If you’re as frustrated as I am with the US's on-again, off-again relationship with TikTok, you might be wondering: what are the alternatives?
One old-school technology is emerging as a contender: the humble email newsletter.
Newsletters have been around since 1978, but they’ve come a long way. While they’re obviously not a 1 for 1 replacement for TikTok, the primary benefit is a huge one. As social platforms rise and fall, creators get to keep access to their newsletter audience, no matter what.
In this guide, you’ll learn the basics of getting started with a newsletter service so you can stay in touch with your audience, grow your list, and make money from your work.
Why newsletters?
"Social media is a powerful tool, but it’s rented space. If you’re building your business exclusively on platforms you don’t own, you’re leaving yourself vulnerable... That’s why having an email list—a space you control—is not just smart, it’s essential." -Jenna Kutcher, blogger
Even if you’re not a big writer, the TikTok/newsletter switch is worth it. Here are a few reasons why newsletters are a great avenue for creators:
- •Newsletters have the ONLY type of online audience that you can truly own.
Once somebody gives you permission to email them, you can keep in touch with them until they opt out (AKA unsubscribe). - •Newsletters aren’t dominated by billionaires or sketchy algorithms.
If you’ve ever had a TikTok go viral for your next post to only a handful of views, you know how this goes. Algorithms change constantly, and so do the whims of questionable tech moguls who own social platforms. - •Newsletters are time-tested.
As a platform, email is safe, secure, and frankly, a little boring. It’s been around for ages, everybody uses it, and politicians can’t demonize it easily. - •Newsletters are more approachable than ever.
In the age of ChatGPT and AI-speak, many readers are craving authentic, un-polished content from actual humans. There’s no better time to get your authentic thoughts on to the blank page and start sending. - •Newsletters can be monetized.
Many creators get paid via subscriptions and ads, making newsletters a valuable side hustle.
How to get started with newsletters
"Substack is for reading, as podcasts are for listening. And with all that's happening with changing algorithms on social media, creatives are finding a new home there."
-Tom May on the Rise of Substack for creators
1. Pick a newsletter platform.
First things first, you’ve got to sign up for an email service provider, or ESP for short. Most of these have generous free plans and trials to help you get started.
Here are a few options:
- •Buttondown: Minimalist and simple, great for solo creators.
- •Ghost: A nonprofit platform for writers who want full ownership of their work.
- •Mailerlite: A user-friendly email platform with robust tools.
- •Substack: A free email sending platform that also works well for monetizing your content through paid subscriptions and video posts.
Don’t stress about the choice, though, since switching platforms is relatively easy.
2. Share your signup form and grow your list.
You’ll need subscribers, so make your signup form visible and share it everywhere:
- •Add it to your TikTok bio, Instagram link tree, or other profiles.
- •Cross-promote on social platforms with a call to action: “Follow me here AND in your inbox”
- •Incentivize signups with a freebie, like an exclusive download or insider tips.
Pro tip: Check out Buffer’s guide on how to add a link to your TikTok bio for step-by-step instructions.
3. Stay consistent.
Set a schedule and stick to it—whether it’s weekly, bi-weekly, or monthly. Your audience will look forward to hearing from you, as long as you keep delivering value. TikToker and Substack blogger @Arbela has some excellent advice for this:
How do people make money from newsletters?
Newsletters aren’t just a way to connect; they’re a way to earn a profit from your work. Take Morning Brew, for example. This business-focused newsletter generates $50M annually.
Here are three main ways to monetize:
1. Paid subscriptions
Charge readers for exclusive content. This works best when paired with other monetization strategies, as most readers prefer free content.
2. Native sponsorships
Collaborate with brands to include tasteful ad spots in your newsletter. For example, a skincare influencer might partner with beauty brands for targeted promotions.
3. Programmatic ads
For larger lists (50k+ subscribers), automated ads based on reader interests can bring in steady income. Platforms like Paved make this easy to implement.
Final thoughts on TikTok newsletters
The shift from TikTok to newsletters might seem like a leap, but it’s also a chance to future-proof your audience and income. With a little effort, you’ll build a platform you control—one that lasts beyond the latest social media trends.
