Substack in 2026: What It Is, Why It's Surging, and What's Next

Substack has quietly become one of the most consequential platforms in media. What started as a simple tool for writers to send paid newsletters has evolved into a full creator ecosystem — and 2025 was the year the rest of the world finally started paying attention. Here's everything you need to know about Substack in 2026, why it's surging in popularity, how it fits into the modern content creator landscape, and where it's headed next.

What Is Substack?

Substack is a publishing platform that allows writers, journalists, podcasters, and creators to publish content and monetize it directly through paid subscriptions. Launched in 2017, its core model is straightforward: creators publish posts (newsletters, articles, audio, or video) and readers subscribe — either for free or for a paid tier, typically billed monthly or annually.

Substack takes a 10% cut of subscription revenue, leaving 90% for the creator. There are no algorithms suppressing your reach, no advertising revenue splits, and no dependence on brand deals. Your audience is yours, and so is your income.

Key features of Substack include:

At its core, Substack is built on a single, powerful premise: the direct relationship between a creator and their audience is more valuable than any platform algorithm.

Why Substack Took Off in 2025

Substack's growth in 2025 wasn't an accident. It was the result of a perfect storm of cultural, technological, and economic forces converging at exactly the right moment.

1. The Great Platform Trust Collapse

2025 was defined by a deepening crisis of trust in legacy social media. X (formerly Twitter) continued its turbulent evolution under Elon Musk's ownership, sending waves of journalists, writers, and creators searching for a stable home. Meta's algorithm-driven feeds grew increasingly hostile to organic reach for text-based content. TikTok faced ongoing regulatory uncertainty in the United States and several European markets.

Into this vacuum stepped Substack, a platform with no opaque algorithm, no advertiser-driven content moderation, and a business model directly aligned with creator success. For creators burned by platform volatility, the appeal was obvious.

2. The AI Content Flood and the Premium on Authentic Voice

The explosion of AI-generated content across the web in 2024–2025 created an unexpected counter-reaction: readers began to crave human voices more than ever. The internet became saturated with generic, algorithmically optimized content. As a result, audiences started actively seeking out writers with distinctive perspectives, lived experience, and authentic points of view.

Substack, with its emphasis on individual voice and direct creator-reader relationships, was perfectly positioned to benefit. Subscribers were paying for perspective, and for a relationship with the person behind it.

3. The Mainstream Arrival of the Paid Newsletter Model

For years, the idea of paying for a newsletter felt niche. By 2025, it had become normalized. The success of high-profile Substack creators — from independent journalists earning six figures to policy experts, fiction writers, and cultural critics building loyal paid communities — demonstrated that the model worked at scale. This social proof unlocked a new wave of both creators and subscribers entering the ecosystem.

4. Media Industry Disruption and the Rise of the Independent Journalist

Legacy media continued to contract in 2025. Newsroom layoffs at major publications sent a generation of experienced journalists with established audiences and credibility onto the open market. Many turned to Substack, where they could replicate (and often exceed) their former income while retaining editorial independence. This influx of professional-grade talent raised the overall quality of content on the platform and attracted more subscribers.

5. Platform Feature Maturation

Substack's product team shipped aggressively through 2024 and 2025. The addition and expansion of Notes, video, enhanced audio tools, and improved discovery features transformed Substack from a simple email tool into a genuine content ecosystem. Creators no longer had to leave the platform to find new readers, and readers could discover new publications without ever opening Google.

How Substack Fits Into the Creator Ecosystem

To understand Substack's role in 2026, it helps to map it against the broader creator landscape.

The Creator Economy in 2026

The creator economy — the ecosystem of independent individuals monetizing content, knowledge, and community — is now estimated to be worth hundreds of billions of dollars globally. It encompasses YouTube, TikTok, Instagram, Patreon, Twitch, Spotify, and dozens of other platforms. Within this landscape, creators typically face a fundamental tension: reach vs. ownership.

Platforms like YouTube and TikTok offer massive reach but give creators little ownership of their audience. If the algorithm changes or the platform pivots, a creator's livelihood can evaporate overnight. Substack sits at the opposite end of this spectrum.

Substack's Unique Position: Owned Audience + Sustainable Monetization

PlatformReachAudience OwnershipPrimary Monetization
YouTubeVery HighLowAd revenue share
TikTokVery HighLowCreator Fund/brand deals
InstagramHighLowBrand deals
PatreonLowHighSubscriptions
SubstackMedium (growing)HighDirect subscriptions

Substack occupies a rare position: meaningful and growing organic discovery, combined with genuine audience ownership (creators own their subscriber email lists and can export them at any time). This makes it the natural home for creators who prioritize depth over breadth — building smaller, highly engaged, paying audiences rather than chasing viral reach.

