Substack’s New Video Feature: A Lifeline for Creators Amid Platform Uncertainties

That’s why Substack’s new video feature is worth paying attention to. Substack, best known for its email-based newsletter platform, is now expanding into video, allowing creators to upload and monetize their content directly. This could be a huge shift—not just in how content is shared but in how creators connect with their audiences.

Right now, most platforms operate as middlemen. Creators make content, but whether it reaches their audience depends on the algorithm’s mood that day. Substack does things differently. It allows creators to build direct relationships with their followers, sending content straight to their inboxes—no algorithm interference, no fighting for visibility. 

For creators frustrated with the unpredictability of TikTok and YouTube, this is a big deal. Instead of chasing trends or trying to outsmart an algorithm, Substack lets creators focus on making content that resonates with their core audience. And because the platform is built around subscriptions rather than ad revenue, it encourages deeper engagement rather than passive scrolling. When people subscribe to a creator’s Substack, they’re invested in the content—not just casually swiping past it.

This opens up exciting new possibilities. Video creators can now offer exclusive content, behind-the-scenes insights, or Q&A sessions directly to their most loyal supporters. They can build strong, niche communities without worrying about demonetization or sudden algorithm shifts. They can also have real conversations with their audience through comments and emails, something that’s nearly impossible on platforms like YouTube where discussions quickly get lost in the noise.

Of course, shifting to Substack isn’t without challenges. One major question is whether video content can thrive in an email-based platform. Unlike TikTok, where videos can go viral overnight, Substack videos will rely on direct audience engagement rather than algorithmic boosts. But this also means more meaningful interactions—instead of being at the mercy of a recommendation feed, creators know their audience is seeing and engaging with their work. One way to make this transition smoother is for creators to use platforms like TikTok and YouTube to tease their Substack content, giving audiences a reason to subscribe for the full experience.

Another challenge is convincing audiences to follow them to a new platform. Many people are used to getting free content on TikTok and YouTube, so asking them to subscribe to a paid newsletter or video channel can feel like a big ask. The key here is to offer value—giving audiences compelling free content first, then gradually introducing paid options. Whether it’s bonus videos, early access, or deeper discussions, showing people why it’s worth subscribing can make all the difference.

The last hurdle is adjusting to a different content format. Short-form videos on TikTok or YouTube Shorts thrive because they’re quick, catchy, and designed to go viral. Substack, on the other hand, encourages a slower, more intentional kind of content. Creators making the shift might need to experiment with longer-form storytelling, deeper dives into topics, or more personal, documentary-style videos.

Despite these challenges, Substack’s video feature has the potential to reshape how creators interact with their audiences. Instead of being tied to a system that changes constantly, creators can own their audience relationships, build communities that last, and create content without worrying about whether an algorithm will bury it. If this model catches on, we could see more creators moving toward direct audience support, prioritizing meaningful engagement over viral reach.

The question now is whether creators will take the leap. Will they trade algorithm-driven growth for a more stable, community-driven model? And, more importantly, will audiences be willing to follow them? With TikTok’s fate up in the air and YouTube’s monetization system looking shakier than ever, many creators might decide it’s worth finding out.