As a potential TikTok ban looms in the United States (again), Substack is making (another) play for video creators to join its platform.
Back in January, Substack CEO Chris Best wrote on his personal account that the company was “going to rescue the smart people from TikTok!” It seems he’s making good on that promise, as the company announced on Monday that it’s rolling out a scrollable video feed in its app. Given the timing of this TikTok-like launch, Substack appears eager to capitalize on the potential void left behind if TikTok is actually banned this time around.
Substack first launched video in 2022, later introducing an in-app Media Tab in 2024. The latest redesign transforms that tab into a scrollable, TikTok-style feed featuring short-form videos under 10 minutes, with long-form content and podcast previews expected to follow. This update comes just a month after Substack’s announcement that creators can now monetize their videos on the platform and publish video posts directly through the Substack app.
As of February, 82% of the platform’s top-earning writers are using multimedia, up from just over 50% last April. Substack hopes to continue building on this momentum. According to the company, creators who’ve adopted video and/or audio have seen their revenue grow 2.5 times faster than those who haven’t. The new scrollable feed is designed to boost visibility and discovery for creators experimenting with new formats, while also helping readers stumble across new voices beyond their inboxes.
“Substack isn’t built around any one medium—it’s built around creators. We’re committed to giving them the tools to share their work, connect with subscribers, and contribute to a thriving network of independent voices,” Substack product manager Zach Taylor tells Fast Company. “As we expand publishing capabilities across formats, the updated media tab makes it easier to discover standout video content from across the network—whether it’s a sharp take, a compelling story, or a powerful clip that sparks connection.”
Taylor continues: “We’re excited to keep evolving the Substack app into a dynamic space where creators of all kinds can grow, connect, and build a sustainable business.”
From TikTok to Substack, the demand for bite-size content shows no signs of slowing down.
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