How the Substack Algorithm Really Works
A simple explanation of engagement signals, Notes visibility, and how to grow your newsletter.
Are you wondering what Substack is actually boosting?
You might definitely think that the Substack Algorithm is some kind of mysterious force that you hope will notice you and deign to showcase you to a wide audience.
And I thought that way for a long time.
As if things happen by magic, by chance, or that I have to take certain steps to attract the algorithm of whatever social network. And then one morning I’d wake up and the whole world would know I exist.
You have my permission to laugh at me a little haha
The truth isn’t quite like that, though. The mysterious algorithm is actually quite simple and straightforward.
As part of the new series “How to Promote Yourself on Substack”, I plan to explain exactly how it works.
But first, take your FREE Substack Guide ❤️
Dear Substack, connect me with…
I know you’re tired of seeing Notes like this, but we need to talk about them too.
One of the myths I come across on Substack is that the algorithm reacts to specific words or phrases.
In other words, “If you write ‘Substack’ or ‘Dear Substack, connect me with…’ your Note will go viral and you’ll gain at least 100 new subscribers.”
This is somewhat true, but not quite.
Why does this particular Note work?
Well, it’s very simple. I’ll repeat it once, and I hope this will answer the most important question: How does the algorithm work?
The Substack algorithm works as follows:
I post a Note → Maria likes it
A follower/subscriber of Maria sees it and likes it → A follower/subscriber of Maria’s follower sees it and likes it → Their followers/subscribers see it.
I hope that’s clear enough. In other words, it creates a chain of visibility.
The more engagement (likes, comments, and shares) you have, the more people your Note/Post reaches.
This also answers the other question: What’s the point of followers when there are subscribers?
Your followers see your Notes, and by interacting with them, they “forward” them to their own followers/subscribers.
Substack isn’t a social network. It’s a reading platform.
That’s why the algorithm cares about one thing:
Which texts hold the reader’s attention and create a connection between author and reader.
This means the platform doesn’t penalize you for low likes or a small number of followers.
It rewards you for deep engagement.
How does it work for posts?
Well, in the same way.
Substack rewards you based on engagement. There are a few things that are important for the algorithm to kick in:
Open rate (emails opened)
How many people open your articles.
After all, Substack is still an email newsletter, and it’s important to track how often our emails are opened. You can track this here: Dashboard → Stats → Posts
If your open rate is above 20%, that’s okay. If it’s higher—great, you’re doing a fantastic amazing job!
However, if it’s below 20%, something needs to change, and in 99% of cases, it’s the headline—we’ll discuss that in future articles.
A high open rate is the strongest indicator of quality.
Read time
Or how long people stay engaged with the text.
The algorithm favors deep reading, not just scrolling.
The estimated reading time isn’t just there to give the reader an idea of how long the article they’re about to open and read is—it’s also a tool Substack uses to determine if it’s interesting enough.
When you open an article, a timer immediately starts tracking how much time you’ve spent on it and whether you’ve read it all the way through.
New subscribers per post
If an article brings in new subscribers, the algorithm boosts it.
This shows Substack that your content has the potential to appeal to even more people.
Consistency
I know how often you hear this word, and maybe you’re a little tired of it, but I promise it’s not something you have to stress about.
It’s not about posting every day or 10 times a week, but about posting predictably.
If you’ve decided that you’ll publish an article every Thursday at 6 p.m., stick to that plan.
When you post unpredictably—for example, posting an article one week, skipping the next, but then posting again a week and a half later—Substack has no way of knowing when to expect content from you.
That’s why a schedule and system are important—not to burden or overwhelm you, but to help you.
These are the factors that get you into Substack’s recommendation channels (“Home feed,” “Recommended for you,” “Explore,” “Featured,” “New & Noteworthy”)
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The algorithm and the nosy neighbor down the street have something in common
Even if it’s not some mysterious, all-powerful force, the algorithm still has things it doesn’t “approve of.”
And those are links to external platforms.
For at least six months, I’ve been experimenting to see if I can promote an external link in Notes.
Every time I post a link to, say, my buy me a coffee, my views drop to maybe around 20, compared to other Notes that get at least 1,000 views.
And engagement is exactly zero.
So there are definitely things that don’t work, and I suppose you can see why.
In conclusion, I want to remind you that the algorithm isn’t the monster under the bed and doesn’t punish you—on the contrary, it helps.
The algorithm follows the reader. And the reader follows you.
Recommend to a friend and win prizes. Sharing is caring❤️
If you like my work and want to support me, a coffee is always a great way to do so
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Really, it’s been a long time since I’ve read something that has a real value! Thank you for giving us more knowledge about Substack!
Thank you! I needed a simpler guide!