Helen Tobin, Head of Comms at Substack on how brands can reach new audiences.

Journalists and writers are leaving major publications for Substack. Shoud brands follow? Helen Tobin discuss Substack's Unicorn rise, how brands can use the platform to reach new audiences and what not to do.

Starting out as a monetizeable newsletter platform, the company has added video, podcasting and feed-style social media. What are effective brands doing on the platform? How do they protect users from Ai slop? Will they license user content on LLMs?

Find the video at https://justinbradyshow.com

Chapters:
00:00 - Substack's insane growth
02:23 - Decentralizing Journalism & Amplifying Voices
05:25 - How Brands Can Master Substack
10:33 - Strategically Building Relationships
16:33 - Quality Over Quantity Approach Works
22:42 - Navigating Ai slop and trust in content