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Substack Launches Scrollable Video Feed, Capitalizing on Short-Form Video Trend
Substack is intensifying its focus on video content, unveiling a scrollable video feed within its platform application, mirroring the popular format pioneered by TikTok. This strategic move positions Substack to potentially capture a segment of the market should TikTok encounter further regulatory challenges in the United States. The newly introduced video feed will allow content creators on Substack to showcase short-form video and engage with their audience in a dynamic new way.
New Video Feed Mirrors TikTok-Style Experience
The launch of this feature arrives shortly after Substack enabled creators to monetize their video content and upload video posts directly via the app. This underscores the platform’s commitment to expanding multimedia capabilities for its users.
Evolution of Substack’s Video Integration
Native video support was initially introduced by Substack in 2022, followed by the Media Tab in-app in 2024. This tab has now been revamped into a continuously scrolling video feed. Content featured will primarily be short-form video clips, capped at 10 minutes in duration. Substack has indicated forthcoming plans to incorporate longer format videos and podcast previews into the feed.
Enhanced Visibility and Content Discovery
Substack anticipates that this novel feed will significantly improve the discoverability of creators experimenting with diverse content formats. Simultaneously, it aims to provide readers with an enriched avenue for discovering new perspectives and voices beyond conventional email newsletters. This feature intends to promote a more vibrant and interactive content ecosystem on Substack.
Expanding Beyond Text-Based Content
The updated feed empowers Substack writers and content creators to broaden their scope beyond traditional text-based newsletters and delve into multimedia content creation. The company emphasizes that this shift towards multimedia is already underway within its user base.
Multimedia Content Gaining Traction
According to Substack data from February, a significant 82% of the platform’s top-earning writers are incorporating multimedia elements into their publications. This represents a substantial increase from just over 50% in April of the previous year. Substack believes that the introduction of the scrollable video feed will further accelerate this trend, enabling creators to cultivate their audience directly within their publishing platform.
Incentivizing Content Creation on Substack
Previously, a creator operating a Substack newsletter might also share brief video content on platforms like TikTok. The new video feed incentivizes these creators to distribute similar short-form video content directly on Substack, centralizing their content efforts.
Joining the Short-Form Video Trend
With the addition of this TikTok-esque feed, Substack is directly addressing the escalating demand for concise, easily digestible content. Substack now joins a multitude of other prominent applications, including Instagram, YouTube, Snapchat, Netflix, and LinkedIn, in launching dedicated short-form video feeds following the immense popularity of TikTok. This reflects a broader industry trend towards embracing short-form video as a key content format.