At one point, and for a very long time, YouTube had held the title of “best video platform”, always beating competitors, such as Vine. No one had really affected YouTube’s reign until now.
TikTok, formerly known as Musical.ly, had started to take over in 2018 due to its “cringe” videos. Trends started popping up causing people to flock to TikTok.
YouTube was still powerful at that time, but many had noticed that its power was beginning to wane, with many saying it was now “boring” due to the number of irritating YouTube personalities and YouTube’s crackdown that promoted the money and family content. Censorship attacks have gripped many beloved content creators, causing disgust among many.
With the rise of TikTok, niche communities were born. That’s what was different with TikTok, you got personalized content to closely match your interests. You weren’t spoon-fed sponsored videos, you could watch anything you really liked.
It could be said that our attention span gets progressively shorter as we adapt to faster and shorter lifestyles, but I won’t use that argument in this article due to some publications, e.g. BBC , who refuted these findings.
However, I want to point out how fast TikTok videos can be. They can range from 15 seconds to three minutes, but even with the maximum it is still considered short. I don’t think it’s due to our attention span, but rather its convenience. Let’s say there are five minutes left before the start of your conference. You don’t want to start an entire YouTube video, do you? You want something quick and that you don’t have to invest long in.
TikTok is fast and convenient, making it easier for people to use when they need to kill time. YouTube is more of a seated and relaxed experience and many people find that they don’t have as much downtime. TikTok also powers the best of most of your interests and can be far more personalized than YouTube.
Of course, the app that’s quick to watch with content that’s heavily personalized to you is going to win against YouTube. Maybe TikTok will disappear and YouTube will regain its title of “best video platform”, but only time will tell.