Putting a Rest to the Gen Z Debate: Youtube or TikTok? by Mariel Fuentes

PUTTING A REST TO THE GEN Z DEBATE:

YOUTUBE OR TIKTOK? © NinetyEight LLC. Proprietary and Confidential

TIKTOK HAS BEEN THE IT GIRL FOR A WHILE, BUT OUR LATEST KOI POND* SURVEY SHOWS THAT WE SHOULDN'T BE TOO QUICK TO OVERLOOK THE POWER OF YOUTUBE, ESPECIALLY AMONGST GEN Z.

*Founded by NinetyEight, the Koi Pond is a gen z research community with 635 Gen Zs across 39 U.S States and 27 Countries © NinetyEight LLC. Proprietary and Confidential

ALL EYES ON YOU(TUBE) Do you use YouTube?

100% YES

Do you use TikTok?

46.6% 53.4% YES NO

If you’re shocked reading that it's probably because you’re like us (so immersed in the TikTok world that you just kinda assumed almost all Gen Zs were using it). With all the buzz around TikTok, it’s easy to forget that it’s still the new(ish) kid on the block with resistors and haters even among Gen Z.

OUR TAKE When TikTok was first gaining popularity, having an account was #cringe. In its earlier stages, creators like Addison Rae and Charli D’amelio had people in a chokehold with their trendy dances. However, TikTok has come a LONG way from its original use. As people increasingly joined the app and made their own content, a wide range of communities developed. But despite TikTok’s character development, many Gen Zs have stuck with the idea of what TikTok used to be and don’t see the value in it today. For those contemplating joining TikTok, the process of getting started can be a daunting task. Training the algorithm takes time and curating your perfect fyp is truly a labor of love. No other app requires as much algorithm training as TikTok but no other app gives you that perfectly curated experience either. With Gen Z recognizing the harms of being chronically online and intentionally cutting back from social media, it makes sense for some folks to not care about curating a personalized fyp.

NO THOUGHTS, JUST VIBES If there’s one thing Gen Z craves, it’s ~ escapism ~. It’s no surprise then that entertainment is the #1 value they’re getting from both platforms.

Why do you use YouTube?

Why do you use TikTok?

Entertainment

Education

News/Current Events

Gaming Content

DIY Videos

Music Videos

Education

DIY Videos

Gaming Content

News/Current Events

Music Videos

Other

Other 0%

20%

40%

60%

80% 100%

20%

40%

60%

80% 100%

OUR TAKE However, the intentions behind opening each app are very different. On YouTube, users enter with a game plan. Whether it's catching up with a content creator, exploring a new skill, or engaging with a specific community, the choice is made before the play button is even hit. On the other hand, when going onto TikTok, users are prepared to spend at least 10 minutes mindlessly scrolling through whatever the FYP spits out at them. Learning might sneak in along the way, but that's not the original intent. Think of TikTok as the high-level information phase, where users get a taste of something new, a surface-level introduction. Then, cue YouTube, the deep dive zone. Suppose someone’s interested in a 30-second recipe on TikTok, they're likely to jump over to YouTube for the full tutorial. It's the contrast between a sneak peek on TikTok and the deep dive on YouTube.

I like that YouTube has long videos that feel like watching TV, but are often more relatable

I like that TikTok is very fast entertainment! I don’t have to go searching a specific person in order to get immediately entertained. My fyp is curated so that all my content is entertaining to me automatically

In my opinion, YT is the platform that produces the best overall content. You can search any topic and you could probably find high quality content of it on YouTube.

WYD HERE?

What specific activities or situations prompt you to use YouTube? 0.0%

20.0%

40.0%

60.0%

To catch up on my favorite YouTubers' content

79.3% 74.1%

For entertainment before bed

When it comes to the factors pulling people onto these apps, TikTok is the app Gen Z goes to when they have those gaps in time to fill, or at night when the embarrassing thing you did in 9th grade starts to creep into your mind. Whereas people go to YouTube the same way people tune into their fav reality tv show every Saturday at 9pm. It's a deliberate, habitual choice that doesn't happen randomly. People aren’t tuning in everyday to TikTok to be like, “omg what did @myfavoritecreator123 post?”, because that creator is most likely posting pretty randomly. On YouTube, most creators have a set day and time they post every week. This lets viewers know when to tune in and watch. So if your brand hopes to make it on the list of Gen Z’s favorite YouTube creators, then consistency is key in training your audience to routinely check in on your content.

