By Shelley Friesen, founder and director, Melbourne Social Co.
For years, TikTok has been the darling of social media managers, offering brands an unparalleled way to connect with audiences through snappy, engaging short-form videos. However, with the future of TikTok up in the air in the United States, many brands are rethinking their digital strategies.
Closer to home in Australia, we’re seeing a shift in focus towards YouTube – and it’s easy to understand why.
Here’s what’s driving the move and why it might be the perfect time for Australian brands to embrace YouTube.
The TikTok Ban: A Catalyst for Change
The proposed ban of TikTok in the US has sparked global conversations about the platform’s future. While there’s no imminent ban in Australia, the uncertainty around TikTok’s stability is prompting brands to diversify their social media presence.
It’s a reminder that platforms rise and fall, and relying too heavily on one channel can be risky.
TikTok
Why YouTube Is the Next Logical Step
Remember when YouTube was in fashion about 10 years ago? It was the go-to place for content creators and marketers alike – and then we all kind of forgot about it! But YouTube has quietly evolved, stepping up its game and proving it’s not just the domain of vlogs and unboxing (although my kids would argue otherwise, they love to watch toy unboxings!).
YouTube’s comeback is fuelled by features like Shorts, which directly competes with TikTok’s short-form video format.
Here’s why brands are flocking to YouTube.
YouTube is owned by Google, one of the most trusted tech giants globally. With a 17-year history, YouTube has proven its staying power, giving brands confidence in its reliability and longevity.
Unlike TikTok, which primarily focuses on short-form video, YouTube offers a variety of content formats: long-form videos, livestreams, and Shorts. This flexibility allows brands to experiment with storytelling styles and cater to different audience preferences.
YouTube boasts over 2.5 billion monthly active users globally, with a substantial share in Australia. Its diverse user base spans all age groups, making it ideal for brands looking to reach a wider audience beyond Gen Z.
One of the best things about YouTube Shorts is how easy it is to repurpose content from TikTok and Instagram Reels. If you’ve already nailed it on those platforms, why wouldn’t you share the same great content on YouTube? It’s a no-brainer for maximising reach and engagement.
For marketers, YouTube’s robust analytics and monetisation tools are a dream. The platform provides in-depth insights into audience demographics and behaviour, helping brands refine their strategies.
Plus, its ad options, including skippable and non-skippable ads, open up additional revenue streams.
YouTube
How Australian Brands Can Leverage YouTube.
As Australian brands rethink their strategies, YouTube offers a wealth of opportunities to grow and engage.
Here’s how to make the most of it:
Invest in YouTube Shorts.
Shorts are YouTube’s answer to TikTok, and they’re gaining traction fast. By creating punchy, engaging content, Australian brands can tap into the short-form video trend while benefiting from YouTube’s stability.
Create Evergreen Content.
YouTube’s searchability makes it an excellent platform for evergreen content. Tutorials, product reviews, and behind-the-scenes videos can continue driving views long after they’re published.
Build a Community.
YouTube fosters strong community engagement through comments, live chats, and subscriber interactions. Brands can use these tools to deepen relationships with their audience and encourage loyalty.
The Road Ahead
While TikTok remains a powerful tool for now, its uncertain future highlights the importance of a diversified social media strategy. For Australian brands, YouTube offers a proven, adaptable, and trusted platform that’s well-equipped to support growth in a changing social media landscape.
As marketers, we know that trends evolve and platforms come and go. But one thing remains constant: the need to connect with audiences in authentic and meaningful ways. Whether it’s through a 10-second Short or a 10-minute tutorial, YouTube gives Australian brands the tools to do just that.