushing video content over carefully curated fit pics. The result? OG influencers are feeling rejected and dejected. After 10 years of rapid-growth followings lapping up their fashion recommendations (and clicking on their affiliate links), it’s understandable that Instagram’s star tastemakers feel unceremoniously side-lined, not to mention concerned for their future earnings. And there’s not much they can do about it. To paraphrase Francis Fukuyamait’s the algorithm, Stupid!
The solution appears to be a mass exodus to Substack. Where Instagram is visual, Substack is more nuanced and granular. Initially pitched as a platform where writers could find like-minded readers, it has morphed into a suitable sartorial town square where the more informed fashion influencer can share their shopping recs and serious style musings.
Not simply a place for ex-Instagram royalty, it’s also a place for current and former fashion editors of legacy media who have a more diverse sense of style plus the research-based think pieces to go with it. Which explains why the likes of Rachel Tashjian, Becky Malinsky, Liana Satenstein, Jalil Johnson and Leandra Medine Cohen are gaining major eyeballs on the platform for their personal takes on what to wear and often less polished outfit photos harking back to the days of Blogspot-era bloggers (think Susie Bubble and her blurry mirror selfies and Tavi’s bonkers ensembles. WAITwas Susie the original Man Repeller…?)
The appeal of Substack is there’s space to delve into the cultural history and deep hidden meaning of style (journalists love to reference 90s minimalism for example and give a contextual timeline for its evolution), while also dropping in affiliate links to easily shop the post. The slower pace of Substack makes it a more immersive experience than Instagram where a post can disappear before your eyes never to be seen again. Unlike say, WordPress or other blogging platforms, Substack is pitched as a communityallowing writers to restack each other’s posts, a kind of circle jerk reinforcing their taste while increasing visibility to new audiences.
ShopMy (a new affiliate platform) has just revealed its most-clicked product links that supposedly lead to major sales. According to Puck Newsthe examples of popular brands – including DÔEN, Khaite, Donnie and Totem – suggest a kind of ‘Substack uniform’ of aspirational, zeitgeisty brands that frequently appear on Fashion Substack.
Since the leading fashion Substackers are experienced magazine personnel, they have a natural affinity for knowing what’s ‘cool’ (relatively speaking) and what will move the needle to make a sale. If you wondered why this year’s holiday gift guides seem more relentless than ever, it’s down to a sweet spot of more consumers shifting attention to Substack influencers and fashion-writers-turned-Substackers realising the goldmine of treasure in affiliate-linked income. Although, as Feed Me’s Emily Sundberg asks, “how many hours of your one precious holiday season per year do you want to spend pattern-matching objects to people in your life?” (My guess: a LOT if the cash pay-off is good…)
P.S: If you prefer to read me on Substack rather than here, you can follow me here.
WORDS: Disneyrollergirl / Navaz Batliwalla
IMAGES: Liana Satenstein; Leandra Medine Cohen; Becky Malinsky: Leandra Medine Cohen
NOTE: Most images are digitally enhanced. Some posts use affiliate links and PR samples. Please read my privacy and cookies policy here.
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