I Tested Substack’s New Algorithm. One Note Got 4,000 Views In Two Days

The algorithm rewards recommendation behavior, but unilateral generosity doesn't drive growth. Reciprocal partnerships might—let's test it together.

Substack recently explained how their new algorithm works. Their head of machine learning was explicit: the system now optimizes for subscriptions and paid conversions, not engagement or time spent. [see last week’s post: What Substack’s Recent Algorithm Changes Mean for Progressive Writers]

Notes is a primary driver. The app now delivers more than a third of all paid subscriptions on the platform. The company told us that the algorithm now heavily amplifies Notes that actively drive subscription behavior—not just likes or comments, but actual “go subscribe to this writer” recommendations.

I tested this. The data is unambiguous.

Notes where I simply engaged with another writer’s ideas (”great point about X”) got normal reach—around 300 views.

But Notes with explicit subscription recommendations got thousands of views, mostly from people who don’t follow me:

Example 1: “Another super clear and useful post from [Writer Name]. I encourage everyone to read this and subscribe.” 1,300 views in less than one day. 900 from people unconnected to me. 100 clicked through to the other writer. Only 4 viewed my profile.

Example 2: “[Writer Name] is one of the most insightful strategists on Substack. I recommend subscribing.” 4,000 views in 2 days. 3,300 unconnected to me. 280 clicked through to their work. Only 6 viewed my profile.

The algorithm massively amplifies behavior that recommends subscribing to another writer. But almost nobody clicks through to learn about you.

Translation: generous Notes help other writers grow. They don’t help you grow.

But here’s my hypothesis about what might work: reciprocal partnerships. Let’s test this together.

Why Scarcity Thinking Is Bad Business

Here’s what the scarcity mindset gets wrong: “If readers pay attention to you, they won’t pay attention to me.”

But this isn’t a mature market with fixed demand. Substack is growing explosively—4 million paid subscriptions and climbing. New readers discovering progressive content every day. The question isn’t how to divide a static pie—it’s how to grow the pie faster.

Network effects research is clear: in growth markets, vendors who amplify the category grow faster than those who hoard. Connectors accumulate influence. Trust flows to amplifiers, not just self-promoters.

Generous amplification isn’t charity. It’s high-ROI business strategy that happens to align with progressive values.

Testing Strategic Partnerships

Here’s what I’m proposing we test: bilateral partnerships. You and one other writer commit to systematically elevate each other’s best work. Build 5-7 of these partnerships, each independent. Each writer has their own constellation.

Consider who to partner with:

• 1-2 writers with smaller subscriber bases (invest in emerging voices)

• 3-4 writers at similar scale (peer reciprocity)

• 2+ writers with larger bases (aspirational reach)

This distribution creates multiple pathways to growth. You’re not just amplifying peers—you’re building bridges across scales. Each of your 5-7 partnerships is bilateral and independent.

Seek out writers with complementary content, not closely similar content. Progressive spirit, different themes.

A note on structure: Some writers might prefer clear agreements—”I’ll elevate your next three posts, you do the same for me.” Others might work better with a loose, generous approach—elevate what genuinely serves your audience, no quotas or scorekeeping. I lean toward the latter, but we’re testing different models to see what works. Find a structure that fits how you naturally collaborate.

The tactical approach: When a partner publishes something strong, write a short Note:

• Name the writer specifically

• Say what they did well (be concrete)

• Explain why it matters

• Direct recommendation: “I recommend subscribing” [this is the most important element]

• Include link

The algorithm amplifies each Note to new readers. Everyone reaches audiences they couldn’t access alone.

My Experiment

I’m building my test partnerships now using this distribution: I’ve been reaching out to writers around 5-10K subscribers, plus a couple emerging voices and a couple established writers. I’ll have capacity for 5-7 bilateral partners at most during this pilot stage. It’s important the size is manageable.

I’m proactively reaching out to writers whose work I respect and whose audiences overlap with mine.

If this experiment works, I’ll share the results. If you’re building your own collection of partnerships using this framework, I’d love to hear how it goes for you.

The Bigger Point - Alignment With Progressive Values

Watch the pattern. Writers with hundreds of thousands of subscribers? Check their recommendations—many list almost nobody. Writers with smaller audiences consistently elevate each other. This creates a feedback loop. Established writers get more recommendations. More recommendations drive more subscribers. More subscribers increase visibility. More visibility attracts even more recommendations.

Sociologists call this the Matthew Effect—cumulative advantage where initial gains compound over time. The same preferential attachment dynamics that concentrate wealth are now concentrating influence here.

Substack built this platform. We’re choosing how to use it. Right now, the default path leads to concentration—the dynamics we spend our time critiquing in our writing are playing out in how we operate within this space. But we have agency here.

The algorithm rewards recommendation behavior. We can organize that behavior as mutual aid rather than let it flow naturally toward whoever already has the most. Intentional growth partnerships aren’t just smart strategy. They’re how we use the infrastructure we’ve been given to create more progressive outcomes than the ones that emerge by default.

In solidarity,

Paul

Remember: Stay human. Stay strategic. Shape tomorrow.

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Writing for Progressive Impact helps progressive writers build sustainable, ethical practices. Subscribe for insights on craft, tools, and real economics. No paywalls.

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