Howdy Wealth Gang🤠
A few days ago, I sat down with Yana G.Y. for my third-ever livestream to talk about what actually drives growth on Substack. We broke down how engagement really works, why Substack feels completely different from Twitter, and how collaboration plays a much bigger role than most people think.
We also got into monetization, the limits of Substack vs tools like Kit, and what strategies are actually worth your time if you’re building with limited hours.
If you’re growing on Substack or thinking about switching from other platforms, this gives you a realistic look at what works and what doesn’t.
Prefer reading over watching?
Here’s a concise written version of our conversation.👇
The Shift from Twitter to Substack
Timo: I started on Twitter and things worked pretty well. I grew by just being social, talking to people, replying, being active. At some point, I even had a viral thread that got millions of views. And that’s when I really saw how powerful the platform can be.
But I also noticed the downside. On Twitter, you have to keep going viral again and again. The algorithm doesn’t really care about you long-term. You’re constantly chasing attention.
Then I switched to Substack, and the whole game changed.
On Twitter, you’re building followers. On Substack, you’re building subscribers. That’s a completely different asset. Subscribers are way more valuable because you can reach them directly through email, collaborate with other creators, and actually build something stable.
Yana: That’s exactly the difference. Substack feels much more like a real community. People actually respond, they engage, and they’re open to conversations. It’s not just noise.
And the biggest advantage is that you’re not just reaching people in a feed. You’re reaching them in their inbox. That’s a completely different level of connection.
Engagement: Strategy vs Reality
Yana: From my experience, engagement is still one of the fastest ways to grow. It always works. If you go out, interact with people, and join conversations, you will grow faster.
But it has to be real. If you just comment for the sake of visibility, people feel that immediately.
Timo: That’s where I think a lot of people get it wrong. On Twitter, engagement is very tactical. You post something, then immediately try to boost it. You send it to friends, ask for likes and comments, and try to trigger the algorithm.
That works there.
But on Substack, you can’t really play that game. There’s no automation, no real “viral push” in the same way. It’s much more about actual interaction.
Yana: Exactly. And that’s why it feels more human. You’re not competing for attention in the same aggressive way.
Why Substack Feels Different
Timo: One thing that really surprised me was how responsive people are. On Twitter, if you message ten people, maybe a few reply. On Substack, almost everyone replies. Even bigger creators.
There’s less of this status barrier.
Yana: And that’s because the platform encourages it. Conversations are a core part of it. People are there to connect, not just to broadcast.
And those conversations can actually turn into something bigger. Partnerships, collaborations, even business opportunities.
Collaboration Over Everything
Timo: That’s probably the biggest advantage. On Substack, collaboration is so much easier.
On Twitter, I tried to do things like email list swaps, but most people didn’t even have email lists. They just had followers, which you can’t really share.
On Substack, it’s different. Everyone has subscribers. If you collaborate with someone, you’re directly getting in front of their audience in a meaningful way.
Yana: And not just in front of them. You’re showing up in their inbox. That’s a huge difference. You don’t need complicated strategies. A simple collaboration already gives you exposure to real subscribers.
What Actually Drives Growth
Yana: For me, growth comes from a few simple things. I focus a lot on Notes, I engage with other people’s content, and I always reply to comments.
Replying to comments is especially powerful. Every time I do it, I see a spike in new subscribers. It’s like people are waiting to see if you actually show up.
Timo: That makes sense. It shows that you’re present and that you care. And honestly, that alone already puts you ahead of most people.
Networking or Just Distraction?
Timo: I have a bit of a strong opinion here. I think a lot of networking is just procrastination.
People spend time talking to random people, going to events, having conversations that don’t really lead anywhere. It feels productive, but it’s not.
My principle is simple. Do good work first. If your work is strong, people will come to you.
I saw this after my viral thread. Suddenly, people reached out to me. I didn’t have to do anything.
Yana: I agree with that, but I think networking still has its place. The key is that it has to be relevant. You should connect with people who are aligned with what you’re doing.
Otherwise, it’s just noise.
The Time Problem
Timo: For people who don’t do this full-time, I don’t think heavy engagement strategies make sense. Spending a lot of time commenting every day doesn’t build something long-term.
That time is probably better spent creating content.
Yana: It depends on how you approach it. If you force yourself to engage, it becomes exhausting. But if it’s just part of your normal behavior, it doesn’t feel like work.
I often just check Substack during breaks, interact a bit, and move on. It’s not something I overthink.
What Doesn’t Work
Yana: What definitely doesn’t work is fake engagement. Things like “subscribe to me and I’ll subscribe back” or just dropping links everywhere.
I’ve even seen people leaving comments that are basically just self-promotion. That doesn’t build anything.
Timo: You might get attention that way, but without value behind it, it goes nowhere. The only thing that works is being authentic and actually contributing something.
Substack vs Kit
Yana: I use both Substack and Kit, and they serve different purposes.
Kit is much more advanced when it comes to email marketing. You can segment your audience, automate emails, and really optimize everything.
For example, I can send different emails to different groups of people depending on their interests. Or stop sending certain emails once someone has already converted.
Timo: But the downside is the cost. Kit gets expensive quickly, especially as your subscriber base grows.
For most people, it doesn’t make sense in the beginning. Substack is free and already gives you everything you need to grow.
At some point, when you have a solid monetization system, then Kit becomes worth it.
Monetization Beyond Subscriptions
Yana: A lot of people think Substack is all about paid subscriptions, but that’s only one part of it.
Most of the revenue actually comes from other sources. Digital products, services, affiliates, sponsorships. Subscriptions are just a piece of the puzzle
Timo: Exactly. You don’t need paid subscriptions to make money. You can sell products, offer services, or use platforms like Gumroad to monetize.
Final Perspective
Timo: At the end of the day, it comes down to doing good work. If your content is strong, growth becomes much easier. Networking and engagement should support that, not replace it.
Yana: And Substack is a great environment for that because it’s built around people, not just algorithms. If you show up, contribute, and connect, the platform rewards you in a very natural way.
