Collective strategies of engagement and visibility on TikTok in Brazil, paper presented at AoIR 2025.

The paper “Engagement Exchanges and the Collective Pursuit of Visibility on TikTok in the Brazilian Context”, presented by Dr. Isaaf Karhawi and Dr. Willian Araujo at The 26th Annual Conference of the Association of Internet Researchers (Niterói, Brazil, 15–18 October 2025), examines how Brazilian users and creators on TikTok organize around engagement as a collective practice. The communication analyzes how specific posts are used to mobilize comments, likes and interactions with the explicit aim of helping certain profiles reach the platform’s monetization thresholds, transforming engagement into a shared strategy rather than an individual effort.