Newsletter platform Substack is doubling down on video content with the launch of a scrollable video feed in its app, positioning itself among platforms embracing short-form video.
The announcement comes amid growing uncertainty about TikTok’s future in the U.S., potentially opening opportunities for alternative platforms to capture audiences.
The rollout follows Substack’s recent move to enable creators to monetize their videos and publish video posts directly from the app. Originally launching native video in 2022, the company later introduced an in-app Media Tab in 2024.
Now, that tab has been revamped into a vertical-scrolling feed featuring short-form video notes and clips from longer posts. Substack plans to expand the feed soon with long-form content and podcast previews.
According to the company, the new feed will enhance visibility and discovery for creators experimenting with multimedia while providing users with fresh content beyond their email inboxes.
The move aligns with broader industry trends, as platforms like Instagram, YouTube, and LinkedIn have all integrated short-form video in response to TikTok’s dominance.
Substack notes that multimedia usage among top-earning writers has surged, with 82% incorporating it into their content as of February—up from just over 50% last April. The company sees the new feed as a tool to further accelerate audience growth for its creators.
