Substack Takes a Page from TikTok: Introduces Vertical Video Feed to Capture Creator Market

Substack is making strides toward transforming into a comprehensive social media and creator platform with the introduction of a vertical video feed within its application. In essence, this new TikTok-inspired feed is a revamp of the Media tab that was integrated into the app in 2024; nonetheless, Substack’s purpose is unmistakable: It aims to capture a share of the short-video market currently dominated by Instagram, TikTok, and YouTube.

This feed comprises scrollable videos from creators you are subscribed to, as well as others suggested by their algorithms. It can showcase various types of short-form content, including videos shared via Substack Notes, a microblogging tool similar to Twitter, clips from longer videos, and eventually previews for podcasts.

According to Substack, incorporating multimedia elements such as podcasts and videos has significantly benefited creators. The platform reports that «82% of Substack’s highest-earning writers leverage multimedia, an increase from just over 50% last April.» Supporting short-form videos represents a further step in this direction.

In 2022, Substack rolled out native video support, which it enhanced in 2023, and more recently allowed creators to host live streams in 2024. The company has been transparent about its ambitions for Substack, aiming to be a platform that encompasses more than just newsletters, actively seeking to attract TikTok creators since at least 2024.

The revamped Substack application provides subscribers with a new method to discover creators to follow and makes the platform an appealing space for an entirely new genre of creators. The timing behind Substack’s updates is strategic; the reprieve President Trump provided to TikTok by delaying the enforcement of its ban is set to conclude in April, potentially opening up opportunities for alternative vertical video applications.