Substack as a "Second Platform" Strategy

In 2026, the most sophisticated creators use Substack not as a replacement for social media, but as the hub of a multi-platform strategy. They build top-of-funnel awareness on TikTok, YouTube, or LinkedIn, then funnel their most engaged followers into a Substack subscription. They convert casual viewers into paying community members. Substack becomes the monetization layer on top of a broader social media presence.

The Substack vs. Beehiiv vs. Ghost Competitive Landscape

Substack doesn't operate in a vacuum. Competitors like Beehiiv and Ghost have carved out meaningful niches — Beehiiv with its emphasis on growth analytics and ad monetization, Ghost with its open-source flexibility for technically sophisticated creators. But Substack's built-in discovery network and social features (particularly Notes) give it a distribution advantage its competitors haven't yet matched. For most writers and independent journalists, Substack remains the default starting point.

How Smart Brands Are Leveraging Substack

For a long time, Substack was seen as exclusively a creator's platform, a home for independent journalists and solo writers, not corporate marketing teams. That perception has shifted. A growing number of forward-thinking brands have recognized that Substack's direct, subscription-based model offers something most marketing channels can't: a highly engaged audience that actively opts in.

Here's how the smartest brands are making it work.

Thought Leadership Over Promotion

The brands succeeding on Substack have one thing in common: they lead with genuine value, not advertising copy. Rather than using their publication as a thinly veiled product catalog, they publish original research, industry analysis, and expert perspectives that readers would seek out regardless of who's publishing it. The brand association becomes a byproduct of the value, not the other way around.

Building Owned Audiences Outside the Algorithm

Savvy marketing teams have realized that social media reach is rented, not owned. A Substack subscriber list, by contrast, is a first-party asset — exportable, algorithm-proof, and directly accessible. Brands investing in Substack are effectively building a media property they own outright.

Using Free Tiers as Top-of-Funnel Channels

Most brand-run Substacks operate on a free subscription model, using the platform as a top-of-funnel content channel rather than a direct revenue source. The goal is audience building, brand affinity, and lead generation, not subscription income.

Brands Doing It Right

The takeaway for brands: Substack rewards editorial integrity. The brands winning on the platform are the ones willing to invest in content that stands on its own merits and trust that the brand value will follow.

Our Predictions for Substack's Growth in 2026 and Beyond

Substack enters 2026 from a position of real momentum. Here's where we think the platform is headed.

Prediction 1: Substack Crosses 10 Million Paid Subscribers Globally

Substack reported approximately 3 million paid subscribers in early 2024, with strong growth momentum through 2025. As the paid newsletter model continues to normalize and Substack's creator roster deepens, we predict the platform will cross the 10 million paid subscriber threshold by the end of 2026. The network effects of its recommendation ecosystem are compounding. Each new successful publication on the platform attracts new subscribers who then discover other publications.

Prediction 2: Video Becomes a Primary Content Format on Substack

Substack has been investing heavily in video infrastructure. In 2026, we expect video newsletters to become a mainstream format on the platform, not a novelty. As video-native creators from YouTube and TikTok face algorithm fatigue, Substack's subscription model offers them a more stable, higher-margin alternative. Expect to see the first major "video-first" Substack publications reach six-figure paid subscriber counts.

Prediction 3: Substack Notes Becomes a Serious Competitor to X

Substack Notes launched as a simple short-form feed but has steadily gained traction among writers and intellectuals. This is exactly the demographic that made early Twitter special. As X continues to struggle with brand safety concerns and advertiser exits, Notes is well-positioned to become the default public square for the written word. By late 2026, we predict Notes will be regularly cited alongside X as a platform for breaking commentary and public discourse.

Prediction 4: Enterprise and Institutional Publishers Arrive in Force

So far, Substack has been predominantly a platform for individual creators. We predict 2026 will see a significant influx of institutional publishers — media companies, think tanks, academic institutions, and B2B organizations — launching Substack publications as owned-media channels. The subscription model, combined with Substack's discoverability, offers institutions a way to build direct revenue streams outside of advertising dependency.

Prediction 5: AI-Assisted Publishing Tools Arrive Natively on Substack

Substack has been notably cautious about integrating AI into its platform, prioritizing authentic human voice as a core brand value. But competitive pressure from Beehiiv and Ghost — both of which have integrated AI writing and growth tools — will likely push Substack to introduce native AI features in 2026. We expect these to focus on growth and analytics (e.g., AI-driven subscriber insights, optimal send-time recommendations) rather than content generation, preserving Substack's positioning as the home of authentic human writing.

