A few days ago, I wrote a note on Substack that popped off. I write these notes every day. I spent five minutes on this one.

My note went viral, attracting over 1000 likes, shares, and comments agreeing and disagreeing with my contrarian take. Some other big creators restacked or shared it, too. And I attracted a few dozen new subscribers for my Substack list:

Not bad for five minutes of work.

I’ve spent far more time on newsletters than have done far less for my brand.

So what’s the takeaway here for you?

Consider why you want to go viral

Virality is nice when it happens. I’ve gone viral before on Facebook and Medium. It’s sometimes a sugar rush, and all those shares and views don’t contribute much to my business.

So, I stopped chasing viral content. If I go viral, great. If not, I don’t care much. That’s because I’m following a content strategy for growing assets I own, like my email list. And I create content for my ideal client, not the algo.

Now, on Substack, a viral note can help you build an asset you own like your list. You can always click the export button and take my list with you. That’s not possible on other networks.

Call out what’s happening in your niche.

Clearly, Medium is alive and online, but many former Medium writers have watched their reads and revenue shrink over the past year or two. And the company has gone through multiple rounds of layoffs and editorial changes.

I did reasonably well on Medium for a few years. I don’t spend much time over there beyond reposting my newsletters. (I earn about $100–200 monthly for doing this, which is chump change.)

I know a dozen top writers who’ve left that platform for Substack. I’m not the first person to say Medium is dead or dying versus other networks.

Take a contrarian stance.

I’ve had less success on X. That bothered me for a few years. These days, my feed is a cesspit of politics, bots and Musk worshippers. I’m not the only one who dislikes creating on X.

And yet, some other creators do well over there. If X is working for you, ignore me. But many creators with larger accounts regularly say reaching their followers is much harder now, even after paying for X Premium.

Read the room.

I have a massive swipe file of viral content that I’ve stumbled across online over the years. I enjoy studying proven formats and templates. Reverse engineering-swiped viral content doesn’t always work, though.

In this case, writing about how great Substack is on Substack is talking about the right topic in the right room. I’ve read similar posts that do well on LinkedIn.

Sponsored by: Shortform​ I’ve been trying to be more intentional this year, and one thing that’s made a real difference is Shortform. It’s not just quick summaries—it’s a way to dive deep into books and truly understand their ideas, even if you’re short on time. What stands out to me is how detailed the guides are. They break down each chapter, highlight key insights, and even include exercises to help you actually apply what you’re learning. It’s perfect for fitting meaningful learning into even the busiest weeks. Here are a some guides that really stuck with me: Atomic Habits by James Clear. James is brilliant on how to make lasting changes, and Shortform’s guide really gets to the heart of his ideas. Slow Productivity by Cal Newport. If you feel like you’re spinning your wheels, this guide is a reminder to focus on what truly matters. Steal Like an Artist by Austin Kleon. Full of advice on finding inspiration and your creative voice—something I think we all need right now. I didn’t expect Shortform to become such a regular part of my routine, but it’s been such an easy and effective way to keep learning. If you’re looking for a way to grow and make progress this year, I think you’ll love it too. They’re offering a free trial and 20% off right now, so it’s a great time to try it out. Check it out here

​