The average internet user watches a whopping 17 hours of video content per week. With so many hungry eyes on mobile devices and smart TVs, it’s no wonder 96% of marketers report video content boosts brand awareness.
With Instagram, Facebook, TikTok, and YouTube all being viable options for publishing video content, it can be hard to know where to start. With audiences of 1.5 billion monthly users on TikTok and 2.5 billion on YouTube, it’s important to compare the two platforms as key ways to connect with your audience.
Whether you’re just starting on content creation or looking to expand your current content strategy, here’s everything you need to know about these two top-performing video-sharing platforms—their content formats, audiences, monetization programs, and more.
What is TikTok?
TikTok is a short-form video platform where users scroll through bite-sized clips of everything from dances and trending challenges to comedy skits, creative hacks, and catchy sounds.
It’s also quickly become the go-to platform for Gen Z for entertainment and shopping inspiration.
The fast-paced, highly competitive environment means creators need to produce engaging, relevant content or risk getting lost in the shuffle. But that shouldn’t scare you off. TikTok’s powerful algorithm has a knack for putting the right videos in front of the right people, often catapulting creators (and the products they feature) into viral fame. Verified accounts and everyday users alike have turned their TikTok presence into full-blown celebrity status and thriving businesses.
On top of that, monetizing TikTok is easier than ever with in-app shopping features, direct links, and a Creator Marketplace that connects brands with influencers for paid partnerships.
If you’re looking to reach Gen Z audiences and ride the wave of social commerce, TikTok is an invaluable resource.
Sonja Detrinidad, founder of Partly Sunny Projects, launched her Shopify plant store in March 2020, and it wasn’t long before she leaned into TikTok to share her “plant mom” stories and advice. At one point she was fulfilling 1,200 orders in a single month, simply because the traffic and sales via TikTok became overwhelming.
Sonja shares things many people relate to: trial and error with plants, sourcing misadventures, humor, even “blunders” she doesn’t hide. As she puts it, “It’s OK if you polarize an audience. The people that like you are just going to like you that much more.”
What is YouTube?
YouTube is the home of long-form content, and the most successful platform for video marketing. If you’re looking for instructional how-to content, educational videos, explainer guides, funny videos, or personal vlogs, you can find it on YouTube.
While making YouTube videos might seem daunting—it takes significantly longer to edit videos, and there are no native tools to facilitate this process—it can result in a loyal audience eager to watch and engage with your content.
Plus, YouTube’s algorithm is more predictable than TikTok’s, basing its recommendations on how viewers interact with your content. This means you’re more likely to have a smaller but more dedicated following in your niche.
On top of all this, it’s easier to earn ad revenue from long-form YouTube videos than from a five-second TikTok. Your channel can pay off with loyal followers who engage with your content and purchase your products and services.
Tip: Enable YouTube Shopping via the Google & YouTube app so your products appear right under videos. Then, nurture new subscribers with Shopify Email and drop Shop Pay links in descriptions for one-tap checkout.
TikTok vs. YouTube: What are the differences?
- Content formats
- Content styles
- Revenue models
- Merchandise and product integration
- Target audiences
- Algorithms
- Trends
- Livestreaming capabilities
YouTube and TikTok differ drastically in their content formats, monetization models, and more—so how do you know which one to prioritize? Instead of guessing to focus on TikTok videos or a YouTube channel, here are some differences to determine the right platform for your business:
| TikTok | YouTube | |
|---|---|---|
| User demographics | Skews younger: about 55% of users are under 30. Gen Z dominates. | The biggest age group is 25–34. |
| Content types | Short-form videos (average 43 seconds). Can upload up to 60 minutes, but that's rare. | Long-form is the core (7–10 minutes is the sweet spot), with Shorts filling the short-form space (20–40 seconds average). |
| Growth features | For You page algorithm pushes content out, TikTok Shop with in-app checkout. | The recommendation engine favors channels you subscribe to. Strong ties to Google search. |
| Strengths | Fast virality and reach, built-in ecommerce tools, product tagging, low barrier to entry with in-app editing. | Evergreen content with long shelf life, multiple monetization streams, huge user base across all demographics. |
| Weaknesses | Shorter content shelf life, Creator Fund payout historically low. | Shorts revenue per view is modest compared to long-form, less casual/impromptu than TikTok. |
| Monetization options | Creator Fund, Creativity Program, TikTok Shop, live gifting, Creator Marketplace brand deals. | Ad revenue, channel memberships, Super Chats, merch shelf integrations, sponsored content. |
Tip: Whichever platform you pick, pair your content with Shopify Subscriptions (for recurring revenue), Bundles (for higher AOV), and automated discounts to convert viewers while intent is high.
