TikTok Spark Ads Explained: Key Benefits for Marketers

TikTok Spark Ads have been widely embraced by businesses and advertisers around the globe since their launch in 2021. In fact, the engaging nature of TikTok's short-form videos, combined with the platform's creative tools and interactive features, has made this unique ad format a compelling choice for all manner of brands, helping them effectively reach and engage with the TikTok community.

The results speak for themselves: Spark Ads achieve a 134% higher completion rate and a 157% higher 6-second view-through rate compared to standard In-Feed Ads. Additionally, the updated profile landing page UI for Spark Ads brings a 69% increase in conversion rate and a 37% reduction in cost per acquisition.

 

What will you learn?

What are Tiktok Spark Ads?

Spark Ads vs. Non-Spark Ads: What's the Difference?

How to Make TikTok Spark Ads?

How Can TikTok Spark Ads Benefit Your Business?

 

So, what are TikTok Spark Ads, and what makes them so powerful?

In today’s article, we will share everything you need to know about TikTok Spark Ads, including the unique features and benefits of including this ad format in your marketing strategies. Whether you're new to TikTok advertising or looking to optimize your current strategies, this post offers valuable insights and practical steps to enhance your brand's visibility, engagement, and conversions on TikTok.

Do you want to learn how to harness the power of social media influencers to…

What Are TikTok Spark Ads?

TikTok Spark Ads is a native form of advertising on the TikTok platform that allows brands and marketers to create engaging and interactive short-form videos to promote their products or services. These ads integrate into the user experience smoothly, appearing alongside organic content, making them more likely to be viewed and interacted with by the TikTok community. 

In other words, Spark Ads leverage organic videos from any TikTok account, meaning that you can use content that has already proven to resonate with your audience, ensuring higher engagement rates.

 

Spark Ads vs. Non-Spark Ads: What's the Difference?

When it comes to TikTok advertising, understanding the differences between Spark Ads and Non-Spark Ads can help you choose the right influencer marketing strategy for your campaign goals.  Here's a detailed comparison to help you decide which type of ad will best serve your needs.

User Interaction

Understanding how users interact with Non-Spark Ads versus Spark Ads on TikTok can help you choose the best approach.

Non-Spark Ads:

• Click Call-to-Action (CTA): Users can click the CTA button to be redirected to a landing page or app install page.
• Profile photo and nickname: Clicking on these elements will redirect users to the ad's landing page.
• Ad caption: Users can click the ad caption to access additional content.
• Swipe Left: Swiping left takes users to the landing page or app install page.

Spark Ads:

• Click CTA buttons and ad caption: These clicks lead users to the advertiser's landing page, similar to Non-Spark Ads.
• Profile photo and nickname: Clicking these will take users to the video owner's profile page, enhancing authenticity and engagement.
• Follow: Users can click the "+" sign on the profile photo to follow the account directly.
• Music interaction: Clicking the sound, artist's name, and the music disc icon takes users to the music page, a feature unique to Spark Ads (availability may vary).

Metrics

Comparing the metrics for Non-Spark Ads and Spark Ads helps you understand the performance and reach of each ad type. Here’s how to look at the different metrics tracked for both:

Non-Spark Ads:

• Paid clicks: Include clicks on the CTA button, ad caption, nickname, profile picture, and swipe left.
• Paid likes: Number of likes the ad received within one day of the user seeing it.
• Paid shares: Number of times the ad was shared within one day.
• Paid comments: Number of comments the ad received within one day.

Spark Ads:

• Paid clicks: Include clicks on the CTA button and ad caption.
• Music clicks: Include clicks on the Music Disc icon and Music title.
• Paid likes: Number of likes the ad received within one day.
• Paid shares: Number of times the ad was shared within one day.
• Paid followers: Number of new followers gained within one day.
• Paid profile visits: Number of profile visits driven by the ad during the campaign.
• Paid comments: Number of comments the ad received within one day.
• Anchor clicks: Number of clicks on the anchor in the Spark Ads video in the for-you feed.

Choosing the Right Ad Type

We recommend you use Non-Spark Ads if you want straightforward click-throughs to a landing page or app install page with direct engagement metrics.

On the contrary, you should use Spark Ads if your aim is to boost engagement through authentic interactions with influencers and leverage additional metrics like new followers, profile visits, and music clicks.

How to Make TikTok Spark Ads?

Creating TikTok Spark Ads is straightforward. Here's how you can do it step by step. First, decide which identity type to use for your Spark Ad:

• Identity Type 1: Use your own linked TikTok business account.
• Identity Type 2: Use authorized accounts (authorized via Business Center) or Posts (authorized via video codes).

Tip: If you have linked your TikTok Business account to TikTok Ads Manager and want to use your own TikTok posts, choose Identity Type 1. If you want to use accounts authorized via the Business Center or posts authorized via video codes, choose Identity Type 2.

