Kantar’s Media Reactions 2025 study revealed TikTok’s enduring appeal&nbsp;to consumers&nbsp;as a global&nbsp;advertising platform. Five years after its explosive rise, TikTok continues to set the standard for authentic&nbsp;and&nbsp;engaging content.&nbsp;What’s&nbsp;behind this sustained success?&nbsp;&nbsp;On this special episode of Kantar’s Future Proof Podcast, Gonca Bubani, Global&nbsp;Media Director&nbsp;at Kantar, is joined by Esteban Ribero, Global Research Leader, Marketing Science at TikTok. Together, they explore how TikTok’s approach to authenticity,&nbsp;creators, and advertising has evolved,&nbsp;and what it means for brands aiming to capture quality attention in a fragmented media landscape.&nbsp;Tune in for a behind-the-scenes look at why TikTok&nbsp;remains&nbsp;a&nbsp;favourite and&nbsp;discover&nbsp;what’s&nbsp;next for brands looking to make an impact in 2026.&nbsp;And to&nbsp;learn&nbsp;more&nbsp;about&nbsp;Media&nbsp;Reactions’&nbsp;free&nbsp;guide to&nbsp;2026&nbsp;planning&nbsp;<a href="https://www.kantar.com/north-america/Campaigns/Media-Reactions" rel="noopener noreferrer" target="_blank">visit&nbsp;Kantar</a>&nbsp;<hr> Hosted on Acast. See <a style='color:grey;' target='_blank' rel='noopener noreferrer' href='https://acast.com/privacy'>acast.com/privacy</a> for more information.

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TikTok’s Evolution: From Authenticity to Attention

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