TikTok vs YouTube – which is better for your brand? Video marketing is here to stay; Hubspot reports that in 2024, 52% of people are more likely to share video content than any other type, and 62% of customers have watched videos to understand more about a brand or product (FAQs, unboxing videos, behind the scenes, reviews, and so on). So the question Amazon sellers have to ask themselves is, which platform should they pour more attention into? Is it TikTok with its short-form video, often consumed through mobile, or YouTube with its long-form content?
The same Hubspot article quotes Jack Brodie of Colada Creative, who noted that video content that allows for purchase within the video leads to a 41% increase in products added to cart. In fact, consumers spend 47% more time watching video content. In terms of engagement, these numbers just don’t lie. YouTube and TikTok are amazing ways to reach your customer base and drive traffic and sales.
In this article we’ll discuss everything you need to know about the two platforms. What are the differences between TikTok and YouTube? What type of content resonates with your target market the best? Which is the best platform for you? We’ll present the facts, so you can decide which platform aligns best with your business goals and audience.
Are you ready? Let’s get started!
Part of what makes it so unique is that TikTok offers social selling – the ability to buy straight from the TikTok content you watch on the platform. Read more about it here, and why you should sell on TikTok Shop.
TikTok vs YouTube: Why It Matters for Amazon Sellers
Video marketing is very quickly becoming a non-negotiable in the marketing tool box of an eCommerce professional. Act! reports that 94% of marketers report that video content has improved customer understanding of a product or service – and we all know that customers are more likely to buy the product if they understand what it is, and how it can help improve their lives. Videos help businesses explain how a product works, what its main features are, and showcase how it may fit into a customer’s lifestyle.
There’s a ton of content that eCommerce entrepreneurs can create in order to leverage this powerful tool:
- Customer testimonial videos (a form of user-generated content you often see in your product reviews section, sometimes submitted through the Vine program)
- Product demos, educational videos, and explainer videos – these can be instructional videos in your image gallery that explain how your product works
- Tutorials – especially effective on social media. Think different types of coffee that you can make with your coffee machine, from an espresso to an affogato
- Unboxing videos – popular in influencer marketing but not relegated to content creators with a huge following – these are entertaining even when customers do them
- Expert interviews – if you’re selling a product that would benefit from expert opinion, these are great. Think the classic toothpaste ad with the dentist endorsement
- Product close-ups – are you selling a product with a lot of intricate detail, like perhaps a bag, or electronics? This type of content allows creators to zoom in on specific features
- FAQ videos – don’t limit the FAQs to text on your website! You’d be surprised at how FAQs can turn boring questions into engaging content that steps in front of potential customer objections to buying your product
- Message from the CEO – this type of content allows users to create a relationship with the head of the company, by humanizing them, moving them away from an impersonal speaking head and turning them into someone relatable and amicable
- Live videos – also called a live stream, or a live-action explainer, these can be webinars, interviews, etc. It’s a great way to establish your brand as a thought leader by providing original content on YouTube or TikTok. When you give extra tips or tricks that customers may not find elsewhere, you stand to boost user engagement in a big way.
- Company culture videos and behind the scenes videos – showcase how you’re a company that anyone would want to work with. Lots of people stand by their morals and ethical principles, so a look behind the curtain is a great way to build a loyal following.
- Interactive videos – think about live Q&A sessions with your customers. Audiences can interact with you in real time, supporting user engagement and interaction.
So, how can video content help you, Amazon Seller? There are two big reasons:
Enhanced Discoverability
Both TikTok and YouTube prioritize video content in their algorithms, so video content increases the chances of your product being shown to a larger audience. Furthermore, they improve SEO performance – don’t forget, YouTube is the world’s second largest search engine. Optimized video titles, descriptions, and tags can make your product more discoverable. Furthermore, you can repurpose video content over and over again, sharing it across different platforms, expanding your reach to various segments.
