YouTube is running ads on TikTok targeting the app’s content creators, an effort to lure these valuable users to the Google-owned rival and capitalize on TikTok’s uncertain future.
“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 TikTok competitor to try to capitalize on the app’s looming U.S. ban, which could go into effect in early April. Meta Platforms Inc.’s Instagram announced a new video editing tool in January, and X also teased a new video tab as part of an effort to win over TikTok’s content creators.