Sure, TikTok is (or soon to be, was) home to unending quantities of mindless garbage and attention-baiting videos. It is social media, after all. And those who want that kind of "entertainment" are not likely to come to Substack to read. Nor are the creators of it.
However, it seems to me that Substack is becoming more like Patreon than TikTok. A subscription service for all creatives. With a far better user experience and discoverability.
I think quality video creators (they do exist on TikTok, and usually have a YouTube channel also) would be smart to add Substack to their toolbox and not be totally reliant on algorithms for success.
But I understand those who want Substack to remain a strictly writing platform. It is hard enough to get noticed and earn money as a writer—ask any fiction writer on Substack—without competing with video and social media.
I have no answer. (By the way, my band and I have been on TikTok for three years, posting music videos, livestreaming, going from 0 to 77K followers, and making far more money than I do writing fiction and humor on Substack. And I am now planning on asking my bandmates if we can change our band name to Low Brow.)
It's fantastic that your band makes money on TikTok! It shows that the platform is not only home to vapid users but also genuine artists who use it to bring their art in front of the world. 💃🏻
It's telling that you make more money there than on Substack 😅. In an earlier draft of this article I reflected on the fact that most TikTok users won't be interested in joining Substack because it takes more work to monetise and in some cases no amount of work will earn you money. I decided to leave that part out from this particular post but I think that earning power will be a huge factor for the migrating TikTok users. YouTube and Instagram is probably a better fit for most. Some are even joining other Chinese SM platforms as I've recently read in a note.
Agreed. Videos creators are used to platforms where there is discovery based on similar videos. The Substack subscription model doesn’t provide that. But it could supplement video if you can find a way to get people to subscribe. For example, offering commentary or stories related to videos. Or live streaming for paid subscribers only. I don’t see a swarm of TikTok creators coming over.
And most of my band’s TikTok income comes from tips on livestreams and paid subscribers, not videos. That requires 100k followers. Most “influencers” earn the bulk of their income from sponsors. YouTube on the other hand monetizes videos after 1000 followers. But that is ad based.
Yes, TikTok offers paid subscriptions. With three tiers. Sort of like Patreon or Substack. And users can buy coins to send gifts (many are short animations with different monetary value) during livestreams. Plus most of us have Venmo and PayPal also because TikTok takes 50% of gift income, so if viewers give Venmo or PayPal gifts, we get around 94% of that.
I was surprised too. It’s sort of like busking. Except you have regular viewers and you don’t have to leave the house. 🤣 I think people like to support artist they enjoy. Gifting is a way they can do it and get recognition for their gift. I am not sure it would work for writing, though. For some reason. There is no established culture for gifting or tipping writers.
TikTok has been very good for musicians, allowing them to build a following faster and easier than gigging. And earn some income doing it.
I think the idea that writing, video, audio, etc compete with each other might be somewhat exaggerated. People have preferences, but most people like a mix of all those things, albeit perhaps weighted one way or the other.
The notion of, say, writers losing out to video really comes from bad business decisions from legacy media and bad faith algorithmic shenanigans from the likes of Meta over the last decade-or-so.
The whole ‘pivot to video!’ thing back in the day was forced upon media creators due to Meta’s fiddling. As long as Substack doesn’t start juicing the stats, we should be OK, I think: people who like writing will continue to primarily see writing, people who like video will primarily see video, etc. There’s no ad-based incentive to force people down a particular route, so fingers crossed.
You mention a crucial aspect, Simon: the ad based vs subscriber based monetization model. The main reason platforms like Instagram, Facebook and TikTok evolved into the bottomless pits of click bait viral content and doom-scrolling is their ad based business model. Substack is a great example of how online spaces can change if the monetization model is changed. And I'd love to see younger generations joining us and discovering something different.
