- YouTube vs. TikTok: which is a better option for your brand?
- Published 27/10/2023
- 8 min Read
- Written by Julia Shandrokha
Table of сontents
Video content continues to be in high demand with the vast majority of brands. 96% of the recently surveyed marketers admitted they value video formats as an essential part of their marketing strategy. Besides, an overwhelming majority of brands say video content produces a good ROI, so it’s safe to say that social media platforms like YouTube and TikTok are here to stay for a very long time. Video-sharing platforms are becoming even more popular both with consumers and brands each year as the platforms continue to successfully generate revenue.
Source: Video Marketing Statistics 2023
With its longstanding presence, YouTube remains a top video-sharing platform, attracting 2.2 billion active users monthly. Globally, YouTube ranks among the top three social media platforms, while TikTok is currently at the fifth place but is progressively moving up.
The rise of TikTok is making marketers wonder which of the two platforms would be a better option for their brand. The main question that appears here is: YouTube vs. TikTok – which is better?
Launched in 2016, TikTok has quickly grown, reaching 1 billion active monthly users. In 2022, it was the fastest-growing social media app. While both platforms are popular marketing avenues, brands should evaluate which one aligns better with their target audience and objectives.
The Famesters team of experts responsible for choosing the right platforms for our clients and creating distribution strategies is going to offer you a comprehensive snapshot of the strong sides of both platforms and their significance in the digital space – so that you as a brand owner or marketer could make up your mind on YouTube vs. TikTok: which is a better option.
YOUTUBE OVERVIEW
YouTube is a video-sharing platform established in 2005, where users can watch, share, and upload videos. Presently, it streams 694,000 hours of video content every minute, surpassing Netflix.
The platform thrives on its creators, who produce content for vast audiences. Billions engage with their favorite YouTube channels daily.
Traditionally known for longer videos (10-30 minutes), YouTube, influenced by TikTok’s success, launched “YouTube Shorts” in 2020. These YouTube videos are 60-second maximum, vertical or square, akin to TikTok videos and Instagram Reels. YouTube Shorts now claim 1.5 active monthly users, outpacing TikTok’s 1 billion.
Audience demographics
YouTube’s user base is slightly older than TikTok’s, with two-thirds aged between 25-44. 21% are millennials (25-34), and 17% are between 35-44 years. YouTube’s audience leans more male, with a 54% male to 46% female split, in contrast to TikTok’s demographics.
Benefits of YouTube vs. TikTok
YouTube favors extended content, offering brands flexibility in their storytelling and the chance to convey complex messages. Brands can comprehensively showcase products in longer videos like vlogs or tutorials, such as a beauty influencer detailing a new skincare line in a 20-minute segment. YouTube accommodates quality polished content better than TikTok (where users prefer a more raw, unfiltered approach). Unlike TikTok’s rapid trend life cycle, YouTube’s content remains searchable and relevant. A successful video can maintain popularity and continue attracting views long after its initial release.
Discoverability on YouTube
The platform focuses on extensive searchability using its advanced algorithm. YouTube recommendations are provided based on metadata (tags, descriptions, titles) and user behavior (likes, shares, watch time). The platform boasts its increased discoverability through searches, suggestions, and trending pages.
Influencer marketing on YouTube: pros and cons
In general, YouTube offers better revenue opportunities for creators, with earnings between $2,000-$3,000 for 1 million views. Creators have the choice to produce both long-form videos and shorter, 60-second YouTube Shorts. The platform features a vast array of content: music, gaming, DIYs, educational clips, etc. Popular formats like ‘Vlog’ and ‘Get Ready With Me’ allow seamless product or brand integration within extended content. YouTube videos are not only searchable but can drive traffic to websites within an extended period. The platform provides evergreen content that maintains relevance and searchability over time.
At the same time, influencers on YouTube generally charge more due to the platform’s maturity. Longer videos require more time, making it challenging to produce quick, reactive content. Thus, when talking about YouTube vs. TikTok, we have to admit that advertising on YouTube is costlier but yields significant returns. YouTube generated over $29 billion in global advertising revenue in 2022, accounting for 11.35% of Google’s total revenue.
As far as interactive features are concerned, YouTube offers traditional user feedback options like likes, comments, shares, and subscriptions. The platform also supports live chat during streams and premieres for real-time interactions. But YouTube lacks extensive creator-audience collaboration tools vs. TikTok.
If you want to leverage YouTube’s advantages in terms of content flexibility, contact Fameters to know more about YouTube influencer marketing campaigns.
TIKTOK OVERVIEW
TikTok is a short-form video app where users watch, upload, and interact with diverse content. A blend of Musical.ly and Douyin, TikTok primarily thrives on trending hashtags, sounds, and viral challenges. It was the most downloaded app in 2021 with a cumulative 3 billion downloads. By 2022, TikTok achieved 1 billion active monthly users, with an average daily user engagement time of over 1.5 hours.
TikTok is often classified as a social media app. However, it prefers the ‘entertainment app’ label, though the platform still retains social features like liking, sharing, and following. While TikTok began predominantly with lip-syncing and dance videos, it has expanded to host a wide variety of content genres, from educational to comedic.
Audience demographics
TikTok is a hit with Gen Z and younger millennials, with Gen Z using it more than Instagram. However, its audience is broadening. As of April 2022, around 50% of TikTok’s U.S. users were aged 18-34. Meanwhile, users aged 12-17 constituted about 17.7% of the platform’s U.S. demographic. The platform has a quite balanced gender distribution with 54% female users and 46% male users.
