Substack, the popular platform for independent writers and creators, has officially launched a TikTok-like scrollable video feed within its app. This new feature aims to enhance user engagement and provide creators with innovative ways to share their content. As the video landscape continues to evolve, Substack is positioning itself as a serious contender in the realm of short-form video content.
The redesigned Media Tab now features a vertical, scrollable feed that showcases short-form videos up to 10 minutes long. This format allows users to quickly browse through content from their favorite creators and discover new voices.
Following its recent announcement to enable video monetization, Substack allows creators to publish video posts directly from the app. This integration makes it easier for writers and content creators to connect with their audience while generating revenue.
Videos shared in the feed will be accessible to both subscribers and non-subscribers, broadening the potential audience for creators and enhancing content discovery.
The rollout of this new feature comes at a critical time as TikTok faces potential bans in the United States due to ongoing regulatory scrutiny. Substack's timing suggests that it aims to capture any audience shift away from TikTok by providing a familiar yet unique platform for short-form video content.
Substack CEO Chris Best has previously expressed intentions to attract creators from TikTok, stating that the platform is committed to offering tools that empower independent voices. This new feature reinforces Substack's position as a versatile platform for multimedia content beyond traditional text-based newsletters.
Substack has reported a significant increase in multimedia usage among its top earners:
82% of top-earning writers are now utilizing multimedia, compared to just over 50% last year.
The introduction of the video feed is expected to accelerate this trend further, enabling creators to grow their audience directly within the platform.
This shift highlights a broader industry trend where platforms are increasingly embracing multimedia formats to enhance user engagement and retention.
Substack plans to continue expanding its video capabilities by introducing long-form videos and additional podcast previews in the coming months. The company aims to create an engaging environment where creators can thrive and connect with their audiences in innovative ways.