Increased Conversion Rates
By showing the product in action, customers better understand its features, benefits, and quality way better than static images or text. Employ storytelling in your video content to create emotional appeal with your customers. This will help increase trust and credibility. Furthermore, when video content employs clear CTAs like “Buy Now” or “Learn More,” customers are moved to immediate action, increasing conversion. Let’s not forget that viewers retain 95% of a message when they consume it through video, as opposed to just 10% when reading it through text. Did you know that 64% of consumers buy a product after watching branded social videos?
Now that you have a better idea of the importance of video content, let’s discuss each platform.
TikTok vs YouTube: Influencer Marketing and a Younger Demographic on TikTok
TikTok is a video-sharing social media app that launched in 2017. Owned by Beijing-based tech company ByteDance, which also owns popular apps like Douyin, Toutiao, and CapCut, TikTok is a free-to-download app, which made onboarding easy for mobile users. In 2023, ByteDance became the leading unicorn worldwide with a valuation of US$200bn.
Exploding Topics reported that there are around 1 billion unique monthly TikTok visits – of which 25% come from young users under 20 years old. Furthermore, each of the platform’s top 7 earners are under 30. 55% of TikTok users are under 30, with the majority of users between 25-34 years old (in 2024). Most TikTok users are males between 25-34 years old (19.1%), whereas males & females above 55 years old are the smallest groups (3.7% each). TikTok is known for short-form content that’s highly creative and viral-focused.
Here are some features for Amazon sellers:
- TikTok Shop for direct product sales.
- Creator Marketplace for influencer partnerships.
- In-feed ads and branded hashtag challenges.
So, how can Amazon Sellers best use TikTok?
- Showcasing product usage in short, snappy formats:
- Quick videos that showcase how a product solves a problem or enhances daily life can help customers engage with your content in a big way. Bite-sized demonstrations focus on practical, real-world applications, making your product relatable and desirable.
- Short formats are built for quick consumption, and align with users’ short attention spans, ensuring they stay engaged. Consumers grasp product benefits quickly. Plus, they’re easy to share, increasing the likelihood of organic distribution.
- Just make sure you employ storytelling techniques: start with a problem, show the product in action, and end with a solution. Think about incorporating close-up shots, animations, or step-by-step instructions. Incorporate humor or visually striking elements to make the content more memorable.
- Need some examples? Think of a skincare brand showing a 2-minute morning routine, a kitchen gadget demonstrating a 15-second meal hack.
- Ride on trends for quick visibility:
- Trends on TikTok, Instagram Reels, and YouTube Shorts dominate the algorithm. Participating in these trends ensures your content is amplified to a larger audience. Trends often revolve around challenges, memes, popular music, or specific video formats (e.g., “day in the life” or “things I can’t live without”). Just make sure you jump on these trends early enough, before the trend gets saturated.
- How to find these? Check the “For You” page on TikTok, or trending hashtags and audio clips on Instagram. Use tools like Google Trends or social listening platforms to identify emerging products.
- Next, integrate your product into the trend without making it feel like a hard sell. Also encourage customers and influencers to use your product to amplify reach.
- Here’s an example – a clothing brand uses the outfit transition effect to showcase their latest collection.
- Engaging Gen Z and Millennials:
- The numbers don’t lie: TikTok has an overwhelming number of young people. Many TikTok creators are below 40 years old. Make sure you’re localizing to Gen Z and understanding the dynamics of your millennial customer, and how they differ from Gen X.
- To appeal to both demographics, avoid overly polished or corporate content. Focus on raw, relatable content, and behind the scenes moments. Incorporate storytelling with real life experiences or social values, like an eco-friendly brand that shares a heartfelt story about sustainability measures. Use polls, challenges, or comment-driven content to make audiences feel involved.
- You’ll also want to make sure that you use vibrant visuals, trendy editing styles, and music. Partner with creators and influencers that resonate with your audience to fast-track trust and credibility.
TikTok’s algorithm is designed to prioritize engaging and trend-driven content. Even new creators can reach massive audiences with the right strategy.