Content formats
YouTube is best for longer videos, while TikTok privileges short video clips and user-generated content (UGC). While there’s debate on what counts as short- and long-form, the perfect length of a YouTube video is between seven and 10 minutes, while the average TikTok runs around 43 seconds. Consider how you will make videos based on what kind of business you run. Simple products may only need quick clips each day, while more complex services or industries can require longer videos.
There’s space for short-form content on YouTube (especially through YouTube Shorts) and you can upload up to 60-minute-long videos on TikTok. But Mimi Ikonn, social media powerhouse and the serial entrepreneur behind Luxy Hair and Intelligent Change, emphasizes that it’s important to respect platform differences.
“[While] you can make a long-form content video for YouTube and then break it into shorter videos for Instagram or TikTok,” she says, “I think ideally, if you really want to engage and grow your channel, it is better to create organic content and original content for whatever platform.”
YouTube Shorts vs. TikTok videos
YouTube Shorts is YouTube’s direct answer to TikTok: a short-form video format designed to let creators share vertical, snack-sized content (initially capped at 60 seconds, now with some allowances up to three minutes in many places).
Shorts pulls in more than 70 billion views per day.When it comes to length and view-performance, most YouTube Shorts exceed 15 seconds and can now be as long as three minutes.
Content‐type trends also stand out. While entertainment takes about 17% of all Shorts’ views (think pranks, challenges, etc.), other niches like food and drink, gaming, sports, and crafting also pull in large audiences.
On earnings, Shorts creators are in a different ballpark than long-form video makers. Revenue from Shorts is more modest: creators earn between 1¢ to 6¢ per 1,000 views, which works out to around $10 to $60 per million views—noticeably lower than what YouTube pays for long-form content.
| Metric | TikTok strengths | YouTube Shorts strengths |
|---|---|---|
| Engagement rate | Higher engagement per video. More likes, shares, and comments relative to views. | Lower engagement rates on average compared to TikTok (especially in comments). |
| Viral reach | Allows for very rapid virality for new content, even from small creators thanks to the For You algorithm. | Reach is strong, but virality is often slower. It’s more reliant on how well content fits search and recommendations. |
| Discoverability | Content often gets a burst of exposure and then dies down. Tends to have a shorter shelf life. | Content is more evergreen. Shorts can keep getting traffic down the line when users search. |
| Monetization and creator incentives | Creator funds, brand partnerships, in-app commerce, etc. | Shorts are now under the Partner Program, but they tend to get lower per-view revenues than long-form. |
Content styles
If you prefer making highly produced and edited video content, then you might do better on YouTube, where audiences prefer polished videos. YouTube creators generally plan their videos in advance. With no native filming or editing tools, YouTube requires creators to use third-party video editing software to improve the pacing and visuals of their content. This makes YouTube the right choice for companies with the skills and desire to create longer videos.
On the other hand, you might envision creating more raw, behind-the-scenes style content that requires little editing and scripting. In this case, opt to make TikTok videos, where fewer followers expect fully edited content. TikTok creators often rely on in-app editing tools and even record videos directly on the app. Businesses that want to focus on the people and daily events surrounding their business will likely prefer TikTok.
“I think YouTube was definitely our kind of bread and butter that we use for not only my personal content, but also to deliver the skin care education that brand and our company subscribes to,” says Liah Yoo, founder of KraveBeauty. “YouTube was definitely the most effective tool, but if I were to start a business now, I would fully lean into TikTok.”
Revenue models
Making money is possible on both YouTube and TikTok, but the mechanics are slightly different.
You can make money on YouTube from in-feed ads on videos, open a shop directly in the app, encourage viewers to pay for channel memberships, release sponsored content, and even collect donations during “super chats” on livestreams.
