For years, brands have chased polish and precision. Instagram feeds were grids of perfection; campaigns were rehearsed spectacles. Now, some are testing a different approach. Substack, the newsletter platform best known for independent writers, is becoming a space for brands to experiment with voice, immediacy – and, increasingly, a bit of mess.

i‑D, the fashion and culture magazine recently acquired by Karlie Kloss’s Bedford Media, has just joined the platform. Its inaugural post promises subscribers “a one-way ticket into the i-D hive mind (be careful), including exclusive columns by our team, live group chats and premium shitposts straight from our own phones.”

The message is clear: this is a space for direct, sometimes messy communication, where formality is less important than immediacy. 

Nike, too, has entered Substack – albeit quietly, without Nike in the name, and unannounced. In fact, In The Margins describes itself as “a bi-weekly publication dedicated to new sports writing” only “made possible by Nike”. The newsletter blends storytelling, editorial commentary and occasional playfulness. It is a subtle departure from the polished narratives that dominate its mainstream campaigns.

Each illustrates the growing appetite for content that is less about selling and more about engagement. And it feels like a tipping point. A year from now, it wouldn’t be surprising for many more big brands to have crossed over. Because Substack offers something that traditional social media cannot. Its opt-in model means audiences actively choose to receive a brand’s content. There is no algorithm to appease, no feed to game. The format encourages experimentation: rough drafts, casual tones and sometimes unpolished thoughts are not just tolerated – they are expected. For brands, this is a rare opportunity to humanise themselves without the usual intermediary of marketing strategy.

There are risks.