Design pros flood substack: is it worth the hustle?
The digital landscape is shifting, and interior design is taking notice. A surge of designers are staking their claim on Substack, the newsletter platform promising direct connection with audiences. But beyond the initial buzz, the question remains: is launching a Substack truly a worthwhile investment for design professionals?
The substack surge: from kelly wearstler to rising studios
What began as a niche platform has rapidly evolved. While Instagram remains the dominant visual showcase for design, Substack offers something different – a space for long-form content, nuanced opinions, and a depth of storytelling often absent from fleeting social media feeds. Kelly Wearstler, a name synonymous with high-end design, has become the unofficial queen of the Design Substack realm, cultivating a following of over 42,000 subscribers. The movement is expanding, with Jeremiah Brent and stylist Colin King joining the fray, alongside emerging studios like Cola Studios, all vying for a piece of the newsletter pie.
The appeal is clear: Substack provides creators with a direct line to their audience—an ownership of content and data that social media platforms can’t guarantee. As Colin King aptly puts it, “Instagram can change the rules tomorrow. Algorithms come and go. But an email list is direct. I can actually reach the people who want to hear from me.” This direct access translates to potential clients, collaborators, and a valuable network of referral sources—a long-tail conversion, as Brad Thornton, another designer embracing the platform, explains.
The investment: time, resources, and a whole lot of writing
But the path to Substack success isn’t paved with effortless clicks. The platform itself is free to join, but monetization requires setting up a paywall for articles, comments, and subscriber chats. Substack takes a 10% cut, while Stripe, the payment processor, claims another 3%. The real cost, however, lies in the time commitment. Cola Studios, for example, initially dedicated a grueling weekly schedule of opinion essays, product roundups, and news coverage before scaling back to two substantial pieces per month—a workload Colamussi describes as a “second job.” King dedicates 10-15 hours weekly to his twice-weekly newsletter, a significant investment.
Sean Low, a creative business consultant, cautions against expecting immediate financial returns. “Building an audience that will pay at a mass level is a ton of work and requires consistency and longevity.” Affiliate revenue, while a possibility, often demands a large audience to yield meaningful income. The true value, many designers are discovering, lies in establishing a deeper connection with readers, prequalifying potential clients, and showcasing their creative process.
Authenticity is the key: channeling your inner bourdain
Amidst the tactical considerations, one truth emerges: authenticity reigns supreme. Drawing a parallel to Anthony Bourdain's impact on the culinary world, Low emphasizes the need for designers to share genuine perspectives and insights, moving beyond mere product promotion. “The beauty of Anthony Bourdain…was that we saw how food shapes culture and vice-versa—how his opinions on the experience shaped him. This is what Substack can bring designers if they have the courage to go there.”
Jeremiah Brent, who recently launched his own Substack with a three-part personal essay, embraces this vulnerability. He states his Substack represents “the longest and most personal form of writing I’ve shared publicly.” It’s a space to nurture a tight-knit community, reserving deeper reflections for a more invested audience—a far cry from the curated perfection often presented on Instagram.
Substack isn’t a quick fix for a designer's bottom line. It’s an investment in ownership, a means of prequalifying clients, and a platform to reveal the often-messy reality of creative work. It demands dedication, consistent writing, and a willingness to be open. But for those ready to embrace the challenge, the potential rewards—stronger relationships and a more engaged audience—are significant.