When I want to learn something new

63.8%

During short breaks throughout the day

62.9%

For in-depth research or information

48.3%

For quick entertainment while hanging out with friends

34.5% 14.7%

Other To keep up with trends and challenges

6.0%

What specific activities or situations prompt you to use TikTok? 0.0%

During short breaks throughout the day

83.9% 71.0%

For entertainment before bed To keep up with trends and challenges

43.5%

For quick entertainment while hanging out with friends

41.9%

To catch up on my favorite YouTubers' content

35.5%

When I want to learn something new For in-depth research or information Other

20.0% 40.0% 60.0% 80.0%

25.8% 14.5% 6.5%

HERE FOR A GOOD TIME, AND A LONG TIME How would you describe your typical usage pattern for:

YOUTUBE

TIKTOK short & long video content 17.7%

short video content 4.3%

long video content 4.8%

short & long video content 48.3% long video content 47.4%

short video content 77.5%

When Gen Z goes onto YouTube, they know they’re most likely going to be there for at least 15 minutes. Unlike TikTok's speedy content delivery, YouTube gives the luxury of time, allowing for a more thorough exploration of ideas and information. Although TikTok has rolled out updates that allow for up to ten minute videos, the amount of content on there that actually reaches that length is few and far between.

What does this mean for brands? YouTube stands as the undisputed go-to for Gen Z when it comes to trustworthy and credible learning (to a certain extent of course). Say, for example, you accidentally get the cup holder stuck in your car and can’t figure out how to put it back in, YouTube will have a video showing you how (I can personally confirm). Think of YouTube as this place where Gen Z willingly walks in, not just for a quick scroll, but with an open mind to watch something that tickles their brain - whether it be entertaining, funny, or educational. It's a platform that has earned its stripes as a reliable source, making it the perfect space for brands to go deeper into the details of their products or ideas. So, for brands, YouTube is a platform where they can educate, engage, and establish a genuine connection with an audience open to learning. It's not just content; it's a conversation that lasts longer than a quick swipe. Getting people to discover and care about your YouTube content? That's a bit of a challenge. This is where TikTok steps in, offering a more user-friendly algorithm that gives brands a better shot at being seen. In order for your brand to be remembered, it first must be seen. TikTok plants that initial seed of interest with quick content, and YouTube seals the deal. You want people to open YouTube with the intent to binge on your content, turning from users who stumble upon your TikTok content into genuine fans.

TIKTOK PLANTS THAT INITIAL SEED OF INTEREST WITH QUICK CONTENT, AND YOUTUBE SEALS THE DEAL.

BRANDS THAT ARE KILLIN’ IT ON YOUTUBE & TIKTOK

With an impressive 1.4 million subscribers on YouTube and a substantial following of 977.4K on TikTok, Sephora has a remarkable social media presence. On YouTube, they share a diverse range of content, including tutorials, interviews and tips spanning from 2 to 20 minutes. Meanwhile, on TikTok, Sephora embraces trending content and short collabs, with the majority of their videos clocking in at less than one minute.

BRANDS THAT ARE KILLIN’ IT ON YOUTUBE & TIKTOK

LEGO is crushing it on social media with a massive 16.9 million YouTube subscribers and 280.3K followers on TikTok. On YouTube, they've got something for everyone – from animated videos in the Lego Dreams series to real-life LEGO challenges with adults. But TikTok is all about vibes – sophisticated, aesthetic, and just for the adults.

OOPS SORRY – DID WE INTERRUPT YOU THERE?

LET’S TALK ABOUT ADS Gen Z hates ads. But the dislike for ads is slightly more pronounced on YouTube compared to TikTok. One reason could be the ad format – on TikTok, they’re integrated into the FYP without cutting into the middle of the video, and you can just swipe them away. It's a smoother experience.

How do you feel about advertisements and sponsored content on YouTube?

average rating out of ten*

But the real tea here is that ads in general just aren’t clicking with Gen Z. Gen Z values being part of a community, and when brands focus on joining and interacting with these communities while providing genuine value, it resonates more. It's about nurturing connections rather than bombarding with ads. It’s not just about pushing an agenda; it's about creating a meaningful conversation with an audience that genuinely cares and community management is a great way to get there. How do you feel about advertisements and sponsored content on TikTok?

average rating out of ten*

*respondents were asked to rate ads based off the following scale: 0=hate it, 5=don’t mind it, 10=like it

THAT’S A WRAP Navigating the digital landscape requires a keen understanding of the subtleties that differentiate platforms like YouTube and TikTok. Recognizing the unique preferences of audiences on each platform is crucial, as is acknowledging their distinct positions within your brand's marketing funnel. YouTube and TikTok serve different roles in the marketing mix. YouTube, with its intentional content consumption, is a powerful tool for engaging audiences at the consideration phase of the funnel. Its diverse audience, ranging from enthusiastic learners to entertainment seekers, makes it a versatile platform for brands aiming to educate, entertain, and establish a deeper connection. On the flip side, TikTok thrives on the spontaneity of short, engaging content, making it ideal for capturing attention at the awareness phase. Its user base seeks quick hits and the unexpected. For brands, TikTok offers an opportunity of discovery, sparking curiosity and clearing the way for further engagement.

IS YOUR BRAND OPTIMIZING YOUTUBE & TIKTOK?

GET A YOUTUBE + TIKTOK PROPOSAL (ON US). gia@ninetyeightla.com