Digital advertising is undergoing unprecedented transformation. The era of interruptive ads is giving way to native, engaging content built with authenticity—and this shift is redefining the entire logic of engagement, conversion, and brand building. The topic was discussed in the latest episode of Papo Social Media, mLabs’ podcast, which brought together Rafael Kiso, founder and CMO of the platform, and Bruno Lopes, Head of Sales at TikTok Brazil.
According to the executives, digital marketing is being driven by new dynamics that prioritize genuine connection with audiences, no longer just impressions or superficial reach. ‘TikTok isn’t just another social network; it’s an environment of discovery, entertainment, and emotional connection. Brands that understand this are achieving exceptional results,’ said Lopes.
This statement is backed by numbers: TikTok has surpassed 2 billion global users, with Brazil among its key markets, and 87% of users claim to have discovered new brands organically on the platform, according to internal data.
Traditional metrics are no longer enough
One highlight of the discussion was the critique of outdated indicators like reach and CPM. ‘Many brands still focus on vanity metrics, but those numbers alone mean nothing,’ warned Lopes. He cited cases where campaigns with 1 million TikTok views drove more conversions than others with 10 million on traditional platforms, thanks to qualified engagement.
Kiso added: ‘Marketing performance today isn’t just about bid optimization or short-term KPIs. It’s about creating real connections. On TikTok, a well-executed campaign doesn’t just sell—it builds brand equity, and that’s invaluable.’
TikTok Shop and the evolution of social commerce
The rise of TikTok Shop also stood out in the conversation. For Lopes, the tool represents a milestone in how consumers shop digitally: ‘We’re creating a complete ecosystem where consumers discover a product, get inspired, and purchase—all in seconds.’
Kiso shared practical examples of mLabs’ work with brands adopting this integrated approach: ‘Sallve, a beauty brand, increased sales by 40% with native ads combined with TikTok Shop. Meanwhile, Renner, a fashion retailer, reduced acquisition costs by 30% by integrating creators into their performance strategy.’
This progress is directly tied to the rapid growth of social commerce in Brazil. According to Adyen’s 2025 Retail Report, 55% of Brazilians already use social media as a shopping channel, while 37% say they’re more likely to buy a product when it’s trending online—a behavior that highlights content’s strategic role in purchase decisions.
Relevant content as a strategic asset
The discussion reinforced that companies still treating TikTok as a ‘youth-only’ platform are wasting time and market share. ‘Those with this limited view are missing one of today’s biggest business opportunities,’ Lopes cautioned. Kiso was even more direct: ‘Companies that invest in relevant content, data, and platforms like TikTok today will be ahead in the coming years.’