Prediction 6: Substack Explores an IPO or Major Funding Round

Having built a substantial, profitable creator ecosystem, Substack is an increasingly attractive candidate for a major liquidity event. With the IPO (Initial Public Offering) market showing signs of recovery and Substack's revenue growing, we believe 2026 or 2027 will see the company either go public or raise a significant late-stage funding round that further validates the independent media model.

Frequently Asked Questions

What makes Substack different from a regular blog? Unlike a traditional blog, Substack delivers content directly to subscribers' email inboxes, includes built-in payment infrastructure for paid subscriptions, and provides a discovery network that helps new readers find your publication — all with no technical setup required.

Is Substack free to use? Substack is free to publish on. If you offer paid subscriptions, Substack takes a 10% revenue share. There are no upfront costs or monthly platform fees.

Who is Substack best suited for? Substack works best for writers, journalists, analysts, and experts who want to build a direct, monetized relationship with a dedicated audience. It's particularly well-suited to creators who prioritize depth of engagement over mass reach.

How does Substack make money? Substack earns revenue by taking 10% of all paid subscription revenue generated by creators on the platform. The more successful its creators are, the more Substack earns — a business model that aligns platform and creator incentives.

The Bottom Line

Don’t dismiss Substack’s rise as just a trend. It's a structural shift in how content is created, distributed, and monetized. As trust in algorithmic platforms erodes, as AI floods the web with generic content, and as creators increasingly demand ownership of their audiences, Substack's model looks like the future.

For creators, readers, and media observers alike, 2026 is shaping up to be Substack's most consequential year yet. The question is no longer whether the independent newsletter model works — it's how large it can grow.

Are you looking to build out a Substack strategy for your brand? Then get in touch with RANDOM today.

How to Build a Substack Marketing Strategy in 2026

The newsletter era isn’t coming. It’s already here. Substack is a social media platform, search engine, and newsletter community all in one. And increasingly, it’s a training dataset for AI search. If you’re building a brand, personal platform, or media property, you need a new strategy. Here’s how to build a substack marketing strategy in 2026. 

What Is Substack?

Substack is a publishing platform that allows writers, creators, and brands to publish newsletters, blogs, podcasts, and video content directly to subscribers. There are even built-in monetization tools via paid subscriptions.

At its core, Substack combines:

Unlike traditional email marketing platforms, Substack is designed for creators to build independent media businesses.

Writers can:

Why Substack Matters in 2026

Three shifts changed the game:

  1. Trust > Traffic – Audiences want direct relationships, not algorithm roulette.
  2. AI Search Expansion – Newsletters are increasingly cited in AI answers.
  3. Owned Distribution Instead of Rented Reach – Creators are building media companies, not follower counts.

Step 1: Define Your Positioning (Not Just Your Topic)

Weak strategy: “I write about marketing.”

Strong strategy: “I decode AI-driven marketing shifts for CMOs navigating 2026.”

Specificity drives growth. Before launching, define:

Position around a strong niche, not a broad category.

Examples:

Step 2: Build for Search (SEO + AEO)

Substack posts rank in Google. But in 2026, ranking in Google isn’t enough.

You must optimize for:

Substack SEO Checklist

AEO (Answer Engine Optimization)

AI tools surface content that:

Example formatting for AI citation:

Quick Answer:
A Substack marketing strategy in 2026 should combine audience positioning, SEO optimization, AI citation readiness, monetization layers, and community-building tactics.

That structure increases citation likelihood.

Step 3: Design Your Content Pillars

Align your content pillars with the pipeline you want your audience to take. 

Story → Engage → Convert → Advocate

1. Story

Turn insight into:

2. Engage

Use:

3. Convert

Monetization layers:

4. Advocate

Encourage:

Step 4: Monetization Strategy

Start by growing your audience and increasing your visibility before you put too much content behind the subscription paywall. 

Your audience needs a reason to trust you and see your content’s value before they buy in. 

Tier 1: Free audience growth
Tier 2: Paid subscription
Tier 3: High-ticket advisory, courses, partnerships

Step 5: Cross-Platform Distribution

Substack cannot exist in isolation.

Repurpose one post into:

Step 6: Engage With Your Community

Use:

Building community is more important than content volume.

Step 7: Measure What Matters

Track:

Optimize for relationship depth.

Final Thoughts

Want to grow an engaged audience on Substack in 2026?

Are you looking to branch out of the traditional marketing channels into new spaces like Substack, but don’t know where to start? Contact RANDOM, and let us help you get your next big idea off the ground.

FAQs About Substack

What is Substack used for?

Substack is used for publishing newsletters, articles, podcasts, and video content directly to subscribers while offering built-in monetization through paid subscriptions.

