How to Leverage Flipboard for Newsletter Traffic
Is Flipboard worth checking out for Indie publishers and Substack Newsletter Creators?
Hey Guys,
Social media is a niche game in 2022 and with Substack Network becoming viable for targeted niche traffic internally, it’s a good time for Creators to optimize their external traffic.
One way is via automated content curation on app channels like Flipboard, SmartNews, News360 and so forth. A lot of readers are on their mobile devices now so apps are really important, especially as we await Substack’s Android app launch.
How to find your Newsletter RSS Feed?
For your Substack RSS Feed, simply add “/feed” at the end of your home URL.
You can find the RSS feed for your publication at https://your.substack.com/feed.
Replace "your" with the name of your Substack publication
What is Flipboard?
Founded in 2010, it’s a bit surprising it’s still around. It lets you make Magazines and contribute your Newsletter posts as articles curated to its app and ecosystem.
Flipboard has claimed that several newsletter creators successfully use Flipboard to power their creative processes and newsletter distribution strategy. I did not get a response when I contacted some of their relevant employees on LinkedIn. Nor have I found substantial evidence that Newsletter Creators are using it but I understand why it could be helpful.
In theory Flipboard could become another referrer for Newsletter Creators, a way to get posts in front of new audiences, and a tool that helps them create bonus content for subscribers. This is especially true for Creators who might do well on Pinterest and more visual content like travel, inspiration, life hacks and so forth.
For Substack Newsletters, quite a vast array of creators could in theory sync with Flipboard’s audience.
Audience
Flipboard says its readers actively seek inspiration and information, value learning new skills, love to try new things and frequently share content with others. They are generally highly-educated, affluent and invest in themselves by diving deep into the things they care about.
That sounds like a potentially a good audience for Substack writers and Newsletter creators.
How-To
Visit Flipboard’s Publishing Q&A here.
Newsletter Creators typically need to apply to become a publisher, and link their Substack RSS Feed by adding /feed to the end of their home page’s URL (as shown above).
Download Flipboard’s media kit to learn more.
What analytics does Flipboard provide?
Flipboard offers metrics in your profile interface under “Analytics.” You can view more detailed metrics specific to your curation by clicking the chart icon on your Magazines or Storyboards. These metrics include data on your overall Magazines, Storyboards, individual content, social engagements and operating device.
On Flipboard’s website you can also flip content rather easily and attach it to one of your Magazines that could correspond to different sections of your Newsletter:
Wherever real human interaction takes place is a good place to boost the SEO around your Substack Newsletter post title. These might include:
Reddit
Hacker News
Twitter
Pinterest
LinkedIn
Instagram
Flipboard
Quora
Many people on Google literally search topics and putting “+Reddit” in the search to find real human-based articles.
Substack Content usually falls into this category, as such there’s likely good synergy here and potentially with Flipboard as well.
While Reddit, Pinterest and Instagram might help with traffic, you also want the kind that actually become (converts to being) free subscribers such as LinkedIn or Facebook groups close to your Niche topic. Substack is also testing out a free subscriber incentive for readers that come from outside that users may be able to turn on in their publisher settings in the future.
For the time being, Newsletter writers need to figure out their own hacks to improve eyeballs to their work from outside. I write and think a lot about the marketing aspects of promoting our work as Creators.
In 2020, the company (Flipboard) claimed to have 145 million monthly active users globally. Flipboard doesn't match the size of the largest social platforms, but they think they can help move the needle because people come to Flipboard to catch up on the things they are most interested in.
Article curation apps are really big now, SmartNews being my favorite. You can add publications to SmartNews and catch up on all the articles of the day or week that matter to you. It’s really one of my go-to apps. Flipboard’s Android app has been downloaded over 500 million times.
Publisher Status on Flipboard
These are the topics covered on the Publisher’s Q&A:
Flipboard in its own words:
Flipboard is used by millions of people every day to discover and share stories. Working with publishers around the world, we help content creators reach new readers who are passionate and engaged in the topics they cover.
If you’re a publisher, create a Publisher Account here! If you already have a profile but it is not a Publisher Account, log into your account on the web and go to the settings drop down to upgrade.
When you sign up for a Publisher Account, we will ask you to add an avatar and description and then submit an RSS feed for our review. Before your RSS feed is added to the account and made public, we will review the content to ensure it meets our RSS Guidelines and other technical aspects.
Publishers must own and operate the RSS feeds they pipe to Magazines. To qualify as a publisher on Flipboard, individuals or organizations need to create original content, regularly publish, provide bylines, have contact information that is tied to the account and demonstrate a verifiable presence on other social or internet properties.
We suggest creating separate accounts for each title or international edition.
Once you are on Flipboard and have a consistent flow of content coming into your profile, you should begin seeing referral traffic from Flipboard to your website. When a user clicks on one of your articles in Flipboard, we direct them back to your website to read the story or view the video.
Once you are on Flipboard and have a consistent flow of content coming into your profile, you should begin seeing referral traffic from Flipboard to your website. When a user clicks on one of your articles in Flipboard, we direct them back to your website to read the story or view the video.
More Questions
If you have more questions you can reach them here: publisher_support@flipboard.com
How to start a Flipboard Magazine (tutorial)
Over time hopefully Substack will build partnerships with App content aggregators to improve external traffic and SEO
Browse their Help Center.
Flipboard collaborates with thousands of world-class publishers to amplify their content in a supportive and premium environment.
The total audience in 2022 I think we could expect to be in the 100 million range of total accounts (not unique).
Have you used Flipboard to promote your Newsletter?
Engaging on less popular apps, platforms and curration app aggregators can be interesting, if you are finding Google traffic and organic sources aren’t doing it for you and your Newsletter’s desired growth.
Ecosystems that are a bit more fringe like Quora, Pinterest, Medium and Flipboard and others should not be underestimated.
For some Newsletter writers, “going viral” on Reddit, Hacker News or even Twitter is still possible, though more rare than previously.
Thanks for reading!
Postscript Pro Tip Observation
It should be noted that in April, 2021 Flipboard shifted from programmatic display ads to selling newsletter sponsorships.
According to Digiday, at the beginning of 2020, Flipboard began talking with successful newsletter publishers that successfully sold sponsorships against their newsletters rather than run-of-the-mill display ads.
Thus, content aggregation platform Flipboard moved its newsletter portfolio away from being supported by programmatic display ads to sell native newsletter sponsorships after the company made more money from its curated emails. Hopefully in the future Flipboard and Substack can have closer ties.