For a long time, TikTok was treated by the market as an experimental space focused on creativity, trends, and brand visibility. But the 2025 edition of TikTok World marked a turning point in this positioning. By introducing a series of tools for measurement, attribution, and campaign structuring, the social network signals its intent to directly compete with Google and Meta for performance media budgets.
This shift reflects a clearer ambition by the platform to establish itself as an end-to-end solution. For Bruno Cunha Lima, founder of Kipai, an agency specialized in media, data, and performance, the set of new features presented—including TikTok One, TikTok Market Scope, and integrations with Marketing Mix Modeling (MMM)—reinforces the network’s intention to solidify itself as a media channel that delivers across all stages of the funnel.
“The platform has understood that to be part of brands’ core strategies, it needs to go beyond awareness and prove impact on conversion, business, and real results. And it’s building the technology to do so,” says Lima.
In the expert’s view, the platform is no longer relying solely on creative appeal and is now offering a more robust operational framework based on data, measurement, and integration with other channels. The centralization of creative solutions in TikTok One and the enhanced measurement via MMM should accelerate this transition.
“The landscape changes when brands have access to a creative structure connected to data and a solid attribution model. This transforms how campaigns are planned, executed, and measured within the network,” he analyzes.
Despite the technical advancements, brand maturity is still seen as an obstacle to fully adopting this new model. Many still operate with fragmented structures, with little integration between media, content, and data intelligence.
“There’s a gap between what the platform is already capable of offering and how many brands use it today. TikTok is ready to be a performance channel, but many companies still treat it as an isolated space for one-off or viral actions,” he notes.
Bruno sees this movement as an opportunity to redesign workflows and align strategies with an increasingly comprehensive and demanding platform landscape. The challenge, however, lies less in technology and more in advertisers’ organizational structures.
“The tools are available. But without integration between areas and a data-driven operation, this potential is wasted. The bottleneck today is much more internal than external,” concludes the executive.
