The news: Despite its platform’s overwhelming popularity with many internet users—particularly Gen Z—TikTok is reorganizing.
Zoom out: Hawkins' redeployment is a part of a larger restructuring that has taken place over the last four months and resulted in the layoff of less than 100 employees, per The Financial Times.
The commerce factor: The restructuring does highlight TikTok’s desire to make a big play in social commerce in the US, building on its success elsewhere.
TeenTok: The app’s popularity with young users is actually climbing, which bodes well for its long-term revenue prospects.
Why it matters: The reorganization indicates that TikTok isn’t immune to the slump in digital advertising that has caused shares of Facebook and Instagram parent Meta and Snap to plunge over the past year.
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