As TikTok's future in the United States remains uncertain, Substack announces a major expansion of its video features.
A haven for creators in need of visibility
The uncertainty surrounding TikTok is pushing many creators to explore new alternatives for distributing and monetizing their videos. Substack, historically associated with newsletters, is capitalizing on this opportunity by now allowing users to upload, publish, and monetize videos directly through its mobile app. A strategy that aims to bypass the unpredictable algorithms of major platforms like YouTube or Instagram.
Hamish McKenzie, co-founder of Substack, explained on CNBC that the company intends to take advantage of this period of uncertainty to attract video creators: "There is a huge world of video content producers out there, and we are only at the beginning." In other words, Substack wants to position itself as a platform where Creators retain control over their audience and revenue, without depending on the whims of algorithms.
An arsenal of tools to monetize content
Substack doesn't just integrate video: the platform is also enriching its offering with tools designed to maximize creators' revenue. New features include in-app video editing, the ability to offer free previews via customizable paywalls, and advanced analytics to optimize content performance.
Carla Lalli Music, a culinary content creator, illustrates this shift. Tired of YouTube's hit-and-miss monetization, she migrated to Substack and saw her income explode. In one year, she earned nearly $200,000, far more than she had earned in several years on YouTube. Her success underscores the potential of the subscription model, which offers more financial predictability and greater creative freedom.
Toward a multimedia Substack
Substack is already seeing enthusiasm for its new options. According to its internal data, 82% of the most successful creators now use audio or video elements in their content. Until now, these videos were mainly shared on Notes, a news feed inspired by Twitter, but without a paywall system or automatic notifications to subscribers. The new features therefore fill a gap by offering creators a real space for video monetization.
Substack intends to capitalize on the rise of the video format, which is increasingly popular, particularly on mobile. With simplified editing tools and improved analytics, the company aims to position itself as a viable alternative to the industry's giants.
0 Comments