Digital advertising is undergoing an unprecedented transformation. The era of intrusive ads gives way to native, engaging content built with authenticity – and this shift is redefining all the logic of engagement, conversion, and brand building. The topic was discussed in the latest episode of the Papo Social Media podcast by mLabs, featuring Rafael Kiso, founder and CMO of the platform, and Bruno Lopes, head of sales for TikTok Brazil.
According to the executives, digital marketing is being driven by new dynamics that prioritize genuine connection with the audience, not just impressions or superficial reach. “TikTok is not just another social network, it is an environment of discovery, entertainment, and emotional connection. Brands that understand this are achieving exceptional results,” said Lopes.
This statement is supported by numbers: TikTok has surpassed 2 billion global users, with Brazil being among its key markets, and 87% of users claim to have organically discovered new brands on the platform, according to internal data.
Traditional metrics are no longer enough
One of the highlights of the conversation was the criticism of using outdated indicators like reach and CPM. “Many brands still focus on vanity metrics, but these numbers alone mean nothing,” Lopes warned. He cited cases where campaigns with 1 million views on TikTok generated more conversions than others with 10 million on traditional platforms, thanks to qualified engagement.
Kiso complemented: “Marketing performance today is not just about bid optimization or short-term KPIs. It’s about creating real connections. On TikTok, a well-executed campaign not only sells but builds brand equity, and that is invaluable.”
TikTok Shop and the evolution of social commerce
The rise of TikTok Shop has also been highlighted in the conversation. According to Lopes, the tool represents a milestone in how consumers digitally purchase products: “We are creating a complete ecosystem where the consumer discovers a product, gets inspired, and buys, all in a few seconds.”
Kiso brought practical examples of mLabs’ work with brands that have adopted this integrated approach: “Sallve, a beauty brand, increased sales by 40% with native ads combined with TikTok Shop. Meanwhile, Renner, a fashion retailer, reduced its cost per acquisition by 30% by combining creators with performance strategy.”
This advancement is directly linked to the accelerated growth of social commerce in Brazil. According to Adyen’s Retail Report 2025, 55% of Brazilians already use social media as a shopping channel, while 37% say they tend to purchase a product when it is trending on social media, a behavior that reinforces the strategic role of content in purchase decisions.
Relevant content as a strategic asset
The discussion emphasized that companies still treating TikTok as a social network “for the young” are wasting time and missing out on the market. “Those who still have this limited view are overlooking one of the greatest business opportunities today,” warned Lopes. Kiso was even more direct: “Companies that invest in relevant content, data, and platforms like TikTok today will be ahead in the coming years.”
