Newsletter platform Substack is ramping up its video ambitions and trying to lure TikTok stars to its service. The company announced a new “creator studio” that will offer a group of creators free promotion and other services if they “ turn their TikTok channels into Substack shows and communities.”
The program is part of a larger effort by the newsletter company to expand beyond text newsletters. The timing also happens to come just weeks after a bill that couldin the United States became law, though Substack claims its plans are unrelated to the measure. “We’re not introducing this fellowship because of panic over a TikTok bill or ever-changing algorithms,” Substack’s Austin Tedesco writes in a blog post.
It’s not clear how Substack intends to create a better home for creators, though the experience of participants in the creator studio will presumably inform its future plans. For now, the company is recruiting ten TikTok creators for the program. Those who are accepted will receive production help and PR services, as well as access to “exclusive features” and “white glove service” from Subsatck’s partnerships team.
The company says creators in the program can still post on TikTok, Instagram and other social channels but that Substack should be the “primary home base for free and premium content.” Creators will also be expected to engage with subscribers onfor awhile, but the announcement is the clearest sign yet that it wants to expand its service to creators typically found on traditional social media platforms, rather than writers who may also dabble in video.
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