YouTube has launched an advertising campaign on TikTok to attract content creators as TikTok faces potential restrictions in the US.

The ads highlight YouTube’s benefits, like gifts and community engagement.

A divest-or-ban law enacted in January 2025 led Google and Apple to remove TikTok from US app stores, though enforcement is delayed until April.

YouTube, particularly through its short-form video platform, YouTube Shorts, could benefit from a TikTok ban. Other competitors like Instagram and X are also introducing new features to attract creators.

Google has not commented on its advertising strategy. TikTok did not provide details about its response.

Meanwhile, tensions between Washington and Beijing are escalating, with China launching an antitrust probe into Google and considering actions against Apple in response to US trade tariffs.