Candidates flipped seven Senate seats this election. The winners are all on Substack.
From governors’ races to House districts, a look at how candidates in both parties used Substack to speak directly to their constituents, plus tips for 2028
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Substack promotes its platform as a tool used by successful candidates in the recent election. The company highlights that all seven Democrats who flipped Senate seats have a Substack publication, along with other winning candidates in various races. Substack showcases its ability to connect politicians directly with their constituents.
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Candidates flipped seven Senate seats this election. The winners are all on Substack.
From governors’ races to House districts, a look at how candidates in both parties used Substack to speak directly to their constituents, plus tips for 2028
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In Tuesday’s momentous midterm elections, all seven Democrats who flipped Republican-held Senate seats—James Talarico in Texas, former Sen. Sherrod Brown in Ohio, former Gov. Roy Cooper in North Carolina, Josh Turek in Iowa, Troy Jackson in Maine, Dr. Annie Andrews in South Carolina, and Rev. Adam Hamilton in Kansas—ran a Substack publication during the race. Two Senate races remain too close to call, and both challengers also have Substacks: Mary Peltola in Alaska and Scott Colom in Mississippi.
But the Senate races were only one slice of what happened across Substack this election cycle, with officeholders and candidates up and down the ballot writing, posting, going live, and filming videos for voters. In Texas, Gov. Greg Abbott and his challenger—now Governor-elect—Gina Hinojosa, each published on Substack throughout their campaigns. In the U.S. House, Missouri’s Fred Wellman won his race despite being outspent roughly 3 to 1 by the seven-term incumbent. The first-time candidate and 22-year Army veteran announced his run on Substack with a post titled “It’s official...I’m in!” His post after winning the nomination was similarly to the point: “Well, we won.”
Fred Wellman shared photos from the campaign trail on Substack.
Beyond the ballot, politicians used Substack to connect directly with their constituents. The State Department has published Secretary of State Marco Rubio’s op-eds on Substack, while Michigan Gov. Gretchen Whitmer has posted videos of conversations with New Mexico Gov.-elect Deb Haaland, Iowa Gov.-elect Rob Sand and others. Rep. Elise Stefanik published her personal reflection on the 25th anniversary of 9/11. Former Senate candidate Mallory McMorrow, a Michigan state senator, started a podcast, In the Arena, where she interviewed state legislative candidates facing re-election in November. After the attempted assassination of President Trump at the White House Correspondents’ Dinner in April, Sen. Mark Kelly—whose wife, former Rep. Gabby Giffords, survived an assassination attempt in 2011—shared his thoughts on gun violence in America.
Substack’s politics team has helped candidates determine the most meaningful ways to use the platform. “Politicians can access voters on every device at any time, but most of it is just noise,” says Cara Koontz, who works with politicians and campaigns at Substack. “On Substack, there’s a different ethos. Here, a candidate can write to persuade, build a community, and take questions live, all while engaging with voters in a real way. There’s power in that, if candidates take the opportunity. We saw it in this cycle, and I suspect it will be even more pronounced in 2028.”
Kellianne Jones, who also works with campaigns at Substack, points to what that means when a candidate has news to break. “Every 2028 campaign should skip the gatekeepers,” she says. “Op-eds need to be pitched and edited and then may run behind a paywall or in an outlet that may come with ideological baggage. On Substack, you hit publish, and it lands directly in your subscribers’ inboxes.”
A playbook for 2028
Campaigns have used Substack to communicate in a number of ways: through newsletters, podcasts, live shows, and direct chats with audiences. Here are some best practices to help candidates build a direct line to the people they hope to represent.
Post Notes regularly
Candidates use the short-form Notes feed to introduce themselves, share quick updates, and reach readers beyond their existing subscribers.
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