I’ve previously discussed how TikTok has significantly influenced the way social media can be used for marketing. As one of the fastest-growing platforms, TikTok is an ideal space for businesses aiming to reach younger audiences with creative content.
It’s widely known that TikTok users are highly engaged with the content influencers produce, partly due to TikTok’s algorithm. This algorithm constantly presents users with relevant content that’s easy to engage with through likes, comments, and shares.
Managing ads on TikTok looks a lot like the process on META, so don’t be worried!
Businesses have long benefited from the engagement on this platform. With TikTok’s introduction of a new campaign format called Spark Ads, companies can now achieve better campaign performance and improved conversion rates.
But what exactly are Spark Ads, and how do they compare to the traditional Non-Spark Ads previously available on TikTok?
What’s the difference between Spark Ads and Non-Spark Ads?
As users scroll through their TikTok feed, they’re regularly met with advertisements, either as standalone ads or sponsored content.
Spark Ads take these ads a step further, making them even more accessible to users.
Here’s a breakdown of the key differences between the two ad types:
Non-Spark Ads
- These are better known as the standard in-feed ads that users have traditionally encountered.
- With these ads, users can access the business’s website through three shortcuts: the Call To Action button, the ad’s profile picture, or the video description.
Spark Ads
- These ads are attached to organic content – either the company’s own videos or a creator’s videos (with permission).
- Like the in-feed ads, users can access the business’s website via the Call To Action button or the video description.
- Additionally, users can now click on the video’s profile picture, the account name, or swipe left to visit the company’s TikTok profile, where they can explore other videos, products, and relevant links.
Why use Spark Ads on TikTok?
According to TikTok, their new ad format provides a more authentic experience for users by integrating ads into existing videos, whether from creators or the company’s own profile.
Using organic content strengthens a brand’s image by making it easier for users to navigate directly to the company’s TikTok account and for creators to reference the company’s products.
This allows users to see products as a natural part of their For You Page.
TikTok also claims that this ad format improves performance and conversion rates, as ads can be attached to high-performing organic posts. Companies can test which organic video performs best before attaching the ad.
Furthermore, campaigns can be boosted on TikTok. Unlike standard in-feed campaign boosts, Spark Ads boosts apply to organic videos, which remain part of TikTok’s feed even after the campaign ends.
Quick guide to setting up Spark Ads
Since Spark Ads campaigns require organic videos, businesses need to set up two profiles on TikTok.
One profile serves as an ad account for traditional in-feed ads. To attach organic videos from the company, it’s also necessary to create an organic content creator profile.
This profile hosts the company’s organic videos and can be linked to the ad account.
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