Instead of waiting for a newsroom, magazine, or publishing house to open the door, a growing number of young Rwandans are creating their own opportunities. They are turning to Substack, where they are building audiences, sharing original ideas, and, for some, earning an income through independent publishing. Substack is an online publishing platform that allows independent writers, journalists, and creators to publish content – including text, podcasts, and videos – directly to their audience. ALSO READ: Rwandan writers take stage at Francophone book meeting For years, blogs dominated personal publishing. Today, newsletters are increasingly becoming the preferred format for writers who want a direct relationship with their readers. From journalists and entrepreneurs to university students and teachers, young Rwandans are using Substack to write about everything from politics and technology to entrepreneurship, culture, and personal reflections. For Dominic Alonga Uwase, a publisher, the appeal was simple. It was easy, she said. She puts out about two newsletters a week on topics including entrepreneurship, financial freedom, and personal development. Her work now reaches between 6,000 and 8,000 readers each week, and she has already begun earning from the platform. It is not life-changing money yet, but it can be for some people, she said, encouraging young writers to start instead of waiting to be hired by a media house. Starting is free. You lose nothing by trying. Others see Substack less as a source of income and more as a place to write without the pressure of algorithms or editorial restrictions. Joseph Tuyishime Rukundo, a creative director who joined the platform in June this year, said it has become part of his daily routine. He writes about everyday life, creativity, hope, faith, and social issues, publishing two to three articles each week. When I'm not feeling okay, writing helps me release those emotions, organise my thoughts, and find peace, he said. ALSO READ: How to develop children’s reading habit in the age of digital technology Rather than chasing numbers, he said his priority is building an authentic community of readers. Journalist Arafat Mugabo uses the platform to go beyond the day's headlines. His newsletters examine the broader meaning and public impact of current affairs, attracting about 1,000 to 1,500 readers each week. I see it as a platform created for independent journalism, he said. Many journalists around the world have their own independent publications there, where they write stories that go beyond the editorial lines of the organisations they work for. For university student and content creator Arnold Cyubahiro, Substack offered something different: a chance to build an audience without first needing approval from a newspaper or magazine. His writing explores books, student life, personal growth, and society. I'm focusing on improving my writing and growing my readership first. Monetisation can come later, he said. ALSO READ: Yolande Mukagasana calls on writers to preserve their stories for the next generation Digital marketing specialist Moise Bugingo was drawn to the platform for a different reason. Unlike social media platforms built around short-form content, he wanted a space where readers could spend time engaging with ideas. He writes about technology, media, and digital communication in Rwanda, attracting between 400 and 800 readers per article. My focus is on building a loyal audience and producing quality content before thinking about paid subscriptions, he said. The platform is also attracting writers beyond journalism. Math teacher Bella Bright Shema writes weekly essays that question social norms and unpack everyday cultural practices, while journalism student Olivier Karonkano uses Substack to share personal stories and reflections, saying it has helped him become more disciplined and confident as a writer. Beyond individual stories, the platform is changing how some young writers think about publishing itself. Unlike traditional blogs, which rely heavily on search engines and websites, Substack combines publishing with email newsletters, allowing writers to deliver articles directly to subscribers while also offering paid memberships for those who wish to monetise their work. According to Substack's content guidelines, the platform is designed for independent writers, podcasters, and creators, while allowing eligible publications to earn revenue through paid subscriptions.
