How Restacking Influences the Substack Algorithm and Why Topic Variety Boosts Your Reach
As if Chanel would whisper, “Shhh… only people who study perfume molecules may know we exist.”
After a rather spirited chat on Sarah Fay’s Substack—where bold proclamations about what “real writers” should or shouldn’t restack were delivered with the confidence of universal truth, and with the underlying assumption that Substack exists primarily for authors—I found myself raising an eyebrow and revisiting the question on my own terms.
I’d sketched an early version of this idea on my other Substack, but this piece digs deeper. Here’s why confining yourself to strictly “on-topic” Notes may actually shrink your reach—and why a touch of topic variety might be one of the most effective (and underrated) growth strategies on Substack.
(I first wrote this on January 30, 2025, on my other Substack. But at the end of November, I went back, reworked it from start to finish, and expanded it—so I’m sending out this updated version again.)
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In that same chat on a Substack that writes about Substack, the general opinion was that you should only restack Notes that match your own topics. It was also the moment when phrases like “we, the real writers” were tossed around—comments that made me nearly spill my coffee, partly in amusement, partly in disbelief.
But the more I listened, the more I realized how limiting this perspective actually is. Why apply rigid, rule-like thinking to a platform built on curiosity, creativity, and connection?
If our goal is to build community, increase visibility, and reach new readers, then variety isn’t a distraction; it’s an advantage. Restacking across themes adds richness to our feeds, introduces our audience to voices they might not otherwise discover, and invites new readers who may resonate deeply with our broader message—even if the Note isn’t perfectly aligned with our main topic.
In this article, I explain why limiting yourself to your niche may not be the best strategy—and how embracing a broader range of content can ultimately strengthen your presence, reach, and growth on Substack.
I look forward to your input on this matter. Leave a comment under this post, if you like.
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1. How Substack notes work and how restacking affects the algorithm
1. 1 What are Substack Notes?
Substack Notes is a social feed within Substack that allows writers and readers to share short posts (similar to tweets or LinkedIn posts). Notes can be used for various purposes, such as sharing thoughts, linking to Substack or external content, sparking discussions, or engaging with other writers and readers.
I am still exploring Notes and trying to understand its algorithm. It reminds me of LinkedIn: I couldn’t get a clue about the LinkedIn Algorithm for a very, very long time, but recently I figured it out.
If I remember correctly, I have been actively engaged on LinkedIn since 2023. I skipped most of 2024 because I was not satisfied with the outcome. Although I had interacted with other users on LinkedIn, it did not work well for me or for the topics I discussed, especially Empowerment.
By the time of the US Election in November 2024, I had returned to LinkedIn, posting very specifically about politics, the upcoming German election on February 23, 2025, and opposing the right-wing party, which I considered a threat to democracy.
Ever since I spoke out clearly against fascism and right-wing extremism—and in favor of women’s rights—I’ve found both my voice and my tone on LinkedIn.
But let’s return to Substack.
1. 2 Let us look into how Notes work.
Creating a Note:
Writers and readers can compose and publish a new Note.
A Note can include plain text, links, images, and quotes.
Commenting and interacting:
Users can engage with a Note by commenting on or liking it.
Discussions often take place directly under a Note.
Restacking Notes:
“Restacking” is similar to retweeting on X (Twitter).
When you restack a Note, it appears in your followers’ feeds, increasing its visibility.
You can either restack the original Note as it is or add your comment.
1. 3 How restacking influences the algorithm
Increased visibility:
If a Note is frequently restacked, it signals to the algorithm that it is relevant or popular.
It increases the likelihood that it will be recommended to others or appear more prominently in feeds.
Feed prioritization:
Substack primarily displays content from authors or users you frequently interact with.
When you restack a Note, it is more likely to appear in your followers’ feeds and recommended Notes.
Network effect:
Restacking can help a Note go viral as more people add it to their feeds.
The algorithm identifies high engagement and promotes the Note to an even wider audience.
Recommendations for other users:
Substack uses re-stacking data to suggest content similar to that of other readers.
If many people restack a Note, the algorithm may recommend similar Notes or authors.
1. 4 Where can you see new Notes?
To see new Notes, you must be on Substack itself in the “HOME” section (I am referring to the Desktop Version). The algorithm suggests the notes in the thread below.
➔ Today, with some updates from Substack, the “HOME” section has been modified. When you would like to explore other Substacks, please do so now by navigating to “EXPLORE” (left navigation).
In the chat I mentioned earlier—where, thankfully, a few wonderfully reflective people were also present—we eventually arrived at a theory: restacking a Note without a comment mainly boosts the original author, while restacking with a comment lets you pull the Note into your own orbit.
Whether this grand conclusion is scientifically provable is, at best, questionable. But it did make for a lively moment of collective Substack philosophy.
Conclusion
Restacking Notes on Substack increases its reach and appears to influence the algorithm by serving as an engagement signal. Notes that get passed around frequently are far more likely to appear in other people’s feeds—and therefore have a better chance of being discovered by new readers. Nothing mysterious about it; visibility behaves as it does everywhere.
What truly matters, though, is interaction—far more than on most social platforms. And by interaction, I don’t mean the polite tap of a like or the minimalist effort of a share. I mean actual engagement: comments, thoughts, tiny sparks of conversation, like in the real world.
