Substack Now Supports Video Monetization & Direct Posting

Substack Enhances Video Capabilities to Attract Creators

With the future of TikTok within the United States remaining unclear, Substack is actively seeking to attract content creators to its platform. The company is strengthening its video offerings to achieve this goal.

New Monetization Options for Video

Substack announced on Wednesday the implementation of new features allowing creators to monetize their video content directly on the platform. Creators can now publish video posts directly through the Substack application.

Previously, video sharing was limited to Substack’s Notes feature – a platform resembling Twitter. However, Notes lacked the functionality to implement paywalls.

Direct Audience Reach and Revenue Tracking

Furthermore, subscriber notifications were not triggered by posts on Notes. The new video post functionality enables creators to connect directly with their audience and generate income from their work.

Substack positions itself as a viable alternative for video creators concerned about potential disruptions to their presence on TikTok. The platform facilitates the development of a subscription-based video business.

Performance Analytics and Future Development

Creators can now monitor key metrics such as post views, new subscriber acquisition, and estimated revenue increases resulting from paid subscriptions driven by their video content. Tracking performance over time is also available.

Currently, only complete video posts can be placed behind a paywall. Substack intends to introduce the ability to offer previews – specific video segments – to free subscribers in the future.

The company is dedicated to providing tools for video creators and plans to expand its capabilities. This includes exploring features for video trimming, editing, and more detailed performance analytics.

Growing Adoption of Video on Substack

Video was initially integrated into Substack in 2022, and its adoption rate has been steadily increasing.

Creators who incorporate video and/or audio into their Substack publications experience revenue growth 2.5 times faster than those who do not.

Increased Creator and Subscriber Engagement

In April 2024, over half of the top 250 revenue-generating creators utilized both audio and video content. This figure rose significantly to 82% by February 2025.

Moreover, subscribers acquired through audio and video creators demonstrate a nearly tripled likelihood of subscribing to other Substacks, increasing from 52% to 150% within a six-month period.

Strategic Initiatives to Attract TikTok Creators

These recent changes represent Substack’s ongoing efforts to appeal to TikTok creators. Last month, the company launched a $20 million Creator Accelerator Fund, guaranteeing creators will not experience revenue loss when transitioning to Substack.

Livestreaming functionality has also been made available to all publishers on the platform.