TikTok Vs YouTube: Which Platform is Right for Your Short-Form Video?
We spend, on average, 1 hour and 16 minutes a day watching short-form videos, whether it’s binging cooking tutorials or miming the lyrics to the latest chart hit! And between them, YouTube and TikTok now generate billions of daily views from this type of quick, engaging and addictive short-form video content.
But while it isn’t going anywhere, some platforms are facing challenges. At the time of writing (February 2025) the US TikTok ban is facing a temporary delay and its future is still uncertain. So, what does this mean for brands, and how does YouTube compare as a long-term investment?
The Rise (and Risk) of TikTok
TikTok has come a long way since its 2020 lockdown boom, when viral dances took over the internet. Turning everyday people into viral sensations and launching countless trends, its algorithm can put the right content in front of the right people quickly.
But with great power comes great scrutiny. TikTok has faced backlash over data privacy concerns. On January 18, the U.S. government briefly blocked the app for 12 hours! This pause lasted until Donald Trump’s inauguration, when an executive order was signed. The order granted TikTok an additional 75 days to finalise a deal or sell.
And whilst the platform seems to have avoided a ban for now, TikTok’s rapid comeback comes with strings attached. With it only just returning to the Google and Apple App stores in the U.S., critics argue that the U.S. approved version may feature increased political censorship to align with certain narratives making it feel less authentic.
Others have claimed the ban was a stunt for Trump’s PR campaign, creating further untrust and risk of the same censorship issues we have seen recently with Meta!
Whilst the outcome remains uncertain, this is a wake-up call for brands relying heavily on TikTok. Can it remain the “authentic” and trusted platform it claims to be? And what happens if it’s no longer accessible in key markets like the U.S? The demand for short-form video won’t disappear - in fact every social media platform from LinkedIn to Snapchat and Instagram has jumped on the short-form video hype…
YouTube: The Long-Term Bet
…And that goes for YouTube too! YouTube Shorts now gives brands and creators a way to produce snappy, bite-sized content while benefiting from YouTube’s stability. Unlike TikTok, YouTube isn’t in the crosshairs of government scrutiny. It’s been around since 2005, standing the test of time as a trusted and reliable platform and established as the second largest search engine globally. In fact, 59% of Gen Zers see YouTube as a trustworthy platform.
And YouTube isn’t just about short-form. There’s much more of a choice in what you watch and more transparency about how long each video is. It’s also the go-to platform for long-form, polished content that sits increasingly in our living room. Whether you’re looking to binge-watch a series of travel vlogs, learn how to change a tyre, or dive into a 45-minute documentary, YouTube offers versatility and diversity of content that TikTok simply can’t match.
But, what are the key differences between the platforms, let’s dive into it…
TikTok vs YouTube: The Key Differences
Content length
YouTube Shorts can be up to 3 minutes long, while its longer-form content allows videos to span several hours, catering to both short and in-depth viewing. On the other hand, TikTok videos recorded directly in the app can be up to 10 minutes long, whilst uploaded videos can reach a maximum length of 60 minutes.
So, if you’re looking to share both short and extended content YouTube might be for you, whereas TikTok focuses on brief, engaging videos with some room for longer uploads.
Video Style
YouTube is the place for high-quality, polished content and even supports 4K resolution. Meanwhile, TikTok thrives on raw, unfiltered and fast-paced energy that is mobile friendly. Think behind-the-scenes, trend-driven dances, challenges, and viral moments.
(distribution of YouTube users worldwide 2024, Statista)
Audience
YouTube casts a wide net, catering to everyone from toddlers to the elderly. Its diverse content means there’s something for all ages and interests. TikTok, though, is where the younger crowd (Gen Z and millennials) predominantly rule the roost, with pop-culture and trends leading the way.
Algorithm
YouTube’s algorithm recommends videos based on your subscriptions, views, and engagement (likes, comments, shares). It’s perfect for creators who want their content to grow over time and build a loyal audience. TikTok’s algorithm, though? There’s no denying it may know you better than you know yourself. It curates your For You Page (FYP) using engagement and viewing habits to show you content without having to do anything more than a swipe.
Content Discovery
YouTube Shorts are discoverable across Google and, with the platform still positioned as the second largest search engine, finding content feels intentional. You can search, subscribe, or dive into recommended videos tailored to your interests. TikTok, on the other hand, is where everything is handed to you on a platter. Your FYP is a constant scroll of fresh, personalised content, and the Following tab lets you keep up with creators you love.
Editing Tools
YouTube has basic editing tools for Shorts, but in most cases third-party software will be used. TikTok, though, has plenty of built-in tools that let you add filters, effects, music, and transitions, without leaving the app.
Opportunity for Brands
On YouTube, brands can build long-term credibility with entertaining content that encourages viewers to return. Whether that’s for thought leadership, community, educational content, or deep storytelling and serialised videos. TikTok, on the flip side, is all about short-term buzz, and viral trends. It’s fast, it’s loud, and it’s perfect for capturing attention in the moment.
Accessibility
YouTube really is a multimedia hub now - accessible on the web, mobile, smart TVs, you name it. TikTok, however, is mobile-first. It’s designed for those who are on the go or doom scrolling in bed! Both platforms offer closed captions and subtitles, improving accessibility for viewers who are deaf or hard of hearing too. On YouTube creators and brands can upload closed captions in multiple languages or use automatic subtitling features. TikTok also has an auto-caption feature that generates subtitles for videos, making content more inclusive. However, YouTube provides more customisation, better editing options, and multi-language support, giving it an edge in accessibility.
Final Thoughts: TikTok or YouTube?
If TikTok continues to survive the current uncertainty, it remains a great tool for engaging younger audiences and jumping on trends. Its reach is undeniable and its algorithm is great for brands looking for fast engagement and a way to connect on a personal level.
But, the demand for short-form video isn’t tied to TikTok alone. The hunger for snackable, engaging content is at an all-time high, and platforms like YouTube and TikTok are battling to dominate the space.
According to HubSpot, short-form video content has the highest ROI of any marketing trend. Why? It’s quick, digestible, and highly shareable, making it the perfect format for brands looking to connect with audiences at scale.
So, if you want to ride the wave of trends and connect with younger audiences, TikTok is your playground, at least for now. But if you’re looking for a long-term, stable platform that combines short-form and long-form content, YouTube is your best bet.
Here’s what our Managing Director Ben Bonarius had to say about it: “TikTok has quickly gained popularity, making it easier for businesses to quickly grow their audience, so I can see the attraction. However, the platform does make me nervous and with the recent threat of a ban in the U.S., it feels like its future is shaky. YouTube, on the other hand, remains one of the most trusted platforms out there, and its multimedia offerings give you both video and audio for a more stable, secure and versatile experience.”
At the end of the day, what you choose will all depend on your brand’s goals and you may even want to trial using the same content across TikTok and YouTube Shorts to see what works for you. But, depending how your audience interacts with your channel, tailored and bespoke content for each platform will be needed.
