Shulou(Shulou.com)11/24 Report--

On August 27, a spokesman for TikTok, a popular short video platform, confirmed that the company had fired some employees of its global business solutions team this week.

The layoffs are mainly concentrated in North America and are part of the company's restructuring of its sales department. It is reported that the staff of this department are mainly responsible for advertising sales and maintaining the relationship between advertisers who carry out brand activities on TikTok.

Recently, TikTok employees working in departments such as brand strategy and advertising operations revealed on LinkedIn that they had been fired.

An anonymous employee who was fired said they knew at least 20 employees had been fired this week. A TikTok spokesman declined to say how many employees were affected by the layoffs during the restructuring.

"I didn't expect this to happen," said the fired employee. "especially given TikTok's revenue from advertising last year, it's a little sudden."

A spokesman for TikTok said the move was to enable members of the global business solutions team to focus more on specific vertical industries such as fashion, beauty, consumer goods or entertainment.

The layoffs are part of the company's broader initiative to take a comprehensive look at the company's organizational structure and gain insight into areas in which the company can continue to do business effectively, he said. At the same time, the company also told laid-off employees that they can apply for other internal positions through TikTok's job entrance.

Despite the general downturn in the technology and advertising industries, TikTok executives had expected the advertising business to remain strong. Blake Chandlee, the company's head of global business solutions, said in June that the platform saw neither a slowdown in the advertising market nor some of the disadvantages faced by other companies.

"I've heard that the advertising market will slow by between 2% and 6%, but we haven't seen it yet," Chandley said. "We don't see the headwind that other people see."

Other startups and advertising-focused companies have recently been laying off staff or slowing the pace of hiring. Meta, which owns Facebook and Instagram, froze hiring in May on the grounds that it was planning to reprioritize different businesses. Snap, the parent company of photo social platform Snapchat, issued a profit warning in its earnings report the same month, dragging down advertising and social media stocks.

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