TikTok Is Destroying Itself From the Inside Out
TikTok Is Destroying Itself From the Inside Out
TikTok is fumbling critical business partnerships and cluttering its app with unpopular features. It could be the beginning of the end.
The most obvious example is the TikTok Shop. The company is pushing its eCommerce so hard you hear about it more than any other topic on the app, both in ads and organic videos from creators hoping for a share of the profits. The app is even testing a new feature that uses AI to identify products in the background of regular content and turn every single video into an ad.
Then there’s the videos themselves. In a bid to compete with YouTube, TikTok is reportedly preparing to allow users to post 30-minute videos and prompting creators to upload horizontal content instead of the app’s standard vertical format. TikTok is even encouraging people to upload photo slideshows instead of videos altogether. On top of that, TikTok just fumbled a relationship with Universal Music Group, which pulled its music catalog off the platform and silenced any video featuring Taylor Swift, the Weeknd, and every other Universal artist.
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This is the best summary I could come up with:
The company is pushing its eCommerce so hard you hear about it more than any other topic on the app, both in ads and organic videos from creators hoping for a share of the profits.
In a bid to compete with YouTube, TikTok is reportedly preparing to allow users to post 30-minute videos and prompting creators to upload horizontal content instead of the app’s standard vertical format.
Outrage is brewing among a growing contingent of users who post videos arguing TikTok is ruined now, and analysts say the company is jeopardizing its success.
But TikTok spearheaded the short-video revolution, and it risks straying from its core use case of fun, entertaining clips and losing its edge.”
The problem was bad enough that The Atlantic ran a story with the headline declaring “Instagram Is Over.” As time wore on it seems Meta has stuck the landing, but only through abandoning or at least retooling the projects that were alienating users.
Instagram honed its Reels product, ditched its shop, and embarked on a PR campaign promising that the app was hearing and responding to complaints.
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