TikTok vs YouTube: Long-form Video Content and Monetization Opportunities for Content Creators
A quick look at YouTube’s top 25 users (including Mr. Beast, who tops the list with 335 million subscribers and 65 billion views) will prove that the platform caters to a much wider demographic. You’ve got everyone from WWE to K-Pop, kid influencers, nursery rhymes, and sports and gaming. To nobody’s surprise (but perhaps to everyone’s dismay), the most-watched YouTube video of all time is…
Drum roll…
The Baby Shark Dance.
Sprout Social reports that YouTube has 2.49 billion users, or 5.04 billion social media users, making it the second most-used social platform. Around 54.5% of YouTube users are male, and 45.6% are female. The largest age group to use the video platform is between 25 and 34, while users aged 35-44 come in second. The third largest demographic on YouTube is aged between 18-24.
Furthermore, YouTube Shorts is becoming a really popular video advertising platform – 43% of ad buyers say their large clients are advertising on YouTube shorts (which averages 70 billion views per day, and is the top short-form video platform for discovery). It’s also the top platform for viewing live content.
Aside from YouTube Shorts, YouTube is known for its longer in-depth videos. The most popular type of YouTube content is music videos, followed by (in no order) fashion and try-on hauls, beauty and makeup, motivational and spiritual, cooking, travel, bodybuilding and fitness, comedy, and gaming. Lots of people head to YouTube for longer videos on instructional how-to content – like, for instance, Jana’s tips on localization and optimizing your listings!
The platform offers monetization options through the YouTube Partner Program. Here’s a quick list of the opportunities that await:
1. Advertising Revenue: Creators earn a share of revenue from ads displayed on their videos, including:
- Watch Page Ads: Ads shown on standard videos.
- Shorts Feed Ads: Ads displayed within YouTube Shorts. Eligibility requires adherence to YouTube’s advertiser-friendly content guidelines.
2. Channel Memberships: Viewers can subscribe monthly for perks like exclusive badges, emojis, and members-only content. This feature is available to channels meeting specific subscriber and eligibility criteria.
3. Super Chat and Super Stickers: During live streams, fans can purchase Super Chats to highlight their messages or buy Super Stickers to express themselves, providing additional revenue to creators.
4. Super Thanks: Viewers can tip creators on uploaded videos, with their messages highlighted in the comments, offering another income stream.
5. YouTube Premium Revenue: Creators receive a portion of subscription fees from YouTube Premium members who watch their content, supplementing ad revenue.
6. Merchandise Shelf: Eligible channels can showcase official merchandise below their videos, integrating product sales directly on YouTube.
7. YouTube Shorts Fund: To encourage short-form content, YouTube established a fund rewarding creators based on Shorts performance, with plans to integrate Shorts into YPP for ad revenue sharing.
So, how can YouTube help the Amazon Seller? Here’s an example of some of the content you can produce on YouTube:
- Explainer videos and tutorials – Videos that show how to use your product, assemble it, or incorporate into your daily life. For example, a tech accessory brand that shows how to install and optimize a phone mount.
- Build authority with product reviews and comparisons – Provide an in-depth analysis of your product’s performance, benefits, and drawbacks. You could compare your product against another to show value, quality, and features. Just make sure you’re honest and transparent; consumers value authenticity.
- Capture search-driven traffic for evergreen content: These are how-to guides, FAQs, and troubleshooting videos. It continues to drive traffic long after it’s uploaded, making it a cost-effective marketing strategy. Be sure to use SEO-friendly titles, descriptions, and tags, and answer common customer questions or pain points to maximize relevance. You could even include links to your Amazon store in the video description for easy conversion.
Speaking of evergreen content – did you know that YLT Translations has over 80 employees, all of whom are fully remote? Check out Jana’s advice on managing remote teams – yes, it’s on YouTube!
