TikTok Shop arrives in Brazil and reinforces the importance of contextual marketing, according to CEO of US Media

The TikTok Shop arrives in Brazil on Thursday (8), and with it the promise to move R$39 billion in the country by 2028, the equivalent of something between 5% and 9% of national e-commerce, according to estimates of Santander bank. However, more than a new sales platform, the movement represents a profound change in the consumer journey, which becomes increasingly immediate, visual and connected to the experience within the platforms.

“The arrival of the TikTok Shop in Brazil is a clear reflection of the evolution of the” consumption journey, he says Bruno Almeida, CEO of US Media“, the leading media solutions hub in the Americas, is making people's behavior more immediate, visual, and connected to native experiences within platforms, and brands need to increasingly understand media, context, and storytelling to drive real sales

For Almeida, the challenge now is not only to capture attention, but to create content with context, narrative and purchase intention.“The consumer discovers, evaluates and decides in a few seconds.The content needs to be native, relevant and connected to the user's moment”, he explains.

US Media, which represents platforms like Vevo, OneFootball, WeTransfer and Tinder, reinforces the importance of understanding consumer behavior on each channel. “It is not enough to be present, you need to know where, how and when to activate your” brand, says CEO. “This holds true for the TikTok Shop, YouTube, Vevo and any platform where attention converts to” action.

Almeida also highlights the importance of diversifying the media plan. “You can no longer depend on a few” channels, he says. “Saber take advantage of the strength of each one, from traditional to younger, is what will make the difference”, according to him, the future of advertising lies in the intelligent integration between entertainment, content and conversion, connected to the consumer journey.