The Shift from YouTube to TikTok for Influencers and Creators

It is natural for Social Media Platforms to attract different consumers, and demographics, and to be used for different purposes. The various platforms that make up social media do overlap in some features, for example, Instagram and Snapchat both have stories or Instagram and TikTok where you can share short-style videos. Two platforms that have consisted of similar content and users are YouTube and TikTok. YouTube, launched in 2005, has about 2.2 billion users worldwide. TikTok is a much newer platform, originally launched in 2016, and now has about 1 billion users which has permitted TikTok’s growth to be one of the fastest-growing social media platforms ever. While TikTok and YouTube are different platforms, both video-based platforms are made up of content creators and influencers. Today, influencers run TikTok, and the question arises of if there was a shift from YouTube to TikTok with this rapid TikTok growth.

Differences Between the Platforms

As mentioned above, both are primarily video platforms. YouTube has been around for years and has a history of connecting people from all over the world, as well as a wide range of ages. Around 21% of YouTube users are in the age range 25-34, and about 15% are in the age range of 18-24. YouTube is made up of various types of users and creators, this can range from gamers, companies, content creators, musicians, etc., allowing there to be content on YouTube that fits into everyone’s vast interests. However, with such a large audience on YouTube, it can be difficult for creators to find their niche audience and community. The average length of a YouTube video is around 11.7 minutes, and the length of videos varies greatly. On YouTube, the maximum length of a video you can post is 12 hours and the shortest is a second. While longer videos allow for opportunities for many, YouTube does have YouTube shorts, as many new audiences are pulled toward shorter videos on other platforms.

TikTok on the other hand, is a much newer and fast-growing platform. While YouTube has more than double the number of users TikTok has, that has not stopped this platform from having the impact it has had. Filled with influencers, creators, comedians, companies, and your friends, TikTok has created quite the community. TikTok’s growth can be associated with Gen Z, as their audience largely consists of this age demographic. Around 40% of this demographic prefers to use TikTok as a search engine, and about 50% of the users are in the age range of 18 to 24.  Made up of short videos that can range from 3 seconds to 10 minutes, TikTok is a hotspot for trends and various forms of entertainment and has become the “fifth”  favorite social media platform globally.

What Has Drawn so Many Influencers and Creators to TikTok
Along with the rise of users, we have seen the rise of influencers. There are over 100,000 influencers on TikTok, and there are several reasons why this platform is so appealing to them. First, the TikTok algorithm has become a great asset that influencers can use to their advantage. The TikTok algorithm bases the content that users see based on the content itself, and user interaction. User interaction includes what accounts you are following and interact with such as what videos you have liked or saved, or creators or types of videos that you have said you are not interested in. Additionally, there is the video information which is the content you are seeing. This algorithm allows users to have a very niche For You Page where the videos they are seeing are specified to them and no one else. Users will see videos that interest them and will see no content twice. This is great for creators who are working to grow their accounts and do not yet have that many followers. For example, if an influencer is working to grow their platform as someone who enjoys reading and talking about books, they can use specific hashtags like #BookTok to reach that specific niche of TikTok. They can be recommended to users who are already consuming content like theirs.

Another reason why influencers are drawn to TikTok is the ability to be creative and authentic, follow trends, and make shorter videos. It is much easier to edit and film a minute-long clip. For example, a popular trend right now is “Day in My Life.” Influencers on TikTok can make this video last less than a minute, whereas on YouTube it will most likely range from four to forty minutes long. Influencers can create more content in a shorter amount of time, and with shorter clips users stay entertained for longer. This is extremely beneficial for brand deals and partnerships when influencers promote a product. They can promote products while following a trend and keep users’ attention because the videos tend to remain short and highly edited. With an algorithm that helps connect creators to specific users, uses short-style videos, and a platform that has grown tremendously in recent years, TikTok has created a promising space for influencers. 

How do Brands Decide Which Platform to Use

By conducting market research, brands will have a better understanding and idea of which platform they want to use for their social media marketing strategy. YouTube tends to have more of a professional use and an older audience where brands may post more serious videos. Whereas TikTok, filled with a younger audience, brands can make shorter videos that may be more casual and show off their brand’s personality and identity. Brands can reach various users through user engagement, keywords, Hashtags, and through influencers. By looking at the analytics and data on each platform, brands can see where they are more successful. Social media is constantly changing, and it is important to be aware of where certain demographics and audiences are and tailor your content creation to them.