Substack continues to double down on video amid TikTok’s unsure future within the U.S. The firm introduced on Monday that it’s rolling out a scrollable video feed in its app, making it the most recent platform to introduce a TikTok-like feed.
Given the timing of the launch, Substack is probably going aiming to capitalize on the potential void left by TikTok if it faces a ban within the United States.
The transfer comes a month after Substack introduced that it will begin permitting creators to monetize their movies on the platform and allow them to publish video posts instantly from the Substack app.
Substack first launched native video again in 2022 and later launched an in-app Media Tab in 2024. The tab has now been redesigned right into a scrollable video feed that can characteristic short-from movies below 10 minutes. Substack plans to launch long-form and podcast previews within the feed quickly.
The firm believes that the brand new feed will enable for higher visibility and discovery for creators attempting new codecs whereas additionally giving readers a greater strategy to come throughout new views and voices past their inbox.
The new feed additionally permits Substack writers and creators to maneuver past text-based newsletters to discover multimedia content material, which the corporate says they’re already doing.
As of February, 82% of the platform’s top-earning writers are utilizing multimedia — up from simply over 50% final April, Substack says. The firm believes the brand new video feed with supercharge this momentum, because it permits creators to develop their viewers proper the place they publish.
For occasion, a creator who has a Substack e-newsletter may additionally put up short-form video content material to TikTok. Now, they’re incentivized to share the identical short-from video content material on Substack.
With this new TikTok-like feed, Substack is seeking to meet the rising demand for fast, bite-sized content material. Substack joins quite a few different in style apps which have launched their very own short-form video feeds following TikTok’s rise in reputation, together with Instagram, YouTube, Snapchat, Netflix, LinkedIn, and extra.
