Substack’s influencer marketing era has arrived

Anna Doré, Rothy's vice president of brand and communications, is focused on Substack.

Photo Credit: Anna Doré There's a new social media platform brands are eyeing: Substack.

Rothy's, a shoe brand, is tapping writers for IRL events and personal essays.

Substack is welcoming brands onto its platform with open arms — and more sponsorship tools.

Substack isn't just for writers anymore.

It's also for influencer marketers.

The newsletter platform has become an increasingly important social media tool for brands looking to find creators to work with and to reach potential customers.

"Substack is one of the most exciting channels out there right now," said Anna Doré, Rothy's vice president of brand and communications.

Doré is featured in Business Insider's 2026 list of 14 innovative influencer marketers.

Before influencers, there were magazines and blogs.

Substack, where people can write — while also sharing visual content like photos and videos — marries the media's past with its present.

Rothy's, known for its comfortable, washable flats , is doubling down on the platform.

Rothy's hosted an event with Substacker Denna Nazem.

Courtesy of Rothy's "In this AI-driven algorithm world where we're all being served the same content on the feed, we more than ever are going to be looking to great tastemakers," Doré said.