Now, let's get started with creating your Spark Ad:

Step 1: Create a TikTok Video

Imagine you are promoting a new fitness app. To start your video, you´ll need to:

• Plan your content: Decide on the message you want to convey. For a fitness app, you might showcase a workout routine using your app's features.
• Shoot the video: Record a short, engaging video. Use high-quality visuals and sound. For the fitness app, film a user completing a workout while showing how the app guides them through the exercises.
• Edit the video: Use TikTok’s built-in editing tools to add effects, music, and text overlays. Highlight key features of your fitness app, like step-by-step instructions or unique workout plans.

Step 2: Post the Video on TikTok

Now that you have your video ready, it's time for you to:

• Upload the video: Post your video to your TikTok account. Make sure it is set to public so it can be used for Spark Ads.
• Write a captivating caption: Include a call to action, such as "Download our app for the best workout routines!" Use relevant hashtags to increase discoverability, like #FitnessApp or #WorkoutGoals.
• Add music and effects: Enhance your video with TikTok's music and special effects to make it more engaging.

Step 3: Enable Ad Authorization

The video is up now. Next step? Start giving permissions.

• Navigate to ad settings: Go to your profile, select the video you want to use for Spark Ads, and tap the three dots to open more options.
• Enable ad authorization: Select "Ad Settings" and turn on "Ad Authorization." This will generate a unique code for your video.
• Copy the code: Save this code, as it will be needed to link your video to the ad campaign.

This process is aligned with Method 2: Use Authorized Accounts or Posts from Other Creators where the post creator authorizes the video and generates a video code for promotional use

For Method 1: Pull and Push via linked Business Account, the process for enabling ad authorization is slightly different since it doesn’t involve generating a video code. Here are the steps for your business account:

Choose "Use TikTok account to deliver Spark Ads"

• Select an Advertising Objective.
• Complete Campaign and Ad Group settings.
• Toggle "Use TikTok account to deliver Spark Ads."

Choose "Use account owned by you"

• Select your linked Business Account.
• Pull: Select an existing post under your linked account using "+TikTok Post." Choose a post and click Confirm.
• Push: Create/upload a Spark Ads video and publish it under your linked Business Account using +Video. Choose from:
  • Upload to add a video from your computer
  • Add from Library to add video materials previously used in Non-Spark Ads or made with our Creative Tools.
  • Create a video using our Creative Tools.
  • Finish the rest of the ad settings, and your Spark Ad is good to go.

Note: Once the ad passes ad review, the pushed video will be published under your linked business account in private mode, you can manually make it public in the TikTok app.

Step 4: Set Up Your Ad Campaign in TikTok Ads Manager

Permissions given! Now, set up your campaign!

• Create a new campaign: Log in to TikTok Ads Manager and click on "Create New Campaign." Choose your campaign objective, such as Traffic, Conversions, or App Installs.
• Select ad group settings: Define your target audience, budget, and schedule. For a fitness app, you might target users interested in health and fitness.
• Choose ad format: Select "Spark Ads" as your ad format.

Step 5: Link Your Video to the Ad Campaign

Get that code in there to get started!

• Enter the authorization code: In the ad creation process, you will be prompted to enter the ad authorization code from your TikTok video.
• Preview your ad: Review how your video will appear as a Spark Ad. Make sure everything looks correct and adjust any settings if necessary.
• Add a Call to Action (CTA): Select a CTA button, like "Download Now" or "Learn More," to drive user engagement.

Step 6: Launch Your Spark Ad

You are almost done, just a few more things before it's done.

• Review your campaign: Double-check all settings, including targeting options, budget, and schedule.
• Submit for review: Submit your ad for TikTok’s review process. Once approved, your Spark Ad will go live.
• Monitor performance: Use TikTok Ads Manager to track the performance of your Spark Ad. Monitor key metrics such as impressions, clicks, and conversions.

How Can TikTok Spark Ads Benefit Your Business?

Now let’s explore some of the specific benefits of including TikTok Spark Ads in your influencer marketing strategy. That way, you can harness the power of both your influencer collaborations and the engaging nature of Spark Ads to maximize your brand's reach, impact, and conversions on the platform.

Increased Brand Exposure

TikTok is a popular social media platform with a massive user base. Leveraging TikTok´s extensive user base,  Spark Ads enables brands to reach a much wider audience, especially among younger demographics. This is especially true if you hire a TikTok influencer to boost your brand’s reach. 

Moreover, with the potential for content to go viral, Spark Ads offers increased exposure that can lead to greater brand recognition, improved credibility, and ultimately, a larger customer base.

Chipotle's "Guac Dance" campaign is a prime example of increased brand exposure through TikTok Spark Ads. Chipotle encouraged users to share videos of themselves dancing for free guacamole.

