What Are TikTok Spark Ads, and How Do They Work?

If you’ve spent any time on TikTok, chances are you’ve come across TikTok Spark Ads. Launched in 2021, Spark Ads allow brands to amplify organic content, making it easier to reach a wider audience. Whether you’re boosting a behind-the-scenes clip or promoting a customer testimonial, Spark Ads help extend your reach and impact on TikTok.

In this MagicBrief guide, we'll cover things like:

• How TikTok Spark Ads differ from other ad formats
• Setting up your first Spark Ads campaign
• Best practices to maximise engagement and conversions

By the end, you'll be ready to create and launch your own successful Spark Ads campaign on TikTok.

Let’s dive in!

What are TikTok Spark Ads?

Spark Ads are a native advertising format on TikTok that lets brands promote existing organic content, whether from their own profiles or influencers. These ads appear in the For You feed just like regular TikTok videos but come with a “Sponsored” label and can be targeted to specific audiences.

Unlike traditional ads that can disrupt the user experience, Spark Ads are not too dissimilar with organic content, tapping into TikTok’s authentic, engaging style. This makes it more likely for users to interact with the ad without feeling it’s being forced upon them.

Spark Ads follow the same creative guidelines and best practices as organic posts. While the goal is different, the approach remains the same – keeping it entertaining and engaging.

Spark Ads vs. Non-Spark Ads

Non-Spark Ads are traditional TikTok ads that aren’t tied to any existing content. In contrast, Spark Ads allow you to boost actual posts, which are inherently more authentic and often lead to better engagement. Spark Ads are usually better received because they appear more natural and less like an ad.

The easiest way to spot a Spark Ad is by checking the @handle. Spark Ads appear under the creator’s account, making them look like regular posts. For example, the Spark Ad on the left is shown under the creator’s account, while the one on the right is directly from the brand.

It’s also worth noting that some brands use other methods to feature creator content, like UGC ads, or “dark posts.” These ads showcase user-generated content but don’t appear on the creator’s feed—they’re only shown as ads.

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Spark vs Non-Spark Ads Comparisons

Business Goals You Can Achieve with TikTok Spark Ads

Spark Ads seamlessly integrate into the TikTok feed, giving users the opportunity to follow your account, explore your profile, and interact with linked audio. This natural placement allows creators to achieve a variety of business objectives, such as:

• Increasing website traffic
• Driving conversions
• Generating leads
• Expanding reach
• Boosting video views
• Enhancing community engagement
• Promoting app instals
• Facilitating shop purchases (Alpha)

With Spark Ads, you have the ability to reach a highly engaged audience who are already interested in your niche or industry. This targeted approach can lead to increased brand loyalty and conversions.

Setting Up Your TikTok Business and Ad Accounts

To run Spark Ads, make sure your accounts are properly set up:

• TikTok Business Account: Switching to a business account unlocks advanced tools, like detailed analytics and the ability to pull existing content into Ads Manager automatically. It’s essential for brands to optimise content visibility and access ad-friendly features.
• TikTok Ad Account: This account is required for running all TikTok ads. If you haven’t set one up, simply create one through TikTok Ads Manager.
• Link Your Accounts: Once both accounts are set up, link your TikTok business and ad accounts to manage your content and track campaigns. This link also enables you to use your business identity in ads.
• Music Rights: When collaborating with influencers, ensure they use commercial sounds in their videos. Confirm that you can use the music for commercial purposes to avoid compliance issues during ad setup.

With your accounts set up and linked, you’re ready to start creating Spark Ads.

How to Create a TikTok Spark Ad

Spark Ads make it easy to promote your best, and most relevant TikTok videos. Here’s how to get started, whether you’re boosting posts from your profile or partnering with a creator:

Step One - Prep the Video

• Option 1: If you’re promoting your own post, select the existing organic video from your brand’s profile.
• Option 2: If collaborating with a creator, you'll need authorisation to do so. In this case, the creator must generate and share an ad authorization code with you.
• Option 3: If you found a creator through TikTok’s Creator Marketplace, skip the code process and sync their content directly into TikTok Ads Manager for promotion.

