Substack rival Ghost connects to the open social web with its latest public release

After an extensive beta phase, the newsletter platform Ghost has officially launched Ghost 6, a significant update that enhances the way its users can share long-form content across the open social web. This new version enables publishers not only to distribute their newsletters via the web and email but also to connect seamlessly with decentralized platforms like Mastodon, Meta’s Threads, and various WordPress sites integrated with ActivityPub. A notable feature of this release is the ability to publish to Bluesky through an integration with Bridgy Fed, which serves as a bridge connecting the fediverse with the ATmosphere. The fediverse operates on the ActivityPub protocol, while the ATmosphere utilizes the newer AT Protocol, which Bluesky and similar apps employ. Manton Reece, founder of Micro.blog, highlighted the distinction between his direct AT Protocol integration and Ghost's bridging approach, suggesting a disparity in their methodologies. The introduction of ActivityPub in Ghost 6.0 has sparked discussions about its implications for broader social media engagement. The growing interest in decentralized social networking has surged, particularly following Twitter’s acquisition by Elon Musk, prompting many to explore alternatives. Meta's Threads emerged in 2023 as a contender, rapidly gaining traction in the mobile space. Additionally, WordPress has begun to integrate with ActivityPub, enabling users to follow blogs via services like Mastodon, further expanding the ecosystem. Ghost’s new capabilities allow publishers to leverage potential network effects by enabling users on federated apps to follow and interact with their posts through likes, replies, and reposts. This feature enhances visibility and readership for content creators. Furthermore, Ghost has added an “Inbox” feature where users can keep track of long-form articles from both Ghost and WordPress, consolidating their reading experience. Publishers can also share short-form content to the fediverse directly from Ghost's admin interface, increasing their engagement with potential followers. This update comes on the heels of a controversial incident involving Substack, Ghost's main competitor, which faced backlash for promoting a Nazi newsletter. Many authors have since departed from Substack, citing ethical concerns over content moderation. In addition to the ActivityPub integration, Ghost 6 introduces a native analytics suite that provides real-time insights into performance, engagement, and conversion metrics. It also supports various payment methods, tips, donations, and personalized content for readers. With this launch, Ghost has adjusted its pricing structure for Pro (hosted) plans, with new rates starting at $15 and $29 per month, up from $9 and $25, respectively. However, publishers with large subscriber bases will benefit from reduced pricing options.