With Shorts, YouTube initially launched a Creator Fund, but has since shifted to a revenue-sharing pool system where creators earn a cut of ad revenue generated between Shorts.
YouTube may be the better platform for companies that want to direct viewers to their websites, or for creators who want to generate steady revenue from ads across a variety of video formats.
TikTok, on the other hand, leans heavily into social commerce. You can set up an in-app shop to sell products, receive virtual gifts from viewers when livestreaming, and earn revenue based on how your TikTok videos perform.
TikTok also introduced its Creator Fund to reward popular creators, though many found payouts modest compared to the scale of their reach. That’s why the platform has since rolled out newer initiatives like the Creativity Program and expanded shopping tools, aiming to give creators more ways to make money on TikTok.
Add in the Creator Marketplace, a matchmaking tool that connects creators with brands for sponsorships and cross-promotion, and you’ve got a platform where influencer deals and product sales often outweigh ad revenue.
TikTok could be the right choice for creators who want to lean into brand sponsorships, partnerships, and in-app commerce, while YouTube is stronger for those looking to maximize ad revenue and build a long-term content engine.
Merchandise and product integration
Both YouTube and TikTok have gone beyond just ad revenue and sponsorships and are now full-blown shopping platforms.
On YouTube, merch integration is deeply tied into its partnership with print-on-demand providers and platforms like Shopify, Spreadshop, and Teespring.
Eligible creators can display a Merch Shelf directly under their videos, which lets fans browse and buy branded t-shirts, mugs, or other products without leaving the platform. Because YouTube is part of the Google ecosystem, it also plays nicely with analytics and Shopify integrations, giving creators the ability to sync inventory, track performance, and run campaigns. It’s a natural fit for creators who want to build a strong brand and sell physical products alongside content.
TikTok Shop allows creators to tag products in their videos, livestreams, or profiles, with a direct checkout flow that keeps the user entirely inside the app.
TikTok has also partnered with Shopify and other ecommerce platforms, making it easier for businesses to sync their catalogs and push products directly into the TikTok ecosystem.
Creators can also tag products in videos, which lets viewers buy without ever leaving the app.
| Feature | YouTube | TikTok |
|---|---|---|
| Supported product types | Print-on-demand merch, Shopify-connected products, digital goods via integrations | Physical products via TikTok Shop, synced Shopify catalogs, affiliate products promoted by creators |
| Eligibility | Must be in the YouTube Partner Program and have at least 1,000 subscribers | TikTok Shop available in select regions; creators usually need a business account and meet follower/minimum content requirements |
| Integration options | Shopify, Spreadshop, Spring, and other approved platforms | Shopify, Square, BigCommerce, and others; product tagging in videos and livestreams; Shop tab on profiles |
| Checkout flow | External checkout through integrated partner sites | Fully in-app checkout |
| Fees | Standard ecommerce platform fees. YouTube takes a cut depending on integration | TikTok Shop commission fees vary by region (usually 5% or less per transaction) |
Target audiences
To determine which app aligns with your target audience, consider age. TikTok trends toward younger audiences: 66% of TikTok users are under 34. Meanwhile, YouTube has a slightly older base, with 21.7% of its users falling between 25 and 34.
Still, the best way to determine if there’s a user base for your content on an app is to explore for yourself. Search both apps with keywords related to your business to see what kind of content already exists on the platform and how much engagement it receives.
Algorithms
While every platform’s algorithm is still somewhat of a mystery, especially as they frequently change, there are some major differences. Generally, TikTok’s algorithm prioritizes content from creators you don’t follow, which means every video has a chance to go viral on TikTok—especially those that play into current trends.
Meanwhile, YouTube’s algorithm primarily serves users content from their subscribed channels, basing its recommendations on the way viewers have been interacting with the content.
Overall, if you want to build a loyal following and serve up content to an audience within your niche, YouTube might be the better choice. For building a robust and wide following with content that consistently reaches new viewers (even outside your target audience), consider TikTok.
“The feedback from my TikTok videos was amazing,” says Jacob Winter, founder of Mush Studios. “The form of rug making was so new at the time that everyone was just like, what is this guy doing in this garage on Long Island? Once I saw that people were actually interested, it obviously got me super excited. So I decided to just continually make videos and just within that first year, we generated 23 million views.”
