Reddit is better suited for brands looking to engage with specific interest-based communities and leverage user-driven content curation. TikTok is ideal for brands aiming to reach a younger audience through visually engaging, viral content and influencer collaborations.
| Attribute | TikTok | |
|---|---|---|
| User Demographics and Age Distribution | 44% of US users are in the 18-29 age group; 32% are 25-34. Average age is around 23. As of Q3 2024, 59.8% of users identified as male and 39.1% as female. In 2023, ethnicities of US users were 21% White, 14% Black, 23% Hispanic, and 36% Asian. | Popular among younger generations, with around 55% of users under 30. The largest age groups are 18-24 (around 36%) and 25-34 (around 34%). Approximately 25% of U.S. TikTok users are between 10 and 19 years old. Over 11% of the user base is aged 50 and above. Approximately 56% of TikTok users identify as female. |
| Content Moderation Policies and Effectiveness | Uses a multi-layered approach: platform-wide rules, community-specific rules, user reporting, and up/down voting. Employs human moderators and automated tools (NLP, AI) to detect and remove policy-violating content. Over 208 million pieces of user-generated content were removed in the first half of 2024. | Tightening how it handles harmful content. Updating content standards and limiting the reach of videos considered not safe for general viewing. Rolling out AI-powered Smart Keyword Filters to help users limit content they don't want to see. |
| Algorithm Transparency and Personalization Options | Algorithm uses upvotes and downvotes to determine content visibility. NLP analyzes user posts and comments. Personalization through community selection and feed customization. | Uses a blend of collaborative and content-based filtering to personalize content delivery. Users can use Manage Topics to customize how often content related to popular topics is recommended. Smart Keyword Filters powered by AI lets users block videos by entering keywords or hashtags. |
| Engagement Metrics | Upvotes, downvotes, comments, and shares. | Tracks engagement through watch time, shares, comments, likes, and saves. Videos with higher engagement get boosted in the algorithm and shown to more users. |
| Advertising Options and Targeting Capabilities | Offers image, video, carousel, and free-form ads. Targeting options include location, interests, subreddits, demographics, and custom audiences. Custom audiences can be created using website retargeting, customer lists, lookalike audiences, and engagement retargeting. | Offers various ad formats like in-feed videos, branded hashtag challenges, and sponsored effects. Precise targeting options are available, including demographics, interests, behaviors, and device types. Advertisers can create custom audiences based on user engagement. |
| Community Structure and Subculture Diversity | Hosts over 100,000 active communities (subreddits), each with its own rules and focus. | Diverse user base, platform for entertainment, self-expression, and creativity. Allows users to explore and discover content from around the globe. |
| Data Privacy Policies and User Data Control | Collects minimal identifiable information by default. Users can request data copies, account deletion, or policy information. Uses end-to-end encryption, two-factor authentication, and AI-powered threat detection to protect user data. Does not sell personal information. | Implemented measures to comply with GDPR and CCPA, including clear privacy policies, data protection notices, data encryption, and ways to submit data deletion requests. Users can request a copy of their TikTok data. Offers a range of privacy controls. |
| API Availability and Developer Support | Provides an API for developers. | Not available |
| Mobile App Usability and Features | Vast majority of users access the website via mobile. | Provides a variety of tools, including editing options, filters, and sound effects, that allow users to express themselves creatively. |
| Content Format Versatility | Supports text, images, and videos. | Supports various content formats, including short-form videos, carousels (photo posts), and text-only posts. |
| Trend Discovery and Virality Potential | Known as a place where internet trends are born. Upvote system helps surface interesting content. | Challenges encourage user participation and can quickly go viral. Content that capitalizes on trending sounds, hashtags, or effects often enjoys enhanced visibility and engagement. |
| Brand Safety and Reputation Management Tools | Offers targeting options and brand safety tools. Tools like Brand24, Awario, and Octolens can be used to monitor brand mentions and manage reputation. | Can be a potent tool for reputation management. Brands can create authentic content aligned with their values, collaborate with influencers, and engage with the community. |
| Price | Not available | Not available |
| Ratings | Not available | Not available |