YouTube Shorts vs. TikTok: Three Tips To Win
YouTube Shorts and TikTok both offer powerful growth opportunities, but the smartest strategy is using both together. Three tactics make this possible: keep all videos under 60 seconds (ideally under 15) to meet both platforms' best practices, batch-create content in dedicated filming sessions to save time, and export videos twice using licensed music for YouTube and trending audio for TikTok to avoid demonetisation.
Short-form videos are the number one marketing strategy today, but which platform is the best for growing your business?
The answer... is complicated.
When looking for the answer online, you'll find that social experts are split on this topic.
On Gary Vee's YouTube channel, he said, "The underpriced nature of TikTok right now is like the seventh FU^$(&^ time this has happened." He said it happened with Search, Email, Facebook, and Instagram, and it is now happening with TikTok. He went on to say, "it will work for you on TikTok, it will. If you put out four pieces of organic content a day... it will work in a way you can't imagine."
That is a valid claim, but is TikTok really the next holy grail of digital marketing, or is there a better option?
On Full Send Podcast, MrBeast was asked what he thought of TikTok. He said, "Google has Google Adwords. They have been in the ad business for over a decade... and the YouTube Partner program has been around for a decade. They just have a ton of experience with [paying creators], and I think TikTok is going to have trouble catching up. Once you see the Partner Program kick in on Shorts, I think you're going to see a lot of TikTokers coming over here."
So, who's right? Is one platform really better than the other? Before we jump to conclusions, let's look at the facts.
First of all, TikTok has 1 billion monthly active users. Billion, with a B. TikTok is expected to grow by nearly 4% in 2023. That's roughly another 40 million users.
However, YouTube has over 2.6 billion monthly active users. That's more people than were on earth when you're grandparents were kids. YouTube is expected to grow by 5% in 2023. That's roughly another 130 million.
So, MrBeast is right? Yes, and no.
Creators need compensation to continue creating content, and YouTube makes that very easy with their revenue split, BUT TikTok has some tricks up its sleeve.
"TikTok users are 1.5x more likely than other platform users to immediately buy something they discovered on the platform*, 1 in 3 have bought a product because they saw it on TikTok in the past year*, and TikTok users spend 14% more when TikTok is a part of the purchase journey*."
(*TikTok Marketing Science Global Retail Path to Purchase Study conducted by Material, August 2021)
TLDR; TikTok dominates in the shopping arena.
So, even if TikTok doesn't pay creators the same way YouTube does, TikTok still provides creators with a huge opportunity to make money by selling clothing, mugs, courses, or anything else.
So, which platform should you choose? I say, is it too much to ask for both?
If you're serious about trying to grow your brand, creating content for BOTH platforms is THE best plan.
BUT creating content for even one of these platforms is time-consuming. So, I've come up with 3 Tips to help you win on both.
Three Tips for Winning on YouTube Shorts AND TikTok
1. Timing Is Everything
If you are going to post content to both platforms, that content needs to meet the requirements of the most strict platform. In the case of timing, YouTube's max length of 60 seconds is shorter than TikTok's. So, save yourself time and guesswork and make all of your videos less than 60 seconds. But don't stop there. Videos shorter than 15 seconds have a higher chance of going viral. This is because watch time is a significant factor for both platforms in deciding which videos to share with a wider audience. If someone watches your video more than once, it's recorded as above 100% watch time. And that's why --- timing is everything.
2. Batch, Batch Baby!
If you own a business, have family or friends, or enjoy sleeping, this tip is for you. Planning, filming, and editing videos in advance is a great way to stay ahead on content. If this sounds overwhelming, start by writing down all your ideas.
Don't worry about big ideas. These are shorts, after all. Write down as many as you can. Bonus points if you can reach 100 ideas. Armed with a long list of ideas, spend one day or a weekend filming and editing. Now you're ready to schedule your Shorts and TikToks. Both platforms allow you to schedule content from your desktop, making it easy to tackle this project.
We use this method with clients to make sure their calendars never go empty.
3. Music Makes You Lose Monetization
Lastly, when you're creating content for TikTok and YouTube Shorts, you may need to export your videos twice. Music licensing on each platform is different, and we've seen content get demonetized quickly on YouTube when using audio from TikTok. So, we recommend editing videos for YouTube with music from Artlist.io. Then export the video without music for TikTok, and use trending audio clips instead to get more views.
Pro Tip: Right now you can get 2 extra free months when you subscribe to any annual plan on Artlist.
Let us know what questions you have about TikTok and YouTube Shorts or how to grow your business online.
Frequently Asked Questions
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Both platforms offer significant value and the strongest strategy is using both together. YouTube Shorts benefits from YouTube's established creator monetisation programme and 2.6 billion monthly active users. TikTok offers stronger shopping behaviour with users 1.5 times more likely to buy products discovered on the platform. Creating content for both maximises reach, audience growth, and revenue opportunities for businesses willing to commit consistently.
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The ideal length for short-form videos is under 60 seconds, with the highest-performing content typically falling under 15 seconds. Shorter videos generate higher watch-through rates and are more likely to be replayed, which boosts algorithmic ranking on both platforms. YouTube Shorts caps videos at 60 seconds, so creating content within this limit ensures the same video can be posted on both YouTube and TikTok.
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Batch content creation by planning, filming, and editing multiple videos in dedicated sessions rather than producing one at a time. Start by brainstorming a long list of ideas (aim for 50 to 100), then film them across one or two intensive days. Both platforms support desktop scheduling, allowing you to upload weeks of content in advance and maintain consistent posting without daily pressure.
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TikTok and YouTube use different music licensing agreements. TikTok's library includes commercial tracks not licensed for YouTube monetisation, which causes Shorts using TikTok audio to be demonetised or muted. To avoid this, edit two versions of each video. Use royalty-free music from libraries like Artlist or Epidemic Sound for YouTube Shorts, and use trending in-app audio for the TikTok version.
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Most creators see initial traction within three to six months of consistent posting on both platforms. Significant audience growth typically requires posting at least one video daily, plus participating in trends and engaging with comments. Some videos go viral quickly, but sustainable channel growth depends on consistency rather than relying on viral moments. Treating short-form content as a long-term strategy delivers the strongest results.
