No Web Summit Rio 2025the “Let’s Talk Tiktok: The Creator Playbook for 2025” panel brought fundamental reflections on the future of influence marketing and the role of the community in the success of brands and creators. The conversation was attended by Carol Baracat, Global Head of Integrated Marketing Tiktokand Monica Gadsby, CEO for Latin America from Publicis Group.
With over 20 years of marketing experience, Carol Baracat leads Tiktok’s integrated marketing initiatives in the Americas and global programs. Monica Gadsby, in turn, is one of the pioneers of multicultural advertising in the United States, having founded two of the sector’s main agencies, Tapestry and 42 Degrees.
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Early in the panel, Monica pointed out: “The creator’s main asset is her community.” She explained that, in the age of co -creation, the genuine relationship between influencers, brands and their audiences redefines the traditional branding manual: “the co -creation of the brand with the brand and the community resignifies the concept of brand manual, is something totally new.”
For her, influencers will only collaborate with brands that share the same values: “The influencer will not coocize with a brand that does not identify, that does not align with values.”
Carol Baracat brought practical tips for those seeking to stand out at Tiktok in 2025: “There is no formula for viralizing, but there is good practices: using rhythm, rhyme and reason. It’s important to keep the message repetition and give it a clear reason. Use trends to be inspired, not to copy. The differential is authenticity.”
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When asked about the competition between Tiktok and search engines and chatgpt, Carol was emphatic: “The discovery in Tiktok happens in a very relevant and personalized way. The tab of interests has a huge amount of visual and interactive content.”
Another important point was the strategy of working with nano influencers. Monica said that for conversion brands, the best bet is to invest in smaller but highly engaged profiles with their communities.
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Carol also commented on the scenario of possible restrictions on Tiktok in the United States, noting that the Brazilian operation follows solid: “The possible ban on Tiktok has a very focused team in the US and this does not impact our operation in Brazil.”
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The panel was enriched with the report of a successful Tiktok campaign in Brazil: the “most assisted bookstore”, a initiative involving the platform’s literary community – known as “Booktok”. The action, which mobilized creators to select and promote the most popular books of 2024, generated high engagement and expanded the brand’s scope. The strategy combined curation of content, face -to -face experiences and direct collaboration with influencers such as actor Antonio Fagundes, who interacted with the public and produced special content.
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At a time when consumers seek more authenticity and purpose in brands that follow, the panel reinforced a clear message: by 2025, more than ever, the strength of marketing will be in the real connections between brands, creators and communities.
