Substack is evolving into an all-in-one platform by introducing a TikTok-style vertical video feed, enhancing its existing Media tab from 2024. This new feature showcases scrollable videos from subscribed creators as well as algorithmically suggested content, including clips from longer videos, podcasts, and more. Significant growth in multimedia usage among top writers demonstrates the potential of this pivot, with 82% now using these features. Substack aims to capture the short-video market and better accommodate a wider range of creators, especially with changing regulations on competitive platforms like TikTok that could open up new opportunities.
Substack’s new vertical video feed is a strategic move to reclaim attention from platforms like Instagram and TikTok, expanding its multimedia features for content creators.
With 82% of top-earning Substack writers utilizing multimedia, the platform's pivot to support short-form videos aims to attract more creators and enhance user engagement.
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