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Substack introduces video monetization and in-app posting, giving creators a new way to earn and engage with their audience.
Substack is stepping up its game for creators, introducing new video monetization features and the ability to post videos directly from its app. This move comes as uncertainty looms over TikTok’s future in the U.S., making it a timely alternative for video creators looking for stability and direct audience engagement.
A Game-Changer for Video Creators
Previously, Substack allowed video sharing through Notes, its Twitter-like feature, but there was a major drawback—Notes didn’t support paywalls, meaning creators couldn’t monetize their videos or notify subscribers. Now, with direct video posts, creators can reach their audience instantly and get paid for their content.
Substack is positioning itself as a subscription-based alternative to platforms like TikTok and YouTube, allowing video creators to build a business without relying on unpredictable algorithms. Once a video is published, creators can track performance, including post views, subscriber growth, and estimated revenue.
More Tools on the Horizon
Right now, creators can only paywall full videos, but Substack plans to introduce teaser options where free subscribers can preview part of a video before subscribing. The company is also working on video editing tools, enhanced analytics, and better tracking to help creators maximize engagement.
Video’s Growing Impact on Substack
Since launching video in 2022, Substack has seen a surge in adoption. According to the company, creators who use video and audio grow their revenue 2.5 times faster than those who don’t. The impact is clear—by February 2025, 82% of Substack’s top-earning creators were using video and audio, a sharp rise from 50% in April 2024.
Not only are video-driven creators thriving, but their subscribers are 150% more likely to pay for other Substacks, proving that video content keeps audiences engaged and willing to invest in more.
A Bigger Push to Attract TikTok Creators
Substack has been making bold moves to attract TikTok creators looking for alternative income streams. Just last month, the company launched a $20 million Creator Accelerator Fund, promising creators they wouldn’t lose revenue by switching to Substack. It also rolled out livestreaming for all publishers, making the platform even more appealing for content creators.
The Future of Video on Substack
With its new video tools, monetization options, and creator-focused initiatives, Substack is making a strong case as a TikTok and YouTube alternative. For creators worried about algorithm changes or platform instability, Substack offers a direct, subscription-driven way to connect with their audience and own their creative business.
As video continues to dominate digital content, Substack’s latest updates could be a game-changer for those looking to monetize their passion on their own terms.
