Substack Categories Decoded: Get Discovered by the Right Audience
The #1 reason why Substack categories matter
Substack Categories: What They Are and Why They Matter
Hey Creator,
What if I told you that picking the wrong category on Substack could make or break your growth?
It’s true. Categories aren’t just an afterthought—they’re one of the most powerful tools for discovery on Substack. Yet, so many creators overlook their importance or choose without a clear strategy.
In this guide, I’ll explain what Substack’s primary and secondary categories are, why they matter, and how to select the ones that best position your publication for success.
Why Do Substack Categories Matter?
Categories help readers discover your publication through Substack’s search and discovery features. Choosing the right ones ensures your content gets in front of the right audience, boosting visibility and growth.
Here’s what’s at stake:
Leaderboard visibility: Your primary category determines where your publication appears on Substack’s leaderboards.
Search relevance: Categories help your ideal readers find you when they’re exploring Substack.
Audience alignment: The right categories ensure you attract readers genuinely interested in your content. Categories aren’t just labels—they’re strategic signals to Substack’s algorithm and your audience.
Unfortunately, many creators get this wrong because they:
Choose overly broad categories. This makes it harder to stand out in a competitive space.
Ignore their audience’s expectations. Misaligned categories confuse potential readers.
Underestimate the secondary category. It’s a valuable opportunity to expand your reach.
Neglect consistency. Switching categories frequently can hurt your visibility and credibility.
Sound familiar?
Don’t worry—you’re about to learn how to get it right.
Here’s How to Choose the Right Categories
Step 1: Understand the Primary vs. Secondary Categories
Why this matters:
Your primary category is your main signal to Substack and readers. It determines where you appear on the leaderboard if your publication qualifies.
Your secondary category is supplementary—it expands your reach into an additional area, helping you attract a broader but still relevant audience.
Pro Tip:
Substack reserves the right to adjust categories they deem inappropriate. Choose thoughtfully and accurately to avoid reclassification.
Step 2: Align Categories with Your Content and Audience
Where most creators go wrong:
They pick what they think sounds good instead of what aligns with their content and audience’s expectations.
What to do instead:
Analyze your content: What’s the overarching theme or focus of your publication?
Consider your audience: What categories are your ideal readers likely browsing?
Look at competitors: Check similar publications in your niche and see what categories they use.
Example: If you write about personal finance with a focus on budgeting, your primary category might be "Finance" and your secondary category could be "Lifestyle" to capture readers interested in financial habits as part of their daily lives.
Step 3: Be Strategic with Your Secondary Category
This is important because the secondary category is often overlooked, but it’s a chance to expand your audience without straying from your niche.
How to do it:
Choose a category that complements your primary one.
Think about tangential interests your readers might have.
Example: A tech newsletter focused on AI could select "Technology" as the primary category and "Business" as the secondary to attract readers interested in AI’s impact on industries.
Step 4: Monitor Leaderboard Trends
Understanding leaderboard dynamics can give you insight into how competitive certain categories are and help refine your strategy.
How to do it:
Observe top publications in your chosen category.
Take note of their content, tone, and audience.
If your category feels too crowded, consider pivoting to a less saturated secondary category.Example: If "Culture" feels oversaturated, but your content also overlaps with "Education," choosing "Education" as your secondary category might help you stand out.
Step 5: Reassess Over Time
Why this matters:
As your content evolves, your categories might need adjustments to reflect new focuses or trends.
What to do:
Periodically evaluate your categories.
Pay attention to shifts in your audience and content focus.
Pro Tip: Frequent changes can confuse readers and impact your discoverability, so be strategic and deliberate.
Quick Recap
Understand the role of primary and secondary categories in discovery and leaderboards.
Align your categories with your content and audience expectations.
Leverage the secondary category to broaden your reach.
Monitor leaderboard trends to gauge competitiveness.
Reassess your categories as your publication evolves, but avoid frequent changes.
Bottom line? Categories aren’t just a checkbox—they’re a powerful tool to position your publication for growth.
Choose wisely.
Your Turn
What’s your primary category on Substack, and does it align with your audience’s expectations? Share your thoughts—I’d love to hear!
Chat soon.
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