THE TIKTOK CRISIS: WHY YOUTUBE IS THE BEST BET FOR CREATORS IN 2025

January 19, 2025 – TikTok has resumed service to millions of American users after a voluntary and temporary shutdown lasting less than 12 hours. The shutdown, which took effect on the evening of January 18th, came amid growing uncertainty over the platform’s future in the United States. Many feared the shutdown could be permanent, and across social media, "obituaries" for the app flooded timelines. Creators, influencers, and small businesses who had relied heavily on the app expressed their mourning for the potential loss of what had become not just a platform, but a lifeline.

“This is not just marketing. This is not just advertising. This is something that actually positively impacts people during our worst moments. And anyone who says "we will survive" doesn't get it... because they've never understood it, said Nathan Jun Poekert, CMO at brand agency, GENERAL IDEA.

However, the situation took an unexpected turn Sunday when TikTok issued a statement confirming the platform would be restored. The company thanked President-elect Donald Trump for providing “the necessary clarity and assurance to our service providers” and vowed to work with the former president on finding a long-term solution to keep the app operational in the United States.

“We thank President Trump for providing the necessary clarity and assurance to our service providers that they will face no penalties providing TikTok to over 170 million Americans and allowing over 7 million small businesses to thrive,” the company said. “It's a strong stand for the First Amendment and against arbitrary censorship.”

For now, TikTok remains available—but for how long? The app’s fate remains up in the air, with continued political pressure and looming regulations threatening its existence in the U.S. This uncertainty is sending ripples through the creator economy, particularly for the thousands of content creators who have built careers on the platform. Many are now left wondering: Where do they go from here?

THE RISE OF THE "TIKTOK REFUGEES" AND WHAT'S NEXT FOR CREATORS

As TikTok’s future remains unclear, a mass migration of creators has begun. Thousands of so-called "TikTok Refugees" are flocking to alternative platforms, the most prominent of which is RedNote, a Chinese social network that has seen a surge in sign-ups admits the TikTok crisis. But while this exodus may be dramatic, the question on the minds of creators is more pragmatic: What platform can content creators turn to for real, sustainable revenue and community engagement?

For me, the answer is clear: YouTube.

WHY YOUTUBE MIGHT BE THE FUTURE FOR U.S. CREATORS IN 2025

YouTube is the second largest and most popular platform on the internet, with over 2.5 billion active users, and it has consistently proven to be a goldmine for creators who want to build long-term careers and real community. If creators are serious about content creation and looking for the highest return on investment in content production, YouTube is where they should focus their efforts in 2025.

What makes YouTube so attractive to creators is its unique combination of reach, monetization options, and long-term value. While TikTok is known for its short-form, viral-driven content, YouTube has positioned itself as a platform for content longevity. Videos on YouTube are often categorized as “evergreen,” meaning they continue to generate views—and revenue—long after being posted.

This enduring potential for passive income turns YouTube content into a form of digital real estate, something that can appreciate in value over time and provide ongoing returns.

In addition to its long shelf life, YouTube also offers creators a chance to build deeper relationships with their communities. Unlike TikTok’s quick-hit, viral model, YouTube's longer video format allows for deeper storytelling and more meaningful engagement, giving creators the chance to connect with their audience on a more personal level.

If creators are looking for a platform that offers a strong return on content creation, YouTube is where it’s at, and the numbers back this up. The platform not only offers higher payouts than most other social media sites but also boasts the most refined creator monetization system, with options including ad revenue, brand partnerships, affiliate marketing and more.

Content creators who choose to invest in YouTube can also repurpose their content across multiple platforms. A single long-form YouTube video can be repurposed into shorter clips for YouTube Shorts, Instagram, TikTok, or even written pieces a blog post or newsletter to further engage their community. This flexibility makes YouTube an efficient tool for creators who need to stretch their content’s value.

Moreover, YouTube has made it easier for smaller creators to get noticed. With a more lenient threshold for monetization and an algorithm that prioritizes smaller channels, new creators have a much easier path to success than they did in the past.

In fact, YouTube has recently lowered its monetization requirements, now only needing 3 public uploads in the last 90 days, 500 subscribers, and 3,000 watch hours over the past 12 months or three million views on Shorts in the last 90 days. With these updates, many creators who may have felt overlooked on other platforms are now finding success on YouTube.

THE SHIFT TOWARD AUTHENTICITY

One of the most exciting trends on YouTube right now is the growing shift away from perfection. The videos that are going viral are not the highly polished, overproduced ones, but rather raw, authentic content. Creators are picking up their phones and sharing moments from their daily lives, whether it’s speaking candidly from their bedrooms, cars, or during a walk in the park. It’s personality and relatability that are driving virality, not studio-quality production or meticulously edited content.

This trend toward authenticity is a huge opportunity for creators, particularly those who may be coming from TikTok. TikTok’s rise was built on the idea of realness—users were drawn to the unfiltered, raw nature of the content, and this same appeal is now driving success on YouTube. With its more flexible video format, YouTube is the perfect platform for creators who want to showcase their personality and connect with an audience in a genuine way.

CAN TIKTOK SURVIVE IN POST-TRUMP AMERICA?

Even with viable option like YouTube, many still wonder whether TikTok can survive the shifting political landscape. While the platform’s restoration following its brief shutdown provides a glimmer of hope, the larger question remains: Can TikTok survive the increasing scrutiny and calls for its ban?

For now, TikTok’s survival hinges on its ability to navigate the regulatory landscape, while also reassuring creators and users that it is committed to remaining a place for free expression. But for those in the creator economy, the clock is ticking.

As creators diversify their portfolios, the pressure is on TikTok to deliver long-term stability or risk losing its place in the social media ecosystem. The platform may have bounced back for now, but its future remains uncertain.

In the meantime, YouTube may be the safest bet for creators seeking both stability and growth in the coming years. Whether it’s for building a loyal community or securing passive income, YouTube’s long-term potential is proving hard to ignore in the wake of TikTok’s ongoing struggles.

As content creators adapt to an ever-changing digital landscape, one thing is clear: the future of social media creation is likely to look very different in 2025 than it does today.