Nicolas Cole explains how Substack's recommendation engine brings about half of new subscribers, creating a cycle where growth feeds visibility, which feeds more growth. The platform essentially markets your newsletter for you.
One of the big benefits of Substack and why it's a really unique opportunity is their investment in it being sort of a social ecosystem in and of itself. Something like 50% of all new email subscribers for us on Substack are coming from inside the platform. It's coming from inside of its recommendation engine, which is really interesting. Now, the thing about platforms and systems like that is they compound on themselves. They reward the people who get bigger on the platform. It's sort of like a virtuous cycle. The bigger you get on the platform, the more people see you. The more people see you, the more you capitalize on the recommendation engine. The more you capitalize on the recommendation engine, the bigger you get, and it just like keeps going.
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