Uncovering the Best Social Media Platform for Your Newsletter Business

Social media growth is a lot like the ocean. Often, the growth comes in waves. Some days they’re crashing at shore, one after another, and on others, there’s not too much growth.

And some social media platforms are filled with more, stronger waves, because of how their algorithms are set up to push organic content.

That means it’s never been easier to build on social media. Think about it like this.

You might be thinking…

But… there’s more competition than ever on social media.

And you’d be right. Except, I’d like you to imagine all of the people on social media, spending hours per day on their phone. It’s nearly an infinite pool of attention. All you have to do is beat out the lowest of the low for their attention.

Now, I’ll be honest — each platform is better for specific audiences — but only marginally. They all require you to do three things to succeed (read to the end).

Breaking down the major social media platforms

Each platform has its audience, quirks, and advantages. When pushing a newsletter, you'd ideally want a space filled with readers, intellectuals, and professionals. But you also don't want to ignore the casual scrollers.

Here's a quick breakdown:

Instagram: Perfect for visually appealing snippets, videos, or infographic summaries from your newsletter. It works wonders for newsletters that often include analyses, visual data, or compelling stories.

However, I recommend you use Instagram and TikTok simultaneously.

There are two similar in nature yet different types of audiences there. You can access those who’ve always had TikTok, while posting the same exact video for people who “just refuse to download TikTok” and prefer Reels.

TikTok: Think of this as your elevator pitch platform. With limited time, how can you captivate an audience about your next newsletter topic?

Maybe a quick behind-the-scenes, or an enticing story that your next edition covers. It’s about quick value and teasers here.

And like Instagram Reels, it’s about video. Not everyone’s comfortable with filming themselves speaking, but it’s one of the fastest ways to build connections with an audience, nearly ensuring they’ll sign up to your newsletter.

X (formerly Twitter): The true haven for writers and readers. Share bits from your newsletter, engage in debates, or post threads that offer value and, in turn, push your audience to dive deeper by subscribing to your newsletter. It’s the modern-day newspaper corner, but digital.

Plus, the new algorithm favors organic content heavily, just like TikTok. That means it’s easy to grow if people love your content.

LinkedIn: If your newsletter is B2B focused or industry-specific, this is gold. Engage with professionals, share industry insights, and position your newsletter as a must-have resource in the field.

It’s similar to Twitter but more professional (and your content, not tone, should reflect that). I’ve heard Twitter described as “LinkedIn but with 5-6 cocktails in the system.”

As I mentioned before… Here are the three tips you need to succeed (for all platforms):

Learn from the top accounts

Before plunging in, observe. Who are the big players in each platform pushing their newsletters?

What strategies do they employ, and more importantly, how does their audience react?

Don't imitate — instead, learn and innovate.

Consistency, consistency, consistency

Having a schedule not only keeps you disciplined but also sets an expectation for your audience.

If X platform is buzzing about your newsletter every Wednesday, make sure it happens. Every. Single. Wednesday.

Monetization and growth

Once you’ve built a substantial audience, think about collaborations and other ways to “horizontally scale”. Maybe a fellow newsletter owner on LinkedIn wants to co-write? Or an influencer on Instagram loves your content and gives a shoutout?

These can be organic or paid, but they boost visibility.

Also, ponder on the monetization. Sponsored content? Affiliate links? Exclusive paid content? Choose what aligns with your brand and audience.

Here’s to your future newsletter becoming a huge success! I’m rooting for you.

Cheers,

Andrew