Substack prepares for potential TikTok ban with new video feature
Substack is joining the ranks of social media platforms preparing for the potential TikTok ban by launching a brand-new video feed feature. As the April 5 deadline for TikTok to finalize a sale looms, social media giants are racing to capture the interest of users amid the uncertainty surrounding the popular app’s future. Substack’s latest move is the introduction of a TikTok-style video feed, which creators can leverage to diversify their content offerings, as reported by TechCrunch. This new feature will transform Substack’s Media tab into a scrollable video feed, allowing creators to post videos up to 10 minutes long for their audience to enjoy, according to Fast Company.
The video content on Substack will not be limited to subscribers, serving as a means of discoverability for readers to explore new voices and content creators. One of TikTok’s key strengths has always been its recommendation algorithm, which excels at providing users with engaging content that keeps them hooked. Although TikTok boasts a massive user base with high content output, the quality of its content remains up for debate. In contrast, Substack caters to a smaller group of creators but is gradually expanding into multimedia endeavors. The platform reports that 82% of its top-earning writers are utilizing multimedia tools, marking a significant increase from approximately 50% a year ago, per TechCrunch.
Substack appears to favor a more curated approach to content creation. Earlier this year, CEO Chris Best announced a $25,000 “TikTok Liberation Prize” intended for a creator who successfully redirects users from TikTok to Substack. Best’s ambitious goal is to “rescue the smart people from TikTok,” a somewhat presumptuous statement that underscores Substack’s ambition to become an alternative destination if TikTok indeed faces a shutdown. While TikTok narrowly escaped a ban earlier this year due to a delay by then-President Donald Trump, the 75-day sale period is set to conclude on April 5. Although rumored suitors like Mr. Beast have expressed interest, the sale remains in limbo, with Trump suggesting that an extension will be granted if necessary.
The uncertainty surrounding TikTok’s future remains a pressing concern, particularly amid the myriad developments within the current political landscape. As the clock ticks down to the April 5 deadline, the fate of TikTok hangs in the balance, prompting social media giants like Substack to prepare for the potential fallout. Whether TikTok will remain a fixture in the social media realm or if platforms like Substack will emerge as viable alternatives remains to be seen, underscoring the ever-shifting landscape of digital platforms and the strategic maneuvers enacted by key players in response to impending changes.