Substack is the final destination for people who are tired of the buzz and is a high-quality ``adult toy box.''

Aren’t you tired of SNS? If you don’t create buzz, if you don’t provide value, if your focus turns to that, SNS will quickly become boring. That was me until last month. I’ve been doing X for a year and a half. There are about 5500 followers. To be honest, I was tired. I feel obligated to communicate and it’s boring. Gradually, it becomes difficult to communicate.

say it clearly

“X is boring”

It’s a nostalgic feeling from the early days of SNS, when ``things I love that aren’t meant to be shown to someone else’‘ are lying around. I still think that’s the fun of SNS.

That’s what we call it now

“Oshikatsu”

What is it?

Nowadays, Substack, which combines “Oshikatsu” and “Text”, is like an “adult toy box”.

“Oh, I’m so excited.”

It has become a place called.

Why is text-based Substack so loved right now? We analyzed the secret based on research and psychological data from around the world!

Big SNS such as X (formerly Twitter), Instagram, and TikTok are like “giant stadiums”.

Every time you scroll your smartphone screen, the AI ​​keeps telling you things like, ``You like this,’‘ and ``I saw something similar to this video before.’‘ That’s not bad, but it does start to get boring.

On the other hand, Substack seems to be a ``secret base for adults’‘ and a ``toy box.’‘ I compared the big differences. I have my own personal opinion, so please look at it with a gentle eye.

How to receive information

　　X, etc.:　Algorithm power fully unleashed

　　Substack:　It has the nostalgic feeling of old SNS without feeling like an algorithm.

What is evaluated

　　X, etc.: Number of “buzz” and “likes”, badness

　　Substack: Tasty writing, simple love

Relationship with readers

　　X, etc.: “Followers” ​​with little relationship other than influencers (personal impression)

　　Substack: Likes → Followers → Readers ``Valuable Supporter’‘

A report published by Ogilvy, a global advertising company, in 2025 states, ``People who are tired of scrolling through screens are now returning to reading carefully.’‘ Rather than provocative texts or nasty videos

“People’s words sting”

They say they want to read it. People’s words are more poignant than AI’s.

2. Why is it an SNS that allows you to “Oshikatsu”?

Substack’s feature is its “newsletter”. Sign up to receive emails from your favorite writers directly to your inbox. I realized that there are three reasons why this is the best Oshikatsu.

“1,000 lovable fans” rule

A famous American internet expert famously said, ``A creator can survive as long as he has 1,000 true fans.’‘

I felt that this is exactly how Substack works. There’s no need to spread the word to tens of thousands of people. According to media reports in 2026, Substack is a place where you can connect with deep fans who are willing to pay to read your content. Substack is where you can experience the purest fun of “Oshikatsu” with the people you have registered. Most of us aren’t creators, so to be honest, Substack is a comfortable place even if we don’t have 1,000 core fans.

Feeling of security as if you were “just a friend” (secret of psychology)

In psychology, the mental behavior in which people spontaneously develop a sense of closeness to celebrities and creators on the other side of the screen and feel like they are ``friends or family’‘ is called ``parasocial relationships.’‘ On normal SNS, there are so many fans that you feel distant, and sometimes you get nasty comments.

But with Substack, notifications are sent via email. Messages are delivered in a ``one-on-one room where you don’t have to worry about other people’s eyes (psychological safety),’‘ so this system psychologically helps ``relieve loneliness and increase your motivation to be happy.’‘ In other words, it might be better to describe it as an active SNS rather than a SNS based on a sense of obligation. It’s a system that allows people who are not active on SNS to be easily included.

Gacha-like excitement

Substack has a “Recommended Referrals” feature. It’s a feature that lets writers you love tell you about other writers they recommend.

According to Net News in 2025, thanks to this feature, many wonderful writers are being discovered by new fans. In fact, the way Substack is used in Japan is like an extension of other SNS, and it may seem unique from a global perspective, but Substack is originally about valuing the feeling of ``the person I love is teaching me about a more maniacal and interesting world’‘ from its readers.

I think there are moments and opportunities where you can encounter a genuine love for something, just like when you found a treasure at the bottom of your toy box when you were a child.

Summary: The world of SNS that everyone really wanted is here

The current trend in SNS is that the provider’s will is too strong, and users are getting fed up with it. For adults who are tired of having to follow the same trends as everyone else, Substack is an oasis in the desert.

Here,

I simply “like” it.

There are posts about movies, books, games, or casual daily life records where someone says, ``I love this!’‘

This is everyone’s favorite food.

In this era of graphic videos and AI, this is a toy box for adults that dares to ``read the text carefully’‘. This is why Substack is so much fun right now.

Thank you for reading to the end.

Likes, follows, and registrations are converted into power of the heart.