TikTok is a younger, faster-growing platform. The social video app's global ad income was $3.9 billion last year and will be $11.6 billion this year.

Marketing tactics are emerging to maximise the characteristics of each platform as corporations pour advertising dollars into short-form video.

Geographic differences: India's prohibition on TikTok for political reasons has opened a vast market for YouTube Shorts and Instagram Reels.

The user bases of TikTok and YouTube tend to attract very different kinds of people, and this disparity is most pronounced in the United States.

YouTube Shorts has an older audience and greater U.S. user base than TikTok, says Storyblocks' Lauren Zoltick.

YouTube Shorts feels independent from TikTok, unlike Instagram Reels, which feels like a stream of rehashed TikTok films.

This month, Google stated that YouTube Shorts receives 1.5 billion monthly views, making it one of TikTok's top competitors globally.

Marketers have more options for how they contact customers as platforms battle for viewers' attention and the allegiance of content creators.

YouTube adopted its short-video format less than two years ago while TikTok, owned by Chinese digital giant ByteDance, grew rapidly.

TikTok in September disclosed it had more than 1 billion monthly active users, and the number was estimated to have grown to about 1.6 billion by the end of March.

As social commerce and short-form video gain traction, marketers must build a firm foundation on platforms that favour this content.

YouTube’s advertising revenue last year jumped 46% to $28.8 billion, making the video-sharing site a key growth driver for parent company Alphabet.

Multiple causes, including a more challenging economic climate, more competition, a decline in digital media usage,

and Apple's privacy practises that have an impact on mobile ad-targeting and measurement, have contributed to YouTube's recent decline.