Is Substack free?

Yes. Substack is free to use. The platform takes a percentage of paid subscription revenue if you monetize.

How does Substack make money?

Substack typically takes around 10% of paid subscription revenue. Free newsletters do not incur platform fees.

Can you make money on Substack?

Yes. Revenue can come from paid subscriptions, sponsorships, affiliate partnerships, and services promoted through your newsletter.

Does Substack help with SEO?

Yes. Substack posts are publicly accessible and can rank in search engines when optimized correctly.

Who should use Substack?

Substack is ideal for writers, founders, journalists, industry experts, and brands looking to build owned audiences and direct relationships.

How to Make Employee Advocacy Work in 2026

Employee advocacy isn’t new, but the way it works in 2026 is completely different.

In 2026, employee advocacy helps build trust and credibility. It’s one of the most effective ways to:

But only if it’s done right.

This guide breaks down how to make employee advocacy actually work in 2026, no matter your company size or industry.

What Employee Advocacy Really Means in 2026

Employee advocacy isn’t as simple as forcing employees to reshare brand posts.

In 2026, employee advocacy means:

Why Employee Advocacy Matters More Than Ever

Three major shifts have made employee advocacy essential in 2026:

1. Trust Has Moved from Brands to People

Audiences trust individuals far more than logos. Content shared by employees consistently outperforms brand channels in:

2. Personal Profiles Get More Reach

Algorithmic reach for brand pages is limited.

Personal profiles still get priority distribution on platforms like LinkedIn.

3. Buyers and Candidates Research the Same Way

People research companies by:

1. Stop Treating Employee Advocacy Like a Marketing Program

The fastest way to kill employee advocacy is to over-control it. Advocacy fails when it:

What works instead

2. Start with a Clear “Why” Employees Actually Care About

Employees won’t advocate just because the brand asks. They will advocate when it helps them:

Your advocacy program should answer: “What’s in it for me?” If you can’t answer that clearly, neither can they.

3. Focus on Fewer Voices in Employee Advocacy

One of the biggest mistakes brands make is trying to activate everyone. The strongest advocacy programs:

Ideal early advocates

4. Give Employees Content Direction (Not Scripts)

Employees don’t want to repost stiff corporate language or spit out scripts. Effective enablement looks like:

What performs best

Focusing on thought leadership instead of promotion

5. Prioritize LinkedIn, But Don’t Limit the Mindset

LinkedIn remains the primary platform for employee advocacy in 2026, especially for:

But the mindset matters more than the channel.

Advocacy can extend to:

6. Make Leadership Visibility Non-Negotiable

Employee advocacy doesn’t work without leadership participation.

In 2026, executives are expected to:

If leaders stay silent, employees will too.

7. Track More Than the Vanity Metrics

What actually matters

For recruiting:

For sales:

8. Protect Authenticity with Clear Guardrails

In 2026, strong advocacy programs include:

Want help with an employee advocacy strategy that feels authentic and actionable? Reach out to RANDOM today.

10 Tips for Improving Your LinkedIn Ads in 2026

A Modern Guide for Brand Awareness, Lead Generation, and Recruitment

This guide breaks down 10 practical, LinkedIn Ads tips to help any brand improve ad performance across awareness, leads, and hiring.

LinkedIn is no longer just a place to hire talent. In 2026, it’s one of the most powerful platforms for brand building, B2B lead generation, and trust-based recruiting.

But LinkedIn Ads have changed fast.

Audience behaviors are different. Creative expectations are higher. And AI-driven discovery is reshaping how ads are evaluated, served, and remembered.

If you want your LinkedIn ads to perform in 2026, you need to think beyond job titles and CTRs.

1. Design LinkedIn Ads for the Full Funnel (Not Just One Goal)

One of the biggest mistakes brands still make on LinkedIn is running single-purpose ads.

In 2026, the strongest LinkedIn ad strategies:

Often at the same time.

What to do instead:

SEO note: LinkedIn Ads work best when paired with intent-based retargeting, not cold conversion asks.

2. Shift Targeting from Job Titles to Buying & Intent Signals

Job title targeting still works — but it’s no longer enough.

LinkedIn’s 2026 targeting power comes from behavioral and intent signals, including:

High-performing alternatives to job titles

This applies equally to:

3. Make Your Creative Look Native, Not “Ad-Like”

LinkedIn users scroll with purpose. Anything that feels like a traditional ad gets ignored.

In 2026, top-performing LinkedIn ads:

Creative formats that win

Rule of thumb: If it wouldn’t work organically, it won’t work as a paid ad.

4. Write Hooks for Scanners, Not Readers

LinkedIn is a scanning platform. Your first line matters more than your CTA.

