Your Guide to TikTok Spark Ads

Did you know that TikTok is currently the most engaging social media platform, boasting an impressive average engagement rate of 2.65% (by followers) and 4.07% (by views)? These figures far outshine other social platforms, making it a goldmine for brands looking to connect with their audiences.

So, with engagement rates like this, how can brands not leverage TikTok ads to reach new heights? The challenge isn’t the platform itself but knowing how and where to invest their ad budget for maximum impact. Many brands are eager to jump on the TikTok bandwagon but struggle with optimizing their spend.

Enter TikTok Spark Ads—an innovative ad format that combines the power of user-generated content (UGC) with native advertising, offering brands the perfect solution to boost reach and engagement while maintaining authenticity.

What are TikTok Spark Ads?

Since its launch in July 2021, TikTok Spark Ads has become a game-changing approach to digital advertising. It is a native advertising format designed to integrate organic content into marketing strategies seamlessly and allows brands to amplify existing posts.

Simply put, brands can promote organic posts from their own accounts or posts from a creator (with permissions), and amplify their reach through Spark Ads.

Why Use Spark Ads?

The results speak for themselves:

• Spark Ads outperform standard In-Feed Ads with a 134% higher completion rate and a 157% higher 6-second view-through rate.
• The newly updated profile landing page for Spark Ads drives a 69% higher conversion rate while slashing the cost per acquisition (CPA) by 37%

It is undeniable that Spark Ads is a powerful tool for maximizing campaign effectiveness.

Spark Ads function like regular TikTok posts, featuring all the interactive elements that users appreciate, including likes, comments, and the option to share. Users can even add them to their favorites, increasing the likelihood of engagement and interaction. These ads act as an extension of the user experience rather than a disruption.

By promoting content that has already resonated with audiences, Spark Ads enables brands to capitalize on organic engagement while maintaining a connection with the creator's community.

Benefits of Using Spark Ads

TikTok Spark Ads are becoming a favored choice for advertisers and an essential component of modern advertising, largely due to the substantial benefits they offer. Here’s what you need to know:

• Increased Authenticity: One of the standout features of Spark Ads is their ability to leverage UGC -  a fantastic way to cultivate trust and engagement. By promoting organic content created by users or influencers, brands can cultivate a sense of authenticity that resonates with audiences.
• Broader Reach: Spark Ads promote content that users already engage with, enabling brands to reach a broader audience and discover new potential customers who may not have been exposed to their content otherwise.
• Higher Engagement: Engagement with Spark Ads often surpasses that of traditional ads. Thanks to their organic look and feel, Spark Ads are designed to encourage interaction. Users can directly interact with the content by liking, sharing, and following the account associated with the ad.
• Creative Engagement Tools: Spark Ads support features like Duet, Stitch, and Stickers, which allow users to create new content by integrating existing videos, further boosting engagement and community interaction. It also allows users to click on the video music, meaning creators and brands can take advantage of trending sounds.

Organic + Paid Strategies

TikTok Spark Ads provide a unique opportunity to merge both organic and paid advertising strategies, offering brands the best of both worlds.

On the organic side, brands build credibility and trust by leveraging UGC, engaging with the TikTok community, and creating authentic stories that resonate with users. This strategy helps brands maintain a natural presence on the platform, connecting with audiences on a personal level while having fun with creative storytelling.

On the paid side, Spark Ads allows brands to scale this content by targeting specific audiences and amplifying reach. The integration of organic content into paid promotion ensures that the ads feel less like traditional advertising and more like natural TikTok posts, maintaining engagement without disrupting the user experience.

Differences Between TikTok Spark Ads and Non-Spark Ads

When it comes to TikTok advertising, both Spark Ads and Non-Spark Ads are popular options for brands aiming to engage users. However, despite appearing similar at first glance, they offer different benefits, experiences, and strategies for businesses.

Understanding the core distinctions between these ad formats can help you make informed decisions about how best to engage with your audience.

How to Create Spark Ads on TikTok?

Creating Spark Ads on TikTok is a pretty straightforward process that allows brands to promote organic content and amplify their reach.

Step 1: Find the right content to promote

The very first step is to identify the best organic content that aligns with your brand and your target audience. There are two ways to find the video:

1. Own Content: You can boost TikTok posts from your brand account. Choose a post that has already performed and shows strong organic engagement.
2. Creator Content: You can collaborate with TikTok creators and boost the content from the creator’s account. This allows you to ride the creator’s organic wave.

Step 2: Get the Authorization Code if using Creator Content

If you choose to collaborate with a creator, they need to provide you with an “Ad Authorization Code”. This can be generated by the creator from the TikTok app by selecting their video and navigating to the authorization settings.

Once you have the code, you can link the video to your TikTok Ads Manager account.

Step 3: Set Up Your Ad Campaign in TikTok Ads Manager

a. Using Own/Brand Content

If you’re using your own content, there are two ways to go ahead: You can use an existing TikTok post that has already been published under your linked account or you can upload a new video directly into TikTok Ads Manager.

In either case, make sure your TikTok Business Account is linked with TikTok Ads Manager.

