Spark Ads on TikTok: what are they and how do they work

Date: August 9, 2021

Category: Social Media

Spark Ads on TikTok
Spark Ads on TikTok

TikTok is trying new things. As news broke in the media that the platform was testing a Snapchat-like concept for stories, the platform unveiled Spark Ads.

The global launch of this new form of advertising will allow brands to grow through real connections with the user community, elevating and sharing relevant native content.

What is Spark Ads?

According to TikTok for Business, this new type of ads is: “a new native-like ad display format. Brands will be able to promote their own organic videos and/or amplify creators’ content in an immersive, full-screen, auto-playing native video format.” 

These videos will be able to be placed as In-Feed or TopView ads in the “For You” feed, among user-generated content. 

With its launch, the platform aims to create a unique solution for brands to consolidate their presence in a natural and unobtrusive way. Spark Ads is based on the idea of starting conversations and aims to increase interactions between brands, creators and the community.

How does it work?

They are a native advertising format that allows you to run ads using your own TikTok account or a content creator’s account with their permission.

Within the TikTok Ads Manager, Spark Ads only allow the following targets and products: 

  • Auction Ads: Reach, video views, engagement (Beta), traffic, conversion and app install targets.
  • Booking Ads: Reach and Frequency (Beta)

If we talk about how Spark Ads look, we are talking about organic videos belonging to an existing TikTok account (commercial, creator or normal user). 

In terms of specifications, there are no creative restrictions whatsoever in terms of video appearance, resolution, file type, etcetera. Basically, as long as the video is already published, it can be a Spark Ad.

What can you do with Spark Ads?

This ads allow brands to amplify existing organic videos that match their campaign objectives. Brands can now leverage creative content and connect with creators to help them bring their products and services to life. 

In this sense, brands looking to build a strong content strategy can amplify original creative videos through Spark Ads.

In addition, they can also increase community engagement with Duo-enabled features, making it easier to create more creative stories.

Spark Ads enables brands to create more lasting and authentic connections in the community, while delivering sustainable and impactful business value. 

With them, brands can track trending content and support other great campaigns. To acquire first-party data, TikTok uses pixels, though users must opt-in on iOS.

What are the benefits of this kind of ads?

There are several points highlighted by the platform that show the value of Spark Ads.

It is a sort of hybrid format between ads and organic content that helps brands to be perceived as native and authentic TikTok brands thanks to its 100% native in-feed format and to the fact that it provides a better experience, generating greater trust through real accounts, with all the benefits that this entails.

Not only that, but TikTok points out that Spark Ads can generate lasting marketing impact. These ads drive traffic to a profile rather than a landing page, generating long-lasting connections and being a starting point for creating communities and building culture within the platform.

According to data provided by TikTok, with Spark Ads (if we are talking about the auction mode), we see a notable increase in performance in:

  • Video viewability metrics: 58% increase in 2-second VTR, 66% increase in 6-second VTR and 30% increase in video play rate compared to nother kind of ads. 
  • Engagement metrics (Beta): 170% increase in % of paid comments, 100% increase in % of engagement and 222% increase in % of likes compared to non-Spark ads. 
  • Conversion metrics: 42% increase in immediate CVR compared to non-Spark ads. 
  • Cost metrics: 35% decrease in 2-second CPV, 39% decrease in 6-second CPV compared to non-Spark ads. 

Want to learn more about how to create an engaging, natural and organic strategy for your brand?

SamyRoad is part of Samy Alliance, where we are experts in digital marketing, offering 360 solutions that are tailored to our clients’ needs.

If you need help or want more information, don’t hesitate to contact us.

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