The writing vs video debate is quite something. I still hate it that Instagram pushed videos so much. But they had to do it because... ad based monetization. Also, it's undeniable that there's a young generation that loves to consume and create videos. What are we going to do about that? Video is here to stay. I truly hope Substack won't start pushing video more than writing. It all depends on what the subscribers pay for.
I'm almost done listening to your chat with John and Ben. Such a gem, thanks for all those gold nuggets!
I agree. Most of us are not so one-dimensional. We read, watch TV and videos, and listen to music. Some of us even create music and video as well as write. I think a lot of the pushback is from those frustrated that they aren’t earning a living on Substack and now it feels like Substack is rewarding a different media than writing. Substack started as a writing only platform and obviously, many wanted it to remain that way. But we are users of Substack. Although I think they are better than most platforms, they still set the rules, not us.
Substack is not a non-profit for supporting artist… Whatever they invest must bring back dividends. They already invested a lot in writing. But I do understand the concerns. I’m a writer myself, of the kind that makes no money on the platform 😅. I just don’t think that this is because of the platform, the algorithms, or the people making videos.
I find the volume of complaints a bit peculiar. The core newsletter feature set is the same. Most of my readers continue to read via their email inbox. The social aspects don’t impact on that at all. And anyone who doesn’t like the way Substack is doing the social side can just ignore it and grow their newsletter using their own strategies.
A lot of the complaints speak to an over-reliance on Substack in the first place, I suspect. A good set of tools will help you build a house, but it’s still up to you to sell the thing.
Exactly! Just replied to Mark that I don’t sell either but I don’t think it’s because of the platform or the algorithm or the people making videos.
Relying on one platform is something I’m guilty of. I can’t imagine being on another social media platform. I hope to find other ways once I publish a book.
Exactly. And writers here have railed against every change. “Notes? No! It’s social media. It’s not writing! Video? No! It’s YouTube or TikTok. It’s not writing! Audio? No! It’s audiobooks! It’s not writing!” I imagine this will pass also. I get their frustration that Substack has changed. But Substack never promised they would remain writing only. People just assumed that or desired that.
Great thoughts! Your experience helping Syrian refugees struck a chord because it reminded me of the rejection & hate I saw against foreigners in public spaces before I moved to Japan. People conveniently forget that Austria has been a multicultural country of immigrants for a long time...
I love how you weave in the tea ceremony image. Do you & your tea friends also talk about how to make the tea room more "popular", how to attract new people? Ultimately, change doesn't happen by preserving the status quo. It's important to protect the core of what tea or Substack is but that doesn't mean hating on newcomers, rejecting fresh ideas & approaches.
Of course, there's a fine line between protecting Substack as a platform vs. rejecting new developments for the sake of "tradition"... I hope we can help navigate that line by speaking out like you're doing. :)
Love this! Substack can become that "tea host". And as someone who participated in several tea ceremonies I can say I learned new things about being a good guest. I also learned that every guest brings new energy and perspective to the tea room.
Accepting Tik Tokers can create new lessons that will go both ways, hopefully learning from each other and making this space more interesting. 🙏
Absolutely! More young people should join this platform and bring their skills, enthusiasm and interests with them, as well as their unique way of expression.
I'm glad I was blissfully unaware of what was going on with Substack and TikTok and the callout from Hamish. All I knew about was the potential impending ban in the US.
In my jaded opinion, I'd be happy to see TikTok and Instagram disappear completely. Take all of Meta whilst we're at it. Yes, it has done some good things for communicating news etc, but I think it's done far more harm to people, shortened attention spams, created a culture obsessed with clicks and likes and trying to be viral.
*Scrolling is replaced by reading.* -- I'm not sure I agree. Notes exists and I can't help feel it's pulled people away from what Substack used to be.
*Short viral videos are exchanged for in-depth, long-form content.* -- I'm happy that long-form content still exists, but see above comment.
*Chasing followers, clicks, and views give way to meaningful relationships with subscribers.* -- except many still obsess over subscriber numbers and likes and comment counts. Half of Substack seems to be promoting "how to increase your engagement/subs" etc.
