Substack is redefining itself once again, this time by rolling out a revolutionary vertical video feed that could change the way users interact with content on the platform. This update marks Substack's latest effort to transform from a simple newsletter service into a comprehensive social media and creator platform, akin to giants like TikTok, Instagram, and YouTube.

The new feed takes inspiration directly from TikTok, featuring scrollable video content not only from creators you follow but also recommendations based on an advanced algorithm. This means that users can now easily access a broader range of content, including videos published via Substack's unique microblogging feature, Substack Notes, as well as clips from longer videos and potential podcast previews in the future.

Substack has noted a significant surge in multimedia content among its creators, stating that "82% of Substack’s top-earning writers are leveraging multimedia," a notable increase from just over 50% last April. This strategic tilt towards supporting short-form video aims to enhance user engagement and provide creators with more ways to connect with their audiences—a tactic that's clearly working.

The platform has been gradually expanding its multimedia capabilities since it introduced native video support back in 2022 and added live streaming options earlier this year. Substack's clear intent is to establish itself as more than just a newsletter hub, actively courting creatives from TikTok and similar platforms.

As more content creators consider their options, the question arises: Will Substack's new features be enough to draw significant user attention away from established giants like TikTok? With the growing emphasis on short-form video content, all eyes will be on Substack to see if it can claim its slice of the ever-competitive social media pie.

Stay tuned, because this might just be the beginning of a new chapter for Substack!