Substack’s Mobile App Strategy: Free Subscriptions Fuel Downloads and Engagement

Substack Boosts App Downloads with Free Subscription Offer

Substack, the popular newsletter platform, has launched a new strategy to increase mobile app adoption by offering free subscriptions to users who download their app. The company is reaching out to users via email with subject lines like “Here’s $6” or “Here’s $7,” prompting them to claim their free subscription through the mobile app.

To redeem the offer, users must download the Substack mobile app and either scan a QR code or use an email link on their phone. This approach has garnered mixed reactions from users, with some criticizing the app requirement while others, including marketers, praising the strategy.

The impact on app downloads has been significant. iOS app installs for Substack increased from 7,752 daily installs on October 31 to 17,382 by November 3. This surge propelled the app’s ranking from seventh to fourth place in the News category on the U.S. App Store. The timing of this increase is particularly noteworthy, coinciding with the election season when news app downloads typically see a boost.

Substack’s decision to focus on app installs is driven by data indicating that the mobile app has become the top source of subscriptions. Mobile users have shown higher engagement levels and are more likely to pay for subscriptions compared to web users.

While Substack’s recommendation engine has historically been a significant driver of growth, generating over 34 million subscriptions, the mobile app has now surpassed it as the primary source of subscriber and revenue growth. Last month, the mobile app drove 3 million subscriptions, outperforming the 2 million generated by recommendations.

Mobile app users are also more likely to engage with content through actions such as sharing, liking, commenting, or reposting. Substack continues to develop the app and explore new ways to expand its user base, leveraging the increased engagement and subscription potential of mobile users.

As the platform evolves, this strategic shift towards mobile app adoption could reshape Substack’s growth trajectory and user experience in the coming months.