Anyway, appreciate the thoughts and essay, Claudia. I'd be happy an influx of people came over to Substack and realised the value in slower and longer-form content, but I am pessimistic that will happen. Either they'll go elsewhere, or Substack will slide/morph into catering to more short-form/viral-seeking content.
(It's my first day back at work, so I am in an inherently negative mood. 😆)
Hehe, going back to work got to you, didn't it? ;)
I have only one aspect I'd like to bring here: most TikTok users are young people and I'd like to be the kind of middle-aged person who likes to welcome young people and appreciates their enthusiasm and penchant for doing things differently. That's all.
This feels like the take I’ve been looking for. The key: Substack must remember what it’s all about, what its strengths are. It doesn’t have to pander to the lowest common denominator in a bid for TikTok “refugees.” It can pick up some of those folks and, who knows, they may find a depth they didn’t know they were missing. Those committed to shallowness will either pass or move to a suitable platform for what they do. This can be a net good if Substack stays on mission. It just has to realize it neither can nor should pick up ALL the refugees. SOME is fine. Don’t get greedy, Substack!
Thanks Joshua! It's undeniable that the platform must attract paid subscribers to survive. There's a higher chance that it will pivot to something we-don't-want-it-to-become if it doesn't grow its user base. Plus, most TikTok users are young people and I just don't feel good telling them to stay away as if they would be some sort of disease.
The issue is not an influx of any particular group from any particular media, it's whether the substack algorithm is up to the task of still connecting relevant people to one another. Please keep in mind that there is no difference between the human beings on Tik Tok and the human beings on Substack. There is, however, a difference in the algorithms that brought each person to each medium, and within that medium, algorithms that grouped certain people together who shared interests.
TikTok, like Substack, is a great hangout for neurodivergents, including but not limited to ADHD, auDHD and Autism. Many people have discovered they have been in relationships with abusive narcissistic partners who otherwise may have been trapped without the education. Tik Tok is being banned because of its relevance to US politics and community building. It has some cred.
Meanwhile, people are still publishing writing tips here, as if none of us know how. Perhaps our Tik Tok refugee friends will find those backlinked articles useful and ya'll can make a buck.
We should think through the consequences of the Substack model of providing free and easy access to almost everybody the planet.
It sounds great at first, democratic and inclusive etc, very popular.
But free and easy access to everybody is also a recipe for a platform dominated by mediocrity, because most human beings are average and mediocre by definition, and only a relative few are really that talented at writing or otherwise creating intelligent content.
I know almost nothing about Tiktok, and have nothing against any of it’s users. I’m making a larger more general point.
The 3-10m video is a form of expression one step up from a meme. Like it or not, it’s not going away, and it's unfair to assume that all of it is trash. Whether their presence ruins Substack depends not only on how these TikTokkers adapt to the platform, but how Substack integrates short video. If it could have its own section to which you have to navigate, bene.
If TikTok-like videos come to Notes, then you have a repeat of the scenario with the now unbearable Instagram. My take is the founding fathers' attitude towards Notes will be laissez-faire about it, so yeah, if TikTokType videos come to Notes, then, it will no longer be a beautiful day in the neighborhood. Alternatively, you can always mute or block.
Parting thought: get ready to be inundated with BookToks. I don't see Substack getting inane as much as much more commercial, because that is what this platform advocates. Commerce.
What if you could monetize a live video where you debate the merits of Science fiction literature and ecological themes in your genre? What if that revenue helped complement diversify your subscription revenue of your newsletter? There is a 40% chance Trump will convince the CCP to sell TijTok U S. to Elon Musk.
To appeal to genZ and a younger audience it's only natural Substack improves its top of the funnel. So this place is now a training ground for writers who are not risk averse to become creators. Are you familiar with how newsletters can become a part of a flywheel of revenue diversification that could enable you as an author?
