Substack Also Launches TikTok-Like Video Feature
Substack built its brand around long-form writing and loyal readers. So why is it suddenly pushing short, swipeable videos?
Hey there!
Another week, another tough product decision to break down.
Last week, we had some strong takes on Ghibli-style AI images on ChatGPT.
This week, we are shifting gears to vertical videos on Substack.
Substack's Short-Form Video Feature Launch
Substack, the newsletter platform known for long-form writing, surprised everyone by launching a short-form vertical video feature.
You can now upload portrait-style videos and add them to your post. They will show up in a scrollable feed on the mobile app.
It’s more like TikTok-lite but on a platform that built its brand on writing.
Here's What We Know
Substack launched a short-form video in March 2024.
It works like Instagram Reels or TikTok - vertical and swipeable.
There’s a separate video tab on the app’s homepage now.
No monetization tools for video yet, but Substack hinted it’s coming.
Think Like a PM
What is the larger goal with the launch of vertical short-form videos?
How might this feature affect engagement across newsletters vs. videos?
If you were on the team, how would you measure the success of this launch?
Drop your thoughts in the comments — How would you act if you were the PM?
Thoughts From The JAPM Team
Everyone loved the Ghibli selfies. But not enough to pay $20.
When demand is high but conversion is low, you don’t block the door.
You leave it open just enough to tease what’s inside.
Instead of a full paywall, GPT could have:
Let people try 1–2 renders for free
Added watermarks that say Upgrade to remove
Rotated styles weekly for free users
A timed unlock, like Try Ghibli for 3 days!
Make it fun, not frustrating.
As for the question of fairness, AI doesn’t live in a vacuum.
If you borrow the vibe of a studio, be clear about it. Give credit and avoid misleading names. Spotlight indie artists or donate a slice to the Creative Commons.
It’s not about legal risk. It’s about showing respect to the culture you are remixing.
See you in the comments 😀
— Sid
1. What is the larger goal with vertical short-form videos?
To empower creators with a new, engaging format to grow their audience, deepen relationships, and drive subscriptions—enhancing (not replacing) the core newsletter experience.
2. How might this affect newsletter vs. video engagement?
Boost discovery: Videos attract more eyeballs, especially mobile users.
Complement newsletters: Teasers or summaries can lead users to full posts.
Risk of distraction: If not integrated well, video may divert attention from core content.
Opportunity: Drive more cross-medium engagement and subscriptions when used strategically.
3. How would you measure success?
Creator Adoption
User Engagement
Qualitative Feedback
It’s really interesting to see Substack moving towards this more vocal and algorithmic format. It seems like a direct response to the difficulty many writers have in reaching new audiences. The question remains: will this discovery model prioritize consistency and depth, or will it end up favoring shallower, more viral content? I’ll be curious to see how this evolves.
1. What is the larger goal with the launch of vertical short-form videos?
To increase content discoverability and time-on-platform by adopting a familiar, addictive format (TikTok-style feed). The broader goal is to lower the friction between audiences and new writers, especially for creators who thrive in short, visual storytelling formats. It’s about expanding the top of the funnel and giving creators a new surface to express ideas quickly.
2. How might this feature affect engagement across newsletters vs. videos?
It may shift casual engagement toward short-form content, especially for readers who aren't ready to commit to full posts. But if done right, it can complement newsletters: videos become hooks, and newsletters deepen the relationship. But I also think that all of this comes with a risk: creators focusing too much on the algorithm, and less on depth.
3. If you were on the team, how would you measure the success of this launch?
- % of users who view at least one video per session
- Conversion rate from video view → newsletter subscription
- Time spent in the video feed vs. traditional reading time
- Creator adoption rate (% of active writers posting videos weekly)
- Retention uplift among new users exposed to videos in week 1
If I were the PM, I’d keep a close eye on whether this feature grows the reader base without compromising the writer-reader relationship that makes Substack special. Discovery shouldn’t come at the cost of depth.