Substack Enters the TikTok Arena with New Video Feed Feature
Remember the ongoing discussions about a potential TikTok ban? It remains a prominent issue as the latest deadline approaches, prompting other social media platforms to try to capture the attention of users hooked on scrolling. In a bid to capitalize on this trend, Substack has announced its introduction of a TikTok-style video feed, enabling creators to diversify their content offerings, as reported by TechCrunch.
This exciting update transforms Substack’s Media tab into a scrollable video feed. Creators will have the ability to upload videos lasting up to 10 minutes, providing subscribers with engaging content, as noted by Fast Company. Interestingly, this video content may cater to a broader audience, granting readers the chance to discover new creators who pique their interest.
The success of TikTok largely hinges on its powerful recommendation algorithm, which effectively keeps viewers engaged. While TikTok benefits from a vast user base generating frequent content, Substack’s approach centers around a more curated group of creators. Currently, 82% of Substack’s top-earning writers employ multimedia tools, revealing a significant increase from approximately 50% last April, as highlighted by TechCrunch.
Substack appears to embrace this narrower pool of content creators. Earlier this year, CEO Chris Best announced the launch of a $25,000 “TikTok Liberation Prize” aimed at rewarding a creator who successfully attracts users from TikTok to Substack. As Best stated, the intention behind the prize is to “rescue the smart people from TikTok,” a declaration that may sound somewhat pretentious.
This strategic move positions Substack as a viable alternative should TikTok face a permanent shutdown. Earlier this year, TikTok was temporarily banned before Donald Trump postponed the block, allowing parent company ByteDance additional time to divest its ownership of the app.
This situation has somewhat faded from the news cycle amid numerous other developments from the administration. However, the extension deadline is approaching rapidly: the 75-day sale period will conclude on April 5. Some prospective buyers, including Mr. Beast, have shown interest, but a sale seems unlikely at this time, despite Trump’s insistence that negotiations will conclude promptly, according to reports. Notably, Trump has indicated that he would be willing to extend the deadline again if necessary, almost as if he’s improvising the entire process.
Frequently Asked Questions (FAQs)
What is the TikTok ban and why is it relevant now?
The TikTok ban refers to ongoing discussions about potentially prohibiting the app in the U.S. due to security concerns. As negotiations progress, alternative platforms like Substack are positioning themselves to attract TikTok users.
How does Substack’s new video feed work?
Substack’s new video feed will allow creators to share videos up to 10 minutes long. This content can be accessed by subscribers and will also serve as a discovery tool for new voices in the platform.
Who can participate in Substack’s multimedia tools?
Substack’s multimedia tools are available to all creators on the platform. The majority of Substack’s top-earning writers, specifically 82%, are already utilizing these tools to enhance their content.
Can Substack compete with TikTok?
While Substack might not boast TikTok’s extensive user base, its focused approach on content quality and diversification may attract users seeking alternative platforms amidst uncertainties regarding TikTok’s future.
What happens if TikTok gets banned?
If TikTok is ultimately banned, platforms like Substack may gain traction as viable alternatives for creators and users, providing a safe haven for content sharing without the risk of legal restrictions.