Ditch the Algorithm: Why Substack Is Perfect for Photographers

In an era dominated by social media algorithms and fleeting engagement, photographers often struggle to reach audiences in any meaningful way. With established social media platforms at saturation point, it’s become harder to reach the people who follow you, let alone new audiences.

Platforms like Instagram and TikTok can feel like a chase for likes and views, with many left wondering what the latest hack is to drive engagement. So, what’s the solution?

Over the last year, I’ve seen many photographers move to Substack, an online publishing platform that is part subscription-based newsletter, part blog-like website. I wondered if it was just me noticing this, but earlier today, a friend posted in a group chat, "Substack is the new Meta."

If you’re a photographer looking for a better way to share your work, tell your stories, and even make some money, here’s why Substack might be exactly what you need.

What Is Substack?

Substack is a free online publishing platform that allows you to create your own subscription-based newsletter. Subscribers can sign up for a free version or, if you turn on monetization, a paid version.

Typically, people will pay for your Substack if they love your work and want to support you, or if you are offering some goodies for paid subs. This could be subscriber-only video tutorials, presets, digital zines, photography guides, discounts on merch, or anything else you can think of.

How to get started

Head over to substack.com, sign up for free, and choose a name for your Substack. Tell your friends and followers on other platforms to sign up for free to your newsletter, then start creating posts with Substack’s user-friendly editor.  

What I love about Substack is that each new post you send to your mailing list also appears on your own Substack, which is essentially your own blog-like website.

There is some ability to customize the look and feel of your Substack, add custom pages and categories, and even a paid upgrade to connect your own domain. But remember, this isn’t WordPress, Wix, or Squarespace—don’t expect it to be the same.

Having said that, as someone who has built and managed my own websites for 20 years, Substack is a lot easier. In fact, I love Substack so much I recently started another one just for my Japan travel photography. 

Substack Functionality 

There’s a lot of functionality with the platform, here are some of the highlights: 

• Photography: Add photos in any aspect ratio, create galleries, or generate AI images in the editor.
• Multimedia Support: Embed videos, audio, and YouTube links. I love that many creators include audio versions of their posts.
• Audience Engagement: Use tools like comments, polls, and subscriber chats to connect with your audience.
• Podcast Hosting: Start a new podcast or migrate an existing one. I saved over $100 annually by migrating from Podbean. The statistics aren’t as good, but it’s free, and my listeners didn’t notice any change.
• Monetization: Easily set up paid subscriptions with Substack taking a modest 10% cut.
• Paywall Options: Restrict access to exclusive PDFs, videos, audio, or other premium content.
• Analytics: Track audience growth, open rates, and earnings.
• Standalone App: Substack has its own app where followers can find your content.
• Notes: Relatively new feature, comparable to Twitter/X or Threads.

4 Reasons Why Photographers Should Consider Substack

Sound good so far? Here are some reasons why you should consider Substack. 

1. Showcase Your Work on Your Terms

With Substack, you control how your work is displayed. You’re not limited to a specific aspect ratio or a grid layout. Instead, you can curate newsletters that blend your photography with storytelling, behind-the-scenes insights, and even tutorials and downloads.

Every day, I see a new way to approach a Substack newsletter—some publishers only post photos with the briefest of descriptions, others pair poetry or creative writing with their images, while others use it very much like a blog. The choice is yours.

Over time, these newsletters become part of your online archive, with new followers able to explore past issues.

One big advantage of the platform is that anything you publish on Substack is yours to own. 

2. Direct Connection to Your Audience

Substack allows you to build and maintain a mailing list, enabling direct communication with your audience. Unlike social media platforms, where algorithms dictate who sees your posts, Substack ensures your subscribers receive your updates. No algorithms, no guessing games—just your newsletter landing in their inbox.

If you have any experience with creating and distributing newsletters, you’ll know that unless you have a very small subscriber base, the "open rate" of your newsletter for any given post will never be 100%. Mine hovers around the 48–55% mark, which is pretty typical and still a lot better than Instagram.

Already have a mailing list? No worries, you can easily import it into Substack. And if you ever think of leaving the platform, you are free to export your list and take it elsewhere.

3. Make Money Doing What You Love 

Substack offers an integrated monetization model, allowing you to offer different levels of subscriptions for premium content. 

You can create free newsletters to attract a broad audience while offering exclusive content, such as high-res images, editing tutorials, presets, guides, or photography tips for paid subscribers. This approach allows photographers to earn money while still reaching new followers.

For example, with my Matt Loves Camera Substack, all of my posts about my travel adventures with compact film and digital cameras are free to read—apart from the eight film photography zines that I've published as PDFs. These are available for instant download for my monthly and annual subscribers only. In addition to this, my founding member subscribers also receive a physical copy of one of my photography zines with a sticker and postcards in the mail, wherever they live in the world.

Some photographers publish everything for free, whereas others put up a paywall on most of their posts, only allowing free subscribers a peak. You also have the option of paywalling your past posts after a specific period of time. 

Like anything, this is not a quickfire road to riches, yet some photographers have impressive results. 

Andy Adams from the popular and insightful FlakPhoto recently wrote that of his almost 33,000 subscribers, 419 are paid - approximately 1.25%. That’s a very nice earner for doing something you love.

Two other great examples I’ve seen: 

• Experienced photographer and educator Anthony Morganti posts photography essays and the occasional video for subscribers.
• Process by Wesley Verhoeve publishes photo work books with assignments and challenges, with yearly members also getting discounts on mentorship, books, and photographic prints. 

4. Strong Community

Community is the best thing about Substack. The platform fosters interaction through comments, notes, and subscriber chats. I’ve seen photographers engaging in meaningful conversations with their readers, and even crowdsourcing ideas for future projects.

I’m thankful for the ability to find and connect with other incredible people all around the world in the same or similar niches. Of course, Substack isn’t just about photography. You can find an array of fascinating subjects covering art, history, fashion, music, science, technology, politics, and dozens of other subjects.

Five Photographers I Enjoy Following on Substack

Ask anyone about photographers worth following on Substack, and the same list of names pops up every time. I’ve decided to buck the trend and name a few of my personal favorites instead. 

• Japan Ordinary Photos: This is one of the first Substacks I followed. Shimizu Akira from Japan has published almost 500 posts documenting "ordinary" Japan photographed over the last 20 years. The results are fascinating and a real insight into Japanese culture.
• Love Lucy: My friend Lucy Lumen on Australia’s Gold Coast dishes up regular inspiration, including photo essays mixed with striking photography and tips on creativity.
• Photosnack: The brainchild of Tomasz Trzebiatowski, founder and editor of Frames magazine. Six days a week, he shares a short post with a photographer that is worth checking out.
• Field Notes: Thoughts on photography and the creative process from Kyle McDougall. Features some stunning medium format photography.
• My Morning Muse: Susanne Helmert is a photographer and mixed media artist from Germany. Through her visual journals, she shares her creative excursions with photos and writing.

Conclusion

If you’re tired of playing the social media game, Substack offers a fresh alternative. It’s a place where you can share your photos, tell your stories, and connect with an audience that appreciates your work.

Whether you’re looking to grow your following, make some extra income, or find a platform that feels more personal, Substack is worth a shot. You might just find it’s the perfect fit for your photography journey.