TikTok vs YouTube Shorts: which video platform is right for you?
Can’t decide between TikTok and YouTube Shorts for your company? With its viral format and young audience, the former is ideal for capturing attention quickly. As for the latter, it benefits from YouTube’s infrastructure and vast audience, perfect for content creators looking to grow over the long term. So, which platform should you choose? Discover the 5 criteria you need to take into account to make the best choice!
#1: Visibility objectives: which platform
maximizes your reach
Do you want to maximize your reach and capture the attention of Gen Z? Then, bet on TikTok! With 1.7 billion monthly active users worldwide and an algorithm that favors discovering new content, this social network offers massive visibility (even for new creators!).
Thanks to its powerful recommendation algorithm (and a good dose of creativity!), your videos can quickly go viral!
But YouTube Shorts is not lagging behind… It even has the advantage of being integrated into the YouTube ecosystem, an already well-established platform with 2.5 billion users. In theory, you can benefit from massive reach… In practice, it’s more difficult to stand out without capitalizing on an existing user base.
IN SUMMARY:
- If you’re looking for immediate virality and a growing audience: TikTok is for you;
- If you’re seeking quick virality and already have a YouTube channel: prioritize YouTube Shorts to complement your classic videos.
#2: User Engagement: Which generates
more interactions?
Massive reach is great… But it’s not much use without user engagement! And in this regard, TikTok stands out with extremely high interaction levels: users spend an average of 95 minutes a day on the app. 95 minutes: that’s 4 times more than the average time spent on Snapchat (21 minutes), 3 times more than Twitter (29 minutes), and almost 2 times more than Facebook (49 minutes). What’s more, they don’t just scroll: they engage heavily with the videos. 92% of users report taking an action (liking, commenting, sharing…) after watching a video. Even better: 25% of users say they buy or search for a product after being exposed to content on TikTok.
On the other hand, YouTube Shorts still struggles to reach these levels of engagement… Creators with an existing YouTube community can capitalize on this base to attract views and interactions on their Shorts, but engagement rates remain lower than those of TikTok. The average engagement rate on YouTube in 2024 is estimated at 1.7%, compared to 7.8% for TikTok.
IN SUMMARY:
- If you want to generate massive interactions and drive action: TikTok is your best asset;
- If you already have a loyal YouTube community: YouTube Shorts is a great complement.
#3: Target Audience: Where is your audience?
Is your target Generation Z? TikTok is the platform you need! 63% of its users are under 24 years old. With its intuitive and viral approach, the algorithm makes it easy to reach this age group.
Conversely, YouTube Shorts reaches a more diverse audience. Although popular with younger users, YouTube has a larger, multigenerational user base: the largest share of users is in the 25-44 age group (21% for ages 25-34 and 17% for ages 35-44). This platform can therefore offer you greater flexibility. It allows you to quickly capture users’ attention and then drive them to more in-depth content.
IN SUMMARY:
- Your primary target is Generation Z: bet on TikTok;
- You’re looking to reach a diverse audience: prioritize YouTube Shorts.
#4: Creativity and Content Formats:
What type of content do you produce?
TikTok focuses on short, creative, and immersive content. Videos can last a maximum of 10 minutes, but most of the most popular content stays around 15 to 60 seconds. The platform encourages spontaneity and participation in challenges, with built-in editing tools and a wide variety of sound and visual effects.
In contrast, YouTube Shorts, limited to 60-second videos, offers a more traditional approach. This platform is primarily designed for creators already established on YouTube who want to test short formats while leveraging their existing audience. Most often, Shorts creators adapt clips from longer videos, turning their Shorts into teasers. The goal is to capture the user’s attention and then encourage them to watch a longer video on the topic.
IN SUMMARY:
- For instant, creative, and short content: TikTok is ideal;
- For a complementary format to longer videos: YouTube Shorts is more suitable.
#5: Long-Term Goals: Immediate Virality
or Brand Building?
If there’s one thing TikTok excels at, it’s immediate virality. In theory, anyone can break through on this platform by riding trends (the famous “TikTok Trends”): you just need to find an angle or an idea that makes your video unique! Short tutorials, entertaining videos, and “inspiring” feedback are among users’ favorite formats. The idea is to create a buzz with short, impactful, and truly original videos.
However, if your goal is to build a long-term presence (with more in-depth content), YouTube Shorts may be more suitable. With YouTube, your Shorts can support a broader content strategy by complementing your long videos while attracting new subscribers (perfect for establishing a lasting presence!).
- For immediate virality and creating buzz: TikTok is the social network for you;
- For a long-lasting presence with richer content: YouTube Shorts is a more strategic choice.
In summary: the choice between TikTok and YouTube Shorts depends on your visibility goals, user engagement, and the type of content you want to share. Each platform offers distinct advantages in terms of audience and features. It’s up to you to make the best choice for your business… And why not combine both?
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