These ten alone account for 22% of the reach for all newsletter links combined, while the top 20 account for 30%. That is pretty staggering, showing that while newsletters themselves are popular, big names are behind a significant chunk of the interest.
We also shouldn’t be surprised that news and politics are the dominating topics. Not only has the last year included the US presidential elections, but also the Covid-19 pandemic and the resurgence of the Black Lives Matter movement. You will not be shocked to learn that Donald Trump was the biggest topic amongst newsletter link shares.
To find anything non-politics in the list, you have to go pretty far down. One of the most popular is Historic.ly, a newsletter about history and “the stuff they forget to tell you about at school.”
But what’s next for newsletters? With Trump out of the White House and vaccines offering a way out of the pandemic, will we see interest rise in other topics? We can already see hints of technology, fiction, and culture newsletters gaining ground in the last couple of months.
Whatever comes next, newsletters are on the cusp of becoming a true fixture of online content. If the growth goes on for much longer, it’s hard to see how they’ll ever go away.
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The Brandwatch React team