The average internet user watches a whopping 17 hours of video content per week. With that many hungry eyes on their mobile devices and smart TVs, it’s no wonder 90% of marketers report video content gives them a good return on investment.
With Instagram, Facebook, TikTok, and YouTube all being viable options for publishing video content, it can be hard to know where to start. With audiences of 1.5 billion and 2.5 billion active users monthly, it's important to explore TikTok vs. YouTube as key ways to connect.
Whether you’re embarking on content creation or looking to expand your current content strategy, here’s everything you need to know about these two top-performing video-sharing platforms—their content formats, audiences, monetization programs, and more.
What is TikTok?
TikTok is a social media platform where users quickly scroll through short-form videos of dances, trending challenges, comedy skits, creative inspiration, catchy songs, and more—making this platform highly competitive. Some TikTok-verified accounts are so popular, the users become celebrities.
Creators must create engaging content and post videos that are relevant to their audience or risk falling through the cracks. But don’t let the fast-paced environment deter you: TikTok has a powerful algorithm that can slingshot your videos to a massive audience and help you convert customers through in-app links.
Additionally, TikTok offers creators robust resources for finding partnerships and brand deals with other businesses, not to mention a monetization model for making extra cash off of your content.
If you prefer to create short videos that require less editing (thanks to the app’s native editing tools) and might land in front of new audiences, then TikTok is an invaluable resource.
What is YouTube?
YouTube is the home of long-form content, and the most successful platform for video marketing. If you’re looking for instructional how-to content, educational videos, explainer guides, funny videos, or personal vlogs, you can find it on YouTube.
While making YouTube videos might seem daunting—it takes significantly longer to edit videos, and there are no native tools to facilitate this process—the reward is building an audience of followers who are eager to watch and engage with your content.
Plus, YouTube’s algorithm is less adventurous than TikTok’s, basing its recommendations on how viewers interact with your content. This means you’re more likely to have a smaller but dedicated following in your niche.
On top of all this, you can monetize long-form videos to generate ad revenue much easier than you could a five-second TikTok. Your channel can pay off with loyal followers who are most likely to engage with your informative content and will purchase your products and services.
TikTok vs. YouTube: What are the differences?
YouTube and TikTok differ drastically in their content formats, monetization models, and more—so how do you know which one to prioritize? Rather than throw darts to decide between making TikTok videos or a YouTube channel, here are some differences to determine the right platform for your business:
Content formats
YouTube is best for longer videos, while TikTok privileges short video clips. While there’s debate on what counts as short and long form, the average YouTube video runs around 11 minutes, while the average TikTok runs around 43 seconds. Consider how you will make videos based on what kind of business you run. Simple products may only need quick clips each day, while more complex services or industries can require longer videos.
There’s space for short-form content on YouTube (especially through YouTube Shorts) and you can upload up to 60-minute-long videos on TikTok. But Mimi Ikonn, social media powerhouse and the serial entrepreneur behind Luxy Hair and Intelligent Change, emphasizes that it’s important to respect platform differences.
“[While] you can make a long-form content video for YouTube and then break it into shorter videos for Instagram or TikTok,” she says, “I think ideally, if you really want to engage and grow your channel, it is better to create organic content and original content for whatever platform.”
For example, while there’s evidence that TikTok is trying to increase long-form content on its platform, most recommendations stand that videos under 35-seconds perform the best.
Content styles
If you prefer making highly produced and edited video content, then you might do better on YouTube, where audiences prefer polished videos. YouTube creators generally plan their videos in advance. With no native filming or editing tools, YouTube requires creators to use third-party video editing software to improve the pacing and visuals of their content. This makes YouTube the right choice for companies with the skills and desire to create longer videos.
On the other hand, you might envision creating more raw, behind-the-scenes style content that requires little editing and scripting. In this case, opt to make TikTok videos, where fewer followers expect fully edited content. TikTok creators often rely on in-app editing tools and even record videos directly on the app. Businesses that want to focus on the people and daily events surrounding their business will likely prefer TikTok.
