Announcing eCairn's New Substack Integration: Transform Your Marketing Strategy
Today, we're excited to unveil a significant update to our Conversation™ platform, now supporting Substack—an increasingly essential platform in both B2C and B2B marketing landscapes.
eCairn Conversation ™ is the first platform with deep author and content analytics for substack that supports marketers for:
Market research
Influencer identification & engagement
Content creation
This functionality is available for early adopters. Please contact us here for more information & for pricing.
Why substack ?
Since its launch in the early 2010s, Substack has grown into a critical platform in the social media landscape. Despite its potential, it remains underutilized by brands, presenting a unique opportunity for savvy marketers.
In the B2C realm, influencers seeking to monetize their in-depth content are increasingly turning to Substack. This migration allows them to stand out from the 'instant influencers' prevalent on platforms like TikTok and Instagram, which are becoming saturated and challenging to leverage effectively. Here are a few examples:
Fashion: https://leandramcohen.substack.com/
Beauty: https://jessicadefino.substack.com/
In the B2B end , with the turmoil at Twitter since E Musk took over, many influencers have also moved to substack.
AI: https://www.ai-supremacy.com/
Climate Change: https://heated.world/
The net is that Substack is enjoying a significant growth with close to 50 million visitors in January 2024 and 35 millions of subscribers. Moreover the audiences these authors are building on substack are really engaged with average click thru rates at 50%.
What does it mean for brands?
Substack, with its high quality & deep content and its communities of authors, offers a unique opportunity both for market intelligence, influencer engagement and content marketing.
A little word of caution. Most writers on substack have selected this platform and its monetization capability to sustain their independence to advertisers. So the rules of engagement are more organic than paid.
In the next sections, we will illustrate each of these opportunities using the eCairn platform.
eCairn Conversation ™ for Substack
Utilizing eCairn to Map Verticals on Substack.
First thing first. The prerequisite is to identify hundreds to thousands of influencers/writers on your vertical. Although substack does provide lists in major verticals via its search feature, precision marketing requires brands to define their target audience and discover the hundreds/thousands of authors/creators that drive these audiences.
In the eCairn platform, we have introduced four key features for that. You can search substack based on
What people have put in their profile
What people are writing about
You can also import people you follow on substack or people you discover while browsing the web.
When you have an initial list that is large enough, we offer capabilities to analyze the initial accounts that you have uploaded and collect the accounts that these people follow, read, subscribe to.
By using this social graph navigation, we enable you to find the majority of key substack authors in a given domain.
Substack social graph for Fashion
As an example, we have built a network of over 1000 influencers/authors about Fashion on Substack. According to our algorithm, here are top 10 influencers:
Influencer Identification & Engagement
Beyond gathering a list of authors and influencers, eCairn enriches these profiles by integrating additional data, including their reach and presence across other platforms.
As an example, you can see that Leandra, the #1 influencer has over 1.18M followers on instagram too.
We infer age, gender, location and we collect posts that these authors publish.
We also measure their influence within the community using a mix of mentions and follower/read/ subscribe.
Having over a 1000 of Fashion authors/influencers on substack offers plenty of opportunities to identify the right influencers for a brand for a given project.
As an example, if we search for an author who mentioned Zara in the last month and have over 300K followers on instagram, we got these four influencers:
You could then dive into the posts and engage on your platform of choice with the author/influencer.
Market research
By analyzing the content of hundreds to thousands of Substack influencers, eCairn provides deep insights into trends and dynamics within specific vertical markets.
Mining the substack posts from last months on “bag”, here is what we get:
We offer text mining at “article” or at “sentence” level. Our experience is that substack posts can be very long and analyzing the sentences is usually more interesting.
We provide also multiple types of trend analysis.
Content Creation
For content marketers, creating resonant content that aligns with the publications of key opinion leaders in your domain is crucial for engagement and relevance.
Using eCairn research capabilities, it takes a few clicks to understand what people are writing about in the last few days.
“Print” was popular with fashion influencers last few days. Maybe something to write about?
It is also easy to spot citations from influencers that cover your topic of the week and enrich your article with links … that can translate into link back.
Ready to unlock the full potential of Substack with eCairn? Contact us today and discover how our tools can transform your marketing strategy.
