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?
Spark Ads vs. Non-Spark Ads: What's the Difference?
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…
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.
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.
Understanding how users interact with Non-Spark Ads versus Spark Ads on TikTok can help you choose the best approach.
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:
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.
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:
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:
Imagine you are promoting a new fitness app. To start your video, you´ll need to:
Now that you have your video ready, it's time for you to:
The video is up now. Next step? Start giving permissions.
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"
Choose "Use account owned by you"
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.
Permissions given! Now, set up your campaign!
Get that code in there to get started!
You are almost done, just a few more things before it's done.
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.
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.
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.
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.
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.
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.
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.
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.
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.