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TikTok overtakes YouTube for average watch time in US and UK (12)

09-06-2021 03:34 PM #1 twinaxe (Senior Moderator)
TikTok overtakes YouTube for average watch time in US and UK

Just found THIS and thought it could be interesting

09-06-2021 07:06 PM #2 jack_l (Veteran Member)

Originally Posted by twinaxe

Just found THIS and thought it could be interesting

That is interesting...

I've been trying to figure out the total volume on TikTok (like total ad spend) but its hard finding any figures...

It certainly seems like their watch volume is shooting up though, and ads are still pretty rare on it actually compared to YouTube, so they could probably 2 or 3x the number of ads without annoying users too much...

09-06-2021 08:04 PM #3 matuloo (Legendary Moderator)

Interresting indeed! I'm not surprised though, TikTok is "better" for users who just want to kill some time and because of it's weird addictivity, one tends to keep scrolling and watchin one video after another

so they could probably 2 or 3x the number of ads without annoying users too much...

For sure and not just that, they can come up with some new ad formats on top of what they currently have... unless something wrong happens, TikTok is set for MASSIVE growth.

09-06-2021 11:18 PM #4 bc_red (Senior Member)

That's huge for TikTok. In terms of ads, equal view time with YouTube would almost certainly mean way more ad impressions. Showing the ads every ~10 videos in a format where skipping half of what you see is normal makes the ads feel a lot less intrusive, compared to YouTube's skippable pre-rolls that feel like they are getting to be far too prevalent and ruining user experience

09-06-2021 11:25 PM #5 jack_l (Veteran Member)

Originally Posted by bc_red

Yeah its really interesting... I wonder if TikTok will ever offer a 'Premium' ad-free version like YouTube does... seems like it wouldn't fit as much because, as you say, the ads are less intrusive...

Also this might be overly optimistic or positive, but it seems like ads might be more 'accepted' on TikTok vs other platforms, because its such a creativity-driven platform that the ads just fit in a little better.

Doesn't negate all the mean folks leaving nasty comments if you leave comments on of course, but in general it seems like the ads are a little more congruent with the medium than on some other platforms...

09-06-2021 11:47 PM #6 bc_red (Senior Member)

Originally Posted by jack_l

I agree, it doesn't seem like a paid version makes sense for TikTok, unlike YouTube, who seem to be trying to push the platform that way, given that the only way YouTube can justify its high CPMs is because of the advanced targeting and data sharing from other Google properties, which iOS14 is putting a stop to. Their recent increase in showing ads before/after almost every video, combined with their complete non effort to resolve iOS14 conversion attribution for YouTube advertisers seems like the writing on the wall as far as their strategy. YouTube also has a lot more desktop users with ad blockers unlike TikTok.

I haven't braved enabling comments on my TikTok ads yet, and don't think I will unless someone discovers having comments enabled helps the algorithm. The average internet commenter has always been awful, and the pandemic seems to have made them somehow even worse.

09-07-2021 02:43 AM #7 jack_l (Veteran Member)

Originally Posted by bc_red

Agreed. At first I was worried it would hurt the algorithm to have them of - as I've heard that is the case with facebook, or something similar- but was glad to hear @ScottyG say it doesn't matter, and since then have kept them off

09-07-2021 11:31 AM #8 ScottyG (Senior Member)

Originally Posted by jack_l

Tested comments on/off yesterday on 4 different offers.

No noticable difference, the only way it helps is if you get good comments but I mostly just get racial slurs.

09-07-2021 12:03 PM #9 matuloo (Legendary Moderator)

The average internet commenter has always been awful, and the pandemic seems to have made them somehow even worse.

Same in my country, looks like the current situation is just bringing out the bad in some people. Sometimes I cannot believe what I see in the comments... hatred, racism, complete loss of sanity. I still hope it's just the "loud minority" polluting the online space.

09-07-2021 09:54 PM #10 iwanttofly (Veteran Member)

Originally Posted by ScottyG

Tested comments on/off yesterday on 4 different offers.

No noticable difference, the only way it helps is if you get good comments but I mostly just get racial slurs.

I've seen enough stupid comments on Facebook ads, I am glad to never see one on a TikTok ad. Sometimes you get these long political rants that aren't related in the slightest to the offer.

09-08-2021 03:30 PM #11 jeremie (Moderator)

Last week my newspaper down there in Chile was explaining the term "grandfluencers". So when it reaches Chile mainstream news, I know it's a thing, otherwise we never hear about it

Look like they are on TikTok too:
https://newsofworld.co/2021/09/03/gr...firm-creators/

It might be an interesting market to tap on.

09-28-2021 12:31 PM #12 mariam-gcg (Banned)

Agree that TikTok ad is amazing. It has gained popularity in a short span of time and becomes one of the most downloaded apps. As per the facts, it has more than 1 billion monthly active users while some other sources report 500 million monthly active users. This is really a huge audience base that can be used by businesses for marketing their products and services.

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