Substack, a popular platform for independent writers and creators, has announced the rollout of a TikTok-like video feed in its app, allowing users to discover and engage with short-form video content. The move comes at a time when TikTok's future in the US remains uncertain, with the company potentially facing a ban in the country.

The new feature is part of Substack's efforts to expand its offerings beyond text-based newsletters, allowing creators to experiment with multimedia content and reach a broader audience. The company has been investing in video capabilities since 2022, introducing native video and an in-app Media Tab in 2024. The redesigned feed will feature short-form videos under 10 minutes, with plans to add long-form and podcast previews in the near future.

Substack's decision to launch a video feed is likely a strategic move to capitalize on the potential void left by TikTok if it faces a ban in the US. The company believes that the new feed will provide better visibility and discovery for creators trying new formats, while also giving readers a better way to come across new perspectives and voices beyond their inbox. With 82% of the platform's top-earning writers already using multimedia content, Substack is confident that the new video feed will supercharge this momentum.

The new feature also allows Substack writers and creators to move beyond text-based newsletters and explore multimedia content. This shift is driven by the growing demand for quick, bite-sized content, which has been fueled by the rise of TikTok. By introducing a similar video feed, Substack is looking to meet this demand and provide creators with a new way to grow their audience directly on the platform.

Substack is not the only platform to introduce a short-form video feed in response to TikTok's popularity. Other popular apps, including Instagram, YouTube, Snapchat, Netflix, and LinkedIn, have also launched their own versions of short-form video content. However, Substack's focus on monetization and creator empowerment sets it apart from other platforms.

With the new video feed, Substack is providing creators with a more comprehensive platform to publish, monetize, and grow their audience. By allowing creators to share short-form video content directly on the platform, Substack is incentivizing them to focus on building their audience within the app, rather than relying on external platforms like TikTok. This move could have significant implications for the future of content creation and distribution, as more platforms look to provide creators with new ways to engage with their audiences.

In conclusion, Substack's rollout of a TikTok-like video feed is a strategic move that capitalizes on the uncertainty surrounding TikTok's future in the US. By providing creators with a new way to publish, monetize, and grow their audience, Substack is positioning itself as a leader in the content creation and distribution space. As the platform continues to evolve, it will be interesting to see how creators and readers respond to this new feature, and what implications it may have for the broader tech industry.