![]() Image: Washington Post TikTokįrom the start, TikTok has targeted younger users in the United States, nearly 50% of users are under the age of 30. When deciding whether TikTok or YouTube is better for your organization, the first question to ask is this: who’s on the platform? TikTok: Dominated by Gen ZĮven "serious journalists" like those of The Washington Post speak Gen Z on TikTok. If TikTok is more of a classic social media app with search capabilities, then YouTube is more of a classic search engine with social capabilities. Many users go to YouTube to find specific information and to learn how to do things. While people do watch YouTube to be entertained (and can do social things like sharing and commenting), the platform serves up more than entertainment alone. Unlike TikTok, YouTube is not primarily a social media platform. YouTube’s parent company is Google, based in the United States. YouTube was founded in 2005 and today boasts over 2 billion active users-who since 2017 have watched more than 1 billion hours of content every day. YouTube is more of a video search engine. And like Instagram, TikTok is designed for the mobile experience. In terms of likes, shares, and followers, many of the same dynamics that exist on, say, Instagram also exist on TikTok.
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