Viewership metrics are one of the biggest misnomers in digital publishing. If you're relying on unique views as the primary benchmark, you're already behind.

I've seen companies obsess over getting a certain number of views on TikTok and then comparing these numbers to YouTube. What's often lost in translation is the actual intent behind each platform. TikTok is an infinitely scrollable feed where discovery is the primary goal, whereas YouTube is a more controlled environment focused on deep engagement and retention.

The real question you should be asking yourself is how do the viewers on these platforms actually interact with your content? For example, on TikTok, engagement can be as simple as a like, whereas on YouTube, it's more nuanced – it's a like, a comment, a share, or even a 12-hour watch. We need to focus on actual engagement metrics like watch time, completion rates, and audience loyalty, rather than just unique views.

Ultimately, your viewership goals for these platforms are going to be different because they're used for different things. What's more important is understanding how you can leverage the strengths of each platform to amplify your content to the right audience.