ByteDance sends Douyin content head to TikTok · TechNode

by Anna Munhin Feb 3, 2023 News
ByteDance sends Douyin content head to TikTok · TechNode

As TikTok becomes an increased focus of its parent company, ByteDance has moved its vice president to lead the products and content business.

The Beijing-based company is set to involve more of its successful executives in the development of TikTok. The former head of news app Jinri Toutiao was moved to head up TikTok.

She led the operation and marketing of short video platform Huoshan before joining Byte Dance. She ran the company's video-sharing app.

  • Zhi is “very competent and has a strong management style, while also being good at expanding business,” sources told 36Kr.
  • Several TikTok managers, including those in charge of user growth, content style, and live-streaming, now report to Zhi, while she herself reports directly to Zhu Wenjia, head of TikTok’s products and technology.
  • ByteDance’s revenue growth slowed in 2022 and the daily active user growth of its products was lower than expected, CEO Liang Rubo acknowledged at an all-staff meeting held in December. TikTok’s sister app Douyin has not publicly updated its user base numbers since it announced in September 2020 that it had more than 600 million DAU. 
  • TikTok currently has over 1 billion users worldwide, with the short video app having a global penetration rate of less than 20%, while Douyin has reached nearly 54% in China, LatePost reported in October last year, citing a TikTok staff member.

At a time when US officials continue to heighten scrutiny of the app, ByteDance is sending more senior executives from China. According to reports, the CEO of TikTok is going to appear before the US Congress in connection with the platform's privacy and data security.

  • More than 25 states in the US have banned TikTok on government-owned devices and a US House panel is set to vote in February on a total ban aimed at blocking TikTok from operating in the US.
  • ByteDance is also seeking to expand into overseas markets with its team management platform Lark due to profitability challenges in the domestic market, Chinese media outlet Jiemian reported in early January.