Substack Launches TikTok-Style Video Feed Amid Uncertain TikTok Future

San Francisco, CA – As the impending deadline approaches for a potential TikTok ban, Substack is stepping up its game by launching a TikTok-style video feed aimed at content creators looking to engage audiences in new ways. This update, set to enhance the platform’s Media tab, will allow creators to upload videos up to 10 minutes long for subscribers and will also serve as a tool for discovering new creators.

The decision comes as Substack aims to diversify the type of content its writers produce. The platform’s management noted that 82% of its top-earning writers are now utilizing multimedia tools, a significant increase from just 50% a year ago. This indicates a shift towards video content as a means to retain and attract subscribers.

“We want to empower creators,” said Substack CEO Chris Best, who introduced the format as part of a broader strategy to attract users who may be leaving TikTok. “The goal is to aid creators in growing their audiences and enhance content engagement.”

Unlike TikTok, which has a massive number of users and a vast array of content, Substack is working with a smaller pool of creators. This gives it a unique opportunity to foster deeper connections between writers and their audiences, even as it competes with the prevailing video giant. The new video feature is expected to help readers discover voices that resonate with them, as the content will be available beyond just subscribers.

This launch occurs amidst ongoing uncertainty regarding TikTok’s status in the United States. The app faced temporary bans earlier in the year, putting its parent company ByteDance under pressure to divest its ownership. A sale deadline is nearing, with the 75-day sales period expiring on April 5.

Former President Donald Trump has previously stated that if necessary, he would be willing to extend the deadline further. The potential for a TikTok ban has heightened interest in alternative platforms, providing an opportunity for Substack to attract users dissatisfied with TikTok’s precarious situation.

The launch of the TikTok-style video feed reflects a growing trend among social media platforms to offer similar functionalities in response to user preferences and market conditions. Substack’s strategic move highlights a broader shift towards multimedia content in the digital publishing space.

In light of ongoing discussions around the TikTok platform, Chris Best also announced a $25,000 “TikTok Liberation Prize” aimed at creators who successfully drive users from TikTok to Substack. “We want to rescue the smart people from TikTok,” Best added. This initiative not only rewards creators but also positions Substack as a viable alternative should TikTok face a permanent shutdown.