We’ve all heard the expression, “Content is king.”
We think it’s time we updated it to “video is king.” (Sure, technically, video is a form of content, but you know what we mean.)
Online video consumption has risen steadily over the past decade. Thanks to the pandemic, its upward rise accelerated. In just a few years, the amount of video we watch online has doubled.
It’s no surprise over 90% of marketers say video is an important part of their marketing strategy.
Undoubtedly, the two biggest players in the online video space are TikTok and YouTube. Each day, the average American spends just over 45 minutes on each platform.
The two video giants share their similarities, but they also have key differences. That brings us to today’s question: When it comes to YouTube vs. TikTok, which one should you use, and when?
Read on as we help you decide. Here are 5 questions to ask yourself when deciding whether to post a video to YouTube vs. TikTok.
Sections
1. Who is your target audience?
With user counts in the billions, both YouTube and TikTok are overwhelmingly popular platforms. However, YouTube’s audience skews older and more male, while TikTok’s skews younger and female. 57% of TikTok’s users are female, and roughly half of them are younger than 30. The reverse is true on YouTube, where 54% of the users are male, and Millennial males aged 25 to 34 are their largest advertising demographic.
That’s not to say that young people don’t use YouTube, though. 80% of American parents say their child watches videos on YouTube, including 35% of whom watch videos several times a day.
2. How long is your video?
TikTok videos can range from 15 seconds to 10 minutes. YouTube videos, on the other hand, can be as long as 12 hours for verified accounts. Short-form videos thrive on TikTok, with the highest-performing videos lasting between 21 to 34 seconds.
If you’re creating a long-form video, such as a webinar or in-depth interview, YouTube may be the better choice. You can always create shorter clips to share on TikTok.
3. What’s the format of your video?
Portrait videos have become increasingly popular in recent years, since they present better on social platforms like Instagram, Facebook, and of course, TikTok. However, there are times where only the landscape format can do a video justice. That’s when YouTube shines.
Both portrait and horizontal videos can be uploaded to either platform, but only YouTube automatically adjusts its display for the optimal format. Horizontal videos will appear scrunched on TikTok.
4. Is your video more casual or professional?
TikTok is all about authentic content. That’s why you’ll encounter more natural, unpolished, off-the-cuff videos on TikTok. You don’t have to have perfect hair, or lighting, or makeup. What matters is whether your content is funny, engaging, thought-provoking, or cute.
Because TikTok favors more casual content, professional videos typically don’t resonate on this platform. You’ll want to save your ultra-polished customer testimonials, and professionally shot product videos for YouTube. Use TikTok for what it’s made for: hopping on a viral trend, making your own twist on a meme, or lip syncing to a song or sound effect.
5. What are your marketing goals for your video?
Both YouTube videos and TikTok videos can play a role in any stage of the marketing funnel, from awareness to action. However, YouTube videos can also give your SEO a boost, while TikToks are only helpful to your social game.
If you’re advertising, it’s good to know which formats each platform offers. YouTube offers bumper ads, skippable and non-skippable in-stream ads, responsive display ads, and discovery ads, just to name a few. TikTok ads, on the other hand, can go beyond videos. In addition to in-feed ads, TikTok advertisers can also promote branded hashtags, brand takeovers, and branded effects and filters.
Win with YouTube and TikTok
YouTube and TikTok both deserve a spot in your marketing strategy, but it’s smart to have different strategies for each platform. For a custom marketing strategy designed by the experts, contact Your Marketing People.
