YouTube is targeting TikTok content creators with ads on the app, aiming to attract these valuable users to its platform amid TikTok’s uncertain future.
This move seeks to capitalize on potential instability within TikTok and position YouTube as a more stable alternative for creators.
“I never thought in my life I would be a YouTuber; it was literally my dream in high school, and now I’m getting gifted from them!” a creator said in one sponsored post that YouTube recently ran on TikTok, during which the creator showed off swag he received from YouTube.
“Get on YouTube, find your community, live your best life,” he continued.
YouTube is the latest competitor to TikTok looking to take advantage of the app’s potential US ban, which could happen as soon as early April.
In January, Meta’s Instagram launched a new video editing tool, while X (formerly Twitter) teased a new video tab, both aiming to attract TikTok’s content creators.
With the possibility of TikTok facing restrictions, these platforms are positioning themselves to capture a share of the creator-driven market.
The TikTok ban was originally set for January 19, but President Trump delayed its enforcement by 75 days to give ByteDance Ltd., TikTok’s China-based parent company, more time to sell the app in a way that resolves US national security concerns.
This extension provides TikTok with additional time to work on a solution while competitors move in to capture creators during this uncertain period.
