While TikTok gets longer videos, and YouTube Shorts has shorter ones, the two companies are going in opposite directions, but it doesn’t make one more successful than the other, Navarra says.
(Image credit: Source: Daniel Bader / Android Central) Though TikTok has done a great job at capturing that younger audience, he says YouTube has also succeeded in retaining relevance across its “admittedly broader audience, while also appealing to the new generation of TikTokkers as option B on their palette of preferred platforms.” Neither YouTube nor TikTok is doing it right or wrong, there are just more options now
“While TikTok’s ascendance among younger users has certainly made the space far more competitive than it was when YouTube was the giant in the room, recent experience shows creators seamlessly crossing over between both platforms, often cross-posting content and related commercial links to drive ad revenue on both sides,” he says. “So the audience might not expand, but their existing audience’s time on-platform might increase,” he says.Ĭarmi Levy, a technology expert based in Canada, says that while YouTube is the originator of the entire online video market, it’s always been Google’s to lose. That being said, Lachman notes that TikTok and YouTube are two completely different audiences, and there is still a number of people who don’t “get TikTok,” and those who do use TikTok tend to be younger. wants to be all things to all people,” he says.
“There is, right now, some content that doesn't ‘work’ on TikTok that must only live on YouTube. Richard Lachman, an associate professor at Ryerson University and expert on social media, says TikTok is vying to expand its market, its users, and the creative possibilities. I don’t think it’s a particularly big growth driver, but I do think it will enable some creators to tell their stories better.” “I think is moving in the opposite direction to, filling a gap that TikTok believes that it has on the platform and finding a way to continue to enable growth. “Even with three-minute-long videos, there are still multi-part videos, which I think most users hate when there’s a story to tell,” he says. (Image credit: Keegan Prosser / Android Central)Īnshel Sag, a senior analyst at Moor Insights & Strategy, says that adding longer videos to TikTok’s platform is a “clear indication” of the desire for long-form content even on platforms like TikTok, which is specifically designed for shorter videos.