The Differences Between TikTok and YouTube for Amazon Sellers
Let’s evaluate TikTok vs YouTube really quickly so have a good idea of each platform’s strengths and weaknesses:
| Category | TikTok | YouTube |
|---|---|---|
| Content Format | Short-form trends focused on quick, creative, and viral content. | Long-form storytelling ideal for detailed explanations and in-depth discussions. |
| Target Audience | Primarily Gen Z and Millennials, with a growing appeal to older demographics. | Broader demographic appeal, spanning all age groups and interests. |
| Advertising Options | In-feed ads, branded effects, TikTok Shop for direct product sales. | Skippable ads, bumper ads, overlay ads, and integration with Google search for broader visibility. |
| Engagement & Reach | High virality potential, exposing content to new audiences quickly. | Deeper engagement with loyal followers, fostering long-term audience relationships. |
| Monetization | Direct sales through TikTok Shop, virtual gifts, and brand partnerships. | Lead generation, ad revenue, channel memberships, and sponsored content. |
Both platforms offer unique opportunities for sellers, and foster a sense of community with customers – whether they’re loyal customers or new customers you want to attract. They do so in distinct ways tailored to their respective platform dynamics and audience engagement styles:
TikTok: Building Community Through Trends and Interaction
- Features That Foster Community:
- Duets and Stitches: Encourage collaborative content creation, where users can directly interact with others’ videos.
- Trending Challenges: Create a shared sense of participation and creativity as users engage with viral trends.
- For You Page (FYP): Amplifies diverse content, introducing users to niche communities and like-minded creators.
- Live Streams: Provide real-time interaction with followers, fostering immediacy and intimacy.
- Comment Culture: Users actively comment, joke, and bond over relatable and viral content.
- Why TikTok Excels:
- TikTok thrives on inclusivity and participation, encouraging users to feel part of a larger cultural movement.
- Communities often form around shared interests, such as fandoms, hobbies, or social causes.
- This is a sign for you to know your customer really well, so you know where to find them!
YouTube: Nurturing Loyalty and Long-Term Engagement
- Features That Foster Community:
- Subscribers and Memberships: Build a loyal fan base through regular uploads and exclusive perks.
- Long-Form Content: Allows deeper storytelling, fostering a more profound connection between creators and their audience.
- Live Chats and Super Chats: Create real-time engagement during live streams, often more structured than TikTok’s live content.
- Comment Sections: Enable meaningful discussions and debates, particularly in niche communities like tech, gaming, or education.
- Creator Ecosystem: Many YouTubers foster community through detailed engagement in video replies, shoutouts, or behind-the-scenes content.
- Why YouTube Excels:
- YouTube nurtures long-term relationships with viewers who return for consistent, high-value content.
- The platform caters to niche audiences, creating dedicated communities around specific interests or creators.
Verdict
- TikTok: Best for fast-paced, trend-driven communities where interaction is playful, casual, and rooted in participation.
- YouTube: Best for deeper, more loyal communities that value storytelling, educational content, or creator consistency.
So, here’s the bottom line – is your goal viral, trend-based engagement? Or is it long-term loyalty and niche audience cultivation? If it’s the former, TikTok may be the better platform for you, but if it’s the latter, YouTube might be better. It all depends on the kind of content you want to produce, and where your audience is hanging out.
TikTok vs YouTube: How to Leverage Both Platforms for Maximum Impact
So, what’s the bottom line? Perhaps it’s not a question of TikTok OR YouTube, but a question of when to use each platform.
Use TikTok for Immediate Visibility.
- Create Buzz: Use TikTok’s trend-driven platform to generate excitement around new product launches or viral trends. Its algorithm prioritizes new and engaging content, making it ideal for reaching younger, trend-focused audiences quickly.
- Influencer Collaborations: Partner with TikTok influencers to showcase your products creatively, leveraging their established following to amplify your reach.
- Budget-Friendly: TikTok’s quick content creation process requires less investment in production, making it an accessible option for showcasing visual and trendy products.
Use YouTube for Longevity and Authority.
