The actual newsletter game-changer for 2025

It's not what you think.

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Sam Kirouac

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⏪ Last time, what you can expect from The Content Brief in the new year. That’s here.

⏩ Today, what the data shows matters most for newsletters in 2025.

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This is my current situation as of today—hot chocolate in one hand, to-do list in the other.

Relate?

But listen, before you sign off for the year, we need to talk. I just dug through NetLine's new 2025 Content Trends and Planning Guide, and there's something happening in the newsletter space that will affect how you build your audience next year.

Bookmark this email because there's a 95% chance these changes will affect you—and I dug through the research so you don't have to (you're likely wrapping gifts, drinking eggnog, and finishing Q4 projects anyway).

So, here you go—Merry Christmas! Cheers to 2025! 🎄🎁

😳 Wait, What? The TL;DR of Newsletter Evolution

Here's what's fascinating: While everyone's panicking about AI writing newsletters, taking jobs, etc., the data shows something different matters in 2025.

The most successful newsletters aren't becoming fancier content machines—they're becoming communities.

Why? Because in a world where AI can write pretty decent newsletters, the real gold is in something the robots can't replicate: human connection. 🫶

Key highlights:

• Content is shifting from broadcast to conversation

• Community features are becoming more valuable than premium content

• Success metrics are moving from open rates to engagement rates

• Solo creators who facilitate connection are seeing higher engagement

If you roll with it? You'll build something AI can't touch.

If you ignore it? You risk becoming just another creator in an increasingly crowded space.

📋 So, Your Solo Creator To-Do List (No Overwhelm Edition)

1. Start small but smart.

Look through your last five published posts. How many encouraged reader interaction vs. just shared information? How much engagement did you see? Aim to shift at least one post per month to be more community-focused.

2. Use what you already have.

Maximize Substack's built-in features before adding anything new. Could you try something like:

• Create one discussion thread per week in Chat

• Host monthly "office hours" where you're actually present

• Use Notes for quick community shoutouts

• Try one audio version of your most popular post

3. Make your community visible.

Show your readers they're not alone:

• Add a "From the Community" section in your newsletter

• Highlight reader insights and expertise

• Create space for subscribers to help each other

• Connect readers with similar interests

4. Keep it sustainable.

Don't create more work—create smarter work:

• Turn reader questions into content

• Let community discussions guide your topics

• Ease into engagement features

• Focus on quality interaction over quantity

Think ecosystem, not assembly line.

🤒 The Emotional Temp Check

Look, I really do get it. When you're a solo creator, every new "must-do" can feel overwhelming. But this shift plays to our strengths. We're not really changing our core mission—we're just expanding how we serve our audiences.

And this is something I’ll be focusing on a lot in 2025.

I think our small newsletters have an advantage here. We can give the personal attention that bigger newsletters can't. We can build real connections. We can create the kind of community that keeps people coming back.

Whew. That's it—your steps to evolution, not revolution. Because we're writers first. Everything else is just making our words work harder. ⚡️

Now, off to binge a Hallmark movie marathon (and maybe brainstorm some community ideas).

📣 THIS WEEK’S CREATOR ROLL CALL!!

Join the conversation: What's one format beyond writing you've been curious about trying? I’ll go first…

Rooting for you,

Merry Christmas, friend!

⚡️📣 P.S. Something special for the action-takers: If there’s enough interest, I’ll lead a small group through a complete content system makeover in January. Early bird pricing is only for waitlist members... 👀 Join the list here!

⚡️📣 P.P.S. Last call to complete this short reader survey by Dec. 20 and be entered to win a *penspirational* prize from me!

⚡️