Substack's Algorithm Is Pushing Too Much "Writing About Writing" Content
Users complain that the algorithm prioritizes self-referential content, drowning out diverse voices and substantive work.
Today’s featured Reddit Product discussion is about the proliferation of “writing about writing” content on Substack, where one user lamented, "ahhhhh just write something of substance ffs". The original poster (OP) expressed frustration with the abundance of self-referential content, likening it to "student film about a student making a film". This sentiment resonated with many users who feel Substack is becoming an echo chamber of advice on how to succeed on Substack, rather than a platform for diverse and engaging content.
The Perils of a Misguided North Star
It's easy to see how this situation might arise from a product perspective. Platforms often focus on engagement metrics, and "writing about writing" content can be highly engaging within a specific subset of users (in this case, writers). If Substack's North Star Metric is heavily geared towards overall engagement, the algorithm might inadvertently amplify this type of content. This could create a positive feedback loop, where the algorithm shows more "writing about writing" because it drives engagement, which in turn encourages more of it.
However, this focus on a potentially flawed metric can have significant side effects. As the Reddit thread reveals, it can alienate other user segments (readers seeking diverse content) and degrade the overall content ecosystem. As one user put it, "The lack of self-awareness on the app is insane and all it does is ruin the app for many people". This highlights a crucial product lesson: engagement metrics must be carefully chosen to align with the long-term health and value proposition of the platform.
The Rise of the 'Writing About Writing' Phenomenon
Several commenters pointed out the irony of the situation, noting that Substack wasn't always like this. "Ironically, it wasn't like this when it started. Most of these writing about Substack accounts are relatively new," one user observed. It seems that as the platform has grown, so has the influx of individuals offering advice on how to succeed on Substack, often with little substance to back it up. Some users are particularly annoyed by the "grindset crowd" —those who seem to be hustling for the sake of hustling, rather than providing genuine value. "Its the grindset crowd tbh. The folks writing abt writing seem only to write abt that not not actually write/say anything. Its all hustling for hustling sake," said another.
This trend isn't unique to Substack. As one commenter pointed out, "It's just the typical life cycle of a social media platform. You're not gonna stop it. Money is money". The allure of quick money and the ease of producing "how-to" content seems to attract many, sometimes at the expense of quality and substance. This has led to a flood of content that, while perhaps helpful to some, overwhelms those seeking genuine writing.
Coping Strategies and the Quest for Substance
In the face of this deluge of meta-content, users have adopted various coping strategies. Muting and blocking accounts that produce this type of content is a popular solution. As one user advised, "Just mute the accounts putting out this type of content and engage with the notes from people who are writing the content you enjoy, and the algorithm will quickly learn not to show you the stuff you don't like. This worked for me," others express a desire for Substack to evolve, with one user suggesting, "Substack as a platform needs to stop navel-gazing".
Despite the frustration, some users remain hopeful, focusing on creating and finding valuable content. There's a call for writers to prioritize substance over self-promotion, to "just sit down and put something on paper that you feel fine slapping your name on. Something of substance," After all, as another user wryly notes, "Things of substance aren't endless slush for plebs though".
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Want to dive deeper into the conversation? Join the discussion on the original Reddit thread "The amount of people writing about writing and nothing else is insane" and share your own experiences.