Strong LinkedIn ad hooks in 2026

Example: “Most LinkedIn ads fail because they talk like ads. Here’s how to fix that.”

Your headline should do the work before someone ever clicks.

5. Use Video to Build Trust, Not Just Awareness

Video is no longer optional on LinkedIn. It’s crucial for building credibility.

Best practices for LinkedIn video ads

Video works especially well for:

6. Treat Document Ads Like Search Assets

Document ads are one of LinkedIn’s most underused (and highest-performing) formats.

Why they work:

Engaging document ad ideas

7. Optimize Landing Pages for AI and Humans

Your LinkedIn ad doesn’t end at the click.

In 2026, landing pages must be optimized for:

Landing page best practices

8. Blend Brand, Demand, and Employer Messaging

Your audience doesn’t separate your brand into silos. Neither should your ads.

In 2026, high-performing LinkedIn advertisers:

Why this works

9. Measure What Actually Matters (Not Just CTR)

Click-through-rate (CTR) alone is a vanity metric on LinkedIn. 

Instead, focus on signal quality:

For recruitment:

10. Test, Learn, and Refresh Faster Than Your Competitors

LinkedIn rewards advertisers who adapt quickly.

In 2026, winning teams:

Final Thoughts: LinkedIn Ads Are a Trust Engine in 2026

LinkedIn Ads are a brand trust engine, influencing how people:

The brands that win on LinkedIn in 2026 will be the clearest, the most human, and the most helpful.

Want Help Improving Your LinkedIn Ads?

If you want a LinkedIn Ads strategy built for modern search behavior, AI discovery, and full-funnel performance, contact RANDOM today to get started.

FAQ: LinkedIn Ads Tips in 2026

Q: Are LinkedIn Ads still effective in 2026?

A: Yes. LinkedIn Ads remain one of the most effective platforms for B2B brand awareness, lead generation, and recruitment when optimized for modern audience behavior and intent.

Q: What type of LinkedIn Ads work best in 2026?

A: Native video ads, document ads, and thought-leadership style posts consistently outperform traditional display-style ads.

Q: Are LinkedIn Ads only for recruitment?

A: No. In 2026, LinkedIn Ads are widely used for full-funnel marketing, including brand awareness, demand generation, and employer branding.

The Email KPIs Every Digital Marketer Should Be Tracking

Email marketing isn’t dead. It’s just misunderstood.

The problem is that brands are tracking the wrong metrics (or worse, celebrating vanity numbers that don’t actually move the business).

If you’re still judging email performance by open rates alone, we need to talk. Here’s what actually matters and why.

Why Email KPIs Matter More Than Ever

Email is one of the few channels you actually own. But ownership doesn’t equal effectiveness.

The right email KPIs (key performance indicators) help you:

The Email KPIs That Actually Matter

1. Open Rate (Context Matters)

Yes, open rate still has a place, but it’s not the star of the show anymore.

What it tells you:

What it doesn’t tell you:

Pro tip:
Use open rate as a diagnostic metric, not a success metric.

2. Click-Through Rate (CTR)

If opens are the handshake, clicks are the conversation.

CTR measures:

Low CTR with high opens usually means:

This is one of the most important engagement KPIs to track consistently.

3. Click-to-Open Rate (CTOR)

This one’s underrated—and incredibly telling.

CTOR = clicks ÷ opens

It answers the question:

“Once someone opened this email, did they care enough to act?”

High CTOR = strong content.
Low CTOR = disconnect between subject line and body.

4. Conversion Rate

This is where email stops being “marketing” and starts being business.

Conversion rate tracks:

5. Revenue Per Email (RPE)

RPE tells you:

This KPI helps you move conversations from “we sent an email” to “here’s what it earned.”

6. List Growth Rate

Track:

Fast growth with poor engagement is a red flag.
Slow growth with high engagement is usually a green one.

7. Unsubscribe Rate

This metric isn’t the villain people think it is.

Unsubscribes can mean:

A small unsubscribe rate is normal. A sudden spike is a signal worth investigating.

8. Spam Complaint Rate

This is one KPI you never want to ignore.

High spam complaints hurt:

If this number climbs, pause optimization and fix trust first.

How to Choose the Right Email KPIs

Ask yourself:

  1. What is the goal of this email?
  2. What action defines success?
  3. Which metric proves that action happened?

Different emails = different KPIs. A welcome email shouldn’t be judged the same way as a promo blast or a nurture sequence. Context is everything.

FAQ: Email KPIs Digital Marketers Ask About

What are email KPIs?

Email KPIs (Key Performance Indicators) are metrics used to measure the effectiveness of email marketing campaigns. Common KPIs include open rate, click-through rate, conversion rate, unsubscribe rate, and revenue per email.