Step Two - Turn It Into an Ad

• Open TikTok Ads Manager and start a new campaign.
• Select Spark Ads as the format.
• Choose the post you want to promote from your library or enter the creator’s authorization code.
• Add a Call to Action (CTA) and a landing page to direct viewers. Ensure the CTA aligns with your campaign’s goal, like driving traffic or conversions.
• Double-check all ad settings, then click Submit. Your Spark Ad will go live once approved.

Step Three - Monitor Spark Ad Performance

After launching your Spark Ad, you can track and measure its success using TikTok’s metrics. Here are the key performance indicators to watch for:

• Clicks: Tracks how many clicks you received from your CTA button, ad caption, and music links or titles in Spark Ads.
• Engagement Metrics: Measures how many likes, shares, and comments your ad receives within one day of being viewed.
• New Followers (Spark Ads Only): Shows how many new followers you gain after people view your ad.
• Profile Visits (Spark Ads Only): Tracks how many users visit your TikTok profile after seeing your Spark Ad, offering insights into deeper engagement.
• Anchor Click Rate (Spark Ads Only): Measures clicks on anchor links and impressions, providing a clear view of how users interact with specific elements in your ad.

TikTok Spark Ads Best Practices

1. Know What You’re Signing Up For

Spark ads allow you to promote your TikTok post or let a brand promote your content featuring their product. If a brand is boosting your content, they may control certain aspects, like comments and visibility, during the campaign, and you may be unable to edit or delete the video.

Essentially, you’re giving the brand permission to use your content for their marketing, so make sure you’re fully comfortable with this before agreeing.

2. Your Videos Should Clearly Align with Your Objectives

As with any ad campaign, make sure your content aligns with your goals. Are you aiming for more followers, website clicks, or direct sales? If you want more followers,  you may want to focus on a video that showcases your personality and brand. For website clicks, include a call-to-action or link in the video or caption.

3. Use TikTok’s Native Features

TikTok users love content that feels real and unique, whether it’s organic or paid. Don’t hesitate to bring in humour, personal experiences, and creativity to make your Spark Ads stand out. Use elements like trending sounds, filters, and effects to capture attention.

You'll want to treat your Spark Ad like a regular TikTok video so it’s engaging and shareable. Tapping into trends, challenges, and native features like duets and stitch can also boost visibility and interaction.

4. Choose Content That’s Already Connecting with Your Audience

If you have a video that’s already attracting good engagement, it’s a perfect candidate for a Spark Ad. Promoting content that’s already popular can boost its reach and make it feel even more natural to viewers. But if you don’t have an existing post that fits your campaign goals, consider creating new content that’s authentic to your style and brand.

5. Skip the Script for a Natural Feel

Avoid overly rigid scripts and let your genuine tone come through. If there’s a call to action, consider placing it in the caption rather than the video to keep things casual and easygoing.

6. Be Flexible with Video Length

Content that’s longer than 30 seconds can perform well, especially for tutorials or storytelling. Don’t rush - take your time to properly showcase your product and keep viewers fully engaged.

Additional Tips for Spark Ads

• Content Privacy: Remember, any private video used in a campaign will become public. If needed, toggle "Only show as ad" to restrict it from being searchable or visible on your profile.
• Dual-Creator Content: Authorisation codes are required from both creators for duets or stitched posts involving multiple creators. Make sure both permissions are in place to avoid delays.
• Maximising Reach: If your business account has high engagement, using Identity Type 1 (your own business account) can increase visibility. For creator-driven content, Identity Type 2 offers added reach through authorised posts.

Gain Inspiration and Create Top-Performing TikTok Spark Ads with MagicBrief

MagicBrief’s ad library is packed with inspiration to help you create TikTok Spark Ads that truly connect. With search filters by industry, brand, and AI-based performance scores, MagicBrief makes it easy to find the best ads to inspire you.

• Access a vast library with over 10 million ads, updated hourly.
• Discover top-performing concepts and inspiration tailored to your industry.
• Organise and save ideas effortlessly with unlimited collections and custom tags.
• Track what CTAs, copy, headlines, and hooks work best for your competitors.

Join MagicBrief today and start creating high-quality TikTok Spark Ads that attract more engagement from your target audience. Get inspired, stay organised, and succeed with MagicBrief!

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