For a long time, TikTok was treated by the market as an experimental space, focused on creativity, trends, and brand visibility. However, the 2025 edition of TikTok World marked a shift in this positioning. By introducing a series of tools for measurement, attribution, and campaign structuring, the social network signals its intention to compete directly with Google and Meta for performance media budgets.
This change in direction reflects the platform’s clearer ambition to establish itself as a full-journey solution. According to Bruno Cunha Lima, founder of Kipai, an agency specialized in media, data, and performance, the range of new features presented—including TikTok One, TikTok Market Scope, and integrations with Marketing Mix Modeling (MMM)—underscores the platform’s goal to establish itself as a media channel delivering results across all funnel stages.
“The platform has realized 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 structuring its technology accordingly,” says Lima.
From the expert’s perspective, the platform is moving beyond relying solely on creative appeal by offering a more robust, data-driven operational model with better measurement and integration with other channels. The centralization of creative solutions within TikTok One and deeper measurement via MMM should accelerate this transition.
“The scenario changes when a brand has access to a creative framework backed by data and a solid attribution model. This transforms how campaigns are planned, executed, and measured on the platform,” he analyzes.
Despite technical advancements, brand maturity remains an obstacle to the full adoption of this new model. Many still operate with fragmented structures, lacking integration between media, content, and data intelligence.
“There’s a gap between what the platform can already deliver and how most brands currently use it. 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 observes.
Bruno sees this shift 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 cross-functional integration and data-driven operations, this potential is wasted. Today, the bottleneck is much more internal than external,” concludes the executive.
