TikToks vs YouTube shorts. Key points you need to know as a marketer. | by HypeFactory | Mar, 2023

Have you heard that video content is rapidly becoming the main driver of influencer marketing?

Since 70% of people who use the internet watch short videos, businesses are using this format more and more to get people interested in their products and services and to market them. While TikTok has established itself as the go-to platform for short vertical videos, YouTube Shorts is the company’s newest attempt to compete with the dominant force in the field of influencer marketing. But how do you know which one to pick?

TikTok has over 1 billion users worldwide and 52.38% of them are Gen Z. YouTube Shorts, however, targets millennials, boomers, and Gen Z. Gen Z is most likely to visit YouTube daily, according to GWI (excluding China). Because of the diverse audience, influencers and brands have a better chance of reaching their target audience.

The YouTube Shorts feature lets titles, tags, and thumbnails are changed after they’ve been published, which is good for both influencers and marketing firms. TikTok presently does not provide this functionality. It does, however, have a lot of other editing tools built right into the app, such as filters for augmented reality (AR) and voice effects.

Analytics on YouTube and TikTok are two entirely different channels. Unlike YouTube Shorts, for which you’ll need to use the dedicated “YouTube Studio” tool, TikTok analytics may be viewed right inside the app itself.

When comparing YouTube Short to TikTok, it is clear that there are significant differences in the ways in which creators and influencers can make money. As opposed to TikTok’s digital “Gifts” and “Shoutouts,” YouTube Shorts provides a “Shorts fund.”

Since 87% of marketers say that video has increased their engagement rates and return on investment, it’s clear that businesses and producers are putting more emphasis on video content for their influencer marketing. Now, the competition between YouTube and TikTok is going to heat up as the former aims to pull ahead with its new platform.

With TikTok and YouTube Shorts both offering unique strategies for influencer marketing, what will you choose based on your brand’s needs?