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It’s simpler to shoot content
For established YouTube content creators, TikTok can be a refreshing alternative.
Popular YouTubers often invest in expensive equipment, and spend time making longer content akin to TV episodes. It can be difficult to maintain this level of effort while uploading regularly.
So, it’s no surprise that famous YouTubers like Shane Dawson (23.3M subscribers) and David Dobrik (17.5M subscribers) are spending time on TikTok recently. While newer to TikTok, Shane Dawson’s content includes participating in hashtag challenges, with the same self-deprecating humor he’s known for on Youtube.
David Dobrik takes a different approach. While his YouTube channel is high-energy, action-packed clips that are always 4 minutes 21 seconds long. By contrast, his TikTok is mostly informal micro-vlogs and participation in challenges. This suggests social media stars are converting to TikTok because its simpler and quicker to shoot and post content regularly.
It’s also worth noting that with quarantine lockdowns in place around the world, creators like David may find it impossible to shoot the content they regularly would. Enter TikToks, the perfect, short-form replacement: balancing keeping fans engaged while being easy and quick to make.
Discovery and new opportunities
TikTok’s algorithm is well-placed to encourage viral engagement for content creators. The ‘For You’ page produces an endless stream of scrollable content, leading to most users spending 52 minutes a day in-app, with 90% of people checking the app more than once daily. These appealing numbers outshine other networks, such as Instagram. Influencers can spend hours creating content for ’Stories’ but discovery is often limited to their follower pool, with stories only landing on wider users’ ‘Explore’ pages sporadically.
However, with many touch points like hashtags, captions and trending sounds, TikTok’s algorithm can boost discovery and viral engagement fairly easily.
We’re guessing popular makeup YouTuber James Charles spotted this opportunity early on, since he’s spending more time on TikTok to promote his YouTube videos and create quick-shot content. His multi-channel presence has paid off, since his videos with popular TikTokkers like Addison Rae (41M followers) have millions of views on both channels. Spending more time on TikTok also opened up new monetization opportunities: with Charli D’Amelio (59.3M TikTok followers) now promoting his loungewear line.
So, it looks like social media stars are converting to TikTok because of the potential for viral engagement as well as new opportunities for content and brand partnerships.
Social media stars are converting to TikTok to improve overall reach
Stars like Jojo Siwa, with a younger fanbase may also hop on TikTok to improve their overall reach, especially given 41% of TikTok’s user demographic is 16-24 years old. Jojo Siwa’s YouTube content is focused on full-length musical performances and vlogs, whereas her TikTok features goofier, one-shot funny clips.
This approach helps her appeal to a wider Gen-Z fanbase, capturing those who aren’t on YouTube.
Lifestyle YouTuber Emma Chamberlain (8M subscribers) has taken a similar approach, using her TikTok for dance challenges and unedited, funny content. She’s recently shared that she’s applying a less-edited, more authentic approach to her Youtube videos, as well. Posting on TikTok, where the content is more ‘organic’ and ’unedited’ could encourage wider overall reach for her content. Her approach has worked, since she’s amassed almost equally large follower bases on both platforms.
Social media stars who are native to Instagram and Youtube are highly motivated to spending more time on TikTok recently. This is because shooting TikTok content is lower effort, and needs less time and planning than a traditional long-form YouTube video.
Not only is shooting content easy, TikTok’s algorithm gives creators several launchpads for viral engagement such as soundtracks, challenges and captions. The algorithm also encourages TikTok’s user base to spend more time in-app. So, influencers can spend less time making videos, but get them in front of more eyeballs, and for longer.
Finally, a multi-channel approach is popular for larger, established content creators. Spending time on TikTok gives social media stars the unique opportunity to increase their reach to a younger demographic. This can be a useful boost to their follower count across social platforms.