Content marketers are using video content more than ever.
In 2022, 86% of businesses use video as a marketing tool.
Aside from the rise of TikTok, especially during the pandemic, more marketers are creating videos, and 46% of marketers said it was because videos had become easier to develop in-house.
As a content marketer, should you jump on the bandwagon?
And what about the more “traditional” YouTube?
Worldwide, YouTube is part of the Top 3 social media networks. TikTok isn’t just yet, though it’s steadily climbing the ranks at No. 5.
Just because TikTok is the newest kid on the block doesn’t mean you have to allocate all your video budgets to it.
Choosing between the two requires careful thought and consideration. You must factor in content type, target audience, engagement rates, and influencer marketing spend.
So, which of these two viral video platforms makes more sense for your business?
Let’s dive in.
What Is TikTok?
After Chinese tech company ByteDance acquired Musical.ly in 2017, its technology was ported. Thus, TikTok was born.
TikTok (called Douyin locally) is a user-friendly social media platform that allows users to create short-form videos.
With a free video editor in-app, anyone can add filters, stickers, and text-to-speech for a 15-second video.
TikTok has over a billion monthly users, making it the most downloaded app worldwide in 2021.
What Is YouTube?
With over 2.1 billion monthly active users, The video-sharing platform has been around much longer. Launched in 2005, YouTube has been the mainstay for sharing video content.
Three former PayPal employees founded YouTube as a way for people to have fun sharing their home videos. (Remember the first few viral YouTube videos?)
Compared to TikTok, YouTube videos are a lot longer.
Factors To Consider When Choosing Between TikTok And YouTube
| TikTok | YouTube | |
| Audience (U.S.) | 50% between ages 18 and 24, 17.7% between ages 12 and 17 | 95% between ages 18 and 19 |
| Average Content Length | 15 to 60 seconds | 11.7 minutes |
| Average Time Spent Per Day | 45.8 minutes a day | 45.6 minutes a day |
| Traffic (Organic) | 318.2 million | 646 billion |
| Traffic (Paid) | 643,600 | 65.1 million |
| Successful Niches |
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| Cost For Business Accounts | $o – free account | $o – free account |
Audience for TikTok vs. YouTube
TikTok Has a Younger U.S. Audience
If you’re marketing to teens, a.k.a., Gen Z (and by extension, Generation Alpha who are becoming teens next year), TikTok is a strong bet.
As of April 2022:
“Almost half of TikTok users in the United States were between 18 and 34 years, making up the largest demographic group for the platform.
TikTok users aged between 12 and 17 made up approximately 17.7% of the popular social video app user base in the United States, while 2.5% of TikTok users in the country were 11 years old or younger.”
This means that TikTok is especially popular with Gen Z while more and more adults are steadily becoming app users, too.
Note that younger children ages 12 and above can access TikTok (the app requires a minimum of 12 years of age to get a profile).
Gen Z and Millennials Are More Likely To Trust YouTubers
If you’re trying to reach Millennials (while keeping older Gen Z in mind) and be seen as more authoritative, YouTube could be a safer bet.
According to Pew Research:
“In 2021, 95% of U.S. adults between 18 and 29 years of age said they use YouTube (the age demographic with the highest percentage) while only 49% of U.S. adults who are 65+ years reported using it.”
According to the YouTube Culture And Trends Report 2022, 83% of Gen Z watch soothing content on YouTube to help them relax.
Lastly, in a survey by Ypulse, YouTubers were the most trusted public figures (31%) among those surveyed, beating TikTokers by 12%.
TikTok vs. YouTube: Content Format And Length
Keep It Short And Sweet On TikTok
TikTok has a maximum length of three minutes. TikTok recommends an optimal 21 to 34 seconds to keep viewers interested, but average videos last 15 – 60 seconds.
While it leaves little room for all-out explainer videos, you can still create quality content on the go and turn it into a non-chronological series.
TikTok favors short-form videos with an aspect ratio of 9:16; it is vertically optimized for mobile devices.
The platform also has TikTok LIVE, a feature for creators to connect in real-time with their audience (think Q&As or concert experiences).
Leave The Longer Videos To YouTube
Verified accounts on YouTube can run up to two hours of video, while unverified accounts can only upload 15 minutes. The average length for videos is 11.7 minutes.
