According to Statista, 63% of internet users in the US have a negative attitude when being interrupted by ads. Therefore, TikTok Spark Ads were born to help brands get closer to consumers by allowing them to create ads while keeping the native feel of organic posts.
Let’s take a look at how it works and how to run spark ads on TikTok right in this article! Don’t make ads, make TikTok!
Table of Contents
What are TikTok Spark Ads?
TikTok Spark Ads is an ad format allowing brands to promote available organic content without creating a custom one for advertising. This is a contributing reason for its popularity nowadays. Like TikTok In-feed Ads, Spark Ads appear naturally like any other organic content on For You Page.
By using this ad format, brands can authentically develop relationships with the community, therefore driving brand awareness and engagement.
How do Spark Ads work?
There are two types of posts to use with Spark Ads:
- Brands’ organic posts
- Content by TikTok creators with their approval
These one-of-a-kind advertisements will be labelled “Sponsored content” and will include a CTA of your choice, account name, caption, and audio. These ads are unique in that they have all of the standard engagement drivers, such as commenting, sharing, and liking.
They also have some distinct functionalities. Non-Spark ads, for example, typically redirect users to the advertiser’s landing page. Spark Ads, on the other hand, work slightly differently. Users will be directed to the TikTok page to follow the account. Furthermore, if the user clicks on the video’s caption or the CTA button, they will be redirected to the advertiser’s preferred landing page.
Why advertisers should use TikTok Spark Ads?
There are many advantages that you should include Spark Ads TikTok in brands’ marketing strategy. Let’s find out with Mega Digital some key functions of Spark Ads that take your TikTok to another level.
Boost with influencer creativity
One of the easiest ways to collaborate with influential content creators is through Spark Ads. Brands can allow influencers to use their creativity and experience to produce captivating content. As a result, the ad produced is equivalent to organic content, making users much more likely to watch and interact with it.
Promote your best content
If you already have content that is performing well on TikTok, Spark Ads can leverage it and add an extra boost. Spark Ads ensure that your content will reach more people and build stronger connections between users with things in common.
According to TikTok, Spark Ads give better ad performance compared to non-Spark Ads and efficient buying alternatives while weaving organic and paid campaigns together.
Provide detailed metrics
Spark Ads can provide more metrics compared to Non-Spark Ads, such as paid clicks on the CTA button, paid shares, paid followers in 1 day, and paid profile visits. Therefore, brands can measure their TikTok campaigns more specifically and optimize the strategy, which may lead to engagement, new leads, and conversion rate. This is where the culture and consistency of TikTok begin.
Feature innovation elements
Spark Ads support the Duet, Stitch, and Sticker features and the ability for viewers to check the sound in the ad.
What Are TikTok Spark Ad Specs?
When it comes to Spark Ads TikTok, Mega Digital recommends some necessary specifications that advertisers should follow:
- Recommended dimensions: 16:9, 9:16, or 1:1.
- Advised resolution: 540x960px, 640x640px, 960x540px.
- Ad captions can be left blank or include account tagging, emojis, and hashtags.
- Ad display name and text will be based on the selected organic post that cannot be changed during the ad creation process on TikTok Ads Manager.
How Much Do TikTok Spark Ads Cost?
TikTok Ads cost varying amounts, which can be changed due to different campaigns. Typically, advertisers have to pay an average price of $1.00 per click and a CPM (cost per 1,000 impressions) of $6.06.
TikTok also requires a minimum budget of $50 per day at the campaign level and $20 per day at the ad level. Campaign objective, budget & bid amount, audience segmentation, and CTR significantly impact how much your TikTok ads will cost.
>>> Read more: How much do TikTok Ads cost? Is it worth your investment?
How to run Spark Ads on TikTok?
Mega Digital comes up with some initial guidelines and information for brands on how to execute Spark Ads TikTok best.
Choose the right video
To create Spark Ads, advertisers have many options to choose from.
- Brands’ video: Choose original videos from your brand’s profile. It’s best to use content that is already performing well and attracts high engagement.
- Creator’s content: Brands can use posts published by content creators with authorization.
- TikTok creators should give access and share the video code with the advertisers so that they can use the content.
- If your brand collaborates with a creator from TikTok Creator Marketplace, you can skip the code generation step and sync their organic posts with TikTok Ads Manager to promote them as Spark Ads.
Make it an advertisement
After importing videos into TikTok Ads Manager, you can convert organic posts into Spark Ads
- Create a campaign and set up an ad group.
- Select the ad creatives you want to promote.
- Turn on the toggle Use TikTok account to deliver Spark Ads and choose the account that you want to advertise.
- Click Submit once your ad is complete. Now, you will need to wait for your ad to get approved.
Successful cases of brands using Spark Ads
The leading Spanish fashion brand – Mango, needed to raise awareness for its new Camille Charrière x Mango capsule collection, so it turned to TikTok for a traffic campaign.
Having previously focused on click-optimized traffic campaigns, Mango felt there was still room for other results optimization and instead conducted a traffic campaign optimized for ‘landing page view,’ as TikTok advocated to boost campaign performance. For the campaign, the brand also employed broad targeting, interest targeting, and Spark Ads to reach the TikTok community and drive traffic to the brand’s website.
With Spark Ads, Mango lets us see the clothes in all three-dimensional glory instead of watching models dress up individually. Mango’s results were showstopping, earning exceptional performance for their landing page view campaign when compared to the previous results. The brand witnessed a 533% increase in web sessions while paying 83% less per web session.
The Isle of Paradise
Isle of Paradise, the beauty brand responsible for the world’s first 100% vegan and cruelty-free colour-correcting self-tan, has a strong presence on TikTok.
As the brand’s off-peak season approached, it chose TikTok to create its first sponsored campaign plan, employing a combination of branded and creator-led content to generate demand and improve sales for its best-selling Glow Drops product at Sephora.
Isle of Paradise also approached a number of TikTokers who had previously made wonderful organic testimonials for Glow Drops and worked with them to repurpose their material for the campaign.
The brand then used TikTok Ads Manager to launch Spark Ads that featured both original creator content and user-generated content.
Following TikTok’s creative best practices, leaning into authentic creator content, and collaborating with TikTok Ads Manager to amplify the campaign, Isle of Paradise significantly improved ROI during its off-season by directly driving sales with the traffic target. Among the results were a 500% ROI, 45 million video views, a 1.1% click-through rate, and a 68% increase in revenue each week compared to the previous nine weeks.
TikTok Spark Ads have just transformed the way brands can advertise for the better. Remember that your Spark Ads will be much more effective when you partner with content creators who can churn out great UGC. Hopefully, this post has provided you with a broad understanding of how Spark Ads function and how they may benefit brands.
If your campaign hasn’t yielded a satisfactory result, get in touch with Mega Digital – TikTok’s Marketing Partner to become the fastest-growing brand on TikTok.