The campaign went viral, generating over 250,000 video submissions and millions of views, leading to a significant boost in brand recognition and a surge in guacamole sales.

Creative and Engaging Content

TikTok Spark Ads allow you to create visually appealing and entertaining content. You can craft content that stands out, resonates, and attracts the attention of your target users by leveraging TikTok's creative tools like filters, effects, and music, This creativity and engagement factor can leave a lasting impression on viewers, encouraging them to interact with the ad, share it with others, and develop a positive association with your brand.

Guess utilized TikTok Spark Ads to launch the #InMyDenim campaign, encouraging users to showcase their denim outfits creatively. The campaign garnered millions of views and interactions, creating a lasting impression on viewers and strengthening the brand's association with trendy fashion.

Targeted Advertising

TikTok Spark Ads offer robust targeting features, allowing you to reach specific demographics, interests, and behaviors. You can narrow down your audience based on factors such as age, location, gender, and interests, ensuring that your ads are shown to the most relevant users. This precision targeting allows you to optimize your ad spend by reaching the audience that is most likely to be interested in your products or services, maximizing the success of your advertising campaigns.

Aerie employed TikTok Spark Ads to promote body positivity with the #AerieREAL campaign. Using TikTok's targeting features, Aerie reached a specific demographic of young women interested in fashion and self-love. This precision targeting allowed Aerie to optimize their ad spend and connect with a highly relevant audience, resulting in increased engagement and sales.

Interactive and Immersive Experiences

TikTok offers various interactive features, such as AR filters, stickers, and effects. These features can be incorporated into your TikTok Spark Ads, enabling users to engage with your brand in a fun and memorable way. This encourages immersive user participation and fosters a sense of connection and brand loyalty.

The NBA used TikTok's interactive features, such as AR filters and effects, to create immersive Spark Ads. Fans could engage with their favorite teams and players through fun challenges and filters. This interactive approach entertained users and also fostered a deeper connection with the brand, enhancing fan loyalty and participation.

Enhanced Influencer Collaborations

TikTok Spark Ads can enhance your influencer collaborations by amplifying the reach and impact of your brand's message. Combining the authentic influence of popular TikTok creators with the engaging and visually appealing nature of Spark Ads, you can create a powerful synergy that drives greater brand awareness, engagement, and conversion among the TikTok community.

Fenty Beauty collaborated with popular TikTok influencers to amplify their brand message through Spark Ads. It combined the influencers' authentic reach with the engaging nature of Spark Ads to significantly increase brand awareness and engagement. This collaboration drove higher conversion rates and solidified the brand's position in the beauty market.

Tracking and Analytics

TikTok provides detailed analytics and reporting tools that allow you to track the performance of your Spark Ads. You can gain insights into metrics such as views, likes, shares, click-through rates, and conversions. Analyzing this data allows you to  measure the ROI of your TikTok influencer marketing campaigns, gain valuable insights into user behavior, and optimize your advertising strategies, helping you maximize overall campaign success.

MAC Cosmetics used TikTok's detailed analytics to track the performance of their Spark Ads during the #YouOwnIt campaign. By analyzing metrics such as views, likes, shares, and click-through rates, MAC gained valuable insights into user behavior. This data allowed them to optimize their advertising strategies, resulting in a higher ROI and more effective campaigns.

Cost-Effective Advertising

Compared to traditional advertising channels, TikTok Spark Ads can be relatively cost-effective. For one thing, you have control over your ad budget and can set daily or lifetime spending limits based on your advertising goals. 

More significantly, as TikTok Spark Ads are priced on a  pay-per-click (PPC) basis, advertisers only pay when someone clicks on their ad, making them a highly efficient and cost-effective advertising option for businesses looking to maximize their return on investment.

Gymshark utilized TikTok Spark Ads to promote their fitness apparel on a budget. By setting daily spending limits and leveraging the PPC model, Gymshark ensured they only paid for actual engagement. This cost-effective approach allowed them to maximize their return on investment, reaching a wide audience without overspending.

Effortless eCommerce Integration

Finally, one of the biggest benefits of launching a TikTok Spark Ad is that this format provides extensive opportunities for trouble-free e-commerce integration. With features like the "Shop Now" button and the ability to add product links in the ad description, you can drive direct sales and conversions within the TikTok platform. This streamlined purchasing process eliminates friction and encourages purchases. As a result, you can not only boost brand visibility but also drive tangible results by directly converting viewers into customers.

Levi's took advantage of TikTok Spark Ads' eCommerce integration during their holiday campaign. By incorporating the "Shop Now" button and product links in their ads, Levi's drove direct sales within the TikTok platform. This streamlined purchasing process resulted in increased conversions and boosted overall sales, demonstrating the effectiveness of TikTok's integrated shopping features.