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

    Date: August 9, 2021

    Category: Social Media

    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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  • Top eight most popular contents on Tik Tok

    Date: May 12, 2021

    Category: Influencer Marketing

    The best Tik Tok Content

    TikTok is undoubtedly one of the biggest stars in social media. The Chinese platform is currently the second most popular platform for influencer marketing campaigns.

    TikTok currently has 689 million monthly active users globally. These users spend an average of 52 minutes a day on the app, with 90% of them logging in daily.

    The platform has generated a global boom, being available in 155 countries and in a total of 75 languages.

    What is the content that engages users?

    Although at first glance it may seem a rather restricted format, being only short videos, many types of content can be created on Tik Tok. Here are some of the most popular:

    Social Media Challenges:

    Challenges are the most viral content on social media. They generate global trends, work internationally and help increase the number of followers if done well.

    A good example of this type of challenges is “Flip the switch”, which has even been done by SNL itself.

    @nbcsnl𝗙𝗹𝗶𝗽𝗽𝗲𝗱 𝘁𝗵𝗲 𝘀𝘄𝗶𝘁𝗰𝗵.♬ Nonstop – Drake

    Videos based on trending hashtags:

    Most popular categories on TikTok Worldwide according to Statista

    It is essential to know the most popular hashtags of the moment to generate attractive content for our target. In TikTok, this type of content often varies according to the challenges, trends and markets, however, they tend to follow a similar line.

    In the graph that accompanies this text, from a Statista study, we can see the most popular content categories on TikTok at an international level, calculated according to the number of views per hashtags.

    In addition, to find out which content is the most popular in different parts of the world, you can consult the trend reports generated by the platform itself, divided by market, to also find out the differences between them: Our TikTok Trend Report is here: Discover What’s Next | TikTok For Business 

    Dance videos are the most popular content:

    TikTok dances are very popular within the platform

    If there is one thing TikTok is known for, it is its dance and choreography videos, content that remains among the most popular on the platform. 

    Learning choreographies, having failed videos or being a real pro are some of the ways to generate dance videos. Even within the topic, there are a lot of ways of creating content.

    Song videos:

    These are videos, popularised by TikTok, in which people lip-sync to a song and even act out the lyrics. Sometimes they recreate a scene from the original video. Other times they put their own spin on it.

    In addition, another of the most popular content on the platform is collaborations to create music in a unique way. One of the latest viral videos has been from Sea Shanty, which generated repercussions on other social networks.

    @nathanevanssThe Wellerman. ##seashanty ##sea ##shanty ##viral ##singing ##acoustic ##pirate ##new ##original ##fyp ##foryou ##foryoupage ##singer ##scottishsinger ##scottish♬ Wellerman – Sea Shanty – Nathan Evans

    @sguerraandre##duet with @jonnystewartbass I’m late to the party, but I’m obsessed with all of these basses and got so excited. ##wellerman ##seashanty ##basssinging♬ Wellerman – Sea Shanty – Nathan Evans

    Dialogue reenactments:

    Another of the most popular content internationally is dialogue reenactment, very much in line with the lip-syncing, the interpretation of famous, funny scenes or simply the audio of other Tik Tok is a widely used resource to generate successful videos.

    Cute animal videos:

    Who doesn’t like to watch cute videos of animals? Animals in general, and pets in particular, have always been a source of engagement generation, with accounts dedicated solely to this type of content.

    ASMR videos to calm yourself:

    ASMR videos, Autonomous Sensory Meridian Response, are content that generate a calming sensation in those who watch it, either because of their soothing sounds or because they are aesthetically pleasing.

    In a world as changing and stressful as the one we live in nowadays, ASMR videos are becoming more and more popular, they are not only a popular content on Tik Tok, but we can also find them on Youtube, Instagram and even on Twitch live streams.

    Comedy content is on the rise:

    This is a little tricky! A lot of the content mentioned above can be aimed at generating a comedic effect, but comedy is also a separate format on the platform.

    From surreal situations, classic jokes to musical comedy, the possibilities are endless.

    One example is Luke Millington-Drake who became famous thanks to his on-point impersonations of Jude Law, Hugh Grant and, above all, Keira Knightley.

    @lukemillingtondrakeThe new parfum! ##comedy ##comedyvideo ##tiktokcomedy ##fyp ##foryou ##foryoupage ##keiraknightley ##chanel ##perfume ##malibu♬ This Is A Man’s World – Midnight Players

    Science Experiments content is always an interesting option:

    Home science experiments and the possibility of replicating them is another type of video that can be seen on TikTok. 

    There are, as in other categories, profiles dedicated solely to this, creating trends and challenges about different experiments.

    @cosmo.guyHow beautiful is it from 1 to 10? 😍 ##scienceismagic ##beautiful ##satisfying ##experiment♬ Can’t Hold Us – Jonathan_GF97

    Want to know more about TikTok?

    At SamyRoad we are experts in influencer marketing campaigns, offering end-to-end solutions for brands and looking for the best profiles that match their values.

    If you are curious to know more do not hesitate to contact us.

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