2025 and success is no longer about how many followers you have - it’s how engaged they are. In this Uppload we’re exploring a platform calling itself a new ‘home’ for creators and their audience. Elsewhere there’s “Coldplaygate”, AI workflows, Superman, and the chance to win your very own Insta360!
Why creators are flocking to Substack
Algorithms play a game of attention, pushing ‘recommended’ content they think we’ll enjoy onto our feeds. But is this limiting how we connect with people we actually follow?
Some creators think so, and are finding innovative ways to take back control of their communities. Take commentary podcaster Anna Howard, political YouTuber Under the Desk or Gothic TikToker Caitlyn. Three distinctly different creators who’ve turned to Substack to find and grow an audience.
Substack, once solely a platform for independent writers, is fast becoming a core part of the creator toolkit. And with $100 million in funding announced just this month - it looks like it’s here to stay.
What is Substack? → An all-in-one blogging and newsletter platform. Sort of like Tumblr meets X, meets that magazine you used to draw as a kid in felt tip pen.
“We’re building what comes next.” → Whilst it’s easier than ever to go viral, algorithmic updates have made it harder to get an audience to return - a phenomenon called ‘the death of the follower.’ Substack sees itself as a bridge between creator and community.
Why it works → The platform favors slow, considered content over slot-machine social media feeds. That means anyone clicking on your Substack content is more likely to sit with it for an extended period. And the longer they’re with you, the more likely they’ll stay.
"Coldplaygate" and the price of virality
“Either they’re having an affair or they’re just very shy.” 10 words that sparked a viral sensation after Coldplay’s ‘kiss cam’ accidentally exposed (married) CEO Andy Byron and HR Kristin Cabot cuddling.
From fake daughters and cricket mascots, to viral posts from brands like IKEA and Paramount, the internet has had a field day. But as time goes on people are asking, have we gone too far?
The price of virality → With average screen time pushing 7 hours a day, some argue the boundaries between real life and the digital space are merging. The result? Everything can be seen as content… including the home lives of some (not so innocent) festival-goers.
Pushed by platforms → ‘Coldplaygate’ is a dramatized vision of the feed, where real people are flattened to the few seconds they can hold a viewer’s attention. But lost within 15-second clips are real people. Or as podcaster Clare Stephens says, “The challenge of being human is that we are all more complicated than that.”
A new frontier → Fatigued by fickle, short-form content, are we on the precipice of a cultural shift in how we view content? Community-focused platforms like Patreon and Substack are booming, offering spaces for authenticity and depth - something that can only be a good thing for creators.
What are we watching?
We asked Freddie Noonan from our Motion Graphics team what creator he’s been loving and why.
What's your favorite channel right now? “Gawx, especially his cinematic channels @Gawx2 and @gawxboi – a showcase of top-class storytelling that transforms everyday life into cinematic masterpieces.”
3 words to describe? “Dreamy. Cinematic. DIY.”
Why do you love it? “Such great inspiration for filmmakers, Gawx shows how to turn the ordinary into the cinematic with the most entry level camera gear.”
We think Gawx would love… “this cinematic LUT. It can add a soft nostalgic touch to even the simplest of clips.”
Elsewhere on the web
How much are creators actually earning? Neoreach spills the stats in their 2025 report.
‘A return to Hopecore.’ TikTokers celebrate Superman’s reboot in cinemas.
What happened to the BritCrew? Josh Pieters investigates in his two part documentary.
Brodyautomates shares AI workflows you didn’t know you needed (and maybe don’t).
Nothing beats a Jet2 holiday. Except, maybe a TikTok trend that seemingly won’t die.
Latest updates
Summer might be slipping, but that doesn’t mean it’s over yet. Capture the final rays with our Indie Surf Shack playlist, curated by Uppbeat partner Salty Cheeks. Whilst you’re browsing, check out our blog for tips on building a dedicated following on TikTok. And don’t miss out on the chance to win an Insta360 - perfect for that holiday B-roll.
