Substack rival Ghost connects to the open social web with its latest public release
After months of beta testing, the newsletter platform Ghost has officially launched version 6.0 of its software, a significant update that allows publishers to natively share their long-form content across the broader open social web. This integration means Ghost users can now connect with decentralized networks like Mastodon, Meta’s Threads, Flipboard, WordPress sites utilizing ActivityPub, Surf, WriteFreely, and others, in addition to their existing options of publishing to the web, RSS, and email newsletters.
The new version enables publishers to share content directly with services powered by the open standard for decentralized social networking, ActivityPub. While Ghost also mentions compatibility with Bluesky, this is facilitated through an integration with Bridgy Fed, a service that bridges the open social web (fediverse) with the AT Protocol used by Bluesky and other applications. This distinction was noted by Manton Reece, founder of Micro.blog, who pointed out that while Micro.blog focuses on direct AT Protocol integration, Ghost leverages bridging. Reece shared his thoughts via a Bluesky post, highlighting the difference in approach.
The release of Ghost 6.0 comes at a time of heightened interest in decentralized social media, spurred by increased competition following Twitter’s acquisition. Meta’s Threads has rapidly gained traction, and platforms like WordPress have integrated ActivityPub, allowing users to follow blogs on federated services. Flipboard, Surf, and even publishing platforms like Medium have also deepened their ties to the fediverse.
Ghost anticipates significant network effects from this integration, enabling users on federated apps to follow Ghost publishers, interact with their posts through likes, replies, and reposts, thereby broadening reach and readership. The platform also introduces an “Inbox” feature for users to follow content from other Ghost or WordPress publications, and allows publishers to post short-form content directly to the fediverse from their admin screens, fostering community growth and reader engagement.
This major update also coincides with a controversial incident involving Ghost’s competitor, Substack, which faced criticism for sending a push notification promoting a Nazi newsletter. This has led several authors to leave the platform. Ghost, meanwhile, continues to host prominent publications such as 404 Media, Spyglass, The Lever, Tangle, Inside, and SFist.
Financially, Ghost reports that its publishers have generated over $100 million in revenue, with Ghost itself earning $8.5 million annually. The platform has also updated its pricing for Pro (hosted) plans, with the cheapest tiers now starting at $15 and $29 per month, an increase from $9 and $25. However, publishers with a large subscriber base will benefit from reduced pricing.
Beyond the ActivityPub integration, Ghost 6.0 introduces a native analytics suite to track performance, engagement, and conversions in real-time across web, newsletters, and subscriptions. The software also supports various payment methods, tips, donations, branded newsletters, and personalized content delivery.