Hi Michael, always appreciate your insights and resourcefulness in promoting work online. Unfortunately, I'm not a video person... I'm not native, I'm not a charismatic talker etc. etc.
Elon wants to buy TikTok US? Thank those young people should run to Substack! we don't want a whole generation growing in the shadow of that guy...
What rubs me the wrong way is not the drawing of TikTok scrollers (if the addiction of endless scrolling is what they seek, then Notes will either satisfy that need and they will stick around, or it will not and they will leave.). No, what bothers me is the massive offer—I question the $25k payout to one creator. It feels… icky. Why not support the fiction writers serializing fiction here? Or the publications lifting up other publications and building community between writers and readers? Do I fear that Substack (the Notes feed in particular) will be inundated with fluffy, viral seeking videos common on TikTok? Maybe a little, but I’ll stick to my “following” feed to minimize my thread, though it might affect other potential readers from finding fiction writers and long-form creators because of the increased “noise” on Notes.
I've been lurking on this platform since 2021 and as far as I remember Substack invested much more than $25k to attract high profile writers. It even invested in a fiction writer, Elle Griffin, who was a Substack fellow in 2021 or 2022 and who tirelessly worked to make the platform attractive for fiction writers. Many of us joined because of her.
User acquisition is a reality for every business. My husband worked in user acquisition for large companies, $25k is nothing even for influencer marketing.
I don't know much about TikToK so my opinion may not be too valuable...but just in general it seems that our world needs more inclusion and less separation. I love the idea of being open to possibilities that we could not invent on our own, but show up "out of the blue."
I applaud you for looking at both sides of this issue. I am quite new to Substack and have enjoyed perusing all the quiet and thoughtful posts, stories, etc and my first inclination when I heard about the $25000 offer was horror (I'm almost ashamed to admit and YIKES!) People without a 'home' suddenly as in TikTok...the LA fires...etc can be devastating. I don't think I can fully imagine being in that situation would be like. Hopefully a middle ground can be found that provides a home for those who worked so hard to build a following while preserving what currently exists here. :)
$25k for user acquisition is nothing for an online business. Substack spent probably millions to attract high profile writers. My husband worked in user acquisition and he used to spend millions per month to get new users. Usually, the hope is that these $25k will result in double income from new users who setup their paid newsletters.
Thank you for writing such a hopeful article. I’m not a tik-Tok user, but I don’t think shaming refugees from other social media sites is the way to go.
Good on you. I’m on a trip at the moment in Panama and I’ve explained what Substack is to 5 people today. The only way we move people from sm is to give them an alternative!
Very thoughtful piece, Claudia. Nice to see your range as writer as well bringing essay style content to your Substack that is outside of cli-fi (of course dont stop the Cli-FI!). Interestingly, the concern related to TikTok in the community that sparked this post ignores the significant changes Substack has experienced in the past two years through the introduction of Notes and the overwhelming promotion of established industry professionals and cultural icons in the home feed. The shift from a model promoting the our “Following” community to an algorithm clearly pushing clicked, liked, and commented on posts, results in feeds that may range from current posts to content that is years old but deemed popular. We are also starting to see the same sophomoric political nonsense that has taken Xwitter (LOVE THIS BY THE WAY!) from a space of competence and consideration through informed content to an unusable cesspool of “free speech.” But, as always, we will see what happens. Thanks again!
Sure, TikTok is (or soon to be, was) home to unending quantities of mindless garbage and attention-baiting videos. It is social media, after all. And those who want that kind of "entertainment" are not likely to come to Substack to read. Nor are the creators of it.
However, it seems to me that Substack is becoming more like Patreon than TikTok. A subscription service for all creatives. With a far better user experience and discoverability.
I think quality video creators (they do exist on TikTok, and usually have a YouTube channel also) would be smart to add Substack to their toolbox and not be totally reliant on algorithms for success.
