Substack + Social Media: How to Boost Your Local News Reach Fast

Use social media the smart way to grow your Substack newsletter. Reach more local readers, increase engagement, and drive subscriptions.

Substack + Social Media: Expand Your Local News Reach Fast

Hey, it’s Reginaldo Osnildo back with another essential tip for local journalism success.

If you’re publishing great content on Substack—but no one is seeing it—then we’ve got a problem.

The solution?Smart, intentional use of social media.

I’m not talking about becoming a full-time content creator or chasing likes. I’m talking about leveraging the right platforms in the right way to:

• Bring in new readers
• Drive traffic to your newsletter
• Build trust with your local community
• Grow your paid subscriber base

Let’s break down how to connect your Substack with the social platforms that actually move the needle.

1. Pick the Right Platforms for Your Audience

You don’t need to be everywhere. You just need to be where your readers already hang out.

For local journalism, these are the best bets:

• Facebook

: Great for community groups, events, and older demographics

• Instagram

: Visual storytelling, reels, and behind-the-scenes posts

• X (Twitter)

: Live updates, links, breaking news threads

• WhatsApp/Telegram

: Real-time alerts and closed-group sharing

• TikTok

: Short-form storytelling, especially for younger audiences

• YouTube

: Long-form interviews, explainers, or meeting recaps

Choose 1–2 platforms and master those first.

2. Turn Your Posts Into Social Content

Your Substack article can become multiple pieces of social content. Here's how:

• Pull a quote or stat and turn it into a graphic
• Record a 30-second video summarizing the article
• Share a photo with a caption from a local event
• Ask a question inspired by your post (and link to read more)
• Post a carousel on Instagram that breaks down the article into key points
• Use threads on X to break your article into bite-sized updates

This gives your content more life and brings new eyeballs back to your newsletter.

3. Link Your Substack Everywhere

Make it easy for people to find and subscribe.

Do this:

• Add your Substack link in your Instagram bio, Facebook page, Twitter profile, etc.
• Include your latest post link in your stories or tweets
• Use the Substack “Share” button to instantly cross-post
• Pin your newsletter to the top of your social profiles

Pro tip: Use a link-in-bio tool like Linktree or [Beehiiv's link hubs] to promote multiple posts or links from one place.

4. Share Posts at the Right Times

Each platform has its own rhythm. Here’s a general cheat sheet:

• Facebook: Weekday mornings or lunchtime
• Instagram: Evenings (6–9pm) and weekends
• Twitter/X

: Mornings for news, afternoons for conversation

• TikTok: Late afternoons and nights
• Newsletter?

Send early in the morning for best open rates

Test and tweak as you go—your audience will show you when they’re paying attention.

5. Join and Engage in Local Groups

Facebook groups, Reddit threads, and WhatsApp groups are gold for local reach.

How to tap in:

• Join local neighborhood, parent, and small business groups
• Share helpful content, not just links
• Comment, support others, and be visible
• Ask admins if you can post updates or newsletters weekly
• Drop a link to your Substack when it adds value to a conversation

You’re not spamming—you’re participating.

6. Use Social Media to Source Stories and Feedback

Don’t just post—listen.

• Watch for community concerns
• Ask what people want covered
• Invite responses via polls or DMs
• Share question boxes on Instagram stories
• Monitor local hashtags and trending discussions

Then turn what you learn into great Substack content—and let readers know their input helped shape it.

7. Create Shareable, Bite-Sized Content

Want to grow your reach? Make it easy for readers to share your content.

Do this:

• Add click-to-share quotes in your Substack posts
• Create infographics or “5 Things to Know” carousels
• Post teaser headlines like “Here’s what you didn’t hear at last night’s council meeting…”
• Use tools like Canva, Headliner, or CapCut to turn posts into visuals or audiograms

Make your stories snackable—then link back to the full piece.

8. Track What Works

Substack and social platforms offer basic insights. Use them!

Track:

• What types of posts get the most clicks
• What content gets shared most
• Which platform drives the most traffic
• When your posts perform best
• Which headlines or captions drive conversions

Then double down on what works.

9. Promote Paid Content Without Guilt

If you’ve got paid tiers, promote them with confidence.

Try:

• Teasing part of a story and linking to the full paid post
• Sharing testimonials from subscribers
• Showing behind-the-scenes “only for subs” content
• Highlighting the value of supporting local journalism

Don’t be pushy—just be clear about the value.

10. Create a Simple Weekly Social Routine

Avoid burnout with a schedule like this:

That’s just 15–30 minutes a day—and it keeps your presence active and growing.

Want the Full Guide to Substack + Community Growth?

If you’re ready to grow your Substack and bring your local journalism to more people—without chasing trends or burning out—I’ve got you covered.

Grab the full e-book:👉 Local Journalism on Substack: How to Create a Low-Cost, Monetizable News Site and Newsletter Network

Inside, you’ll get:

• Social media integration checklists
• Promotion templates and headlines
• Engagement strategies for each platform
• Tools to turn followers into subscribers
• A 30-day action plan to grow and monetize your reach

You don’t need a huge following. You just need a smart system—and that’s exactly what this book delivers.