As TikTok’s future in the U.S. remains uncertain, Substack is further investing in video content by introducing a scrollable video feed within its app, similar to TikTok’s popular format. This move positions Substack to potentially fill the void if TikTok were to face a ban in the United States.

The timing of this launch suggests that Substack is aiming to capitalize on the potential absence of TikTok in the U.S. market, offering creators an alternative platform to reach their audiences.

Just a month ago, Substack announced that it would enable creators to monetize their videos directly on the platform and post them from within the Substack app, marking a significant step towards integrating video content into its ecosystem.

Substack initially introduced native video capabilities in 2022 and later added an in-app Media Tab in 2024. This tab has now been revamped into a scrollable video feed, focusing on short-form videos under 10 minutes in length. The company plans to expand this feature by including long-form content and podcast previews in the near future.

According to Substack, this new feed is designed to enhance visibility and discovery for creators experimenting with different content formats. It also provides readers with a more dynamic way to discover new voices and perspectives beyond the newsletters they subscribe to.

The introduction of the video feed encourages Substack writers and creators to venture beyond traditional text-based content, exploring the potential of multimedia storytelling. This shift is already underway, with Substack noting that a significant portion of its top-earning writers are incorporating multimedia into their work.

As of February, a substantial 82% of Substack’s top-earning writers are utilizing multimedia content, representing a considerable increase from the 50% reported last April. Substack anticipates that the new video feed will further accelerate this trend, allowing creators to expand their audience directly within the platform.

For example, a creator who maintains a Substack newsletter and posts short-form videos on TikTok can now share the same video content on Substack, potentially reaching a broader audience without having to leave the platform.

By launching this TikTok-like feed, Substack is responding to the increasing demand for concise, easily consumable content. Substack joins a list of popular apps, including Instagram, YouTube, Snapchat, Netflix, LinkedIn, and others, that have introduced their own short-form video feeds in response to TikTok’s popularity.