In recent years, visual content has become dominant on social media, and images and videos are becoming the preferred way to view information for consumers. While businesses may now know the importance of video marketing, it can take time to decide between thriving platforms such as TikTok and YouTube.
YouTube has been a key social platform for many years. Launching in 2005, it has dominated the video-sharing industry and transformed many businesses and individuals for success. However, while YouTube may have over two billion monthly viewers, TikTok is on the rise. In 2017, TikTok was launched and significantly impacted societies worldwide.
So, with both platforms having great qualities and huge potential, which is best for your business?
YouTube
YouTube has a mass global user base of over two billion people, and so your target audience will almost definitely be on YouTube. The platform is popular with both men and women, with male users having the most significant percentage of the audience (53.9%). Regarding age demographics, the 18-25 and 25- 34-year-old age groups are the biggest audiences currently, with users in this age range consuming one billion hours of YouTube daily.
While TikTok users prefer short videos, with the average being between 21 to 34 seconds, YouTube users love longer videos, usually around 15 minutes for regular accounts. However, verified accounts can upload longer videos.
Advantages of YouTube
- – Time limits do not hold you back; you can post longer videos, ensuring nothing is missed.
- – YouTube is a recognised and trusted platform with a large number of successful content creators.
- – Many demographics are active on the platform.
- – A YouTube fan base would be familiar with frequent adverts, so paid opportunities can be a route to make more revenue from your video content.
Drawbacks of YouTube
- – Longer videos are much more time-consuming for a business as the editing time is much higher.
- – Higher production costs compared to platforms such as TikTok.
- – Beginners may find it more difficult to build a large fan base and following in a short period.
- – Working with influencers can be extremely costly.
- – Consumers in 2022 have a smaller attention span and prefer easy-to-digest, quick content.
TikTok
TikTok is the gift that keeps on giving, growing in popularity week after week. Many individuals and businesses have shot to fame by using the platform. One brand, in particular, is Ryanair, which grew in popularity throughout the pandemic and now has 1.9m followers and 22.8m likes.
Users can create short-form videos that can now be up to three minutes long. Most of the platform’s popularity came from the pandemic, and with many in quarantine, social media was a perfect distraction. According to Statista, TikTok saw 180% growth among those ages 15-25 during this time and has now been downloaded three billion times worldwide.
Advantages of TikTok
- – Much higher engagement rates on TikTok compared to YouTube.
- – Easier to go ‘viral.’
- – TikTok isn’t strict and doesn’t demand perfection, and users prefer authenticity.
- – Several audiences are almost guaranteed to build an audience.
- – Easier to make and produce videos.
- – Great for businesses with smaller budgets.
Drawbacks of TikTok
- – A big risk is TikTok’s life span; with it being a new popular platform, there is the risk of a short period of success.
- – You can’t use apps such as ‘Shopify’, making direct conversions harder.
- – There isn’t a set, understood algorithm. Every video is a risk for success.
- – Has a younger audience.
Why should you use videos in PR?
Video can massively boost an audience’s trust in a brand; it’s also the most effective way our generation receives information. Video in a campaign or on your website can improve SEO, increasing the time a user spends on a particular page. They can also enhance pitch effectiveness, making brands easier to remember by providing an engaging form of storytelling.
When using video in PR, we recommend utilising text in the video, making statistics and critical facts very concise so they are easier to digest. Cater for the audience’s short attention span, making the video short and effective. For example, if you’ve written a press release giving top tips and advice, a short video alongside this for outreach may be the perfect way to catch a journalist’s attention.
Which platform should you use in 2023?
YouTube and TikTok can both help you drive your business to success. However, which platform you use depends on your target audience and your marketing goals. If you want to target younger generations, TikTok should be your priority for video creation, but if you want a more diverse audience, YouTube will provide a mixture of young and old.
YouTube can create conversations, boost brand awareness and result in leads, while TikTok can create a fast buzz around your brand, services, and products. You can take advantage of trends and hashtags, and it will probably be the only online platform on which you don’t need to be ‘perfect’.
Finally, you must think about your budget. If you have little budget and time, TikTok is the best short-term solution. However, if you want to invest in your video marketing, YouTube would be the best option.
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