Authentic engagement and social commerce shape new era of digital advertising, say mLabs and TikTok

The age of interruptive ads gives way to native, engaging and authenticity-built content, and this shift is redefining the whole logic of engagement, conversion and brand building Papo Social Media, podcast from mLabs, which gathered Rafael Kiso's, founder and CMO of the platform, and Bruno Lopes's, head of sales of TikTok Brazil.

According to executives, digital marketing is being driven by new dynamics that prioritize genuine connection with the public, and no longer just volume of impressions or superficial reach.“O TikTok is not just another social network, it is an environment of discovery, entertainment and emotional connection. Brands that understand this are reaping exceptional results”, said Lopes.

TikTok has surpassed 2 billion global users, with Brazil among its top 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One of the highlights of the conversation was the criticism of the use of outdated indicators such as reach (reach) and CPM.“Many brands still focus on vanity metrics, but these numbers alone do not mean anything”, Lopes warned.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 added: “Performance in marketing today is not only about optimizing bids or short-term KPIs. It's about creating real connections.In TikTok, a well-made campaign not only sells, but builds brand equity and that's invaluable.”

TikTok Shop and the evolution of social commerce

The rise of the TikTok Shop also gained prominence in the conversation.For Lopes, the tool represents a milestone in the way consumers buy products digitally: “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 the performance of mLabs with brands that have adopted this integrated approach: “A Sallve, a beauty brand, increased its sales in 40% with native ads combined with the TikTok Shop. Already Renner, a fashion retailer, reduced its cost per acquisition in 30% by joining creators to the performance strategy.”

This advance is directly connected to the accelerated growth of social commerce in Brazil. According to the Retail Report 2025, Adyen, 55% of Brazilians already use social networks as a shopping channel, while 37% state that they tend to acquire a product when it is on the rise in networks, a behavior that reinforces the strategic role of content in the purchase decision.

Relevant content as a strategic asset

The conversation reinforced that companies that still treat TikTok as a social network “de young” are wasting time and market.“Who still has this limited view is missing one of the biggest business opportunities of 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.”