Influencers are starting newsletters, and brands are sponsoring them. Short-form creators are flocking to platforms like Substack and Beehiiv to connect with their loyal followers, making it a prime space for brands to connect through ads, too. Especially in the looming shadow of a potential TikTok ban, creators are looking for a stable home for their most engaged audience, which newsletters can provide by making direct contact and a set e-mail list, no algorithm involved. And for brands, these platforms are in some ways more friendly for ads; young consumers fatigued by ads on their social feeds are less bothered seeing an ad on a platform they’ve intentionally subscribed to and know benefits their fave creators. Though ad placement on newsletters is relatively small now, Beehiiv saw nearly double the number of campaigns in May than in January. (AdAge)
📊 YPulse data: 34% of 13-39-year-olds subscribe to a free newsletter
