In 2020, YouTuber Carry Minati, who has nearly 18 million followers, uploaded a post called "YouTube VS T-Tok: The End." ". In the video, he compared and analyzed the two major video platforms of T-Tok and YouTube, which caused extensive discussion among netizens. I believe that in the minds of many overseas brands, there are also the same doubts, about the two most mainstream platforms of global video marketing, how to choose when doing influencer marketing to achieve the best marketing effect?

In this article, the professional overseas influencer marketing Inpander will compare and analyze the four dimensions of video content, target audience, algorithm logic, and marketing cost, and come to the following conclusions

content features→ T-Tok is interesting, YouTube exhibition details;

Target audience→ T-Tok is younger, YouTube is more broad;

algorithmic logic→ T-Tok personalization, high YouTube weight;

influencer quality → lower price on T-Tok, and more senior YouTube.

First, T-Tok is interesting, YouTube exhibition details

We can see the difference in the style of content communication between the two from the functions provided by the platform.

Looking at popular content on both platforms, it can be seen that lighthearted, fun, and unconventional content is more suitable for widespread distribution on T-Tok than serious content, limited by the length of the video.

Due to the strong interest of T-Tok's content, on the one hand, it is very suitable for enterprises with creative ideas for activities and want to expand brand awareness in a short period of time to do influencer marketing; On the other hand, it has also led to a serious Internet celebrity recommendation product, which is difficult to form a coherent and deep memory in the hearts of users of the platform.

Therefore, challenges on T-Tok around related topics, or easy-to-display products (such as clothing, beauty, jewelry, handicrafts, etc.) through high-quality storylines, jokes, etc., can attract a large target audience.

The YouTube long video setting can convey more detail in the video content, which is suitable for focusing on in-depth content. Its landscape-based playback format allows viewers to notice the introduction below the video, helping brands to add product links to the introduction and directly lead to purchases.

Therefore, if it is a product with a high unit price or complex functional characteristics (such as electronic products, household products, etc.), you can use YouTube influencers to make the product more detailed display through customized videos, unboxing videos, evaluations, insert videos, etc.

T-Tok is younger, YouTube is more widely

From the perspective of the user age group of both: As a result, brands targeting Gen Z (those born between 1995 and 2009), millennials (the generation born between 1982 and 1996), or women will find the largest potential customer base at T-Tok.

T-Tok or YouTube?

YouTube's wide variety of content, by contrast, makes it attractive to different audiences.

Also taking US statistics as an example, at least 90% of YouTube's users are concentrated in 18~44 years old, and users aged 25-54 account for 65% of the overall users of the platform. Globally, men are more popular and pay more attention to more serious, dry video content, and if your target audience is over 25, consider increasing the marketing weight of YouTube.

T-Tok or YouTube?

From the geographical distribution of users:

YouTube is localized in more than 100 countries and more than 80 languages around the world. There are an estimated 227 million Indian users, followed by 127 million US users. In terms of platform penetration, the Netherlands and South Korea ranked highest.

T-Tok covers 150 countries around the world and supports 75 languages. The United States, Indonesia and Brazil are T-Tok The largest market, but two years ago, India banned the download of T-Tok, so according to the brand in the influencer marketing, first understand the local publicity policy before choosing the platform promotion is the first successful step.

T-Tok personalization, YouTube has a high weight T-Tok's

personalized recommendation is one of its success factors.

After logging in to the app, users go directly to the "For You" interface and see personalized content pushed according to algorithms and machine learning, rather than video information that they are not very interested in.

For brands, they can use this algorithm feature to produce video content that the target group will like, reach a large number of potential consumers through interest matching and other methods, and accurately achieve "goods to find people".

YouTube is Google's second-most visited site in the world, and has such weight in Google that you'll typically see one or two YouTube videos in the top ten Google searches.

As a huge traffic pool, its way of combining social media content with Google's search traffic can greatly improve the ranking of high-quality content and video links created by influencers in Google search results.

T-Tok is cheaper, YouTube is more senior T-Tok is still in the early stages of development, and many influencers have not officially started the business cooperation model. Therefore, compared to other social media platforms, the price of T-Tok influencers is lower. In general, influencers with more than 2.5 million followers charge an average fee for each original content 500-800 USD. At the same time, due to the huge traffic of T-Tok, the original videos released by T-Tok influencers are high-quality enough, in addition to the private domain traffic pushed to themselves, they will also enter a larger traffic pool to attract more potential users.

Compared with T-Tok, YouTube is the platform with the richest Internet celebrity resources and stronger influencer appeal:

On the one hand, due to the huge user base, the platform has abundant resources for influencers with professional video production capabilities;

On the other hand, most of the Youtube platforms are senior Internet celebrities, with strong content original ability and stronger appeal, and most of the YouTube Internet celebrities can receive feedback that exceeds expectations. With rich and high-quality Internet celebrity resources, most overseas enterprises can find KOLs that match their industries and products on YouTube.

Summary

In summary, both have their own advantages and are suitable for overseas enterprises with different marketing goals: Brands with high unit prices or brands with target audiences over the age of 25 can focus on YouTube.

For brands and products aimed at younger overseas Gen Z groups, you can focus on T-Tok.

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