Social Media Marketing in America: on TikTok

The Most Popular Social Networks in the United States: Engagement on TikTok Surpasses That of YouTube

In 2022, American users will spend more time on TikTok than on YouTube. For now, it's a slight difference that nevertheless signals a shift in how American consumers use social media as well as in the marketing strategies available to companies in the USA.

TikTok has been the most downloaded app in the world since 2020. In the United States, in terms of usage time, the average user spends 45.8 minutes a day watching content on TikTok. On YouTube, the usage time is around 45.6 minutes a day; however, the platform still leads TikTok in the number of viewers: 240 million compared to 80 million [Source: Global Media Insight].

 

Marketing in the USA: TikTok is the Ideal Channel to Showcase the Human Side of Brands in America

YouTube is a valuable marketing channel for increasing traffic, consumer engagement, and revenue for your company in the United States. The strategic value of YouTube for those looking to sell in the American market lies in supporting corporate content marketing in many ways: whether you want to create brand awareness, acquire leads, increase conversions, or educate users, YouTube allows it through various useful formats to grow online. Perhaps TikTok has fewer options, but it offers companies the opportunity to communicate in a way that engages almost all users in the USA, who share a preference for videos that don't appear to be commercial content and for genuine interaction.

TikTok's Strategy to Become the Most Used Social Platform by American Consumers: 10-Minute Videos

Competing with YouTube, TikTok has announced plans to extend the maximum duration of videos to 10 minutes. Initially, the time limit for clips was 15 seconds: now users can upload much longer videos, which could significantly impact both American consumption behavior on TikTok and the marketing strategies available to companies in the United States. It will be interesting to assess the impact on American consumer behavior and engagement: if they grow, TikTok could become the most effective marketing tool for companies operating in the USA market.

[Source: eMarketer]