Substack Boosts Video Capabilities Amid Potential TikTok Ban

Substack, the popular newsletter platform, has expanded its offerings to include video content, a strategic move that comes at a time when the future of TikTok in the U.S. remains uncertain. This expansion allows Substack to attract and retain creators who may be seeking alternative platforms for their content, particularly those concerned about the potential ban of TikTok.

Substack's new video capabilities enable creators to publish video posts directly from the app, monetize their videos, and track post views, new subscribers, and estimated revenue growth. This feature allows creators to reach their audience directly and build a subscription-based video business, which can be particularly appealing to creators worried about the future of TikTok in the U.S. (Substack, 2025).

The platform's expansion into video content aligns with the evolving preferences of its user base, as evidenced by the growing demand for multimedia content across various platforms. According to Substack, creators who have added video and/or audio to their Substacks grow their revenue more than 2.5 times as fast as those who haven't (Substack, 2025). By February 2025, over 82% of the 250 highest-revenue creators used audio and video, reflecting a growing emphasis on multimedia content (Substack, 2025).

Substack's new video capabilities position the platform to attract and retain creators who may be seeking alternative platforms for their content, especially in light of the uncertainty surrounding TikTok's future in the U.S. By offering creators the ability to monetize their video content and reach a broader audience, Substack can attract more creators and subscribers, further growing its user base and revenue.

Substack's expansion into video content also presents strategic advantages and challenges in competing with established video platforms like YouTube and emerging platforms such as Instagram Reels and Facebook's short-form video offerings. Substack's direct monetization and ownership, community building and engagement, diversified content formats, and political independence and stability are key advantages that set it apart from its competitors. However, Substack must also address challenges related to established user bases and network effects, content discovery and algorithms, brand recognition and marketing, and technical infrastructure and resources to compete effectively in this competitive landscape.

In conclusion, Substack's expansion into video content aligns with the evolving preferences of its user base and has the potential to generate significant revenue for both the platform and its creators. By offering creators the ability to monetize their video content and reach a broader audience, Substack can attract more creators and subscribers, further growing its user base and revenue. However, Substack must also address the strategic advantages and challenges of competing with established and emerging video platforms to succeed in this competitive landscape.