The platform's latest cuts, its first of 2024, impacted around 60 staff, most of which were from the app's sales and advertising team, and appears to be the product of a cost-saving measure. That's not necessarily a bad thing for a platform often considered bloated. But it does suggest holes in the integrity of the business.
The constant changes at TikTok have left some marketers in a bit of a tizzy. There's creative confusion over how to continue standing out on the platform now that it's more crowded with ads. Creators can find it hard to know where they stand. Not to mention the prospect of TikTok prioritizing Shop to the detriment of its user experience.
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