For years, Substack was synonymous with long-form newsletters and independent journalism. But in 2025, the platform is undergoing a quiet revolution, recasting itself not just as a home for writers but as a fully fledged social media network.
Originally launched in 2017, Substack offered writers a simple way to build a paid newsletter business. Today, it looks very different. With Notes (short micro-posts), follow buttons, direct messages, group chats, and a redesigned app featuring algorithmic feeds, Substack now resembles a hybrid of Twitter, Medium, and TikTok as an informative social media app.
The latest leap is into video and livestreaming, including a TikTok-style feed where creators can share short clips, livestream sessions, and even auto-generate highlights for cross-posting. What began as an antidote to social media noise is now leaning into its mechanics.
Monetization remains at the heart of Substack’s identity. Subscription income still drives the bulk of creator revenue, but the company is experimenting with advertising tools; a shift some see as necessary for scale. High-profile journalists, including Mehdi Hasan and Jennifer Rubin, have flocked to the platform for editorial freedom from the constraints of traditional social media platforms, with some earning seven-figure incomes directly from their readers.
Legacy media is also circling. Reports suggest outlets like The Washington Post are exploring partnerships with Substack, signaling a new level of mainstream legitimacy.
Substack’s social pivot reflects two broader truths:
Still, Substack faces growing pains in the social media space. Users complain of subscription fatigue, the algorithmic feeds risk diluting the platform’s reputation for quality writing, and competition is fierce from platforms like TikTok, YouTube, and even LinkedIn.
As one Substack creator put it:
“I came to Substack to get away from the short-attention-span chaos. If it becomes just another social platform, what makes it different?”
Substack’s gamble is that it can blend depth and virality with long-form essays alongside shareable posts, personal newsletters alongside video clips. If successful, it could emerge as the first truly creator-owned social network. If not, it risks becoming just another feed.
Either way, Substack’s transformation is a sign of the times: the line between publishing and social media is blurring, and creators are the ones defining the future.