With the future of TikTok in the U.S. still in limbo, Substack is making a push to attract content creators by enhancing its video features. On Wednesday, the platform revealed new capabilities that allow creators to monetize their videos directly through the Substack app.
Previously, creators could only share videos within Notes, Substack’s feed reminiscent of Twitter, but this feature lacked support for paywalls.
Additionally, subscribers were not notified when a creator shared a Note. By enabling direct video posts, creators can effectively engage their audience and monetize their content.
Substack encourages video creators who are apprehensive about their prospects on TikTok to consider building a subscription-based video business on its platform, emphasizing direct audience engagement without the mediation of algorithms.
Once creators release videos, they can monitor engagement metrics, including post views, new subscriptions, and estimated revenue growth resulting from these paid subscriptions. They can also track performance changes over time.
At this stage, creators can only put entire video posts behind a paywall. However, Substack is planning to introduce features that will allow creators to share select segments of videos as teasers for free subscribers in the future.
The company has expressed its dedication to equipping video creators with new tools, considering further enhancements like video trimming, editing options, and advanced analytics to assess video effectiveness.
First introduced in 2022, Substack’s video functionality has been seeing increasing uptake.
The platform highlights that creators who incorporate video or audio into their Substacks experience revenue growth over 2.5 times faster than those who do not.
Furthermore, as of April 2024, more than half of the top 250 revenue-generating creators utilized video and audio. By February 2025, this percentage has soared to 82%. Additionally, the likelihood that subscribers who engage with video and audio content creators will support other Substacks has nearly tripled, rising from 52% to 150% in just six months.
Today’s updates represent Substack’s ongoing initiative to attract TikTok creators. Just last month, they announced a $20 million Creator Accelerator Fund, ensuring that content creators can transition to Substack without sacrificing their revenue. The platform has also recently made livestreaming available to all publishers.
Compiled by Techarena.au.
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