Substack bets big on video as TikTok’s future remains uncertain

With TikTok’s future in the U.S. still uncertain, Substack is doubling down on attracting video creators.

As of yesterday, creators can now publish video posts directly from the Substack app—a feature previously limited to desktop. This update marks a significant shift, enabling creators to upload, publish, and monetize videos entirely from their phones. They can instantly reach subscribers via email, app notifications, or both, streamlining content distribution like never before.

“This isn’t just about adding video, it’s about creators building more engaged communities that make independent publishing stronger than ever,” Substack cofounder and CEO Chris Best tells Fast Company.

While creators could previously share videos in Notes—Substack’s Twitter-like feed—that feature doesn’t support paywalls, nor does it notify subscribers when a new post goes live. With this update, video creators can now reach their audience directly, bypassing algorithms and monetizing their work more effectively.

Creators can track post views, new subscribers, and estimated revenue impact (if paywalled) of their published material. Substack also says it’s committed to expanding its video tools, with potential additions like in-app trimming and editing (similar to CapCut), customizable paywalls with free previews, and enhanced analytics to better track video performance.

The brief time that TikTok went dark in late January was a wake-up call for creators, underscoring the importance of owning their audience. For those concerned about their future on TikTok and other algorithm-driven platforms, Substack presents a solution: a subscription-based video business built entirely within the app.

Last month, Substack launched its $20 million Creator Accelerator Fund, which promises content creators that they won’t lose revenue by jumping ship to Substack. Other updates include the recent expansion of Live Video, now available to all publishers on the platform.

“As the internet shifts, Substack is proving that when creators have true ownership, their success isn’t just possible, it’s inevitable,” Best says.

The efforts appear to be paying off. According to Substack, those who have added video and/or audio to their Substacks have seen their revenue grow 2.5 times faster than those who haven’t. In April 2024, more than half of the 250 highest-revenue creators used audio and video. By February 2025, that number has surged to 82%. 

There is also a ripple effect across the platform. Currently the likelihood that subscribers (who come from audio and video creators) will pay for other Substacks has almost tripled, jumping from 52% to 150% in just six months.

<hr class=“wp-block-separator is-style-wide”/> https://www.fastcompany.com/91282420/substack-bets-big-on-video-as-tiktoks-future-remains-uncertain?partner=rss&amp;utm_source=rss&amp;utm_medium=feed&amp;utm_campaign=rss+fastcompany&amp;utm_content=rss

Létrehozva 5mo | 2025. febr. 21. 8:50:03


Jelentkezéshez jelentkezzen be

EGYÉB POSTS Ebben a csoportban

PBS chief Paula Kerger warns public broadcasting could collapse in small communities if Congress strips federal funding

As Congress moves to make massive cuts to public broadcasting this week, Paula Kerger, president and CEO of the Public Broadcasting Service (PBS), gives an unflinching look at the organization’s f

2025. júl. 9. 14:30:04 | Fast company - tech
These personality types are most likely to cheat using AI

As recent graduates proudly showcase their use of ChatGPT for final projects, some may wonder: What kind of person turns to

2025. júl. 9. 14:30:04 | Fast company - tech
Samsung fixed everything you hated about foldable phones—except the price

Just over a month ago, Samsung did something strange to start hyping up its next foldable phone announcements.

Those phones, which Samsung revealed today, are officially called the Samsu

2025. júl. 9. 14:30:04 | Fast company - tech
Tesla stock is tanking. Could shareholders fire Elon Musk?

It’s not a great time to be a Tesla shareholder. While the stock was up 2.5% in midday trading on Tuesday, July 8, it remains down for the month and has

2025. júl. 9. 12:10:05 | Fast company - tech
‘The /r/overemployed king’: A serial moonlighter was exposed for holding 19 jobs at Silicon Valley startups

A software engineer became X’s main character last week after being outed as a serial moonlighter at multiple Silicon Valley startups.

“PSA: there’s a guy named Soham Parekh (in India) w

2025. júl. 8. 22:20:04 | Fast company - tech
Texas flood recovery efforts face an unexpected obstacle: drones

The flash floods that have devastated Texas are already a difficult crisis to manage. More than 100 people are confirmed dead

2025. júl. 8. 17:40:02 | Fast company - tech