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Did you know that Gen Z is three times more likely to use YouTube than TikTok?

As ever, it is my solemn duty to dismiss some common misconceptions. And no, I’m not here to rag on TikTok – that damn app gets far too many of my hours (who knew red panda feeding live streams were a thing?!)

Just as marketers and brands circa 2016-2019 assumed Instagram creator partnerships en masse typified an effective influencer marketing strategy, TikTok is currently having its moment… and rightly so! It skyrocketed over the pandemic and democratised content creation. Suddenly ✨anyone✨could become a content creator, not just those struggling against relentless algorithms on other platforms.

The algorithm is an expert at surfacing content from unknown creators and driving viral trends, charting music, and even songs about corn (I know, sooo October.) However, when that comes to influencer-brand partnerships, it means uncertain organic reach even from established creators, and a dependence on paid amplification to ensure success.

So why does Gen Z love YouTube so much?

Well, YouTube has been the king of online video for over a decade and they’ve grown up with it. It’s enjoyed by over 88% of UK adults daily, rising to 96% for Gen Z, and offers users the opportunity to dive deeper into topics they care about, and engage with long-lasting communities (vs. the fleeting sense of community offered by TikTok.)

YouTube creators have long been pursued by emerging and established platforms – they shape culture and have been driving online trends for years, prior to TikTok. In my time as a YouTube-first creator, Facebook, Instagram, and Musical.ly all actively tried to onboard me to their platform and to bring my community with me from YouTube! Even now, TikTok creators know that to secure their long-term success, they need to consolidate their audience on YouTube and prioritise using long-form content.

The communities built on Youtube are truly a phenomenon. From my experience on both sides of the industry, they have unparalleled loyalty and are deeply invested in their favourite creators. Audiences know their 💕favourite creator’s name💕, imitate their mannerisms and style, and trust them. The “name” piece is important and speaks to TikTok’s focus on the content – not the creator.

For instance, I am far more likely to recall my favourite TikTok videos rather than the person who made them, which I know is true for many people. If I do want to find the creator who made the content, I end up putting all sorts of search queries into the app!

Moreover, as we saw with VidCon in the US this year, TikTok creators with millions of followers had empty meet and greets. Contrast that with YouTube creators with a fraction of the following, having burgeoning queues, and it’s very telling.

GWI recently reported that Gen Z prefers YouTube, and other reports suggest that Gen Z are three times more likely to use YouTube than TikTok.

Whether it’s because it offers unparalleled community-building potential, or simply that it hasn’t been dethroned as the king of online video for over 14 years, YouTube is the preferred platform for Gen Z by a mile.

Smart brands should embrace TikTok as a valuable string to their influencer marketing bow, recognising the unique opportunity it presents them to be truly reactive. We need to move beyond the stereotype that TikTok is predominantly for teenagers, lip-syncing and jumping on dance trends.

Likewise, we need to understand that equally, it isn’t the only platform loved by Gen Z, or their preferred one by a longshot.