As the TikTok ban looms closer, creators are seeking out alternative platforms. While Instagram Reels and YouTube Shorts feel like the most obvious options, some creators are flocking to apps like Lemon8 and Rednote. That said, there’s one app they seem to be overlooking: Substack.
Most of us know Substack as a newsletter platform, but since 2022, it has allowed creators to post videos on the platform. From there, Substack’s engagement with multimedia content creation — and status as a potential TikTok replacement —has grown exponentially.
Substack first launched its live streaming feature for its top creators, better known as Bestsellers, back in September 2024. But now, following “consistent feedback” from other publishers on the platform, Substack has announced that, as of today, all of its creators can live stream (provided they have at least 10 free subscribers).
The timing is convenient, to say the least, but for Substack, the recent announcement makes sense. The platform said in an email that creators using video and audio on the platform grow their revenue by more than 2.5 times faster than those who do not.
To live stream, users must visit the Substack app and hit the “request” button. After the stream, they will receive a video recording and AI-generated highlight clips.
But what type of live stream works best?
Well, the platform said in a press release that collaborative live streams have been “most effective at engaging subscribers and driving growth” and added that “shared interests and mutual curiosity create a strong foundation for dynamic conversations that resonate with audiences on both sides.”
So, Substack may be a dark horse as TikTok users continue to panic and migrate.