Trends
As YouTube and TikTok continue to grow, cultures and conversations become unique to each platform. That means the trends on one platform—topics, jokes, and sounds—may not resonate on the other. For example, YouTube users might be more interested in watching vlogs of their favorite YouTube-specific creators, while TikTok users might favor watching video clips of the latest joke going viral on Tiktok.
Mimi Ikonn recommends leaning in to these differences.
“You see real growth when you focus on one platform and really understand what is trending there, what kind of music, what kind of content—which, like I said, is always evolving,” she explains.
Her recommendation is to spend a lot of time on your platform of choice.
“You have to really dive deep and observe,” she says. “Really become an observer of that platform.”
Livestreaming capabilities
Both TikTok and YouTube have strong livestream capabilities, but the focus and the monetization potential look a little different depending on your goals.
Any user over 18 (and with at least 1,000 followers) can go live on TikTok Streams can include product tagging through TikTok Shop, so creators can show items and drive purchases without viewers ever leaving the feed.
Engagement tools, like polls, comment stickers, co-hosting, and live gifting, keep audiences involved. Those “virtual gifts” can be converted into Diamonds (TikTok’s in-app currency) and cashed out, giving creators a direct way to monetize streams without sponsorships. TikTok Live feels very casual and community-driven, making it perfect for Q&As, product demos, and flash sales.
YouTube Live, on the other hand, has no hard audience caps, and streams can be hours long, supporting everything from major brand broadcasts to gaming marathons.
Creators can add professional overlays and multi-camera setups that feel closer to a TV broadcast. Engagement tools include live chat, pinned comments, polls, and Super Chat donations where fans pay to highlight their messages.
While YouTube doesn’t yet have the same built-in ecommerce tagging as TikTok, creators can showcase products and link out to shops through Shopify integrations and third-party plugins.
Current platform predictions and emerging trends
Video marketing statistics show that the way people use YouTube and TikTok is constantly changing. Here’s what to watch out for this year:
Algorithm updates will favor deeper engagement
TikTok’s For You page has long been the gold standard for surfacing fresh content, but it’s increasingly prioritizing longer watch times and meaningful interactions (comments, saves, shares) over quick likes.
YouTube’s Shorts algorithm is tightening up too. It’s moving beyond view counts to reward retention, replay rates, and cross-channel activity (i.e., Shorts that drive viewers to long-form videos or subscriptions).
Tip: Marketers should focus less on chasing fleeting trends and more on creating content that sparks conversation and holds attention.
Monetization will diversify
YouTube continues to roll out new revenue options, with ad revenue sharing for Shorts now baked into the Partner Program and deeper integrations with Shopify on the horizon.
TikTok is refining its monetization tools, moving away from the much-criticized Creator Fund toward performance-based programs like the Creativity Program and TikTok Shop commissions.
Social commerce will keep accelerating
TikTok is already the leader in in-app shopping, and we’ll likely see even stronger integrations with affiliate networks and creator marketplaces.
YouTube is leaning into product tagging and merch shelves, but its real edge will be tying ecommerce to search and evergreen video so products can still be found after the first wave of views.
Tip: For marketers, the key will be blending entertainment with education, like showing products in action rather than relying solely on polished ads.
Best practices are shifting toward cross-platform strategies
Relying on one platform is risky as algorithms and monetization rules change. Creators are increasingly repurposing content: a TikTok becomes a Short, which can become an Instagram Reel and so forth.
Brands that build flexible creative pipelines that include a mix of short-form, livestreaming, and evergreen long-form will be better positioned no matter which platform tweaks its algorithm next.
AI and automation will play a bigger role
Expect more AI-powered tools for editing, captioning, and even ideation inside both apps.
For marketers, this means spending less time on production logistics and more energy available for strategy, storytelling, and testing new content formats.
TikTok vs. YouTube: How to choose
In the end, TikTok and YouTube both have their strengths and weaknesses, and you can tailor your approach to fit either one.
“Ultimately, you have to ask yourself where you do enjoy spending time,” Mimi says. “Then invest more of your time, energy, and content in that one platform.”
That’s great advice, but enjoyment isn’t the only factor. It also comes down to your business type, resources, audience, and goals.
