Introduction to Substack’s New Feature

Substack is further solidifying its position as a comprehensive social media and creator platform by introducing a vertical video feed to its application. This move essentially reimagines the existing Media tab, which was first introduced in 2024, into a more interactive and engaging TikTok-style feed. The intent behind this move is clear: Substack aims to carve out a piece of the lucrative short-video market, currently dominated by giants like Instagram, TikTok, and YouTube.

Features of the New Feed

The newly designed feed allows users to scroll through videos posted by creators they subscribe to, as well as content suggested by Substack’s algorithms. This feature supports various forms of short-form content, including videos shared via Substack Notes (the platform’s microblogging feature reminiscent of Twitter), clips extracted from longer video posts, and even preview snippets of podcasts. This diversity in content type aims to provide a rich and varied experience for users.

Impact on Creators

According to Substack, the integration of multimedia features such as videos and podcasts has been highly beneficial for creators. The company reports that 82% of its top-earning writers are now utilizing multimedia, a significant increase from just over 50% in April of the previous year. By supporting short-form videos, Substack seeks to further enhance this trend, providing creators with more tools to engage their audiences and expand their reach.

Evolution of Substack’s Video Support

Substack’s journey towards becoming a video-friendly platform has been progressive. The company first introduced support for native video in 2022, followed by an expansion of these features in 2023. More recently, Substack empowered creators with the ability to host live video streams in 2024. These developments underscore Substack’s vision of itself as more than just a newsletter platform, aiming to create a holistic environment for creators.

Strategic Positioning

Substack has been openly courting TikTok creators since at least 2024, signaling its interest in attracting a broader range of content creators. The redesign of the Substack app, including the new vertical video feed, not only offers subscribers a novel way to discover new creators but also positions the platform as an attractive home for creators who focus on short-form video content. The timing of this launch is noteworthy, coinciding with a period of uncertainty for TikTok, particularly with the looming deadline of the app’s ban enforcement reprieve granted by President Trump. As the social media landscape continues to evolve, Substack’s strategic move places it in a favorable position to capitalize on any shifts in the market, potentially attracting creators and users looking for alternative platforms.