TikTok and Youtube are two well-known video-sharing platforms. But which is better for content marketers, and should one be preferred over the other?
Video content is being used by content marketers more than ever before.
86% of businesses will use video as a marketing tool by 2022.
Aside from the rise of TikTok, particularly during the pandemic, more marketers are creating videos, with 46% citing the ease with which videos can now be developed in-house.
Should you jump on the bandwagon as a content marketer?
What about YouTube’s more “traditional” channels?
YouTube is one of the top three social media networks in the world. TikTok isn’t there yet, though it’s steadily rising to No. 5.
TikTok is the newest kid on the block, but that doesn’t mean you should devote all of your video budgets to it.
Choosing between the two necessitates careful consideration and thought. Content type, target audience, engagement rates, and influencer marketing spend must all be considered.
So, which of these two viral video platforms is better for your company?
Let’s get started.
What Exactly Is TikTok?
Musical.ly’s technology was ported after Chinese tech company ByteDance acquired it in 2017. As a result, TikTok was born.
TikTok (also known as Douyin in China) is a simple social media platform that allows users to make short-form videos.
Anyone can use a free video editor in-app to add filters, stickers, and text-to-speech to a 15-second video. Creators are using TikTok to spread straightforward content in memes, educational content, lip sync, and dance videos, making bite-sized content more digestible than ever.
These frequently include specialised content series, such as Random Amazon Finds That Just Slap or Things I Just Found Out In My 30s, or professionals linked to a specific hashtag with content dedicated to one specialty.
TikTok has more than a billion monthly users, making it the most downloaded app in the world in 2021.
What Exactly Is YouTube?
The video-sharing platform has been around for a long time, with over 2.1 billion monthly active users. Since its inception in 2005, YouTube has been the go-to platform for sharing video content.
YouTube was founded by three former PayPal employees as a way for people to have fun sharing their home videos. (Do you remember the first viral YouTube videos?)
YouTube videos are much longer than TikTok videos.
Factors to Consider When Choosing Between TikTok and YouTube
TikTok videos are limited to three minutes in length. TikTok suggests a video length of 21 to 34 seconds to keep viewers interested, but most videos last 15 to 60 seconds.
While it does not allow for full-fledged explainer videos, you can still create quality content on the fly and turn it into a non-chronological series.
TikTok vs. YouTube Algorithm Comparison
There is content that is suitable for both platforms.
Nonetheless, here are the content types for which each channel is better known.
To learn more about TikTok’s powerful search algorithm or how YouTube’s search results have recently changed, we recommend following the links provided.
Ad Formats on TikTok
You can choose from the following TikTok ad formats: (see TikTok Ads For Beginners: A Complete Guide & Steps To Success to learn how to use them).
- TopView is a 60-second video format that is both attention-grabbing and distraction-free.
- In-Feed Ads: A native-inspired ad type that will blend in with a viewer’s “For You” page.
- A UGC (user-generated content) challenge using your brand’s hashtag campaign.
- Personalized Effects: Personalized stickers, filters, or special effects.
Ad Formats on YouTube
The following video ad formats are available for YouTube business accounts for videos with ad monetization features.
For a comprehensive guide on how to use them, read The Complete Beginner’s Guide To YouTube Video Advertising.
- Skippable video ads are those that allow viewers to skip after five seconds.
- Non-skippable video ads: Viewers cannot skip this typically 15-20 second video.
- Bumper ads: These ads, which can last up to six seconds, must be watched before watching a video.
- Overlay ads: Only seen on desktop, these ads take up the bottom 20% of a video’s screen.
- YouTube videos can be monetized and earn a portion of the ad revenue.
On both platforms, creating a business account is free. Keep in mind that TikTok requires a minimum ad spend of $50, whereas YouTube Ads provides $100 in free credits when you spend $50 on video ads.
Should one be preferred over the other?
TikTok.com has 318.2 million organic visitors, while YouTube.com has 646 billion.
TikTok has 643,600 paid users, while YouTube has 65.1 million.
YouTube and TikTok are here to stay, and while YouTube appears to have more traffic, TikTok’s rapid rise to the top is one to watch.
Typically, both are ideal for marketers who invest in video marketing; 87% of marketers say video has helped them increase traffic, and 82% say video has helped them increase dwell time.
The best platform for your brand is determined by the type of content you have available, the customer purchase cycle, your social media goals, and your budget.
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