TikTok Drama: YouTube Looks Better than Ever for Content Creators

Is TikTok banned in the US? Is it back? Will there be a buyer? What does all this TikTok drama mean for content creators?

The past few weeks have been a whirlwind for TikTok… and terrifying for TikTok-first creators.

First, a potential US ban loomed large and TikTok disappeared from the App Store and Play Store. Then, at the eleventh hour (OK, the twelfth hour), the ban was averted. Now, the future of the app remains uncertain as potential buyers circle and the TikTok drama continues.

For content creators who have poured time and energy into building a TikTok audience, this uncertainty is unnerving. Should you hit pause on your TikTok hustle? Should you focus your efforts elsewhere?

The case for YouTube as the stable player

While the future of TikTok is up in the air, one thing remains constant: YouTube. As the OG video platform, YouTube has a proven track record of supporting creators. The YouTube Partner Program is well established. The platform offers a wide range of features to help you create high-quality content, build a community, and even earn a living.

While we definitely have a dog in the fight, we think it’s clear: YouTube should be the foundation of your content creation strategy. Here’s why:

• Stability and reliability: Unlike the ever-shifting sands of social and content platforms, YouTube feels safe. It’s been around for nearly two decades. The 45/55 revenue split, with creators getting 55% of revenue generated on their videos, hasn’t changed and shows no signs of changing.
  
• Monetization options: YouTube offers a variety of ways for creators to make money, from ads and sponsorships to brand deals and merchandise sales.
  
• Large and engaged audience: With billions of users, YouTube offers a massive potential audience for your content.
  
• Versatility: YouTube is a great platform for a wide range of content formats, from short-form videos to long-form documentaries.

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Branch out but don’t neglect your YouTube roots

While YouTube should be your foundation, that doesn’t mean you have to watch other opportunities pass by. Diversifying is key and creators should always be looking for ways to brand out. Including to platforms like TikTok (that TikTok Shop, though!). The key is to never have all your eggs in one basket. 

If you have a diversified content strategy, the TikTok drama isn’t so scary.

Here are some tips for creating a sustainable content creation strategy:

• Focus on building a YouTube audience first: Make YouTube your primary channel and dedicate the majority of your time and energy to growing your audience there.
  
• Own your audience: Building an audience on YouTube (or any platform) is great, but you need to do everything you can to make your audience your own. Building an email list is probably the most obvious way to do this, but it’s not the only way. The message is, don’t cede ownership of your audience to any platform.
  
• Experiment with other platforms: Once you’ve established yourself on YouTube, you can start experimenting with other platforms like TikTok. But remember, treat these platforms more like marketing channels to drive viewers back to your YouTube content and build your owned audience.
  
• Stay flexible and adaptable: The creator economy is constantly evolving. Be prepared to adapt your strategy as needed.

The future is uncertain and the TikTok drama continues but one thing is for sure: YouTube remains a safe haven for content creators. By focusing on building a strong foundation on YouTube, you can ensure your creative future is bright, regardless of what happens with other platforms.

So, the best advice for content creators is this: make YouTube your foundation, look for opportunities to branch out, and do everything you can to own your audience. 

Get an unfair advantage on YouTube

Give your YouTube channel the upper hand and easily optimize for more views, more subs, and more of every metric that matters.

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