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Rafael Mendes · 2026-10-07
TikTok
Volume by country
TikTok has been growing exponentially, with a primary focus on countries like Brazil, the United States, India, and Indonesia. In Brazil, the platform recorded around 20 million monthly active users by 2023, with continued growth projected. Young people between 16 and 24 make up 60% of that audience, making Brazil a strategic market for brands looking to engage with Gen Z.
Audience
TikTok’s audience is predominantly young and engaged. Most users are looking for entertainment content, viral challenges, and fast-moving trends. Brands that speak this generation’s language and work with local influencers can drive much higher engagement. Understanding this audience’s interests and needs is essential to creating campaigns that truly resonate.
Formats
TikTok ad formats include short videos, in-feed ads, TopView, and Branded Hashtag Challenges. Short videos are ideal for fast-paced, creative storytelling, while hashtag challenges encourage active user participation. Video ads should be dynamic and impactful in the first few seconds to grab attention.
Cost
TikTok’s cost per click (CPC) varies, but it usually falls between R$ 0,50 and R$ 2,00. The cost per thousand impressions (CPM) can range from R$ 30 to R$ 100, depending on targeting. It’s important to analyze ROI to make sure your investment is proportional to the expected return, especially in campaigns with influencers.
When to test
Test on TikTok when:
- Your target audience is between 16 and 35 years old.
- You have visually appealing, creative content.
- You can engage with trends and viral challenges.
- Your budget allows you to test different formats and targeting.
If, by the end of an initial 7 to 14-day campaign, the results are satisfactory (CTR above 2% and positive engagement), consider scaling the ads.
When structuring your campaign, always consider data analysis for optimization. FreeSpy can be a useful tool for monitoring successful ads and getting insights into the competition.
What’s your average CPC on TikTok right now?