The great social media exodus?

There's something interesting happening online.

In the last few months, Substack has had a noteworthy influx of creative entrepreneurs entering the platform.

Dan Koe quietly duplicated his Koe Letter, Jay Clouse launched Jay's Blog, and Jack Butcher started writing again after a three-year hiatus. Lewis Howes popped up just a few days ago. And on Monday, I launched my new Substack. It’s called Unsubscribe — a newsletter for people stepping off the default path to build lives they love, supported by work they enjoy.

All of this happening at once is pretty wild.

None of us made a big announcement about abandoning social platforms. Because this, IMO, is a subtle shift. We're all testing the waters with a different approach to being creative and connecting with our audiences.

But I think these are early signals of what will become a big platform shift that will change how creative entrepreneurs build their businesses in the coming years.

And if you create content for a living, I think you need to pay attention.

The social media reality

I've been extremely active on most major social platforms for the last six years. And something is happening that warrants discussion:

X has transformed from a place I used to love into something I don't enjoy anymore. My "for you" feed is filled with content I'm definitely not interested in. And when I switch to "following", it seems like most of the folks I admire have drastically cut back or abandoned ship altogether. They’re posting less, turned off by the culture wars and outrage bait that fuel the platform.

LinkedIn has changed, too. Not too long ago, I learned something valuable whenever I opened my feed. But these days I’m bombarded with cheatsheets, selfies, and posturing.

My engagement on these platforms still looks excellent, but the interactions feel empty. I estimate that 90% of the comments are AI-generated.

So the issue isn't about reach. I’m talking about the changing quality of connection.

Why I'm spending more time on newsletter platforms

I'm convinced platforms like Substack and Ghost will continue to see a massive influx of top creative entrepreneurs. And here's why:

1. True ownership

As we all know, on social media, you're always one algorithm change away from irrelevance. We're building on "rented land." I can't tell you how many entrepreneurs I've talked to recently who’ve seen a massive decline in reach. And weirdly, it’s happening to some and not to others. The algorithms' appetites are always shrouded in mystery.

Newsletter platforms alleviate most of that problem. The email list is yours to send to. And it's much more difficult for these platforms to suddenly change the rules and cut you off from the audience you've worked hard to build. Sure, it could still happen. But if you're smart, you're building a backup database at all times.

2. Quality over quantity

Social platforms reward content that generates engagement, regardless of quality. So outrage and controversy are significantly more popular than thoughtfulness and nuance. And I believe as AI continues to spread, platforms will only invest more time and money trying to get people hooked. That means more content designed to keep us doom-scrolling, instead of content that actually helps us.

Newsletter platforms flip this dynamic. Rather than a creator’s success being measured by likes and comments, it's measured by open rates, reads, click-throughs, and paid subscriptions.

This ecosystem creates a different incentive structure, which rewards substance over performance. Creators are encouraged to publish content that people value enough to read carefully and eventually pay for, not scroll and look for a quick dopamine hit.

3. Why I started a Substack

A big reason I chose Substack for my second newsletter, Unsubscribe, is because of its built-in discovery engine called "Notes."

Notes is kind of like Substack's version of X. It’s a simple feed where you can post short thoughts, links, and images that other users can read, comment on, and share.

It’s also just a really fun place to spend time. I’ve found the interactions on Notes tend to be thoughtful and focused on interesting ideas. It’s a top-of-funnel growth mechanism that doesn't subject you to the same politics and posturing as other platforms, combined with the ability to build your email list (if you want to). A very powerful combo.

Writers can build an audience through Notes, then convert those readers to newsletter subscribers when they’re ready, all inside the same ecosystem, while maintaining creative sanity.

Sidenote: My wife insists this sounds like a Substack promotion. So I should clarify that I have not been compensated for writing this. And I have no partnership, revenue share agreement, or affiliate link with Substack. I’m just enjoying the heck out of it and sharing that with you.

My prediction

By the end of 2026, we'll look back on this period as the great creative migration. A time when many serious creative entrepreneurs recognized that social platforms were becoming too noisy, and moved to channels where they could build their email lists and have thoughtful conversations with their communities.

I don't think this will be an abandonment of social media entirely. Platforms like YouTube, X, LinkedIn, and Instagram will still carry a lot of weight for discovery and promotion. But I think more and more creatives will burn out from the burden of performing on those platforms.

The people who thrive will be the ones who build direct relationships with their audiences through newsletters and other owned channels, using social media strategically, without being completely dependent on it.

What this means for you

If you're building a business around your content and expertise, I'd at least start to reconsider your platform strategy.

If your social reach suddenly dropped by 50% tomorrow, could your business survive? If the answer is no, you're in a pretty vulnerable position.

Start building a small email list now. And create content that's worthy of being opened in someone's inbox.

This may sound like a lot more effort than creating posts for social media. But remember, I’m talking about quality over quantity. Consider how you could create one deep thinkpiece instead of 10 simple social posts. The time and effort might actually be the same.

The bottom line

Is the great social media exodus happening right now? Maybe not quite yet.

But the era of building your business primarily on social media is changing before our eyes. And the future belongs to owned distribution, quality creative work, and direct relationships with your audience. This is nothing new, but it's a lot harder on social media these days.

And of course, I could be 100% wrong about my take on all this. Only time will tell.

But in the case that I might be even partly right, my advice is simple: start building your home base now, before the rush. Because the creative entrepreneurs who own their relationships will have an incredible advantage in the years ahead.

And I hope you’ll check out my new Substack, Unsubscribe.

It’s a free newsletter for people stepping off the default path and building lives they love, supported by work they enjoy.

You can read for free, but I also offer a paid membership with thoughtful discussion in the comments, an already thriving Substack group chat with me and other members, and workshops from top entrepreneurs, creators, authors, and builders. Launch pricing ends tonight at 8p EST.

You can sign up to be a free subscriber or a paid member here.

And that’s all for today.

See you next Saturday.