Everyone's hunting for the perfect platform to showcase their work. Most are looking in all the wrong places.

Last week, I spent several hours exploring Substack's evolution, and what I found surprised me. The platform that began as a simple newsletter tool has quietly transformed into something much more powerful - particularly for analysts and scouts building their professional presence online.

Here's the shift that matters: Substack is no longer just for newsletters.

Beyond Traditional Publishing

The platform now offers:

• Notes (think Twitter-style short-form content)
• Video capability (both short and long format)
• Monetisation options
• A "For You" algorithm that distributes content beyond your immediate followers

This last point is what caught my attention. The algorithm solves the classic portfolio problem - creating great work that nobody sees.

The Portfolio Problem

Traditional portfolios suffer visibility issues.

You produce excellent content, but without an existing audience, it sits unread. Platforms with algorithms typically solve this. For example, Substack's algorithm actively pushes your work to relevant audiences without requiring you to have thousands of followers first.

This creates a genuine opportunity for newcomers.

How Football Professionals Are Using It

Several respected football creators have already established themselves. Here are a few you should subscribe to:

• ​Not The Top 20​
• ​GBE Expert Hub​
• ​Cafe Tactiques​
• ​Expected Insights​
• ​Shogun Soccer​

They're using the platform for everything from detailed scout reports to data visualisations and video analysis.

The Network Reality Check

Despite these advantages, there's an important limitation to consider.

Many football industry professionals aren't actively using Substack yet. This means it works better for building a community of like-minded enthusiasts rather than connecting directly with hiring managers.

Your strategy should reflect this reality - use Substack to develop your work and build an audience, but continue sharing links to your content on LinkedIn and other professional platforms.

My Personal Experiment

​I'm testing Substack myself for topics beyond football analysis - career reflections, personal growth, and general writing I enjoy creating.

This platform allows for both structured, thoughtful pieces and quick insights.

​You can checkout my Substack here.​

Getting Started

If you're curious about exploring Substack:

1. It's free to use
2. The barrier to entry is minimal
3. The potential audience growth is significant

Sometimes the best opportunities exist in spaces not yet overcrowded. Substack currently offers that balance of functionality and discoverability that makes it worth your attention.

Is it the perfect solution? No, not yet. But it might be the right next step for your work.

Have a great week.

Liam

Whenever you’re ready, there are two ways I can help you: ​Free 1-2-1 Breakthrough Call - Frustrated trying to break into football recruitment? Tired of rejection after rejection? No idea how to get your first role in professional scouting or analysis? Get your free Football Career breakthrough Call to create a clear pathway to reach your goals in the football industry. ​Recruitment Room - My online membership community helps aspiring and new football professionals secure jobs working in recruitment. Master the four pillars of scouting, analysis, online portfolio, and employment. Learn from industry experts through our workshops, hot seats, and live sessions.