Substack continues to double down on video amid TikTok’s unsure future within the U.S. The corporate 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 in the USA.
The transfer comes a month after Substack introduced that it could begin permitting creators to monetize their movies on the platform and allow them to publish video posts immediately 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 function short-from movies beneath 10 minutes. Substack plans to launch long-form and podcast previews within the feed quickly.
The corporate believes that the brand new feed will permit for higher visibility and discovery for creators attempting new codecs whereas additionally giving readers a greater option to come throughout new views and voices past their inbox.
The brand 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 corporate believes the brand new video feed with supercharge this momentum, because it permits creators to develop their viewers proper the place they publish.
As an example, a creator who has a Substack e-newsletter may additionally submit 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 common 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.