Substack Unveils Exciting TikTok-Inspired Video Feed Feature in App
Substack is making significant strides in the video content domain, especially as TikTok faces an uncertain future in the United States. The latest update from Substack involves the introduction of a scrollable video feed within its app, positioning it as a strong competitor in the ever-evolving landscape of social media.
Substack’s Strategic Move to Video Content
On Monday, Substack announced its new scrollable video feed, a feature designed to enhance user engagement and content discovery. This launch is particularly timely, as it aims to fill the potential gap left by TikTok should it face a ban in the U.S.
Recent Developments in Substack’s Video Offerings
This new feature follows a series of enhancements that Substack has made to its platform:
- Monetization for Creators: A month prior, Substack began allowing creators to monetize their videos, enabling them to publish video content directly through the app.
- Native Video Launch: Substack first introduced native video capabilities in 2022 and expanded its offerings with an in-app Media Tab in 2024.
- Redesigned Media Tab: The Media Tab has now evolved into a scrollable video feed that includes short-form videos, video notes, and clips from video posts.
Enhanced Visibility for Creators
Substack’s new video feed is designed to boost visibility and discovery for creators exploring innovative formats. It provides readers with an opportunity to discover fresh perspectives and voices beyond traditional inbox newsletters. The platform encourages writers and creators to move beyond text-based content, as they are already embracing multimedia.
According to Substack, as of February, 82% of its top-earning writers utilized multimedia content, which marks a significant increase from just over 50% in April of the previous year. The company believes that the new video feed will further amplify this trend, allowing creators to expand their audiences directly on the platform.
Competing in the Short-Form Video Space
For example, a creator with a Substack newsletter may have previously shared short-form video content on TikTok. With the introduction of the new TikTok-like feed, creators are now incentivized to share similar content on Substack, enhancing their reach and engagement.
This strategic move positions Substack alongside numerous popular apps, including Instagram, YouTube, Snapchat, and LinkedIn, all of which have launched their own short-form video feeds in response to TikTok’s meteoric rise in popularity.
As the demand for quick, bite-sized content continues to grow, Substack’s innovative approach to video may well redefine how creators engage with their audiences. For more information about Substack’s offerings, visit the official Substack website.