Benefits of TikTok vs. YouTube
TikTok is ideal for brands targeting Gen Z, who are increasingly difficult to reach through traditional media. TikTok favors concise, less polished content, resulting in faster, cost-effective production for brands compared to platforms like YouTube.
Discoverability on TikTok
TikTok’s “For You” algorithm enables videos to gain substantial views, even without a large follower base. Brands can capitalize on viral trends swiftly if they’re active on the platform. The ‘For You Page’ algorithm tailors content based on user behavior, ensuring high personalization and engagement, a key to its immense popularity.
If you particularly aspire to reach younger audiences and maximize organic content reach, then TikTok is the best choice. Here at Famesters we know how to make your brand a trend via TikTok.
Pros and cons of influencer marketing on TikTok
TikTok has rapidly become a cultural trendsetter, particularly among younger audiences. 76% of creators and 62% of marketers feel TikTok is on its way to being a top platform for influencer marketing. The platform is ideal for capturing short attention spans, and it is often a source of viral content. A study says, 61% of users prefer brands involved in trends, and 56% feel closer to brands they encounter on the platform. The same study reveals that users like brands using original sounds (65%), teaching new information (45%), and showcasing creators (63%).
Due to shorter content lengths, fees and timings are generally reduced, allowing for rapid content production. Along with that, TikTok boasts enhanced interactive features like duet and stitch, as well as real-time effects, filters, and music overlays to modify or react to original content. In general, the platform encourages a spontaneous, collaborative atmosphere within its community. Thanks to all this, TikTok is the most engaging social media platform.
Source: The Ultimate List of 100+ TikTok Statistics [2023]
Further, thanks to TikTok’s “For You” algorithm, content can reach a global audience – beyond just followers. Plus, TikTok creators often charge less compared to platforms like YouTube. For instance, the highest-paid TikToker, Charli D’Amelio, earned $17.5 million, much less than the highest-paid YouTuber, Mr Beast, who earned $54 million.
However, given the brevity of TikTok videos, influencer content can be easily overlooked as users watch multiple videos consecutively. Besides, the short video duration can make it challenging to effectively convey a brand message, especially when compared to platforms like YouTube. Prioritizing such fleeting viral content leads to high engagement but potentially less long-term significance for users, contrary to YouTube.
If you want to benefit from TikTok creators most effectively, overcoming the listed above challenges, a professional Famesters team is always ready to help you launch the best ever TikTok influencer marketing campaign. Contact us to learn the details!
FINAL WORDS: THE FUTURE OF THE YOUTUBE VS TIKTOK RIVALRY AND IMPLICATIONS FOR BRANDS
Deciding on TikTok vs. YouTube depends on business objectives and content preferences. YouTube’s sophisticated algorithms cater to personalized user preferences, promoting prolonged interaction with content. On the other hand, TikTok’s strength lies in its highly engaging, addictive content, encouraging active participation and content creation, making it ideal for those seeking rapid engagement, especially from a younger audience.
Source: Marketing Charts
Other points you should take into consideration when deciding on TikTok vs. YouTube are the following ones:
- Nature of your product/service
Is your offering one that benefits from in-depth information (suited for YouTube’s long-form content), or is it tailored for impulsive decisions, which might fit TikTok’s quick format?
- Target audience demographics
Younger audiences gravitate towards TikTok, while older individuals might be more active on YouTube. Additionally, consider gender preferences: males lean more towards YouTube, while females towards TikTok.
- Your brand voice & identity
Does your brand embrace spontaneous, perhaps less polished content (fit for TikTok), or does it prioritize high production value, better aligned with YouTube?
- Available resources
Assess your team’s capacity. Do you have the means to produce YouTube’s lengthier content, or is creating shorter, more immediate content on TikTok going to be more feasible?
- Influencer collaborations
Have you looked into the influencers in your niche? Determine where they receive the most engagement – is it on TikTok or YouTube? The Famesters experts’ suggestions are based on scrupulous market research and competitor analysis. We are using our own AI tool for making only well-informed decisions before launching an influencer marketing campaign for your brand.
The two platforms are continuously competing: YouTube’s “Shorts” challenges TikTok, while TikTok experiments with longer videos to rival YouTube. Both platforms are enhancing live streaming, advertising, and e-commerce solutions to appeal to brands. TikTok has launched “TikTok Shopping” in partnership with Shopify, signaling a trend where users can make purchases directly on social media platforms.
Yet, YouTube remains a more lucrative platform for creators. In 2023, they made revenue from Shorts possible. To stay competitive, TikTok has amplified its revenue offerings, raising its TikTok Creator Fund to $1 billion in 2023. This revenue tug-of-war might influence where creators flock to, which in turn affects where brands might want to invest their resources. An overall implication for brands is that the evolving features and monetization strategies of both platforms are reshaping the digital landscape. Brands will need to stay agile, adapt to these shifts, and make informed decisions based on the changing dynamics.
Here at Famesters we’re always up-to-date with all the recent industry trends. Our full-cycle influencer marketing agency is going to suggest only data-driven and well-informed solutions for your business. Contact us to leverage the full potential of the most popular social media platforms in favor of your influencer marketing campaigns.
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