But I understand those who want Substack to remain a strictly writing platform. It is hard enough to get noticed and earn money as a writer—ask any fiction writer on Substack—without competing with video and social media.
I have no answer. (By the way, my band and I have been on TikTok for three years, posting music videos, livestreaming, going from 0 to 77K followers, and making far more money than I do writing fiction and humor on Substack. And I am now planning on asking my bandmates if we can change our band name to Low Brow.)
It's fantastic that your band makes money on TikTok! It shows that the platform is not only home to vapid users but also genuine artists who use it to bring their art in front of the world. 💃🏻
It's telling that you make more money there than on Substack 😅. In an earlier draft of this article I reflected on the fact that most TikTok users won't be interested in joining Substack because it takes more work to monetise and in some cases no amount of work will earn you money. I decided to leave that part out from this particular post but I think that earning power will be a huge factor for the migrating TikTok users. YouTube and Instagram is probably a better fit for most. Some are even joining other Chinese SM platforms as I've recently read in a note.
Agreed. Videos creators are used to platforms where there is discovery based on similar videos. The Substack subscription model doesn’t provide that. But it could supplement video if you can find a way to get people to subscribe. For example, offering commentary or stories related to videos. Or live streaming for paid subscribers only. I don’t see a swarm of TikTok creators coming over.
And most of my band’s TikTok income comes from tips on livestreams and paid subscribers, not videos. That requires 100k followers. Most “influencers” earn the bulk of their income from sponsors. YouTube on the other hand monetizes videos after 1000 followers. But that is ad based.
There are paid subscriptions on TikTok? On Instructions there’s also tipping for live videos.
Some fiction writers use the live video option quite well on Substack. It’s cool to see the people behind the newsletter.
Yes, TikTok offers paid subscriptions. With three tiers. Sort of like Patreon or Substack. And users can buy coins to send gifts (many are short animations with different monetary value) during livestreams. Plus most of us have Venmo and PayPal also because TikTok takes 50% of gift income, so if viewers give Venmo or PayPal gifts, we get around 94% of that.
I’m surprised that people like to gift money just like that. Though it’s the same here…
I was surprised too. It’s sort of like busking. Except you have regular viewers and you don’t have to leave the house. 🤣 I think people like to support artist they enjoy. Gifting is a way they can do it and get recognition for their gift. I am not sure it would work for writing, though. For some reason. There is no established culture for gifting or tipping writers.
TikTok has been very good for musicians, allowing them to build a following faster and easier than gigging. And earn some income doing it.
I think the idea that writing, video, audio, etc compete with each other might be somewhat exaggerated. People have preferences, but most people like a mix of all those things, albeit perhaps weighted one way or the other.
The notion of, say, writers losing out to video really comes from bad business decisions from legacy media and bad faith algorithmic shenanigans from the likes of Meta over the last decade-or-so.
The whole ‘pivot to video!’ thing back in the day was forced upon media creators due to Meta’s fiddling. As long as Substack doesn’t start juicing the stats, we should be OK, I think: people who like writing will continue to primarily see writing, people who like video will primarily see video, etc. There’s no ad-based incentive to force people down a particular route, so fingers crossed.
This chat I had yesterday with Ben Cohen from Substack I found quite reassuring: https://www.writtenward.com/p/behind-the-algorithm?r=3rwg&utm_campaign=post&utm_medium=web&showWelcomeOnShare=false
You mention a crucial aspect, Simon: the ad based vs subscriber based monetization model. The main reason platforms like Instagram, Facebook and TikTok evolved into the bottomless pits of click bait viral content and doom-scrolling is their ad based business model. Substack is a great example of how online spaces can change if the monetization model is changed. And I'd love to see younger generations joining us and discovering something different.
The writing vs video debate is quite something. I still hate it that Instagram pushed videos so much. But they had to do it because... ad based monetization. Also, it's undeniable that there's a young generation that loves to consume and create videos. What are we going to do about that? Video is here to stay. I truly hope Substack won't start pushing video more than writing. It all depends on what the subscribers pay for.
