How Substack is replacing book tours for authors in the digital age

Publishing a book is one challenge; selling it is another. As digital platforms reshape how readers discover and engage with content, authors are discovering that writing-focused platforms can also serve as powerful discovery engines. The latest high-profile example comes from Lena Dunham, creator of Girls, who leveraged the newsletter platform Substack to amplify the traditional press tour for her new memoir, Famesick.

In an interview with Arielle Swedback for her On Substack newsletter, Dunham explained the platform’s unique value: “Someone I trust told me that, in book sales at least, every single Substack follower is the equivalent of many more Instagram or X followers … While I don’t have the actual numbers, that feels anecdotally true to me. There’s an appreciation of the written word that suffuses this whole place.”

During her memoir’s promotion, Dunham appeared on a range of Substack newsletters, including Emilia Petrarca’s Shop Rat (32,000 subscribers) and Emily Sundberg’s Feed Me (150,000+ readers). These platforms often feature tightly defined audiences that are more engaged than broader social media users. Dunham noted, “It’s been really interesting to see how committed certain audiences are. I love that a newsletter with more followers but a less engaged audience doesn’t have the same value as someone with a tiny but rabid fan base.”

Dunham is not alone in embracing Substack. Andrea Barzvi, an agent and president of Empire Literary, told Fast Company, “Ten years ago the publishing industry’s center of gravity was the bookstore and the New York Times list. Today, discovery has been outsourced to algorithms. And the publisher relies more heavily than ever on social media—whether it’s the author’s own platform, or the mere power of social media.”

Social media’s role in book sales is undeniable, with platforms like TikTok’s BookTok driving major sales for titles such as The Song of Achilles, It Ends With Us, and The Seven Husbands of Evelyn Hugo. However, these platforms often depend on algorithmic luck. Substack, by contrast, offers a more direct line of communication between author and reader.

Jenn Lueke, author of Don’t Think About Dinner, highlighted Substack’s reliability: “I know my subscribers will actually see my posts,” she said. This consistency encourages readers to engage with her content, from recipes to guides. Lueke used Substack to build her community before her book’s release, noting, “I think someone who enjoys reading a newsletter might be more likely to enjoy reading a book. My strategy was to utilize all social platforms I had to promote the book in different ways, with my Substack home being the center of it all.”