Quick Tips: QR Codes, Substack and GenAI
Of Tracking, Analytics, and Marketing Campaigns.
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What’s the Deal with QR Codes?
So, you’ve heard of QR (Quick Response) codes and are wondering what they are, whether you should use them, or ignore them altogether.
Here’s an overview of QR codes and why it’s worth learning more about them.
QR codes were invented in 1994 by an engineer, Masahiro Hara, at Denso Waves in Japan. Hara was looking for a way to track automotive parts efficiently during manufacturing.
The problem? Traditional barcodes like the one below can only store limited information of upto 20-25 characters, need a barcode scanner and are slow to scan (as anyone waiting in line at the grocery store can attest!)
Inspired by his love of the Go game, Hara created the QR code pattern based on its black-and-white board design.
This innovation meant that QR codes could include more information - upto 7089 numeric or 4296 alphanumeric characters (approximately 850-900 words) - than a regular barcode.
This is because QR codes store information both horizontally and vertically, in a matrix form unlike traditional barcodes, which store data in a single direction, left to right.
Another key feature of QR codes is their built-in error correction of up to 30%. So, even if part of the code is damaged, it can still be read accurately. This is why you often see logos or designs placed in the center of QR codes.
Denso waived patent rights on the standard design which led to its widespread adoption.
Fun Fact: QR codes have even been used in space on satellites, space station modules, and rovers for identification and tracking.
How Do QR codes Help ?
QR codes became popular during the pandemic, especially for contactless menus in restaurants.
Even now, many food service providers use them. Some places have never restored paper menus because it’s easier to update information on a single site, lower printing costs, and add hygiene benefits to boot!
Many Android smartphones offer a convenient feature that allows users to share their Wi-Fi connection through a QR code. This feature simplifies the process of connecting another device to your Wi-Fi network or mobile hotspot without needing to manually enter the password. It also enhances security.
Here’s how it works:
The user generates a QR code for their Wi-Fi network or hotspot through their phone’s settings.
The person who wants to connect scans the QR code using their device, and the connection is established automatically.
The QR code contains the Wi-Fi network’s name (SSID) and password, so there’s no need to manually input the information. This keeps the password secure while granting access.
This method is not only quick but also secure, as the password is encrypted within the QR code, avoiding direct sharing of sensitive information.
Parks like the one below use QR codes to help you learn more about their flora and fauna. Scanning the code opens an online page with detailed information on the species and characteristics of the trees. It’s a fun and educational way for both adults and children to explore nature. Some parks may also include a free sponsorship message that supports this content.
QR codes are also widely used for payments, information sharing, and marketing campaigns. Now, brand QR codes are also appearing in select TV ads in the U.S.
QR codes are ubiquitous in Asia, and in India, they are now extensively deployed to enable digital payments through platforms like Google Pay and Paytm—everywhere from restaurants and utility companies to even vegetable vendors!
In China, QR codes dominate the digital payment landscape, with over 90% of mobile transactions processed through QR codes.
This trend has propelled seamless, cashless transactions across industries.
The codes are either static codes displayed in physical stores, or dynamically generated online during the payment process.
In 2023, approximately 30% of in-store transactions globally utilized mobile payment methods—including QR codes—with projections suggesting this could reach 40% by 2028.
The rapid adoption signals increasing interest and trust in QR codes as a payment method, particularly in emerging markets where mobile-first solutions are thriving.
How Contactless QR Payments Work
Use Google Pay, Venmo, BuyMeACoffee or similar apps to generate a QR code linked to your bank account.
Display the code via the app or on your website.
The app connects the code to your bank, letting customers validate details before payment.
Customers enter or confirm the amount and pay.
Users can also generate personal QR codes to receive payments directly.
QR codes and digital payment apps simplify sending and receiving money—there's no need to share banking details or set up complex wire transfers.
Some countries now support international payments via QR codes, and as digital payments grow globally, their use is set to rise.
Substack and QR Codes
Substack now offers custom QR codes for newsletters. These allow your readers to access your content easily by simply scanning the code with their mobile camera.
To find your custom QR code, go to the settings page of your publication. Once there, you’ll find the code ready for use, similar to the one below for
:
How to Use the Code
Point your mobile camera at the QR code, wait for the scan to complete, and the site will automatically open in your mobile browser, or you'll be offered a yellow link to click on.
Creative Uses for QR Codes
QR codes make promoting your Substack easy in physical spaces—like coffee shops, writing events, and even on business cards or online profile sites.
You can also use them on third-party sites and community forums as part of your signature.
Pro-tip: Create multiple QR codes for free using tools like this—one for each page or link you want to promote.
For example, you could print the codes and use them at your local café (with their permission 😉) to measure whether they attract new subscribers from that location.
It’s an easy way to spark curiosity about your site and track the effectiveness of your promotional efforts using tools like Google Analytics.
QR Codes: Key Benefits
No need to remember URLs – Users simply scan the code, which instantly opens the site in their browser or offers a link to click.
