Substack expands into the short-form video market with new update
With this, Substack is making it easier for creators to grow their audience beyond text-based content.
Substack is no longer just a newsletter platform—it’s making a serious play for short-form video. With its latest update, the company has introduced a vertical, scrollable video feed inside its app. This move is especially interesting given that it comes at a time when TikTok’s future in the U.S. remains uncertain, creating an opportunity for Substack to carve out its own space in the short-video market.
The new video feed is a dedicated space within the Substack app where users can scroll through short-form videos. It could features clips from longer posts, videos shared through Substack Notes, and soon, even podcast previews. This redesign transforms the Media tab into a discovery hub for multimedia content, making it easier for readers to engage with creators beyond traditional newsletters.
However, this shift toward video didn’t happen overnight. Substack first introduced native video in 2022 and has been steadily expanding its multimedia features since then. Earlier this year, it added live vdeo streaming, further reinforcing its commitment to video content. Now, by giving video a dedicated space within its app, Substack is signaling that multimedia is becoming a core part of its platform rather than just an optional extra.
Emmanuel Oyedeji
With this update, Substack is positioning itself as more than just a newsletter platform. It’s now competing with social media giants like TikTok, Instagram, and YouTube by offering an all-in-one space where creators can publish newsletters, share videos, and engage with their audience. And there’s data to back up this shift—Substack reports that 82% of its top-earning writers are already using multimedia, a significant jump from 50% last April. Clearly, video isn’t just an add-on anymore; it’s becoming essential for content creators.
What makes Substack’s video feed interesting is its built-in audience. Unlike TikTok, where creators often rely on the algorithm for exposure, Substack’s model centers around subscribers. This means writers and creators can integrate short-form videos into their existing content strategy without worrying about chasing viral trends. If you already have a Substack newsletter, adding video just became a whole lot easier.
With TikTok potentially facing restrictions and other platforms battling for attention, Substack’s new feature could be a game-changer for independent creators. Whether it will take off remains to be seen, but one thing’s clear: Substack is no longer just about newsletters—it’s going all-in on multimedia.
David Adubiina