- Build a Channel: Establish a YouTube channel dedicated to tutorials, how-to guides, and detailed product reviews to position yourself as an authority. This platform is especially effective for products requiring demonstrations or in-depth explanations.
- Optimize for Evergreen Traffic: Use SEO-friendly titles, descriptions, and tags to ensure your videos appear in search results, driving traffic consistently over time. YouTube excels with niche or search-driven buyers looking for detailed information.
- Higher Investment, Higher Returns: While YouTube demands more investment in production and editing, the long-term value lies in its ability to cultivate a loyal audience and maintain relevance.
Understand your target audience, budget and resources, and product fit. Think about using both platforms – repurpose your content from TikTok into YouTube Shorts, blending the immediacy of TikTok with YouTube’s searchability. Drive engagement by using TikTok to tease or promote your longer and more in-depth YouTube videos. And match products to platforms! Use TikTok to promote appealing, trendy products, and use YouTube to highlight products that require more detailed explanations.
Combining both platforms with a cross-promotion strategy ensures maximum visibility and long-term engagement.
The Role of Localization in Video Marketing and Content Creation on YouTube and TikTok
Many people prioritize TikTok because they hope to go viral – but we should warn against that. Creators often try to “game the system” in the hopes of releasing a viral video, but more important than virality is value. By providing interesting content, like the many examples we provided here, you can expect your TikTok videos and YouTube vlogs to get the attention your brand deserves – instead of a brief 15 seconds of fame that may fizzle out quickly.
Now, both TikTok and YouTube cater to a global audience, so making sure your videos resonate with diverse audiences is crucial for success. Localization goes beyond merely translating words – it adapts your content to align with cultural nuances, preferences, and language-specific trends. Creators need to ensure that their content resonates with audiences worldwide, and connects authentically with them. That’s the best way to improve engagement, trust, and conversions.
How YLT Translations Can Help
At YLT Translations, we ensure your video content connects with global audiences through localized subtitles and captions. Our expertise ensures that your messaging is culturally and linguistically accurate, making your videos accessible and engaging for viewers across different regions. Whether you’re targeting new markets or enhancing your global presence, our services help you resonate with audiences worldwide.
This is especially good news for your listing videos; adding localized subtitles is an easy way to hit that localization target without having to reshoot or redub a voice over in another language (but if you can do it, why not?).
Conclusion: TikTok vs YouTube or TikTok AND YouTube?
So, here’s the bottom line.
The choice isn’t about YouTube vs TikTok; it’s about strategically leveraging both platforms to maximize your reach and engagement. Each offers unique strengths that can complement one another when used effectively.
TikTok offers immediate visibility, riding on trends and appealing to younger, trend-driven audiences, with quick, engaging content.
YouTube thrives on building long-term authority, fostering deeper audience connections, and offering evergreen value with its detailed and search-optimized videos.
For Amazon sellers, the decision comes down to understanding your goals, customers, and product fit. Looking to spark buzz with visually trendy products? TikTok’s your playground. Do you need to educate your customers on complex or niche products? Head to YouTube.
Better yet, adopt a cross-platform strategy:
- Use TikTok to tease or promote longer content on YouTube.
- Repurpose TikTok videos as YouTube Shorts.
- Match your content to each platform’s strengths, ensuring you capture both immediate engagement and long-term loyalty.
With the added power of adept localization, you can be sure that your videos resonate with diverse audiences, therefore enhancing accessibility and driving global growth. By combining TikTok’s potential virality with YouTube’s authority, you position your brand for maximum impact, no matter where your audience spends their time.
Whether TikTok or YouTube is your platform of choice, it’s important to lead with authenticity and entertainment. Engage your customers, develop the relationships that last, and create impactful, value-filled content that resonates with customers all over the globe.
So, is it TikTok vs YouTube? Or TikTok and YouTube? For most Amazon sellers, the answer is clear…
All of the above!!!
If you liked this marketing advice, check out how to use social proof for Amazon sellers.