While TikTok continues to increase its lead as the app of choice among teen users, the platform is also facing significant challenges, in regards to monetization and regulation, on different fronts.
Like all social media platforms, TikTok is working to lessen the effects of the global economic downturn on monetization, which has resulted in decreased ad spending everywhere. This led to job losses, corporate restructuring, and the current significant internal change.
With Hawkins in charge, TikTok will likely make a much bigger push on in-stream shopping, including commerce live streams, as part of a larger effort to change user behaviors. TikTok claims that it is pushing to maximize its commerce elements.
Read More: TikTok Re-Organizes Staffing Structure Amid Ongoing Scrutiny Over Political Affiliation
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