I'm almost done listening to your chat with John and Ben. Such a gem, thanks for all those gold nuggets!
I agree. Most of us are not so one-dimensional. We read, watch TV and videos, and listen to music. Some of us even create music and video as well as write. I think a lot of the pushback is from those frustrated that they aren’t earning a living on Substack and now it feels like Substack is rewarding a different media than writing. Substack started as a writing only platform and obviously, many wanted it to remain that way. But we are users of Substack. Although I think they are better than most platforms, they still set the rules, not us.
Substack is not a non-profit for supporting artist… Whatever they invest must bring back dividends. They already invested a lot in writing. But I do understand the concerns. I’m a writer myself, of the kind that makes no money on the platform 😅. I just don’t think that this is because of the platform, the algorithms, or the people making videos.
I find the volume of complaints a bit peculiar. The core newsletter feature set is the same. Most of my readers continue to read via their email inbox. The social aspects don’t impact on that at all. And anyone who doesn’t like the way Substack is doing the social side can just ignore it and grow their newsletter using their own strategies.
A lot of the complaints speak to an over-reliance on Substack in the first place, I suspect. A good set of tools will help you build a house, but it’s still up to you to sell the thing.
Exactly! Just replied to Mark that I don’t sell either but I don’t think it’s because of the platform or the algorithm or the people making videos.
Relying on one platform is something I’m guilty of. I can’t imagine being on another social media platform. I hope to find other ways once I publish a book.
Exactly. And writers here have railed against every change. “Notes? No! It’s social media. It’s not writing! Video? No! It’s YouTube or TikTok. It’s not writing! Audio? No! It’s audiobooks! It’s not writing!” I imagine this will pass also. I get their frustration that Substack has changed. But Substack never promised they would remain writing only. People just assumed that or desired that.
Great thoughts! Your experience helping Syrian refugees struck a chord because it reminded me of the rejection & hate I saw against foreigners in public spaces before I moved to Japan. People conveniently forget that Austria has been a multicultural country of immigrants for a long time...
I love how you weave in the tea ceremony image. Do you & your tea friends also talk about how to make the tea room more "popular", how to attract new people? Ultimately, change doesn't happen by preserving the status quo. It's important to protect the core of what tea or Substack is but that doesn't mean hating on newcomers, rejecting fresh ideas & approaches.
Of course, there's a fine line between protecting Substack as a platform vs. rejecting new developments for the sake of "tradition"... I hope we can help navigate that line by speaking out like you're doing. :)
Love this! Substack can become that "tea host". And as someone who participated in several tea ceremonies I can say I learned new things about being a good guest. I also learned that every guest brings new energy and perspective to the tea room.
Accepting Tik Tokers can create new lessons that will go both ways, hopefully learning from each other and making this space more interesting. 🙏
Absolutely! More young people should join this platform and bring their skills, enthusiasm and interests with them, as well as their unique way of expression.
I'm glad I was blissfully unaware of what was going on with Substack and TikTok and the callout from Hamish. All I knew about was the potential impending ban in the US.
In my jaded opinion, I'd be happy to see TikTok and Instagram disappear completely. Take all of Meta whilst we're at it. Yes, it has done some good things for communicating news etc, but I think it's done far more harm to people, shortened attention spams, created a culture obsessed with clicks and likes and trying to be viral.
*Scrolling is replaced by reading.* -- I'm not sure I agree. Notes exists and I can't help feel it's pulled people away from what Substack used to be.
*Short viral videos are exchanged for in-depth, long-form content.* -- I'm happy that long-form content still exists, but see above comment.
*Chasing followers, clicks, and views give way to meaningful relationships with subscribers.* -- except many still obsess over subscriber numbers and likes and comment counts. Half of Substack seems to be promoting "how to increase your engagement/subs" etc.
