TikTok Launches Substack Newsletter 'The Creator Cut' to Spotlight Live-Streaming Best Practices
TikTok has launched a Substack-based newsletter called The Creator Cut, designed to share creator stories and practical tips for maximizing content impact, with a particular focus on using TikTok Live to engage audiences. The newsletter will feature insights directly from creators, emphasizing the real-time nature of live streaming and its potential for building connections. TikTok also highlighted that in 2025, over 250 million creators went live globally, with more than 150 million earning rewards. The move aligns with TikTok's broader push into livestreaming, which has proven successful in China via Douyin's live commerce, generating nearly $500 billion in GMV in 2024, compared to TikTok's reported $64 billion in 2025. Marketers may find value in subscribing to glean strategies for driving engagement and product promotion.
TikTok has introduced a new newsletter hosted on Substack, designed to showcase creator stories and actionable insights aimed at helping users maximize the impact of their content. The announcement was made via a post on the newsletter's Substack page, where TikTok outlined the initiative's purpose and scope.
Dubbed The Creator Cut, the newsletter will feature perspectives and advice shared directly by creators, with a specific emphasis on leveraging TikTok Live to foster meaningful connections with audiences. According to TikTok, the live format offers a unique experience: “TikTok Live is happening in real time. There’s no playback, no second take, and no way to know exactly what’s going to happen next, which is part of the magic. But it also means you need to know when to tune in, and who to tune into. That’s why we’re launching The Creator’s Cut: A Substack by TikTok, written by the creators who make every LIVE count.”
The platform stated that the newsletter will serve as a platform for creators to share stories, tips, and tricks focused on optimizing TikTok presence and engaging with live audiences. This initiative comes as TikTok continues to prioritize livestreaming as a key feature, despite its reputation as a short-form video app. The company sees live streaming as a way to create a more engaging and habitual user experience, which also extends to shopping functionalities.
In China, the local version of the app, Douyin, has achieved significant success in driving shopping behaviors through livestreams—a model TikTok has sought to replicate with varying results. According to Digital in Asia, Douyin has become the largest live commerce platform in China, generating nearly $500 billion in GMV in 2024. In comparison, TikTok reportedly generated $64 billion in GMV in 2025, as reported by Content Grip, with the majority of sales coming from Southeast Asia and U.S. users contributing an estimated $15.1 billion.
TikTok also highlighted the scale of its creator community: “There are millions of creators on our platform. In 2025, more than 250 million creators went live on TikTok globally, with more than 150 million creators earning rewards for their talent and authentic expression.”
Given the disparity in live commerce performance between Douyin and TikTok, the platform clearly views livestreaming as a significant growth opportunity. To capitalize on this potential, TikTok needs more users to tune into livestreams, which is a central focus of this new push to promote livestreaming as an audience connection tool.
For marketers looking to make the best use of the app, this newsletter could offer valuable insights. Subscribing to The Creator Cut may provide a deeper understanding of how influencers are using TikTok Live to drive engagement and boost product visibility, making it a worthwhile resource for those aiming to enhance their TikTok strategy.