Content marketers are using video content more than ever.
in 2022, 86% of companies use video as a marketing tool.
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 networks. TikTok isn’t yet, though it’s steadily climbing the rankings at number five.
Just because TikTok is the newest kid on the block doesn’t mean you have to dedicate all of your video budgets to it.
Choosing between the two requires careful consideration and consideration. You need to take into account the type of content, target audience, engagement rates, and influencer marketing spend.
So, which of these two viral video platforms makes more sense for your business?
Let’s dig deeper.
What is TikTok?
After Musical.ly was acquired by Chinese technology company ByteDance in 2017, its technology was transferred. Thus, TikTok was born.
TikTok (locally called Douyin) is an easy-to-use social media platform that allows users to create short videos.
With a free in-app video editor, anyone can add filters, stickers, and text-to-speech to a 15-second video.
TikTok has more than 1 billion monthly usersmaking it the most downloaded app worldwide in 2021.
What is YouTube?
with more than 2.1 billion Monthly Active Users The video sharing platform has been around for the longest time. Launched in 2005, YouTube has been a mainstay for sharing video content.
Three former PayPal employees founded YouTube as a way for people to enjoy sharing their videos at home. (Remember those first viral YouTube videos?)
Compared to TikTok, YouTube videos are much longer.
Factors to consider when choosing between TikTok and YouTube
|50% 18-24 year olds, 17.7% are 12-17 year olds
|95% Between 18 and 29 years old
|Average content length
|From 15 to 60 seconds
|Average time spent per day
|45.8 minutes day
|45.6 minutes day
|Cost to business accounts
|$o – free account
|$o – free account
TikTok audience vs. YouTube
TikTok has a much younger American audience
If you’re marketing to teens, aka Gen Z (and by extension, Generation Alpha who will be next year’s teens), TikTok is a solid bet.
As of April 2022:
“Almost half of TikTok users in the US between the ages of 18 and 34, making up the largest demographic group for the platform.
TikTok users ages 12-17 made up nearly 17.7% of the popular social video app’s user base in the US, 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 also becoming users of the app.
Note that younger children 12 years of age or older can access TikTok (the app requires at least 12 years of age to get a profile).
Generation Z and millennials are more likely to trust YouTubers
If you’re trying to reach out to millennials (with older Gen Z in mind) and are seen as more reliable, YouTube might be a safer bet.
According to Pew Research:
In 2021, 95% of US adults ages 18-29 say they use YouTube (the age group with the highest percentage) while only 49% of US adults over 65 report using it.”
According to the YouTube Culture and Trends 2022 report, 83% Gen Z watch calming content on YouTube to help them relax.
Finally, in a survey by Ypulse, YouTubers are the most trusted public figures (31%) Among those surveyed, it outperformed TikTokers at 12%.
TikTok vs. YouTube: Content Format and Length
Keep it short and sweet on TikTok
While it leaves little room for extensive explainer videos, you can still create quality content on the go and turn it into a non-chronological series.
TikTok favors short videos with an aspect ratio of 16:9; Vertically optimized for mobile devices.
The platform also has TikTok LIVE, a feature for creators to communicate in real time with their audience (think Q&A or Concert experiences).
Leave the longer videos on YouTube
Verified accounts on YouTube can play up to 2 hours of video, while unverified accounts can only upload 15 minutes. The average length of videos is 11.7 minutes.
While YouTube videos are popular on mobile devices (49.3% watching on mobile YouTube), the number is expected to decrease as YouTube continues to be available on desktops and TVs.
Consider an aspect ratio of 16:9 as YouTube apps are becoming more popular with smart TVs, game consoles, and other gadgets.
YouTube launched Live Broadcasting for Creators in 2011.
The platform is popular for live streaming of the Games, Superbowl, Olympics, and more.
Moreover, YouTube users can organize content playlists, allowing viewers to enjoy streaming music and related content for hours using the autoplay option.
Algorithm comparison of TikTok vs. YouTube
There is content that works well on both platforms (consider product reviews and interaction videos).
However, here are the types of content each channel is best known for.
To dive deeper into TikTok’s powerful search algorithm or how YouTube’s search results have changed recently, we recommend reading more about it in the links provided.
TikTok: The niches that work
Small scale content has never been easier, as creators use TikTok to live post content in memes, educational content, lip syncs, and dance videos.
They often include specialized content series, such as Amazon random find just smack itAnd Things I just discovered in my 30s, or professionals associated with a particular hashtag with content usually dedicated to a single specialty. (Note: This may be an opportunity for your industry or area of specialization.)
Small and large brands can work with influencers to create simple, engaging and potentially viral content. We see How was Clinique black honey lipstick sold? Because of TikTok videos spreading awareness.
TikTok Creator content tends to be authentic and original; You can use the TikTok Insights tool to see what works for each generation in any industry.
Outlets that operate on YouTube
Popular content on YouTube includes how-to videos, product reviews, music videos, comedy skits, and more.
Your brand can benefit from collaborating with YouTubers (the most trusted personalities, according to the survey above). For example, NordVPN often has sponsorship arrangements with reviewers of tech tools, such as Techmoan.
YouTube could be better for products that aren’t easy to view in short formats. Additionally, YouTube tutorials tend to be more serious.
TikTok Ad Formats
to TikTok Ad FormatsYou have the following options (check out TikTok Ads for Beginners: A Complete Guide and Steps to Success for how to use them).
- TopView: An attention-grabbing, distraction-free, 60-second video format.
- Ads in the feed: an ad type inspired by original content that will seamlessly integrate into a viewer’s For You page.
- Branded Hashtag Challenge: UGC (User Generated Content) using your brand hashtag campaign.
- Branded influences: Branded stickers, filters or special effects.
YouTube ad formats
For videos with ad monetization features, These are the following video ad formats Available for business YouTube accounts.
Read our complete beginner’s guide to YouTube video ads for a comprehensive guide on how to use them.
- Skippable video ads: A video ad with the option to skip after five seconds.
- Non-skippable video ads: These ads don’t allow viewers to skip that typical 15-20 second video.
- Bumper ads: up to six seconds These ads must be viewed before watching the video.
- Overlay ads: These ads are shown only on the desktop, and they occupy the bottom 20% screen of the video.
YouTube videos can be monetized and you can earn co-profits from ads.
Creating business accounts is free on both platforms. Keep in mind that TikTok has a $50 minimum ad spend, while YouTube ads offer $100 in free credits When you spend $50 on video ads.
Do you prefer one over the other?
Upon payment, TikTok’s traffic is 643,600, while YouTube’s is at 65.1 million.
YouTube and TikTok are here to stay, and while YouTube traffic looks bigger, TikTok’s rapid rise to the top is something to watch out for.
Usually, both are ideal for marketers who are invested in video marketing; 87% of marketers say video has helped them increase traffic, and 82% in idle time.
The best platform depends on your brand, the type of content you have the resources for, your customer buying cycle, your social media goals, and your budget.
When used wisely, whichever of the two options you choose will help benefit your business in the long run.
- Could TikTok be a search engine? For many users, it already is
- 10 new apps and social media platforms to be on your radar
- How to Dominate Social Media Marketing: A Complete Strategy Guide
Featured image: Daxiao Productions / Shutterstock