Substack is Tumblr’s older sister: The resurgence of microblogging and the appetite for 2010s digital behaviour

By Caroline Edwards - 22 May 2026
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Posted by Caroline Edwards in Analysis

2 weeks ago

There has been a Tumblr-shaped hole within the internet ever since microblogging fell out of popularity. Substack has filled the void, with users’ homepages filled with text, aesthetic images and thought daughter musings reminiscent of the 2010s blogging site.  It is a cultural hub that is thriving in an age where AI Love Island fruit…

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