Substack is continuing to double down on video content as the company seeks to capitalize on the uncertain future of TikTok in the United States. On Monday, the newsletter platform unveiled a new scrollable video feed within its app, joining a growing list of platforms adopting TikTok-like features. This move is likely an effort to position Substack as a key player in the event that TikTok faces a ban or significant restrictions in the U.S.
The introduction of the scrollable video feed follows a series of strategic changes aimed at making the platform more multimedia-friendly. In fact, Substack’s announcement comes just a month after it unveiled plans to allow creators to monetize their videos and publish video posts directly from the app. The platform, known for its email-based newsletters, is positioning itself to offer more than just text-based content, providing creators the opportunity to expand into video and other media formats.
Substack first introduced native video features back in 2022, and earlier this year, it rolled out an in-app Media Tab. However, the redesigned Media Tab has now evolved into a scrollable video feed, designed to showcase short-form videos under 10 minutes. The company has stated that it plans to introduce long-form content and podcast previews into the feed soon, further expanding the range of content available to users.
This latest update is significant because it aims to offer better visibility and discovery for creators experimenting with new formats. Substack believes that this will not only benefit creators but also offer readers a more dynamic way to engage with content. The video feed allows users to discover fresh perspectives and voices, beyond the traditional text-based newsletters Substack is known for.
The company is also emphasizing the growing importance of multimedia content in its ecosystem. As of February, Substack reports that 82% of its top-earning writers are using multimedia in their newsletters, a notable increase from just over 50% in April 2024. This shift demonstrates that Substack users are increasingly gravitating toward richer, more interactive content formats, and the new video feed is designed to support this trend.
Substack’s move into video aligns with the broader trend of social media platforms embracing short-form video. With TikTok leading the charge, other popular apps have followed suit, with Instagram, YouTube, and even Twitter introducing similar features. By launching a TikTok-like feed, Substack is seeking to meet the growing demand for quick, easily consumable content. In a media landscape dominated by fast-paced video content, Substack’s new feature positions it as a competitor to other platforms in the battle for user attention.
One of the key advantages Substack offers is the ability for creators to seamlessly integrate video into their existing content. For instance, a creator who runs a Substack newsletter can now post short-form video content directly within the platform. Previously, creators may have posted such videos on TikTok or Instagram to grow their audiences. Now, Substack aims to offer a compelling alternative by providing creators with a way to publish video alongside their written content, all within the same ecosystem.
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This shift in strategy is also part of Substack’s ongoing effort to differentiate itself from other newsletter platforms. While many competitors focus solely on text-based content, Substack has increasingly embraced multimedia, enabling creators to experiment with different types of media. Whether it’s video, audio, or even interactive elements, the company is betting that this approach will appeal to a wider audience and allow creators to foster deeper connections with their readers.
Substack’s push into video could also help the company maintain its growth trajectory as more creators turn to platforms that offer diverse monetization options. By allowing creators to monetize their video content directly on the platform, Substack is addressing one of the key challenges faced by many independent creators: the need to generate income from their work. The ability to earn money from video content could encourage more creators to join the platform, further fueling Substack’s expansion.
Despite the rapid rise of short-form video content, Substack remains committed to its roots in long-form writing. However, the company recognizes that in order to remain competitive in a changing digital landscape, it must offer more than just text-based content. By introducing video and other multimedia formats, Substack is making itself a more attractive option for creators who want to diversify their content offerings and reach a wider audience.
The launch of the scrollable video feed is just the latest example of Substack’s efforts to evolve and adapt to the changing needs of both creators and users. As TikTok’s future in the U.S. remains uncertain, Substack’s new feature could help the company capture a portion of the video content market. With its focus on empowering creators and providing new ways for users to discover content, Substack is positioning itself as a platform that embraces the future of digital media, blending text, video, and audio into one seamless experience.
Whether this strategy will pay off in the long term remains to be seen, but for now, Substack is making its intentions clear: it wants to be more than just a platform for newsletters, and it’s ready to compete in the video space.