Revenue models
Making money is possible on both YouTube and TikTok. With YouTube, you can make ad revenue from in-feed ads on videos. You can also open a shop on the YouTube app, encourage viewers to pay for channel memberships, release sponsored content, and receive donations during “super chats” that live stream. You can also earn revenue on YouTube Shorts with a revenue-sharing pool system.
YouTube may be the better platform for companies that want to direct viewers to their websites, or for creators who want to generate revenue from ads on their videos.
Similarly, TikTok lets you set up an in-app shop to sell products, receive virtual gifts from viewers when live streaming, and earn revenue based on your TikTok video performance. TikTok also has a robust infrastructure for partnerships and brand promotions with its Creator Marketplace, a tool (similar to Shopify Collabs) allowing creators to find brands to team up with for sponsored content or cross-promotion.
TikTok could be the right choice for creators who want to make revenue off of brand sponsorships and sell products or services directly in the app.
Target audiences
To determine which app aligns with your target audience, consider age. TikTok trends toward younger audiences: A sizable portion of TikTok is between the ages of 10 and 19, making up 25% of the user base.
Meanwhile, YouTube has a slightly older base, with 21.5% of its users falling between 25 and 34. Similarly, if your business skews toward a certain gender, note that around 56.8% of TikTok users are female, while 56.6% are male on YouTube.
Still, the best way to determine if there’s a user base for your content on an app is to explore for yourself. Search both apps with keywords related to your business to see what kind of content already exists on the platform and how much engagement it receives.
Algorithms
While every platform’s algorithm is still somewhat of a mystery, especially as they frequently change, there are some major differences. Generally, TikTok’s algorithm prioritizes content from creators you don’t follow, which means every video has a chance to go viral on TikTok—especially those that play into current trends.
Meanwhile, YouTube’s algorithm primarily serves users content from their subscribed channels, basing its recommendations on the way viewers have been interacting with the content.
Overall, if you want to build a loyal following and serve up content to an audience within your niche, YouTube might be the better choice. For building a robust and wide following with content that consistently reaches new viewers (even outside your target audience), consider TikTok.
Trends
As YouTube and TikTok continue to grow, cultures and conversations become unique to each platform. That means the trends on one platform—topics, jokes, and sounds—may not resonate on the other. For example, YouTube users might be more interested in watching vlogs of their favorite YouTube-specific creators, while TikTok users might favor watching video clips of the latest joke going viral on Tiktok.
Mimi Ikonn recommends leaning in to these differences.
“You see real growth when you focus on one platform and really understand what is trending there, what kind of music, what kind of content—which, like I said, is always evolving,” she explains.
Her recommendation is to spend a lot of time on your platform of choice.
“You have to really dive deep and observe,” she says. “Really become an observer of that platform.”
How to choose between TikTok vs. YouTube
In the end, TikTok and YouTube both have their strengths and weaknesses, and you can tailor your approach to fit either one.
“Ultimately you have to ask yourself where you do enjoy spending time,” Mimi says. “Then invest more of your time, energy, and content in that one platform.”
TikTok vs Youtube FAQ
Is TikTok better than YouTube?
Both YouTube and TikTok are great social media platforms for growing a business and building a following. TikTok is generally better for promoting short-form videos that will reach a wide audience, finding brand partnerships, or selling products directly to your followers. YouTube offers more monetization opportunities and deeper user engagement that can lead to a loyal follower base.
Does YouTube Shorts or TikTok pay more?
YouTube offers $1 to $20 RPM (revenue per mille, or revenue per 1,000 views), while TikTok offers anywhere between 1¢ and 7¢ RPM. This means YouTube will generally pay more for ad revenue on your digital content. However, the TikTok app’s robust partnership tools and brand sponsorship opportunities can lead to a more substantial income in the long run.
How do you choose between YouTube and TikTok?
To choose between YouTube and TikTok for your business, consider things like your target audience, preferred content format, budget and time restrictions, and revenue expectations. If one platform ticks more boxes than the other, it’s likely the better tool for you. In the end, however, you should choose the video platform you want to spend time on, and where your audience spends time.
