TikTok is better for reaching a large, young audience with engaging video content and offers more monetization options for creators. X (formerly Twitter) is better for real-time news, diverse content formats, and customizable user experiences, but has inconsistent content moderation.
| Attribute | TikTok | X (formerly Twitter) |
|---|---|---|
| User Demographics | 1.59 billion monthly active users worldwide; 55.7% male, 44.3% female; 35% are 18-24, 23% are 25-34; 66% are between 18 and 34; Largest audience in Indonesia, followed by the United States. | Approximately 650 million monthly active users; globally diverse with the United States having the most users (70-80 million); Asia follows with 100-120 million users; 58% are under 35 years old; gender distribution is approximately 60.9% male and 39.1% female; 36.6% are between 25 and 34 years old. |
| Content Format Variety | Primarily vertical videos up to 10 minutes long (15- to 60-second videos are most popular); Users can upload pre-recorded videos; Supports MP4 and MOV file formats. | Supports text, images, videos, and GIFs; allows threads for longer-form content; polls are available for audience engagement. |
| Algorithm Transparency | Often described as a 'black box,' but steps have been taken to increase transparency; Insights provided through EU Online Safety Hub; Transparency and Accountability Centers available for invited guests. | Algorithm customizes feeds based on user interactions, prioritizing tweets based on relevance and engagement potential; has three tabs: "For You," "Following," and "Explore". Exact details of content ranking are not fully transparent. |
| Monetization Options for Creators | Creator Rewards Program, TikTok Creator Marketplace, affiliate marketing, TikTok Shop, LIVE Gifts, and content subscriptions; Creator Rewards Program incentivizes original content at least one minute long; Generally need at least 10,000 followers and 100,000 video views in the last 30 days to be eligible for monetization. | Subscriptions, ad revenue sharing, tips, affiliate marketing, and brand sponsorships. To qualify for ad revenue sharing, users need to be X Premium subscribers, have at least 500 followers, and generate 5 million impressions in three months. |
| Data Privacy Policies | Collects IP addresses, geolocation data, device identifiers, browsing history, and user content; Users can withdraw consent to disclosure of personal data to third parties; Retains user information as long as necessary to provide services; Faced scrutiny regarding data transfers to China and compliance with GDPR. | User information is public by default, but users can change these settings. Collects personal information such as email addresses, phone numbers, and address book contacts. May share user data with third-party collaborators for AI model training unless users opt out. |
| Content Moderation Effectiveness | Community Guidelines outline prohibited content and behaviors; Uses a combination of technology and human moderators to enforce guidelines; Provides options for users to report content that violates EU rules. | Has tools for reporting and blocking harmful content, but enforcement of content moderation policies can be inconsistent. |
| Reach and Engagement Rate | Ads can reach 13.6% of the world's population; Average engagement rate of 2.5%; Ads can achieve a CTR of up to 1.5%. | Reach can be estimated using the formula (Impressions / Followers) x 100. The median engagement rate across all industries is around 0.029%. Engagement rates vary based on follower count. |
| Integration with Other Platforms | Videos can be easily shared across other social networks; Cross-promotion, consistent hashtags, and influencer collaborations can help integrate with other marketing channels. | Allows users to share content across different social media networks and integrates with marketing tools through advertising options and analytics. |
| Real-time Information Dissemination | At the forefront of the latest news, trends, and viral content; Fast-paced nature keeps users engaged for relatively long periods. | Fast and reliable source for real-time news and insights; users can stay updated on trending topics and breaking news. |
| Customization and Personalization | Algorithm personalizes content delivery based on user interactions, video information, and device/account settings; EU users can opt out of algorithmic personalization. | Allows customization of timelines, profile design, and interactions; users can filter content, mute or block others, and choose who can reply to or view their posts. Grok AI chatbot can be customized to better personalize interactions. |
| Brand Advertising Options | In-Feed ads, Brand Takeover ads, TopView ads, Branded Hashtag ads, Spark Ads, and Branded Effects; Precise targeting options based on demographics, interests, and behaviors. | Offers various ad formats, including promoted tweets, image ads, video ads, and carousel ads. Advertisers can target audiences based on demographics, interests, behaviors, and keywords. |
| API Availability and Developer Support | TikTok Ads Manager is a platform for businesses to create, manage, and optimize advertising campaigns. | Not available |
| Price | Not available | Not available |
| Ratings | Overall: Not available, Performance: Not available | Not available |