Anyway, appreciate the thoughts and essay, Claudia. I'd be happy an influx of people came over to Substack and realised the value in slower and longer-form content, but I am pessimistic that will happen. Either they'll go elsewhere, or Substack will slide/morph into catering to more short-form/viral-seeking content.
(It's my first day back at work, so I am in an inherently negative mood. 😆)
Hehe, going back to work got to you, didn't it? ;)
I have only one aspect I'd like to bring here: most TikTok users are young people and I'd like to be the kind of middle-aged person who likes to welcome young people and appreciates their enthusiasm and penchant for doing things differently. That's all.
Sure did. 😅
I'm going to be grumpy for a good while, haha.
But yeah, I like the optimism and I'm sure you're right, but I just hope it's not a drive towards losing what Substack originally set out to be.
I have the same hope, Nathan! It would be a shame. I'm still bitter at Instagram for pushing video.
This feels like the take I’ve been looking for. The key: Substack must remember what it’s all about, what its strengths are. It doesn’t have to pander to the lowest common denominator in a bid for TikTok “refugees.” It can pick up some of those folks and, who knows, they may find a depth they didn’t know they were missing. Those committed to shallowness will either pass or move to a suitable platform for what they do. This can be a net good if Substack stays on mission. It just has to realize it neither can nor should pick up ALL the refugees. SOME is fine. Don’t get greedy, Substack!
Thanks Joshua! It's undeniable that the platform must attract paid subscribers to survive. There's a higher chance that it will pivot to something we-don't-want-it-to-become if it doesn't grow its user base. Plus, most TikTok users are young people and I just don't feel good telling them to stay away as if they would be some sort of disease.
The issue is not an influx of any particular group from any particular media, it's whether the substack algorithm is up to the task of still connecting relevant people to one another. Please keep in mind that there is no difference between the human beings on Tik Tok and the human beings on Substack. There is, however, a difference in the algorithms that brought each person to each medium, and within that medium, algorithms that grouped certain people together who shared interests.
TikTok, like Substack, is a great hangout for neurodivergents, including but not limited to ADHD, auDHD and Autism. Many people have discovered they have been in relationships with abusive narcissistic partners who otherwise may have been trapped without the education. Tik Tok is being banned because of its relevance to US politics and community building. It has some cred.
Meanwhile, people are still publishing writing tips here, as if none of us know how. Perhaps our Tik Tok refugee friends will find those backlinked articles useful and ya'll can make a buck.
;)
We should think through the consequences of the Substack model of providing free and easy access to almost everybody the planet.
It sounds great at first, democratic and inclusive etc, very popular.
But free and easy access to everybody is also a recipe for a platform dominated by mediocrity, because most human beings are average and mediocre by definition, and only a relative few are really that talented at writing or otherwise creating intelligent content.
I know almost nothing about Tiktok, and have nothing against any of it’s users. I’m making a larger more general point.
When everybody is welcomed, nobody is special.
The 3-10m video is a form of expression one step up from a meme. Like it or not, it’s not going away, and it's unfair to assume that all of it is trash. Whether their presence ruins Substack depends not only on how these TikTokkers adapt to the platform, but how Substack integrates short video. If it could have its own section to which you have to navigate, bene.
If TikTok-like videos come to Notes, then you have a repeat of the scenario with the now unbearable Instagram. My take is the founding fathers' attitude towards Notes will be laissez-faire about it, so yeah, if TikTokType videos come to Notes, then, it will no longer be a beautiful day in the neighborhood. Alternatively, you can always mute or block.
Parting thought: get ready to be inundated with BookToks. I don't see Substack getting inane as much as much more commercial, because that is what this platform advocates. Commerce.
What if you could monetize a live video where you debate the merits of Science fiction literature and ecological themes in your genre? What if that revenue helped complement diversify your subscription revenue of your newsletter? There is a 40% chance Trump will convince the CCP to sell TijTok U S. to Elon Musk.
