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Substack is rolling out a TikTok-like video feed in its app

Substack is launching a new TikTok-like scrollable video feed in its app to capitalize on potential gaps left by TikTok amid its uncertain future in the U.S. This new feature aims to enhance content visibility for creators and caters to the growing demand for short-form video content. The feed complements Substack's efforts to enable multimedia usage among writers, building on its prior video capabilities.

Key points

  • Substack announced a new scrollable video feed on Monday.
  • The move is a strategic response to TikTok's uncertain future in the U.S.
  • The feed will feature short-form videos under 10 minutes and incorporate long-form and podcast previews in the future.
  • Substack aims to increase creator visibility and allow for multimedia content beyond text-based newsletters.
  • 82% of top-earning Substack writers are already using multimedia content, showing growth in user engagement.
  • The new feature encourages creators to share short-form content directly on Substack.

Why it matters

  • This development is aligned with the 2025 IT Trend of increasing multimodal content consumption and engagement.
  • The rising popularity of short-form video across various platforms including Instagram and YouTube indicates a broader shift in content consumption preferences.
  • Substack's integration of video demonstrates the ongoing convergence of traditional publishing platforms with social media dynamics.

Substack's introduction of a TikTok-like video feed represents a strategic move to attract more creators and users, reinforcing the platform's commitment to evolving content formats in response to shifting digital landscape and audience preferences.