- Substack launches a TikTok-style scrollable video feed to boost content discovery and enhance creator visibility within its app.
- The update builds on recent video monetization tools and supports short-form clips, with long-form video and podcast previews coming soon.
- Over 80% of top-earning Substack writers now use multimedia, signaling a shift toward video-driven engagement on the platform.
Substack is expanding its video capabilities with the launch of a TikTok-style scrollable video feed in its mobile app. This new feature marks the company’s latest move to position itself as a multimedia platform, enabling writers and creators to share short-form videos alongside their traditional newsletters. The rollout arrives at a time when the future of TikTok in the U.S. is uncertain, offering Substack an opportunity to fill a potential gap in the short-form video space.
The updated video feed stems from Substack’s ongoing investment in video, which began with its native video support in 2022. Earlier this year, the platform introduced a Media Tab, which has now been redesigned to resemble the familiar vertically scrollable layout popularized by TikTok. The new feed showcases a mix of video notes, clips from longer video posts, and, in the near future, previews of podcasts and long-form content.
This development follows Substack’s recent move to allow video monetization for creators and in-app video publishing, signaling a strategic shift beyond text. By offering tools for creators to publish and grow audiences within the same ecosystem, Substack is doubling down on efforts to keep content—and user engagement—on its own platform. Creators who once posted short videos on TikTok can now share that same content directly with their Substack audience.
The platform’s top earners are increasingly embracing multimedia formats. As of February, 82% of Substack’s highest-earning writers use video and audio in their posts, a significant jump from just over half a year prior. The new feed is expected to accelerate this trend by enhancing discoverability and helping readers find fresh voices and content outside of their email inboxes.
With the launch of its video feed, Substack joins a growing list of platforms—such as Instagram, YouTube, Snapchat, and LinkedIn—that have adopted short-form video in response to TikTok’s influence. As more creators explore multimedia storytelling, Substack is carving out its niche by blending the appeal of video with its foundation in subscription-based publishing.
