Substack is making a strategic push to get more users on its mobile app by offering enticing gifted subscriptions. While the platform is accessible on various mediums, including the web, to unlock this complimentary offer, users must download the mobile app.
The promotion is communicated through emails with catchy subjects like “Here’s $6” or “Here’s $7,” corresponding to the cost of the complimentary month. If users attempt to redeem this offer on a desktop, they encounter a prompt indicating, “Accept this gift in the Substack app,” followed by instructions to scan a QR code or enter their email address. Upon doing so, they can open the link sent to their phone’s email app.
The campaign has garnered mixed reactions. Some users argue that the app isn’t necessary or that such offers should be universally available. Conversely, marketers laud the initiative as a smart way to drive app engagement.
Despite the differing opinions, this strategy seems to be paying off. Substack’s iOS app has experienced a surge in downloads, leaping from 7,752 to 17,382 daily installs in a matter of days, as reported by Appfigures. The past month’s downloads ranged between 6,600 and 8,900 per day, typically staying in the lower 8,000s. The app’s ranking also improved, climbing from seventh to fourth in the U.S. App Store’s News category—a significant feat, especially during an election period when many new apps vie for attention.
Substack’s decision to target app installs is driven by data indicating that the mobile app is now the leading source of subscriptions for the platform. Mobile users are proving to be more engaged and willing to pay for content from their favorite publishers.
This shift in engagement is intriguing, given that Substack has been known for its powerful recommendation engine, which allows publishers to promote each other’s work and has resulted in over 34 million subscriptions. However, despite the continued success of recommendations, the mobile app has overtaken them as the primary driver of subscriber and revenue growth. Last month alone, the app accounted for 3 million subscriptions, surpassing the 2 million generated by recommendations.
Additionally, discovery through the Substack app is now matching social media in generating new subscriptions. Users of the mobile app are also more inclined to share, like, comment on, or “restack” the work of publishers, enhancing overall engagement.
Substack notes that its app is still under development, but these insights have encouraged the team to explore new methods to increase mobile app adoption further. This mobile-first approach is undoubtedly a game-changer in how Substack plans to drive engagement and build community on its platform.