To appeal to genZ and a younger audience it's only natural Substack improves its top of the funnel. So this place is now a training ground for writers who are not risk averse to become creators. Are you familiar with how newsletters can become a part of a flywheel of revenue diversification that could enable you as an author?
Hi Michael, always appreciate your insights and resourcefulness in promoting work online. Unfortunately, I'm not a video person... I'm not native, I'm not a charismatic talker etc. etc.
Elon wants to buy TikTok US? Thank those young people should run to Substack! we don't want a whole generation growing in the shadow of that guy...
I think this take is the right beginning for the conversation.
What rubs me the wrong way is not the drawing of TikTok scrollers (if the addiction of endless scrolling is what they seek, then Notes will either satisfy that need and they will stick around, or it will not and they will leave.). No, what bothers me is the massive offer—I question the $25k payout to one creator. It feels… icky. Why not support the fiction writers serializing fiction here? Or the publications lifting up other publications and building community between writers and readers? Do I fear that Substack (the Notes feed in particular) will be inundated with fluffy, viral seeking videos common on TikTok? Maybe a little, but I’ll stick to my “following” feed to minimize my thread, though it might affect other potential readers from finding fiction writers and long-form creators because of the increased “noise” on Notes.
I've been lurking on this platform since 2021 and as far as I remember Substack invested much more than $25k to attract high profile writers. It even invested in a fiction writer, Elle Griffin, who was a Substack fellow in 2021 or 2022 and who tirelessly worked to make the platform attractive for fiction writers. Many of us joined because of her.
User acquisition is a reality for every business. My husband worked in user acquisition for large companies, $25k is nothing even for influencer marketing.
Thanks for your perspective.
I don't know much about TikToK so my opinion may not be too valuable...but just in general it seems that our world needs more inclusion and less separation. I love the idea of being open to possibilities that we could not invent on our own, but show up "out of the blue."
Yes to inclusion! Especially of young people.
I applaud you for looking at both sides of this issue. I am quite new to Substack and have enjoyed perusing all the quiet and thoughtful posts, stories, etc and my first inclination when I heard about the $25000 offer was horror (I'm almost ashamed to admit and YIKES!) People without a 'home' suddenly as in TikTok...the LA fires...etc can be devastating. I don't think I can fully imagine being in that situation would be like. Hopefully a middle ground can be found that provides a home for those who worked so hard to build a following while preserving what currently exists here. :)
$25k for user acquisition is nothing for an online business. Substack spent probably millions to attract high profile writers. My husband worked in user acquisition and he used to spend millions per month to get new users. Usually, the hope is that these $25k will result in double income from new users who setup their paid newsletters.
Thank you for writing such a hopeful article. I’m not a tik-Tok user, but I don’t think shaming refugees from other social media sites is the way to go.
I noodled with this post the whole day, changed my mind several times but finally decided to send it.
Good on you. I’m on a trip at the moment in Panama and I’ve explained what Substack is to 5 people today. The only way we move people from sm is to give them an alternative!
Wow, that's really cool! Also, enjoy your trip.
Very thoughtful piece, Claudia. Nice to see your range as writer as well bringing essay style content to your Substack that is outside of cli-fi (of course dont stop the Cli-FI!). Interestingly, the concern related to TikTok in the community that sparked this post ignores the significant changes Substack has experienced in the past two years through the introduction of Notes and the overwhelming promotion of established industry professionals and cultural icons in the home feed. The shift from a model promoting the our “Following” community to an algorithm clearly pushing clicked, liked, and commented on posts, results in feeds that may range from current posts to content that is years old but deemed popular. We are also starting to see the same sophomoric political nonsense that has taken Xwitter (LOVE THIS BY THE WAY!) from a space of competence and consideration through informed content to an unusable cesspool of “free speech.” But, as always, we will see what happens. Thanks again!