The RealReal launched a Substack newsletter with a Gossip Girl twist. YPulse predicted that 2025 would be a year of newsletter influencers, as creators seek out more reliable ways to reach their audience off TikTok. Now, in a “first of its kind” move, The RealReal is creating a newsletter influencer of their own, using their free “RealGirl” Substack newsletter to share “secrets” with their loyalists. And even more unique, the anonymous “RealGirl” author is reportedly a true fan consumer, not an employee whose only job is to say good things. Instead of marketing new listings, the RealGirl will have search hacks, trend analysis, and maybe even gossip-y roasting of The RealReal itself—which is, naturally, to make it feel real. This could inspire more brands to take on Substack as a casual fan connection platform, just like TikTok or Instagram. (Modern Retail)
📊 YPulse data: 54% of 13-39-year-olds want to communicate with brands through email
