YPulse predicted that one of the major trends we’d see in 2025 is influencers launching newsletters, and their Gen Z audiences subscribing. As a TikTok ban loomed in January, creators had spent weeks or months preparing to build a following somewhere else—and somewhere more stable. Many started pushing newsletters for making direct contact with a set email list, no algorithm involved. And as content creators have been building these more intentional community bases, brands are following suit. Several brands have taken to free and paid newsletter platform Substack specifically to create for with their most loyal fans. By sharing insider info and stories that remind readers of the humans behind the brands, newsletters could create the deeper connection and community that brands are always seeking. It may come as a surprise that newsletters are connecting with Gen Z, as social media marketing is by far the dominant way of creating brand buzz now. But likes and comments aren’t the only form of engagement that matters—or the most consistent. And...
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