While YouTube videos are popular on mobile devices (49.3% are watching on mobile YouTube), the number is expected to decrease as YouTube continues to be available on desktop and TV devices.
Keep a 16:9 aspect ratio in mind since YouTube apps are becoming more popular with smart TVs, gaming consoles, and other gadgets.
YouTube launched its livestream feature for creators back in 2011.
The platform is famous for its gaming livestreams, the Superbowl, the Olympics, and more.
Moreover, YouTubers can curate content playlists, allowing viewers to enjoy music streaming and related content for hours with an autoplay option.
Note: The average time per day for both channels is around 45 minutes, with TikTok winning by a hair at 45.8 minutes compared to YouTube’s 45.6 minutes.
Comparing TikTok vs. YouTube Algorithm
There is content that works well on both platforms (consider product reviews and reaction videos).
Nevertheless, here are the types of content for which each channel is better known.
To dig deeper into TikTok’s powerful search algorithm or how YouTube’s search results recently changed, we recommend further reading up on them in the links provided.
TikTok: Niches That Succeed
Screenshot from TikTok, September 2022Bite-sized content has never been more digestible, with creators using TikTok to spread straightforward content in memes, educational content, lip sync, and dance videos.
These often include specialized content series, like Random Amazon Finds That Just Slap, Things I Just Found Out In My 30s, or professionals connected to a particular hashtag with content usually dedicated to one specialty. (Note: That could be an opportunity for your business’s industry or niche.)
Small and big brands can work with influencers to create simple, engaging, potentially viral content. See how Clinique’s Black Honey Lipstick sold out because of TikTok videos spreading awareness.
TikTok Creator content tends to be relatable and authentic; you can use the TikTok Insights tool to see what works for each generation in what industry.
Niches That Work On YouTube
Popular content on YouTube includes how-to videos, product reviews, music videos, comedy skits, and much more.
Your brand can benefit from collaborating with YouTubers (the most trusted figures, according to the survey above). For example, NordVPN frequently has sponsorship arrangements with tech gadget reviewers, like Techmoan.
YouTube can be better for products that aren’t as easy to show off in short formats. Additionally, YouTube tutorials tend to have a more serious tone.
TikTok Ad Formats
For TikTok ad formats, you have the following options (see TikTok Ads For Beginners: A Complete Guide & Steps To Success to learn how to use them).
- TopView: An attention-grabbing, distraction-free, 60-second video format.
- In-Feed Ads: A native-inspired ad type that will integrate seamlessly into a viewer’s “For You” page.
- Branded Hashtag Challenge: A UGC (user-generated content) using your brand’s hashtag campaign.
- Branded Effects: Branded stickers, filters, or special effects.
YouTube Ad Formats
For videos that have ad monetization features, these are the following video ad formats available for YouTube business accounts.
Read The Complete Beginner’s Guide To YouTube Video Advertising for a comprehensive guide on how to use them.
- Skippable video ads: A video ad with an option for viewers to skip after five seconds.
- Non-skippable video ads: These ads don’t allow viewers to skip this typically 15-20 second video.
- Bumper ads: Up to six seconds long, these ads need to be watched before a video is viewed.
- Overlay ads: Only seen on desktop, these ads take up the lower 20% screen of a video.
YouTube videos can be monetized and can earn shared ad revenue.
Setting up business accounts is free on both platforms. Keep in mind that TikTok has a $50 minimum for an ad spend, while YouTube Ads offers $100 in free credits when you spend $50 on video ads.
Conclusion
Should you favor one over the other?
On the surface, TikTok.com has 318.2 million organic traffic, and YouTube.com has 646 billion.
For paid, TikTok traffic is 643,600, while YouTube reaches 65.1 million.
YouTube and TikTok are here to stay, and while YouTube’s traffic seems bigger, TikTok’s fast rise to the top is one to look out for.
Typically, both are ideal for marketers who invest in video marketing; 87% of marketers say video has helped them increase their traffic, and 82% on dwell time.
The best platform depends on your brand and the type of content you have the resources for, the customer purchase cycle, your social media goals, and your budget.
When used wisely, whichever of the two you choose will help benefit your business in the long run.
More Resources:
Featured Image: Daxiao Productions/Shutterstock
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Author: Donna Almonte
