TikTok is the latest tech company to undergo a round of layoffs amidst a dreary January. According to NPR, approximately 60 jobs were cut, primarily in the sales and advertising departments.
TikTok did not provide a comment in response to our request before the article was published.
Despite facing scrutiny from the US Congress due to its Chinese parent company, TikTok remains the top app on the iOS App Store’s entertainment charts and fifth overall among all free apps, surpassing competitors like Instagram and Snapchat.
While TikTok’s user base continues to expand, data from SensorTower reveals a deceleration in growth. In 2022, the app’s monthly active users saw an average increase of 12% year-over-year per quarter, but in 2023, that number dropped to just 3%.
Although TikTok claims the job cuts are a result of reorganization, it is possible that the app is facing some challenges as it integrates its latest feature: TikTok Shop, which was officially launched in the US in September. Since then, users have expressed complaints about their For You Page being overloaded with videos from creators attempting to earn affiliate commissions by promoting products from TikTok Shop.
Across various social platforms and consumer tech products, layoffs have been prevalent during the beginning of this year. Amazon has made cuts within its subsidiaries Twitch, Audible, Prime Video, and MGM Studio. Google has also laid off hundreds of employees in hardware and advertising sales, as well as 100 employees from YouTube. Other popular apps like Duolingo and Discord have also undergone layoffs.
Last year, the first quarter was the most saturated with tech layoffs, and it appears that companies are continuing this trend in 2024, as they strive to cut costs at the start of the new year.