What is the most important email KPI?

The most important email KPI depends on your goal. For revenue-focused campaigns, conversion rate and revenue per email matter most. For engagement-focused emails, click-through rate and click-to-open rate are more meaningful.

Are open rates still reliable?

Open rates can be useful for trend analysis and subject line testing, but they are less reliable due to privacy changes. They should be used alongside engagement and conversion metrics—not on their own.

How often should email KPIs be reviewed?

Email KPIs should be reviewed after every campaign and analyzed over time to spot trends. Weekly and monthly performance reviews help inform optimization decisions.

How do I improve poor email KPI performance?

Improving email KPIs typically involves refining subject lines, clarifying CTAs, improving segmentation, adjusting send frequency, and aligning content more closely with audience needs.

Ready to Turn Email Metrics Into Real Results?

Tracking email KPIs is one thing. Knowing how to act on them is another.

That RANDOM Agency helps brands build email strategies rooted in the metrics that actually matter—engagement, conversion, and long-term growth. 👉 Work with That RANDOM Agency to turn email data into smarter strategy and stronger results. Request a proposal today.

Tips & Prompts to Make Your AI-Created Posts Sound More Human

AI can write fast. It can write a lot. But writing like a human? That still takes direction.

If you’ve ever read an AI-generated post and thought, “This is… fine, but something’s off,” you’re not wrong. The difference between “technically correct” and “actually compelling” usually comes down to tone, specificity, and intention.

The good news: you don’t need to ditch AI to sound human. You just need to prompt it better and edit smarter.

Let’s fix the robotic vibes.

Why AI Content Often Sounds… Not Human

Most AI-generated posts feel flat because they:

Humans, on the other hand, are:

Your job isn’t to make AI human. Your job is to make it think like one.

7 Tips to Make AI Writing Sound More Human

1. Give AI a Personality (Not Just a Topic)

Instead of prompting what to write, tell it who is speaking.

Try this:

“Write this like a social media manager who’s been in the industry for 8 years and has seen every trend come and go.”

Why it works: Personality creates perspective—and perspective creates voice.

2. Ask for Opinions, Not Overviews

Humans have takes. Robots summarize.

Prompt upgrade:
 ❌ “Write a post about email marketing best practices.”
✅ “Write a post arguing why most brands overcomplicate email marketing—and what actually works.”

3. Tell It Who You’re Talking To

General audiences = generic writing. When AI knows the reader, it stops sounding like a textbook.

Be specific:

“Write this for founders who are doing their own marketing and are tired of conflicting advice.”

4. Use Constraints (Creativity Loves Rules)

Boundaries force better writing.

Examples:

5. Prompt for Real-Life Context

AI doesn’t have lived experience, but it can simulate it when you ask.

Try:

“Include a quick real-world example or mistake brands commonly make.”

6. Edit for Imperfection

Perfect grammar ≠ relatable writing.

After AI drafts your post:

Example:
❌ “This strategy is highly effective.”
✅ “And yes—it actually works.”

7. Read It Out Loud (Seriously)

If you wouldn’t say it, don’t publish it.

Reading out loud instantly reveals:

Plug-and-Play Prompts to Make AI Content Sound More Human

Conversational Blog Prompt

“Write this like you’re explaining it to a smart friend over coffee, not teaching a class.”

Authentic Social Caption Prompt

“Make this sound like a real person posting on LinkedIn, not a brand trying to impress other brands.”

Opinionated Take Prompt

“Take a clear stance on this topic and explain why, even if it’s unpopular.”

Less Polished, More Real Prompt

“Write this casually. Short sentences. No corporate jargon. It should feel slightly imperfect, in a good way.”

The Real Secret: AI Is a Co-Writer, Not the Author

AI is incredible at:

Humans are better at:

The best AI content strategies combine both.

Let AI get you 70% there—then layer in human insight, experience, and voice. That’s how AI-generated content stops sounding artificial and starts driving real engagement.

FAQ: Making AI-Generated Content Sound More Human

What does it mean to make AI content “sound human”?

Making AI content sound human means shaping AI-generated writing so it feels natural, conversational, and authentic—like it was written by a real person with opinions, experience, and intent. This typically involves better prompts, clearer audience definition, and human editing to remove generic or robotic language.

Why does AI-generated content often sound robotic?

AI content sounds robotic when prompts are vague, overly broad, or purely informational. Without direction on tone, audience, or point of view, AI defaults to safe, generic language that lacks personality, emotion, and specificity.

How can I make AI writing sound more natural?

To make AI writing sound more natural:

AI works best as a drafting tool—not a final author.

