Substack is trying to attract TikTok stars to its platform

The company gave a group of creators “TikTok channels
Substack has announced a new “creator studio” that will offer free promotion and other services to “their shows and communities” if they convert them. The program is part of the newsletter company’s larger effort to move beyond text newsletters.

timing is also TikTokIt comes just weeks after a bill became law that could ban it in the US, but Substack claims its plans are unrelated to the measure. Substack’s Austin Tedesco writes in a blog post: “TikTok “We are not promoting this scholarship because of the panic caused by the bill or the ever-changing algorithms.”

Substack is trying to attract TikTok stars to its platform

He says it’s about finding a replacement for all “ad-based platforms,” ​​which he says are “unreliable partners” for creators. It’s unclear how Substack plans to create a better home for creators, but the experience of participants in its creator studio will likely shape its future plans. For now, the company is hiring ten TikTok creators for the program. Those accepted,
SubsatckThey will receive production assistance and PR services from ‘s partnership team, as well as access to “exclusive features” and “white glove service.”

The company says creators in the program will still be able to post to TikTok, Instagram and other social channels, but Substack must be the “primary home base for free and premium content.” Creators are also expected to interact with subscribers via Substack Chat.

Substack It’s been touting its video features for a while now, but this announcement is the clearest sign that it’s looking to expand its service to creators typically found on traditional social media platforms rather than writers interested in video. The company also won’t be the last to try to capitalize on TikTok’s uncertain future in the US. While YouTube and Instagram are better positioned to tap TikTok’s talent, Substack could open up a space for creators looking to offer paywalled content.