Here’s a simple way to think about it:
- Your business type. Are youselling impulse-buy products or running a brand that thrives on trends? TikTok’s fast, viral ecosystem is your friend. Building a knowledge-based brand, offering tutorials, or selling higher-ticket products? YouTube might be a better bet.
- Your resources. Short on time and don’t have a full editing setup? TikTok’s native editing tools make it easy to pump out content quickly. But if you’ve got the bandwidth (or budget) to create polished, high-production videos, YouTube will reward the effort with longer shelf life and multiple monetization streams.
- Your target demographic. Gen Z hangs out on TikTok, especially for shopping inspiration and trend-driven content. Millennials and older Gen Z spend plenty of time on YouTube.
- Your marketing goals. Want to spark immediate engagement, hop on cultural moments, and drive direct in-app sales? TikTok is built for that. Want to build authority, capture search traffic, and generate steady, long-tail leads? YouTube’s algorithm and SEO potential give you that runway.
You don’t always have to choose just one. Many brands test content on TikTok, then repurpose their best-performing videos into YouTube Shorts. Others do the reverse by creating in-depth YouTube content, then chopping it into TikToks for broader reach.
The real “right” answer is whichever platform aligns with your goals and feels sustainable for you to show up on consistently.
Using both platforms: A multichannel strategy
You don’t actually have to choose between TikTok or YouTube. You can (and probably should) use both. Treat each platform like a different stage of the same funnel, moving people from quick discovery to long-term loyalty.
Here’s how that can look in practice:
- Be consistent but flexible. Whether you’re posting daily TikToks or weekly YouTube drops, it’s important to show up regularly so your audience knows what to expect. At the same time, stay flexible: hop on TikTok trends when they make sense, and lean on YouTube for evergreen content that compounds over time.
- Repurpose, don’t reinvent. A single video idea can fuel multiple pieces of content. You can expand a 45-second TikTok tip into a 10-minute YouTube tutorial or chop up a YouTube product demo into quick TikTok clips.
- Think multiplatform commerce. You can sell merch on TikTok with in-app product tagging and shoppable Lives. YouTube is where you can build deeper trust and sell higher-value items through merch shelves, Shopify integrations, or long-form reviews. Together, they cover both ends of the buyer journey. A loyalty program connects those dots even more tightly.
- Track the full journey. Both platforms have strong analytics, but the magic happens when you look at them side by side. Are people discovering you on TikTok and then subscribing on YouTube? Are your Shorts leading to sales on Shopify? Integrating your analytics and UTM tracking gives you a clearer picture of your overall social media marketing strategy.
TikTok vs. YouTube FAQ
Is TikTok better than YouTube?
Both YouTube and TikTok are great social media marketing platforms for growing a business and building a following. TikTok is generally better for promoting short-form videos that will reach a wide audience, finding brand partnerships, or selling products directly to your followers. YouTube offers more monetization opportunities and deeper user engagement that can lead to a higher customer retention.
Does YouTube Shorts or TikTok pay more?
YouTube offers $1 to $20 RPM (revenue per mille, or revenue per 1,000 views), while TikTok offers anywhere between 1¢ and 7¢ RPM. This means YouTube will generally pay more for ad revenue on your digital content. However, the TikTok app’s robust partnership tools and brand sponsorship opportunities can lead to a more substantial income in the long run.
How do you choose between YouTube and TikTok?
To choose between YouTube and TikTok for your business, consider things like your target audience, preferred content format, budget and time restrictions, and revenue expectations. If one platform ticks more boxes than the other, it’s likely the better tool for you. In the end, however, you should choose the video platform you want to spend time on, and where your audience spends time.
Can you stream on both TikTok and YouTube?
Yes, you can go live on both platforms, but the experience is different. TikTok Live is designed for quick, interactive sessions with features like product tagging, gifting, and co-hosting, while YouTube Live supports longer, more polished broadcasts with overlays, Super Chats, and multiple monetization options.
Is TikTok or YouTube better for selling products?
It depends on what you’re selling. TikTok is great for impulse buys and trend-driven products thanks to its in-app shop and shoppable livestreams. YouTube is stronger for higher-ticket items or products that need more explanation, since long-form videos and reviews build trust and drive conversions over time.
