Creator Kits let you build a shareable media kit to attract brand partners through Substack's native sponsorships program. Creator Kits are currently available to all Bestsellers publications, or those with at least 100 paid subscribers. If your publication qualifies, you’ll see a Sponsorships tab in your publication dashboard.
Eligible publishers can turn on their Creator Kit now to express interest in working with brands. If there's a potential match, the Substack team may contact you by email. Enabling your Creator Kit also lets us know you're interested in joining our upcoming partnership platform, where you'll soon be able to connect directly with brands investing in the Substack creator ecosystem.
If you haven’t built your paid subscription base yet, here are some resources to help you grow your audience.
Setting up your Creator Kit is entirely optional.
How to create your Creator Kit
- Sign in to your Substack account and go to your publication's Home.
- If you are a Substack Bestseller, you can click "Go to Sponsorships" in the Announcements banner — or click Sponsorships in the left sidebar.
- Click "Build creator kit".
What to fill out in your Creator Kit
Your Creator Kit has multiple sections to help brands understand what your Substack is about and how it’s performing. The publication description, stats, formats, and about sections are required. All other sections are optional and will automatically hide if left blank. You can update your Creator Kit at any time.
Header
The header displays your publication name automatically. You can edit:
- Your name.
- A short description of your publication.
- Your Substack type and publishing cadence (tap the pills to select the options that apply).
About
The About section lets you control what metrics and content brands see.
- Click "Edit" to choose which stats to display, including subscriber count, open rate, and number of active readers.
- Write a longer description of your publication's focus and audience.
- Select which posts to feature. You can also edit the section title.
Audience
The Audience section shows brands where your subscribers are located and what they're interested in.
- Write a short description to help brands identify their customers in your audience.
- Substack automatically displays your subscribers' top countries, top US states, and reader interest categories (such as Food & Drink and Culture) based on subscriber data.
Brand partnerships
If you already work with brands, list them here.
- Click "Add brand".
- Enter the brand's logo, name, website link, and a short description of the partnership.
Testimonials
The Testimonials section lets you include quotes about your publication from readers, friends, or family.
- Copy and paste testimonials manually from any source like other Substacks, creators, or notable people.
- You can select up to four subscriber notes from the list Substack provides. When a subscriber signs up for a paid subscription plan, they have the option to write a message that only you can see.
Not interested
Use this section to describe the types of brands or sponsorships you do not want to work with.
- This section is private and is not included in the Creator Kit that brands see.
- Only Substack can view your Not interested notes and uses them to improve brand matching.
Sponsorship formats
Select from ten available sponsorship formats to show brands how you prefer to collaborate.
- Next to “Minimum spend”, enter the minimum budget you’d consider for a sponsorship opportunity.
- Your selections indicate what types of partnerships you are open to.
- Example: a paywalled post that a sponsor can make free for all subscribers.
What happens next
Once your Creator Kit is complete, you may be contacted via email by the Substack team if there is a brand that could be a fit. Creator Kits are not public and your subscribers cannot view them. Only brands that are part of the sponsorship program and who you've been connected with by the Substack team can view your Creator Kits.
Over time, Creator Kits will become part of a broader partnership platform designed to help connect publishers with brands more directly. For now, all matchmaking is handled by the Substack team as we continue to learn and refine the program
You can always edit your Creator Kit by clicking on the Sponsorships tab on your publication's Dashboard and selecting “Edit creator kit”.
Tip: Once you’ve published your Creator Kit, you can send a demographics survey to your subscribers to learn more about them. You can add a summary of the survey in your own words to your creator kit in the free text box in the Audience section.