Substack Launches TikTok-Style Scrollable Video Feed
Substack continues to ramp up its focus on video, launching a TikTok-style scrollable video feed within its app.
The move comes amid uncertainty over TikTok’s future in the U.S., positioning Substack to potentially capture a void if a ban occurs.
A Strategic Move to Enhance Creator Monetisation
The new feed rollout follows Substack’s recent decision to allow creators to monetise their videos and publish video posts directly from the app.
This expansion builds upon the company’s earlier video initiatives:
- 2022: Native video launched on Substack.
- 2024: Introduction of an in-app Media Tab.
- Now: The Media Tab has been redesigned into a scrollable feed featuring short-form videos, video notes, and clips from video posts.
Substack plans to further expand the feed with long-form videos and podcast previews soon.
Boosting Creator Discovery and Engagement
The company believes the new feed will:
- Improve visibility for creators experimenting with new formats.
- Help readers discover fresh perspectives beyond their inbox.
- Enable writers to expand beyond text-based newsletters into multimedia content.
Growing Demand for Multimedia Content
Substack reports a significant increase in multimedia adoption among its top creators:
- February 2024: 82% of top-earning writers used multimedia.
- April 2023: Just over 50% of top earners were using multimedia.
The new video feed is expected to accelerate this trend by helping creators grow their audience directly within the platform.
Competing in the Short-Form Video Space
By launching a TikTok-style feed, Substack is aligning with the rising demand for bite-sized content.
The platform joins other major companies that have adopted short-form video formats, including:
- YouTube
- Snapchat
- Netflix
With this expansion, Substack aims to offer creators a compelling alternative to existing short-form video platforms while reinforcing its position as a hub for independent content.
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