Everything you need to know about TikTok Spark Ads

#1 What are Spark Ads?

Spark Ads are the latest ad option to join TikTok’s suite of ad formats. They’re a new, authentic way for brands to amplify native TikTok content and boost them in the FYP. They’re essentially the new ‘Instagram boosting‘.

The format lets you create ads out of your own TikTok posts or by using organic posts made by creators, with their permission. This means the content you use to create a Spark Ad needs to be published on TikTok already.

#2 What do Spark Ads look like?

Spark Ads are labeled as ‘Sponsored’, will include a call to action (CTA) of your choice, the account name, caption and audio will be visible and it features all the usual engagement drivers such as like, comment and share.

However, Spark Ad’s have unique functionalities. On a non-Spark ad when you click the profile photo, nickname, video caption, CTA button or swipe left, you’ll be taken to the advertiser’s chosen landing page. Whereas a Spark Ad behaves more like a regular TikTok. Users can click the profile photo, nickname or swipe left to head to the account’s page to follow them. Click the video caption or CTA button to be taken to the advertiser’s chosen landing page. Or click the music name and music disc to be taken to the audio’s page (this is especially useful if the post uses your own branded audio).

Remember when we said how important it is for ads to blend in? Spark Ads give a more organic functionality to users in the FYP, helping the ad to look and work more natively to the TikTok feed.

#3 What are the benefits of Spark Ads?

There’s a whole range of benefits to using this new ad option. Here are the four main ones.

Authenticity

Spark Ads are the only TikTok ad option with a 100% native in-feed format, that features all the native TikTok post functionalities. This unique ad option provides users with a better ad experience because of its authenticity and how easily they fit in with the organic content on the FYP. This uninterrupted TikTok experience can also help build trust with customers, as the content comes straight from the creator and works almost identically as an organic TikTok post.

Long-lasting marketing impact

The views your Spark Ads get are added to the total amount of views on the organic video. This is especially beneficial if you’re boosting your own TikToks. Plus, the option for users to click on the video creator’s profile and follow the account straight from the Spark Ad, allows brands to grow their TikTok audience and drive traffic to their profile. This could then lead to future engagements, new leads and re-purchases.

More reporting data

Non-Spark Ads only provide metrics on paid clicks. These are clicks recorded to the CTA button, ad caption, nickname, profile picture or swipe-left. But Spark Ads provide you with more metrics, helping you better understand how effective the ad was. Spark Ads provide data on paid clicks, music clicks, paid likes, paid shares, paid followers and paid profile visits.

Lift in ad performance

Thanks to the authenticity of Spark Ads and their ability to blend into the rawness of the FYP, they tend to perform better than the other ad formats that TikTok offers. According to TikTok’s data, the platform has seen a lift in video view metrics, engagement metrics, conversion metrics and cost metrics when Spark Ads are used, compared to non-Spark Ads.

#4 Five Pro tips for effective Spark ads

#1 Only boost content that features royalty-free music or audio you have the rights to use. Although Spark Ads are not currently dealing with any copyright issues with popular TikTok sounds or record label tracks, it’s always best practise to avoid any copyright claims. Plus, non-Spark ads can trip copyright filters, so there’s no telling how far off Spark Ads are from doing the same.

#2 If you’re boosting a stitched or duetted TikTok, you need to have permission from all creators featured to be able to boost that post. Given this could be impossible, especially if one of the creators is a celebrity, it’s best practise to avoid boosting these types of TikTok videos. Another option is to ensure both creators are Vamp creators, so you have easy access to both approval codes.

#3 Branded hashtags in the original creator’s post could prevent a smooth ad delivery. It appears that if a creator uses a trademarked or copyright term as a hashtag, when they’re not actually licensed to promote the brand, the ad may not deliver since that breaches TikTok’s copyright policies. TikTok can flag ads that contain branded or trademarked hashtag terms. So we suggest you avoid using content with a caption that includes a brand name hashtag or trademarked term hashtag, to avoid the possibility of running into any copyright issues.

#4 When the creator generated the video code, they had to select a time period of 7, 30, or 60 days to authorise a post for use by a third-party advertiser. This means if the campaign period is extended, you’ll need to ask the creator to renew the authorisation period of their content, otherwise you won’t be able to continue to run the Spark Ad.

#5 There is no follower threshold for Spark Ads. This means you can use content from any type of creator, no matter their follower count. This is great news for brands who prefer using content created by nano or micro influencers.