• Set up your ad campaign and choose a goal and preferences for your Spark Ads.
• Toggle on the “Use TikTok account to deliver Spark Ads” option.
• In the “Use account owned by you” section, select your linked business account.
• The Pull Method: If you’re using an existing video from your account, choose the “+TikTok Post” option. This will allow you to use all posts from your linked Business Account as ad creatives. Private videos would need to have the ad authorization option enabled. This allows you to use all public and private videos as Spark Ads creatives without needing video codes.
• The Push Method: If you want to upload/create a new video as a Spark Ads creative, choose the “+Video” option. Here, you can go three ways:
• Select “Upload” to add a new video.
• Choose “Add from Library” to select a previously used or created video.
• Select “Create” to make a video with the creative tools.Once your creative passes ad review, it will be published. You also have the option to hide the video from organic placements - simply toggle on the “Only show as an option”.

b. Using Creator Content

If you’re collaborating with a creator and using their video as a Spark Ads creative, you would need  a video code for the post authorized for use. Once you have a video code from your creator, follow the next steps:

• In your Ads Manager, go to Asset > Creative > Spark Ads posts > Apply for Authorization
• In the search bar, post your video code, click “Search”, and you should see your post come up. Check whether it is indeed the post you want to promote, and then click “Confirm”.
• The next step is to set-up your campaign and then switch on the “Use TikTok account to deliver Spark Ads” option.
• Select the TikTok account profile that authorized you to post under “Use other authorized account or post”, you are ready to submit!

Step 4: Targeting Options and Budget Settings

1. Targeting: Define your target audience based on demographics like age, gender, interests, location, and behaviors. TikTok also provides advanced targeting options like Lookalike Audiences, which help you reach users similar to your existing followers.
2. Budget Settings: Set your budget, either as a daily or total campaign limit. TikTok allows you to adjust the spending pace, ensuring optimal delivery based on your goals.
3. Ad Placement: Decide whether to allow TikTok to automatically place your ad across different locations (Auto Placement) or manually select specific placements (e.g., TikTok's main feed).

Step 5: Launch and Monitor

Once everything is set up, launch your Spark Ads campaign. You can monitor performance in real time through TikTok Ads Manager. Keep an eye on key metrics such as engagement, click-through rates, and conversions, adjusting your campaign if needed to optimize results.

A few things to keep in mind:

• You need a “TikTok for Business Account” before you begin running campaigns.
• Each TikTok Ad Account can manage a maximum of 10,000 Spark Ads.
• If you’re working with a creator, think about captions and tags during the review process. Once a business takes ownership, it can only change the CTA, not the caption and hashtags.
• When enabling music click-ability, check whether you have permission to use it for commercial purposes.
• You can enable Duet & Stitch for your Spark Ads. This allows others to creatively collaborate and interact with your ad. You can then re-use this duetted or stitched post for your new Spark Ads creative.
• For videos made by two creators (Duets and Stitched posts), you need an authorization code from both the creators featured in the video.
• Data suggests that turning comments on in your Spark Ads boosts your CTR (click-through rate). Allowing users to comment on your ad makes it feel more like native content.

Here’s a quick tutorial to help you get started:

What Content to Use for Spark Ads?

UGC, UGC, UGC!

Take a look at this video. It received over 200M views and 800K likes! The surprise? The creator wasn’t a social media superstar—it was all about the content.

Consumers trust content created by fellow users far more than polished brand ads. Authentic videos resonate with audiences, making UGC the perfect choice for Spark Ads.

As a brand, focus on finding a creator who deeply understands your target audience and whose lifestyle reflects your brand values. UGC not only humanizes your brand but also strengthens your connection with your audience.

(PS. As UGC specialists, Ramdam is here to help you leverage this power for your creator ads!)

Tips for Maximizing the Effectiveness of Spark Ads

1. Select the right content

Always opt for content that is relatable and resonates with your audience's interests. Select UGC that features real-life product usage, testimonials, or creative storytelling.

2. Choose your creators wisely

73% of TikTok audience says they feel a deeper connection to the brands they interact with on TikTok.

This sense of connection largely stems from creators who align with a brand's values and audience preferences. When a creator authentically represents a brand, it fosters trust and relatability, making users more likely to interact, follow, and ultimately convert.

One common way is to hunt for creators through keyword and hashtag searches on the TikTok app. But thanks to the rising creator economy, there are several thousand creators out there and it can be impossible for brands to sift through the list manually. Leverage AI-powered platforms like Ramdam which can match you with top-performing creators who would be perfect for your campaigns.

3. Track and Analyze Performance

Once your Spark Ads are live, track their performance through TikTok Ads Manager. Analyze key metrics such as views, engagement rates, click-through rates, and conversion rates. Compare how Spark Ads are performing against your regular In-Feed ads, and optimize your future campaigns based on the insights gathered. If you find that certain creators or content types drive better engagement, focus on those for your next campaigns.

Create Spark Ads to Scale with Ramdam

Navigating the world of influencer marketing can feel overwhelming, but it doesn’t have to be. It's all about having the right strategy.

That’s why more brands are shifting their focus towards influencer ads that combine authentic content with paid promotion for maximum reach and engagement.

With Ramdam, you can scale your creator ads effortlessly. Our AI-driven platform matches you with the perfect creators while offering rights-ready content that’s optimized for ads. Whether it’s budget management, creator selection, or seamless integration of sponsorship codes, we’ve got you covered.

We simplify everything, from brief development to ad performance tracking, allowing you to transform your influencer strategy into a data-driven, ROI-maximizing machine.

In a nutshell

TikTok Spark Ads provide an effective and authentic way for brands to connect with audiences by leveraging user-generated content. With their ability to drive higher engagement, better conversion rates, and lasting audience growth, Spark Ads has become a powerful tool for maximizing ad performance on the platform.

Whether you're a brand looking to build trust or seeking to ride the wave of trending content, it offers a seamless, organic approach that resonates with users.