Substack Introduces TikTok-Style Video Feed Amid Potential TikTok Ban

As the potential ban on TikTok looms in the United States, various platforms are strategizing to attract displaced creators and audiences. Substack, traditionally known for its newsletter services, has entered the fray by introducing a new video feed feature reminiscent of TikTok's format. This strategic move aims to diversify content offerings and provide a new avenue for creator engagement.​

Substack's Foray into Short-Form Video

In response to the uncertain future of TikTok in the U.S., Substack has unveiled a vertically scrolling video feed within its app. This feature allows creators to upload videos up to ten minutes in length, offering a platform for diverse content ranging from brief clips to more in-depth visual narratives. The redesign of the existing Media Tab into this scrollable feed is intended to enhance content discovery and engagement among users. ​

Enhancing Creator Visibility and Audience Engagement

Substack's new video feed serves a dual purpose: it provides creators with an opportunity to diversify their content and offers users a dynamic way to discover new voices. By integrating video content, Substack aims to increase the visibility of its creators, allowing them to reach broader audiences beyond traditional newsletter subscribers. This feature is accessible to both subscribers and non-subscribers, facilitating wider content dissemination. ​

Aligning with Industry Trends Amid TikTok's Uncertainty

The introduction of this feature aligns with a broader industry trend where platforms are adopting short-form video formats, especially in light of TikTok's precarious position in the U.S. market. With the deadline for TikTok's potential ban approaching, platforms like Substack are positioning themselves as viable alternatives for creators seeking new outlets for their content. ​

Substack's Commitment to Multimedia Content

Substack's venture into video content is not entirely new. The platform introduced video capabilities in 2022 and has since observed a significant uptick in multimedia usage among its top-earning writers. As of February 2025, 82% of these writers are utilizing multimedia tools, a notable increase from the previous year. The new video feed is poised to further accelerate this trend by providing an integrated space for video content within the Substack ecosystem. ​

Potential Implications for Creators and the Platform

By offering a TikTok-like experience, Substack not only enhances its content offerings but also positions itself competitively in the evolving digital landscape. Creators now have the opportunity to experiment with video content without leaving the platform, potentially leading to increased subscriber engagement and growth. For Substack, this move could attract a new segment of creators and audiences interested in video content, thereby expanding its user base and market presence.​

Frequently Asked Questions (FAQs)

1. How can I create a video post on Substack?

To create a video post on Substack:​

Navigate to your Home or Posts tab and select “+New post”.​

From the menu, choose “Video”.​

In the draft post, click “Record” to capture a video using your device or “Select file” to upload an existing video.​

This feature allows for automatic transcript generation, audio sharing to your podcast RSS feed, and the option to offer exclusive content to paying subscribers. ​

2. Can I schedule a live video on Substack?

Yes, you can schedule a live video on Substack using the iOS app:​

Open the Substack iOS app and tap the “+” sign on Home.​

Tap “Live” and then select “Right now” next to Scheduling.​

Choose a date and time between 15 minutes to three months from now, then tap “Save”.​

Subscribers will receive notifications about the upcoming live video and can add it to their calendars. ​

3. How do I embed a video into a Substack post?

To embed a video into a Substack post:​

From your Home or Posts page, select "New Post" and click on "Text Post".​

Click on the video camera icon in the editor toolbar and choose to record or upload a video.​

After uploading or recording, the video will appear in the body of the draft and can be moved by dragging and dropping within the draft.​

Accepted video formats include 3GP, AAC, AVI, FLV, MP4, MOV, and MPEG-2, with a recommended maximum size of 20 GB. ​

4. Are there any fees associated with posting videos on Substack?

Substack does not charge additional fees for posting videos. However, standard platform fees apply to subscription revenues, and creators should be aware of any transaction fees associated with their payment processors.​

5. Can I offer exclusive video content to my paid subscribers?

Yes, Substack allows you to offer exclusive video content to paid subscribers. When creating a video post, you can set a free preview for all viewers and restrict full access to paying subscribers. ​

6. How can subscribers access video content on Substack?

Subscribers can access video content directly through the Substack app or via web browsers. The app features an inline player, allowing viewers to read and watch simultaneously, and it remembers their place when they return to a video. ​

7. Is there a limit to the number of videos I can upload?

Substack does not specify a limit on the number of videos you

Conclusion

Substack's introduction of a TikTok-style video feed represents a strategic adaptation to the changing dynamics of content consumption, particularly in light of TikTok's uncertain future in the U.S. By embracing short-form video, Substack not only diversifies its platform but also provides creators with innovative tools to engage and expand their audiences. As the digital content landscape continues to evolve, such initiatives underscore the importance of adaptability and responsiveness to emerging trends and user preferences.​