What are the best prompts to humanize AI content?

The best prompts for humanizing AI content include:

Prompts that include voice, audience, and intent consistently produce better results.

Is it okay to use AI for brand content?

Yes—when used strategically. AI is effective for speeding up drafts, brainstorming ideas, and structuring content. However, brand content should always be reviewed and refined by humans to ensure it aligns with brand voice, values, and messaging.

Can AI-generated content rank well in search engines?

Yes. AI-generated content can rank well when it is original, helpful, edited for clarity and depth, optimized for search intent, and informed by human experience. Search engines prioritize quality and usefulness—not whether AI was involved.

How do brands avoid losing their voice when using AI?

Brands avoid losing their voice by creating clear brand voice guidelines, using consistent prompt frameworks, editing AI drafts with a human lens, and treating AI as a collaborator—not a replacement.

When should a brand work with an agency on AI content strategy?

Brands should consider working with an agency when AI content feels generic or off-brand, teams struggle with prompting or editing, content needs to scale without losing authenticity, or SEO and AI search visibility are priorities.

How does That RANDOM Agency approach AI-generated content?

That RANDOM Agency takes a human-first AI content strategy, blending smart prompts, audience insight, and human editing to ensure AI-generated content sounds authentic, aligns with brand voice, and performs across search and social.

Ready to Build a Human-First AI Content Strategy?

Need help making AI-generated content sound more human—and actually perform?
 That RANDOM Agency helps brands refine AI prompts, protect brand voice, and build AI-powered content strategies that scale without losing authenticity.👉 Work with That RANDOM Agency to create AI-generated content that sounds human and drives real results. Contact That RANDOM Agency today.

The Website KPIs Every Digital Marketer Should Be Tracking (2025 Guide)

The most crucial website KPIs for digital marketers are traffic, traffic sources, engagement metrics, conversion rate, lead quality, page speed, and overall technical health. These KPIs reveal how visitors discover your site, how they engage with your content, and whether those interactions result in revenue. Track these KPIs on a weekly or monthly basis to improve performance, optimize your marketing spend, and accelerate growth.

Want to learn more? Read our blog to dig deeper into website KPIs for digital marketers 2025.

Why Website KPIs Matter More Than Ever

Your website is your always-on storefront, salesperson, and brand ambassador. It tells you—instantly—whether your marketing is working.

Website KPIs help you:

When you consistently track the right KPIs, you transform your website from a “digital brochure” into a revenue engine.

The 12 Key Website KPIs for Digital Marketers

Below are the KPIs that matter most—what they are, why they matter, and how to use them.

1. Website Traffic (Sessions + Users)

What it tells you: How many people visit your website.
Why it matters: Traffic is your baseline. You can’t convert what you don’t attract.
Power move: Correlate spikes with specific channels or campaigns to learn what actually drives demand.

2. Traffic Sources

Direct • Organic Search • Paid Search • Referral • Social • Email • Display

Why it matters: Not all traffic is equal. Some channels bring clicks; others bring customers.
Use it to:

3. Engagement Metrics (Bounce Rate, Time on Page, Pages per Session)

Why it matters: High engagement signals strong content, UX, and audience fit.
AEO Bonus: Content with strong engagement is more likely to be cited by AI engines.

Benchmarks:

4. Conversion Rate (Macro + Micro Conversions)

Macro: Form fills, demo requests, purchases
Micro: Email signups, scroll depth, video watches

Why it matters: Conversion rate is the clearest indicator of website effectiveness.
Tip: Segment conversion rate by traffic source to see where the money actually comes from.

5. Lead Quality (MQL → SQL progression)

Why it matters: High-volume leads don’t matter if none turn into pipeline.
What to track:

Pro tip: Align form fields with sales to measure quality, not just quantity.

6. Revenue per Visitor (RPV)

Formula: Total revenue ÷ total visitors
Why it matters: Shows how valuable your traffic really is. 

Perfect for e-commerce and subscription-based businesses.

7. Customer Acquisition Cost (CAC)

Why it matters: Helps determine whether your marketing is efficient and scalable.
Tip: Track CAC separately by channel—paid search CAC often varies dramatically.

8. Customer Lifetime Value (LTV)

Why it matters: Helps you understand how much you can reasonably spend to acquire a user while remaining profitable.
LTV/CAC ratio benchmark: Aim for 3:1 or better.

9. Top Landing Pages

Why it matters: These pages influence first impressions, engagement, and conversions.
Use it to:

10. Exit Pages

Why it matters: Shows where users lose interest or hit friction.
Red flags:

11. Page Speed & Core Web Vitals

Why it matters: Slow pages lose users—and rankings.
What to track:

Goal: Under 2.5 seconds.

