Substack’s influencer marketing era has arrived

Rothy's, a shoe brand, is utilizing the Substack platform to tap into influencer marketing by partnering with writers for in-real-life (IRL) events and personal essays, indicating a shift in the brand's marketing strategy towards this new social media platform.

This move matters for social commerce as it signifies a growing interest in Substack as a viable platform for brands to reach their target audiences through influencer marketing and content creation, potentially opening up new avenues for brands to engage with customers and promote their products.