Back to the Future: the Return of Long-Form Content
In a world of selfies and endless scrolling, 4 million people are paying for something rare: depth.
Substack is leading this shift with its monumental comeback of long-form content.
After years of domination by platforms that favored quick, image-driven, and immediate posts like Instagram, TikTok, and Snapchat, audiences are moving back to substance over speed.
This shift is very important for storytelling and branding and creates new opportunities for creators, brands, and marketers .
At eCairn, we’ve watched this evolution unfold firsthand. As early as 2007, before the rise of social media giants, we were monitoring bloggers and profiling influencers, working with iconic brands like Converse, Adobe, 3M, Chanel .... We adapted to the rapid pace of change, pivoting to B2B sectors when platforms like Instagram and Snapchat redefined the digital content landscape.
Now, with platforms like Substack leading the charge, we’re witnessing the return of depth and storytelling—and we’re back !
What’s Driving the Change?
Long-form content is making a comeback, driven by people demand for more meaningful and engaging digital experiences. Studies confirm that users are fatigued by the endless scroll of fast, surface-level content. Instead, they’re turning to platforms that offer depth, authenticity, and value.
Why that?:
Social Media Fatigue: Research shows that users are increasingly disenchanted with algorithm-driven feeds and overly polished influencer content (Social Media Marketing Solution).
the Rise of Micro-Influencers: Authentic voices are gaining traction as users prioritize genuine connections over heavily commercialized influencers (NSS Magazine).
Substack
Launched in 2017, Substack has emerged as the premier platform for long-form content. By offering writers and creators a user-friendly space to publish, engage, and monetize their work, Substack has become a cornerstone for storytelling in the digital age.
Substack is currently the only platform to combine a newsletter, a blog, a subscription with payment capabilities, community building features and Twitter like short form public interaction.
in numbers
As said in the introduction, the NY Times reported recently that Substack has 4 Million Paying Subscribers i.e readers who pay for content that they value.
Substack subscribers - data collected from web searches
Using historical data, this translates into 35-40 Million Total Users, mainly in the US that represent a robust reach and a great opportunity for brands.
Since 2017, the platform has seen unprecedented adoption, and exponential growth especially among creators seeking an alternative to algorithm-driven platforms (Axios, Backlinko).
Who are the new substack influencers ?
Substack is getting popular in many verticals, as we can see from the curated list that they offer:and Fashion is one of the first vertical that took off. As early as 2022, we saw articles noticing fashion influencers moving from instagram to substack, with the objective to get deeper connections and control with their audience.To illustrate the substack influencers, we are listing below three substack fashion influencers (beyond the usual suspects) that gives a good understanding of the diversity of the platform. Lauren Pantin: former magazine editor (Teen Vogue, Glamour, InStyle) and the ex-fashion director at ByGeorge, with a passion for timeless, sustainable style. She advocates for smarter shopping to build versatile wardrobes that transcend trends, offering free shopping posts and paid content on wardrobe curation. Based in LA, she’s a mom of two and provides personal styling services while also writing a separate newsletter on parenting, Your Mom. https://laurelpantin.substack.com/ , (25K subscribers) / https://www.instagram.com/laurelpantin/ (60K followers)
Laura Reilly: The creator of Magasin; former ecommerce editor and writer (InStyle, People, Real Simple) with expertise in fashion sales, shopping strategies, and PR collaborations. She champions smarter, budget-friendly shopping with shoppable recommendations and styling how-tos that focus on timeless, versatile pieces. Based in New York, she offers a weekly digest covering sales, fashion news, and interviews with savvy shoppers, all designed to save money while staying stylish
.https://www.magasin.ltd/ (33K subscribers) / https://www.instagram.com/magasin.ltd/ (10K followers)
Viv Chen: California-based fashion and culture writer featured in Vogue, SSENSE, Coveteur, and more. Known for exploring trends like “Brat Green” and maximalist Miu Miu, she also writes on conscious fashion, emotional support accessories, and Substack's impact on creators. Her work spans leading publications such as Marie Claire, Allure, W Magazine, and The New York Times, blending thoughtful analysis with a sharp eye for emerging style moments.
https://substack.com/@themolehill (18K subscribers) / https://www.instagram.com/vivthemole/ (44K followers)
What are they talking about?
It is actually really diverse. To give you an idea, here is a summary of what they posted last week:
There are personal recommendations for holiday gifting and description of vibrant styled photo shoots aimed at showcasing vintage offerings.
Several pieces discuss upcoming fashion trends, like the continued popularity of chunky sneakers and how they fit into winter styling.
One post critically analyzes Jaguar's rebranding strategy, highlighting its flaws in content and branding that neglect user engagement and focus on heritage
Another entry delves into the challenges of social media content moderation, discussing the errors faced by Meta platforms like Instagram amidst a political context.
An exploration of new technologies like Unreal Engine is included, highlighting its potential to revolutionize digital fashion.
The societal implications of online behavior among Gen Z are also addressed, alongside the evolving nature of celebrity culture.
Authors associated with these insights include Fashion Strategy Weekly, Really Good Vintage, and others, all providing unique perspectives on fashion and consumer trends.
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The Future of Brand Storytelling
The rise of Substack and the resurgence of long-form content signal a strategic shift in how brands connect with audiences.
Authenticity , depth, and storytelling are now an alternative to macro influencers and algorithm-driven engagement.
This will become even more important as we’re about to drown into an ocean of AI generated content and “synthetic” influencers.
Key Takeaways
Long-Form Content Is Here to Stay: Audiences value substance over speed, and micro influencers over mega influencers, making platforms like Substack essential for creators and brands.
Brands Are Reallocating Budgets: Marketing strategies are increasingly favoring long-form narratives, recognizing their potential for deeper engagement (FIPP).
Creators Have More Power Than Ever: Substack’s model empowers creators to build sustainable, independent careers.
A New Era for Digital Media
Substack isn’t just a platform—it’s a movement, bringing back the authenticity and connection that we used to have with blogging.
At eCairn, we specialize in providing the data and intelligence you need to navigate this shift. From identifying key influencers to uncovering trends that matter, we help you make informed decisions that drive meaningful engagement.
Reach out to learn how our expertise can empower your brand in this new era of digital storytelling.
