STH Q3 2025 Editor's Letter on Trifecta Challenges
As we transition into the latter part of 2025, it's essential to reflect on the evolution of our community and the various transformations within ServeTheHome (STH). Each quarter brings new challenges and opportunities, and this update aims to provide you with valuable insights into what has transpired behind the scenes. Buckle up for a journey through our latest achievements, innovations, and the hurdles we've navigated.
A look back at previous updates
For those who are curious about our journey, here’s a recap of our previous quarterly updates. This series has documented our growth and the changes we've experienced over the years:
- STH 2019: Q1 – Q2 – Q3 – Q4
- STH 2020: Q1 – Q2 – Q3 – Q4
- STH 2021: Q1 – Q2 – Q3 – Q4
- STH 2022: Q1 – Q2 – Q3 – Q4
- STH 2023: Q1 – Q2 – Q3 – Q4
- STH 2024: Q1 – Q2 – Q3 – Q4
- STH 2025: Q1 – Q2
Time has flown, and with each quarter, we've encountered unique challenges and opportunities.
The third quarter of 2025 has been a thrilling yet arduous journey for STH. With the increase in our digital footprint, we have faced what I like to call the "trifecta challenges," which highlight the multifaceted nature of our operations. This quarter, our focus has been on the transition and growth across various platforms, including our exciting collaboration with MikroTik in Latvia.
STH has evolved beyond a mere website; we now manage six distinct properties, collectively receiving over 100,000 views per month. This growth has undoubtedly introduced some chaos into our operations.
Within organizations, distinct functions like Press Relations (PR), Analyst Relations (AR), and Investor Relations (IR) play crucial roles, each typically managed by specialized teams. However, at STH, our overlapping responsibilities create a unique dynamic:
- Press Relations (PR): Engaging media and managing public perception.
- Analyst Relations (AR): Collaborating with industry analysts to provide insights and commentary.
- Influencer Relations: Connecting with influencers to amplify our content.
STH has found itself straddling lines between these functions, often blurring the boundaries of each. We cover news related to product launches, creating hands-on content and opinions that straddle PR and AR. Meanwhile, our YouTube channel, which boasts a million subscribers, further complicates this intersection.
The challenges of public relations
One area where we have struggled significantly is in the realm of PR. The expectations for media engagement often revolve around interviews and press releases, both of which present challenges:
- Interviews: While they can be insightful, many tend to reiterate points from press releases, limiting the information shared.
- Press Releases: These documents often become mere formalities, generating little interest among the audience.
Given the rise of AI and automated content generation, the traditional value of press releases has diminished. The market has shifted, and many organizations now view press releases as obligatory rather than impactful. Recognizing this shift, STH has pivoted away from conventional PR strategies, focusing instead on content that resonates with our audience.
Innovating in analyst relations
In contrast to our struggles with PR, our efforts within Analyst Relations have been fruitful. At STH, we continuously strive to produce high-quality, hands-on content that appeals to a broader audience. While traditional analyst firms create whitepapers, often generating minimal genuine interest, we aim to significantly increase readership:
- Volume over Quantity: Instead of a few whitepapers each month, we focus on producing multiple hands-on articles weekly.
- Engagement: Our goal is to generate 1,000 times the engagement typically seen in industry whitepapers.
Moreover, our Substack has emerged as a vital revenue source, garnering over 100,000 views per month—a promising indicator of our content's value and appeal.
Embracing our influencer role
While I've been hesitant to label STH as an "influencer," the reality is that our substantial YouTube presence positions us as one. With a million subscribers, our content clearly resonates with a large audience. This recognition introduces both opportunities and responsibilities:
- Content Creation: We must produce engaging videos that reflect our brand and values.
- Community Engagement: Our role extends beyond mere influence; we aim to foster a community of tech enthusiasts.
As we navigate this influencer landscape, the challenge lies in balancing our various roles—PR, AR, and influencer—while maintaining authenticity in our content.
Recent milestones and developments
One of the most exciting developments this quarter was reaching 1 million subscribers on our YouTube channel. This milestone is a testament to the hard work and dedication of our team and the support from our community. The arrival of our Gold Play Button this past week marked a significant achievement for us.
Additionally, our new analyst division, the Axautik Group, launched in Q1 2025, has gained traction. With content tailored for financial and executive audiences, it represents a new direction for monetizing our insights.
Exploring STH Labs and short content
This quarter, we also focused on the development of our STH Labs shorts channel. As part of our 2024 initiatives, the channel has been steadily growing, and we believe it has the potential to expand significantly. Our target is to reach 100,000 subscribers, leveraging the popularity of our main channel to drive growth.
Short-form content allows us to present key insights and tips quickly, catering to the evolving preferences of our audience.
Stay connected with STH
Did you know that STH offers a free weekly newsletter? Every Saturday, we curate the top five articles from the week and deliver them straight to your inbox. This ensures you stay updated, even if you can't visit our site daily. Signing up is simple, and we prioritize your privacy:
- No spam: We don’t sell your email addresses.
- Easy management: MailChimp handles subscriptions, so you can subscribe or unsubscribe at any time.
- No intrusive pop-ups: We value your reading experience and avoid annoying overlays.
We also encourage you to subscribe to our YouTube channel. By doing so, you help us demonstrate our reach and engagement beyond just written content, allowing us to share valuable insights through visual media.
Reflections on our journey
As we wrap up this quarter, I want to express my gratitude to our readers, Substack subscribers, clients, the dedicated STH team, and our advertisers. Your support enables us to continue pushing boundaries and exploring new frontiers in tech journalism.
These updates serve as a moment to reflect on our achievements and the journey we've undertaken. The feedback from our community inspires us to keep evolving, and I look forward to sharing more insights and experiences in the future.
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