TikTok expands influence in Portugal and Brazil

TikTok has reached 4.5 million monthly active users in Portugal, according to data released by the platform covering the period between July and December 2025. The figures were calculated following the methodology established by the European Union's Digital Services Act. Research by Ipsos indicates the platform's growing influence on consumer behavior, noting that 93% of daily users use TikTok to research products before purchasing, and 68% have made a purchase immediately after seeing an advertisement.

In Brazil, the foodtech company Liv Up has increased its investment in TikTok by more than six times. After partnering with Purple Metrics to better track attribution, the company discovered that TikTok content drives brand interest that leads to purchases through other channels. This strategic shift has resulted in a 50% reduction in customer acquisition costs related to brand searches. Liv Up, which aims to reach R$ 1 billion in revenue by 2030, is leveraging these insights to optimize its marketing budget.