Substack Launches TikTok-Style Video Feed

Substack Introduces TikTok-Like Video Feed

Substack is intensifying its focus on video content, particularly given the uncertain regulatory landscape surrounding TikTok within the United States.

On Monday, the company announced the implementation of a scrollable video feed within its application.

Capitalizing on Potential Market Shifts

The timing of this launch strongly suggests Substack is positioning itself to benefit from a potential gap in the market should TikTok face restrictions or a ban in the U.S.

This strategic move follows last month’s announcement regarding creator monetization options for videos directly within the Substack platform.

Evolution of Substack’s Video Features

Native video functionality was initially introduced on Substack in 2022.

Subsequently, an in-app Media Tab was launched in 2024.

This tab has now been redesigned to function as a scrollable video feed, showcasing short-form videos.

These include video notes and excerpts from longer video posts.

Substack also intends to integrate previews of long-form videos and podcasts into the feed in the near future.

Enhanced Visibility and Content Discovery

The company anticipates that the new feed will improve the discoverability of content for creators experimenting with new formats.

It will also provide readers with a more streamlined method for discovering new viewpoints and voices beyond their email inboxes.

Expanding Content Creation Possibilities

This new feature empowers Substack writers and creators to extend their reach beyond traditional text-based newsletters.

They can now readily explore and incorporate multimedia content into their offerings, a trend that is already gaining traction.

Growth in Multimedia Usage

As of February, 82% of the platform’s highest-earning writers are utilizing multimedia content.

This represents a significant increase from just over 50% last April, according to Substack.

The company believes the new video feed will further accelerate this trend, enabling creators to expand their audience directly on the publishing platform.

Incentivizing Cross-Platform Content Sharing

Creators who currently share short-form video content on platforms like TikTok are now encouraged to also share it on Substack.

Joining the Short-Form Video Landscape

With this new feed, Substack is responding to the increasing demand for concise, easily digestible content.

It joins a growing number of popular applications that have launched similar short-form video feeds following the success of TikTok.

These include Instagram, YouTube, Snapchat, Netflix, LinkedIn, and others.