Substack’s influencer marketing era has arrived

Rothy's, a brand, is investing heavily in Substack, a platform, by hosting IRL events and sponsoring personal essays, with other brands following suit. This move indicates a shift in the way brands are approaching influencer marketing, with a focus on more personal and intimate connections with their audience.

This development matters for social commerce as it highlights the growing importance of niche platforms like Substack in the influencer marketing space. By partnering with Substack, brands can tap into the platform's engaged audience and create more meaningful connections with their customers, potentially driving sales and brand awareness.