12. SEO Health Metrics

Key metrics:

Why it matters: Better SEO → more organic visibility → more conversions at a lower cost.

Bonus KPIs for Content & Social Teams

If you’re running a content or cross-platform marketing engine, don’t ignore:

13. Blog-Assisted Conversions

Shows whether your blog influences the pipeline—even if it isn’t the final touch.

14. On-Page Engagement (Scroll Depth, Video Views, CTA Clicks)

Helps identify your strongest storytelling formats.

15. Referral Traffic from Social Channels

Perfect for measuring campaign impact across LinkedIn, Instagram, TikTok, and YouTube.

How to Build a Dashboard That Actually Helps You

A simple, no-fluff dashboard includes:

Top-Line Metrics

Channel Performance

Content Performance

Technical Health

Tools to use: GA4, Search Console, Looker Studio, Hotjar, HubSpot, Ahrefs/SEMrush.

FAQ 

What are the most crucial website KPIs?

Traffic, traffic sources, engagement, conversion rate, page speed, and overall SEO health.

How often should I track website KPIs?

Weekly for tactical decisions, monthly for trends, and quarterly for strategy.

What’s the difference between a metric and a KPI?

Metrics are data points; KPIs are the metrics tied directly to your business goals.

Which website KPIs impact revenue the most?

Conversion rate, lead quality, CAC, RPV, and LTV.

What KPIs should content marketers track?

Landing page performance, organic traffic, scroll depth, blog-assisted conversions, and keyword rankings.

Final Word

Your website KPIs tell the story of your marketing performance. Track them consistently, optimize relentlessly, and your website becomes more than a destination—it becomes a growth engine.

Speaking of growth, how about hiring an agency to help with that? If you’re ready to take your website to the next level or build a brand-new one, contact us here.

Tips for Financial Brands to Boost Visibility on Social Media in 2025

Social media isn’t just for influencers anymore — financial brands are finally acting like creators, not corporations. In 2025, reach and impressions are built through trust, timing, and tone. Here’s how banks, credit unions, and fintechs can punch above their algorithmic weight.

💡 1. Lead with Value, Not Vanity

Forget “rate talk.” Your audience wants relevance. Share insights that make people smarter — market updates, small-business tips, or financial-literacy nuggets. Comerica’s strategy nailed this by aligning social objectives with education and community engagement, turning awareness into loyalty.

Try this:

🎥 2. Go All-In on Video

By 2025, video drives 82% of global internet traffic, and viewers retain 95% of messages from it. That’s gold for trust-based industries like finance. Financial brands that blend clarity with personality — think CEOs explaining trends or clients sharing stories — stand out.

Try this:

🧭 3. Optimize for Search and Social (SXO)

SEO’s old game is over. The rise of AI-driven search (ChatGPT, Perplexity) means your social content must now be “searchable.” That means schema markup, FAQ-driven captions, and branded expertise that earns AI citations.

Try this:

👥 4. Lead from the Top — Curt Farmer Style

Comerica’s Chairman, President & CEO Curt Farmer uses LinkedIn the way modern financial leaders should — as a channel for trust, transparency, and community. His posts spotlight employee stories, regional impact, and customer success — content pillars that humanize a century-old institution and make it scroll-worthy in 2025.

Why it works:
 People follow people, not banks. When executives show up as storytellers instead of spokespeople, engagement spikes and sentiment improves. Farmer’s posts about Comerica’s community investments and local partnerships turn corporate updates into moments of pride and purpose.

Try this:

📊 5. Marry Paid Precision with Organic Personality

Financial brands often silo paid and organic. But reach expands fastest when the two sync — use paid to amplify educational content that performs organically. Comerica combined reach objectives on paid media with organic thought-leadership to build awareness.

Try this:

🧠 6. Invest in UGC & Community Momentum

TikTok and Instagram Reels reward authenticity over authority. Mazda’s UGC strategy shows that community-led storytelling drives higher engagement than branded assets. The same applies to banks and fintechs — invite customers to share wins, not just wallets.

Try this:

🕹 7. Treat Every Platform Like Its Own Market

Don’t cross-post — cross-translate. LinkedIn is your thought-leadership arena. TikTok builds relatability. Instagram drives lifestyle association. YouTube fuels depth. Customize tone, format, and cadence like Random Agency’s multi-platform model suggests.

Try this:

✍️ Final Word

2025 isn’t about shouting louder — it’s about showing up smarter. Financial brands that combine educational storytelling, search-savvy content, and authentic human presence will dominate feeds and trust alike. Audit your top three channels for visibility, engagement, and AI-search readiness — then start testing video-led, value-first content this quarter.