First, to make it very clear, I do not use TiktTok, never installed it, though I know how it works and has seen some TikTok videos on other content sharing applications to know it up to a level. The reason to write this article is recent trending on social media about TikTok vs YouTube.
Anybody who has some knowledge of how digital marketing works, knows that this current trend is a win-win for both TikTok and YouTube.
This trend went up exponentially when ‘Carryminati’, a renowned YouTuber, roasted Amir Siddiqui, a renowned TikTok content creator on his YouTube channel. The video went viral, becoming the fastest Indian video to reach 2M likes and many more records overnight. It has crossed over 70M views at the time of writing this article and this also means, now Amir Siddiqui has been a household name for Youtube viewers community as well.
This is brilliant!
It means CarryMinati and Amir must have made loads of money from this ‘feud’ where they both actually won. As per rough estimates, CarryMinati must have made over 5M Rs from this one video alone.
I did not like Carryminati’s video personally, for me it was borderline funny. However, I get it, the motive was to make some controversy to get more hits on the video and it was more than successful.
I am writing to highlight only one thing to all the blog readers.
THIS IS HOW IT HAS ALWAYS BEEN DONE.
Whenever two brands want to make money, it is best for business to divide loyalty of the audience.
Make your brand a ‘CULT’ – MARVEL and DC did the same. Pitching their fans against one another.
Coke and Pepsi have been doing it for a long time.
And this idea transcends beyond branding, look closely and you will find it in the politics as well. From next time, do keep an eye when someone invokes your support, not for the idea presented but for the group they are making you feel you belong to. Every such time brands and political parties would be winning and we as an audience would be losing our time and future.
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