Custom Marketing Campaigns - Companies can effortlessly encode access to additional content like virtual reality videos, and special promotions. Here are some unique ways brands have deployed QR codes.
Caveats to Consider
Tracking Setup: To use QR codes effectively, you need to customize certain parameters. This includes using shortened URLs (e.g., through bit.ly), creating multiple codes, and defining source and campaign fields to track how well they perform. The good news: while your activity can be tracked at a macro level (such as the number of scans, location, or device type), personal information isn’t directly collected by the QR code itself unless the user voluntarily submits it after interacting with the linked site.
User Actions are Still Required: Even if users scan the QR code and visit the site, they still need to sign up. This means scanning the code, clicking the yellow link, and completing the sign-up process on your site. Some may abandon the process midway so QR codes are not a foolproof way to convert.
App Limitations: Many Substack app users can’t scan QR codes directly from their phones to sign up. Instead, they need to use their phone’s camera while scanning the code on a desktop, which can feel counterintuitive to the purpose of including the codes in the Substack app.
Distribution Channels
As creators, the constant question is: how many platforms should you distribute your content on? The answer is simple: as many as you can handle!
Users online have always gravitated towards different platforms for their own unique reasons.
In business, the goal is simple: ‘go where the customer is.’
Instead of insisting that your preferred platform is the best, it’s often better to start by posting on select multiple platforms.
This allows you to reach a wider audience and see where your content resonates the most.
Over time, you can then analyze which platforms attract your tribe and narrow your focus accordingly.
Narrowing too soon can limit your reach and may be counterproductive.
In this vein, if you’re tired of X, concerned about the Threads-Meta connection, or simply looking for something new, you might want to try Bluesky (25 million users).
Here’s what you may discover:
Handles Availability: Many handles are still available, so you might find your favorites.
No Central Algorithm… Yet: Unlike other platforms, your likes directly influence the algorithm. It's simple, transparent, and gives you control over your feed by letting you choose accounts and posts.
Customizable Interests: You can choose the topics you want to see and exclude those you don’t.
Private Groups and Longform Writing: You can form private groups and share long-form content.
Bluesky was originally envisioned as an open platform by Twitter founder Jack Dorsey, who helped develop it but has since moved on to other projects and, some say, became a tad disillusioned.
However, that doesn't take away from the fact that Bluesky may offer more of a writer’s channel than X. Experiment with it and see if it works for you!
New tools in genAI
Sora
OpenAI recently launched Sora, a tool that generates videos from text prompts. However, the demand was so high that login access was exhausted within three days of its launch. It has since re-opened for new users. See generated video examples here!
Although you can create a video based on your own storyboard or prompts, and even allow others to build upon it, the issue of managing rights for these videos is still an open question.
Meanwhile, check this user generated video of a golden retriever in the water that is free to use to build other videos.
In the video feature options offered by OpenAI, you can see how monetization pathways for AI and credit-based AI tool usage are rapidly developing.
Benefits of Text-to-Video Generation
One of the key benefits of tools like Sora is that they dramatically reduce the time required to create and publish videos. As you may know, video production typically involves extensive time for creation, editing, and final publication.
For example, creating a product brief for businesses, which is then converted into a video by human creators, will become easier and more cost-effective.
As these tools continue to evolve and gain more capabilities, they will make video publishing more accessible and efficient, allowing creators to meet the growing demand for video content in a fraction of the time.
Google’s Veo 2
Not far behind, Google introduced its own video-generation tool, Veo 2, which quickly gained attention with animated movie scenes and heist-themed videos.
Check it out here!
The tool has sparked numerous online discussions, with users debating which platform delivers the most realistic results.
AI race anyone?
Website Builders
Tools like b12.io are making website creation as simple as setting up a Substack page.
While free options like Carrd or GoDaddy’s website builder can also yield similar results, the evolving features of platforms like b12.io might change the equation, offering more advanced tools and ease of use.
Need Temporary Email Ids?
Have you ever needed a temporary email address for one-off registrations on a website? Services like 10 Minute Mail (free) offer a quick solution by generating disposable email addresses that self-destruct after ten minutes.
Other similar free services include Guerrilla Mail, Mailinator, Temp Mail, ThrowAwayMail, and Getnada—all designed to help you avoid spam and maintain privacy when signing up for websites or services.
However, keep in mind that temporary email addresses are not suitable for private or sensitive information, as the email will display on the same page and the address is either recycled or disposed of shortly after use.
For longer-term privacy, consider masked email alias features with providers such as ProtonMail, Fastmail, Yahoo Plus, or Google Workspace.
These services let you mask your real address while still receiving forwarded messages.
ProtonMail lets you create aliases for free, which is a great way to keep your real email private while still receiving messages.
Yahoo Plus and Google Workspace require paid plans.
Some services even allow you to reply using your alias, helping you maintain privacy while interacting with others.
That’s all for today!
p.s. If you found this helpful or have tips to share, please drop a comment below!
This is the first time I have seen a Go board posted in a Substack newsletter, so on that, you have my appreciation.