Substack’s influencer marketing era has arrived
Source: Business Insider ·
Rothy's is going all-in on Substack with IRL events and sponsoring personal essays. Other brands are following suit.
From the source
Anna Doré, Rothy's vice president of brand and communications, is focused on Substack.Photo Credit: Anna DoréThere'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,…
BestAIBroker analysis
- Finance-aware sentiment: slightly positive (+0.10 on a -1 to +1 scale).
- Event classification: OTHER.
- Market importance score: 26/100, weighting entity relevance, source credibility, multi-outlet coverage and recency.
- Symbols referenced: AI.