The business says its plans have nothing to do with a possible TikTok ban.
Substack, a platform for sending out newsletters, is increasing its focus on video content and is making an effort to recruit TikTok stars to use its service. “Turn your TikTok channels into Substack shows and communities,” the business mentioned in its announcement of a new “creator studio,” which will provide a group of creators with free promotion and other services in exchange for their participation.
The newsletter company is making a bigger attempt to expand beyond text newsletters, and this campaign is a component of that larger endeavor. Additionally, the date coincides with the passage of a statute that could prohibit the use of TikTok in the United States, which was passed into law just a few weeks ago. However, Substack asserts that its plans are unrelated to the act. “We are not introducing this fellowship because of panic over a TikTok bill or ever-changing algorithms,” writes Austin Tedesco, who works for Substack, in a blog post posted on the company’s website. As an alternative, he asserts that the issue is about locating a substitute for all “ad-based platforms,” which he considers to be “unreliable partners” for media producers.
There is a lack of clarity regarding the manner in which Substack aims to improve the home environment for creators; however, it is likely that the experiences of those who participate in the creator studio will be used to inform its future objectives. For the time being, the firm is looking to hire ten TikTok creators to participate in the initiative. Individuals who are selected for acceptance will be provided with assistance in production and public relations, in addition to having access to “exclusive features” and “white glove service” from the partnerships team at Subsatck.
In spite of the fact that creators participating in the program are permitted to continue posting on TikTok, Instagram, and other social networks, the business believes that Substack should serve as the “primary home base for free and premium content.” Additionally, it will be expected of creators to interact with subscribers on the Substack Chat platform.
The news is the strongest indication yet that Substack wants to broaden its service to producers that are generally seen on traditional social media platforms, rather than writers who may also dabble in video. Substack has been pushing video features for some time now, but this statement is the clearest indication yet. With that being said, it is quite probable that the startup will not be the last to attempt to capitalize on the uncertain future of TikTok in the United States. Substack may be able to carve out a niche for content creators who are interested in offering paywalled content, despite the fact that YouTube and Instagram may be better positioned to acquire the talent that TikTok has to offer.