One Substacker who does this perfectly is Jay Siegmann:
It’s the same pattern you see with the genuinely active people on LinkedIn—
The thoughtful, constructive ones, not the trolls or the men who treat contradicting women as a competitive sport—the people who don’t merely click, but who show up, share generously, contribute something of their own, and create a sense of presence.
Substack, it seems, rewards aliveness and kindness.
Do you feel intrigued? I would love to have you on board.
2. Why it’s okay to restack Notes on different topics even when you focus on one theme
The idea that you should only restack within your own niche was, frankly, a surprise to me. I was genuinely surprised, as I couldn’t imagine this working in modern marketing. The notion that you should only restack Notes strictly within your niche sounds neat on paper—but in real life, it feels like a rule designed to keep already-anxious writers in a perfectly labeled, perfectly suffocating box.
Think about it: imagine luxury brands promoting their perfumes exclusively in professional fragrance journals.
As if Chanel would whisper, “Shhh… only people who study perfume molecules may know we exist.”
Please! They march straight into the spotlight, build entire universes around a scent, and hire actors to embody the fragrance. Why? Because visibility requires stepping outside your little bubble—not hiding inside it.
So why on earth should I—someone who writes a book and two Substacks on chronic illness and on Substack tech—interact only with other Substackers who also write about self-help or SEO? Does that sound strategic? Does it sound logical?
Maybe the idea behind this niche-only rule is that it “defines the boundaries” of your Substack. But honestly, can’t those boundaries be shaped far more naturally by the content you create—rather than by restricting who you’re allowed to talk to?
And here’s the twist: this niche-only mindset wasn’t just floating in the air in that particular chat; it was presented with remarkable certainty by Sarah Fay herself.
If your Substack has a clear focus — personal development, business, literature, or any other “niche” — you might be told (sometimes with great authority) that restacking anything “off-topic” will somehow confuse your brand.
And sure, I understand the idea of aligning with like-minded writers — collaboration can be lovely, and it certainly is a plus. But that wasn’t what this was about. It was about a rule being handed down as if it were platform doctrine.
Which made me wonder — just a little — whether Sarah Fay might want to double-check this with her Substack contacts. Because I, for one, would be genuinely curious to hear what they say about this “only restack your niche” philosophy.
My view? The opposite is far more likely. Topic variety doesn’t weaken your presence; it strengthens it. It brings new voices into your feed, widens the range of readers who might discover you, and makes you look like an actual human with curiosity — not a content robot dutifully staying in its lane because someone said so.
1. The algorithm favors engagement and activity
Substack prioritizes content that generates interaction. By regularly restacking Notes—even if they don’t directly relate to your main topic—you signal to the algorithm that you’re active. It increases the likelihood that your Notes will be displayed more frequently in feeds.
More visibility: Your activity helps your name and profile appear in more users' feeds.
Network effect: The more engagement you generate through restacks, the more likely your Substack profile will be recommended to new users.
2. Restacking doesn’t mean changing your focus
Many believe sharing content outside their core topic might dilute their brand identity. But that’s not the case. Instead, it shows:
Versatility and interest in relevant discussions.
The personality behind the brand. Your audience follows you because they value your expertise and find you interesting.
Example:
A writer focused on personal development could still restack Notes about economics, society, or art. It keeps their feed dynamic and shows they are well-rounded.
3. More restacks mean greater reach and new readers
If you only post your notes, you will mainly reach your existing community. But when you restack others’ Notes, you can:
Connect with other writers: The original authors see that you support their Notes, which often leads to reciprocity.
Appear in new readers’ feeds: Followers of the original Notes may notice you and visit your profile.
Reach new audiences: Even if a restacked topic isn’t directly related to your niche, some readers may still be drawn to your work. - This is the most crucial point! Readers or consumers are not focused on a single subject or niche.
It is especially true for Substack readers, who, given the platform’s diversity, often look beyond the mainstream—both to the right and left—for new texts, ideas, and inspiration.
4. Inspiration and community building
Substack is not just a content platform; it’s also a space for networking and growth. By restacking various Notes:
You showcase your sources of inspiration: Readers love seeing what influences you.
You become an active part of the community. Substack thrives on networking, and those who support others often receive support in return.
You encourage discussions: Different perspectives can enrich your work and engage your audience.
5. Your audience is often interested in you, not just your topic
Many Substack subscribers follow writers not just for a single theme but also for their style, perspective, or thought process.
Example:
If you write about business strategies but occasionally include notes on philosophy, travel, or pop culture, this can make your profile feel more relatable and engaging.
Conclusion: Variety strengthens your presence, not the other way around
Restacking Notes outside your main topic isn’t just harmless—it’s a smart strategic move. It leads to:
✅ More visibility through the algorithm
✅ Stronger connections with other writers
✅ New readers and greater reach
✅ A dynamic and engaging profile
✅ Personality and versatility without diluting your brand
As long as your core content remains clear, you can be playful and flexible with restacking.
I definitely share other writers’ ideas, articles, art, and suggestions because I love them or they inspire me.
One more suggestion
➔ Connecting your Substack site with Google Search Console will help you see even better results and reach readers outside of Substack. That is one of my next steps. I will keep you updated about my results.
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I definitely have a variety in my Notes, but all things that I love. My socials are the same way though I try to have only a few topics. Feel less restrained on Notes though, putting all my passions in there. Looking forward to your post about Google, I've been pondering that.
I agree 100 %!