Introduction to Substack’s New Feature

The TikTok ban, although still theoretical, is approaching its latest deadline, prompting other social media platforms to prepare for the potential influx of users seeking alternative infinite scroll experiences. Substack, a self-publishing platform, is the most recent to join the fray by introducing a TikTok-style video feed. This update, as initially reported by TechCrunch, aims to enable creators to diversify their content offerings.

Details of the Update

The new feature will transform Substack’s Media tab into a scrollable video feed, allowing creators to upload videos up to 10 minutes long for their subscribers, according to Fast Company. Notably, this video content will not be limited to subscribers alone but will also serve as a discoverability tool. Users will be able to scroll through and discover new voices, potentially leading to broader engagement.

The Secret to Success

TikTok’s algorithm has been a crucial factor in its success, showcasing content that keeps users engaged. A significant part of its appeal stems from its vast user base that regularly uploads content, though the quality and value of this content can vary. Substack, with its smaller but growing base of creators, is taking a different approach. The company has seen an increase in its top-earning writers using multimedia tools, with 82% now utilizing these features, as per TechCrunch. This represents a significant uptick from the approximately 50% reported last April.

Substack’s Strategic Approach

Substack seems to prefer its narrower base of content creators. Earlier this year, CEO Chris Best announced a $25,000 "TikTok Liberation Prize" intended for a creator who successfully migrates users from TikTok to Substack. Best’s goal, as stated, was to "rescue the smart people from TikTok," a statement that, while somewhat pretentious, underscores Substack’s strategic approach to attracting high-quality content creators.

Implications of the TikTok Ban

This move positions Substack as a potential destination for users should TikTok face a permanent ban. The memory of TikTok’s temporary ban earlier this year, which was delayed by Donald Trump, giving ByteDance more time to divest its ownership, is still fresh. The current 75-day sale period is set to expire on April 5, with potential buyers like Mr. Beast expressing interest. However, the likelihood of a sale being finalized by the deadline seems low, and Trump has hinted at possibly extending the deadline again if necessary.

Conclusion

As the situation with TikTok continues to unfold, platforms like Substack are gearing up to capitalize on the potential shift in user behavior. By introducing features that mimic the engaging aspects of TikTok, Substack aims to attract both creators and users looking for alternative platforms. Whether Substack’s strategy will pay off remains to be seen, but its moves underscore the dynamic and rapidly evolving landscape of social media and content creation.