Zara Wong

The brands that are on Substack, it's really driven by someone on the team from marketing or content who are really passionate and really interested in the platform already.

So for the most part, I do think they're well aware of what the platform

is like.

I think where it can be confusing or maybe a bit more muddy is when brands throw something up on Substack that they are just putting up on Instagram and TikTok.

And as you know, content does need to be platform specific.

I think to Substack, there's a particular kind of tone of voice that readers resonate with.

I think they really can sort out the wheat from the chafe, like they can really see what is good and what isn't.

And I think brands really need to have that really clear tone of voice and know what they're doing on there.

They

There are some that are doing it really well, like I think of The RealReal.

And on their subs, they are offering something that I want to read.

They might do a roundup of the most underrated fashion designers to search for on The RealReal.

Other brands, I think Rare has often been called out because they are not really offering anything that different or clear tone of voice.

And it's very corporate.

And it doesn't feel like you're reading a well-written newsletter that is intimate, which is what I think subs can offer.

Quick, quick, quick.

This podcast was recorded on Wurundjeri land.

Always was, always will be Aboriginal land.