“It goes securely to their inbox and you have certainty they will see it, and that is huge.” You don’t have to fight through an algorithm to reach readers,” Stenberg said. Stenberg agreed, adding newsletters are “having a moment right now” because they help both readers and writers slice through the clutter. There was more of a direct connection between readers and the content they liked, she said, compared to the steady flood of content users are now hit with on social media. Newsletters, Weekman said, are a throwback to a bygone era of the internet, when you fired up your web browser and enjoyed checking a few of your favorite sites.
To Stenberg and Weekman, it’s easy to see why Twitter and Facebook are getting in on the action.
The move comes as Twitter has shown a renewed focus on adding new features and revenue streams this year, with the company also recently unveiling Spaces, its Clubhouse clone, as well as a subscription service that lets users edit tweets.
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(But not Substack newsletters or any other services - just Revue newsletters.) Writers using Revue can choose to make their work free or paid, with Twitter taking a 5% cut in any subscription fees. Twitter acquired the newsletter service Revue earlier this year, and will soon add a “subscribe” button directly to users’ profiles, allowing them to signup for newsletters. We’ve seen it recently with Clubhouse, and we’re seeing it again with Substack. It’s almost a cliché at this point: Tech giants watch smaller startups succeed in a space where they’re absent, before jumping in with their own copycat services and features. The platform is now the home to Andrew Sullivan, Bari Weiss, Matthew Yglesias, Glenn Greenwald, Matt Taibbi and Roxane Gay, just to name a few prominent content producers. Much of that notoriety stems from Substack’s eclectic mix of big-name writers. As Weekman told TheWrap: “I say I have a Subtack and people know what that means.” For Weekman - who’s been writing newsletters since her college days at UNC Chapel Hill - the switch from a smaller newsletter service was beneficial, with OK Zoomer quickly racking up more than 1,000 followers Substack’s name recognition and status, she said, didn’t hurt. The 27-year-old New York City-based writer covers TikTok and other youth culture trends at her day job, but looking for a space to expand on those topics in a more informal fashion, Weekman launched her Substack newsletter OK Zoomer back in February. Verizon Media reporter Kelsey Weekman agreed.