For a long time, TikTok was treated by the market as an experimental environment, focused on creativity, trends, and brand visibility. But the 2025 edition of TikTok World marked a turning point in this positioning. By presenting a series of tools aimed at measuring, attributing, and structuring campaigns, the social network signals that it intends to compete directly with Google and Meta in the battle for performance media budgets.
The change of course reflects a clearer ambition from the platform to consolidate itself as a complete journey solution. For Bruno Cunha Lima, founder of Kipai , an agency specializing in media, data and performance, the set of launches presented, including TikTok One, TikTok Market Scope and integrations with Marketing Mix Modelling (MMM) models, reinforces the network's intention to establish itself as a media channel with delivery at all stages of the funnel.
“The platform understood that, to participate in the core strategies of brands, it needs to go beyond awareness and demonstrate impact in conversion, business, and real results. And it is structuring technology for that,” says Lima.
According to the expert, the platform is moving away from relying solely on creative appeal and is beginning to offer a more robust operational logic, based on data, measurement, and integration with other channels. The centralization of creative solutions in TikTok One and the deepening of measurement via MMM should accelerate this transition.
“The landscape changes when a brand has access to a creative structure connected to data and a solid attribution model. This transforms how a campaign is planned, executed, and measured within the network,” he analyzes.
Despite technological advancements, the maturity of brands is still seen as an obstacle to the full adoption of this new model. Many still operate with fragmented structures, with little integration between media, content, and data intelligence.
“There is a gap between what the platform is already capable of offering and how most 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 campaigns,” he observes.
Bruno sees this movement as an opportunity to redesign workflows and align strategies with a landscape of increasingly comprehensive and demanding platforms. The challenge, however, lies less in the technology and more in the organizational structure of advertisers.
“The tools are available. But without integration between areas and a data-driven operation, this potential is lost. The bottleneck today is much more internal than external,” concludes the executive.
