With over a billion active users, TikTok has established itself as an essential platform for brands looking to reach a young, engaged and connected audience. But how do you stand out from the crowd without sounding too “advertising-y”? The answer: Spark Ads, a native advertising format based on existing organic content. Before launching a Spark Ads campaign, it’s important to evaluate the average cost of an ad on TikTok, as this format offers an excellent cost/engagement ratio. It must also be part of a well-thought-out TikTok Ads strategy, aligned with your business objectives.
In this article, find out everything you need to know about TikTok Spark Ads: how they work, their benefits for brands and creators, the steps involved in creating them, mistakes to avoid and best practices for maximizing your performance.
What is a Spark Ad on TikTok?
Spark Ads are a unique advertising format offered by TikTok. Unlike traditional ads, which require you to produce a specific video, Spark Ads allow you to sponsor an existing TikTok publication, whether from your own account or a third-party creator (with permission).
Spark Ads reveal their full potential when used to promote content created by influencers. Find out how to integrate influencers into your TikTok Ads campaigns to maximize your visibility.
It’s an effective way for brands to capitalize on the authenticity of organic content while benefiting from TikTok Ads Manager’s powerful targeting tools. The result: engaging, credible native advertising perceived as “normal” content in the user’s feed.
Why use Spark Ads?
For brands: a powerful combination of performance and authenticity
Spark Ads offer many advantages for advertisers:
- Authenticity and trust: by using a previously published video, the ad retains TikTok’s natural tone. This creates continuity between organic and sponsored content, reinforcing the brand’s credibility.
- Amplified engagement: Spark Ads retain the interactions (likes, comments, shares, subscriptions) of the original video. This further boosts engagement and has a snowball effect.
- Advanced targeting: like all TikTok campaigns, you can define precise audiences based on interests, age, gender, devices or behaviors.
- Reduced costs: you don’t have to produce a new video: you use existing content. This saves you considerable time and money, especially if you’re working on an influencer strategy.
- Better conversion rate (CVR): Spark Ads often perform better than traditional formats, especially in terms of qualified clicks and conversions.
- Increased notoriety: you benefit from the notoriety and credibility of the original creator. The creator’s community remains the anchor of the video.
- Native creative formats: Spark Ads enable features such as Duo, Collage, Stickers, clickable music, etc.
- Multiple objectives: suitable for a variety of objectives: traffic, conversions, lead generation, app installations, brand awareness, etc.
For content creators: greater visibility and revenues
It’s also a win-win situation for designers:
- Monetization: the videos they publish can be sponsored by brands, generating income without any extra effort.
- Extended audience: a video promoted via Spark Ads can reach users far beyond the creator’s initial community.
- Simplified collaboration: thanks to the TikTok Creative Center, brand/creator matching is fast and intuitive, making it easier to manage influencer campaigns.
How do I create a Spark Ads campaign on TikTok?
You can create a Spark Ad in two ways: by using a publication from your TikTok Enterprise account, or by sponsoring a creator’s video with their permission.
Option 1: Use a publication from your own account
Steps to follow in TikTok Ads Manager :
- Log in to TikTok Ads Manager.
- Create a campaign by choosing an objective (traffic, conversions, etc.).
- Activate the “Use a TikTok account to broadcast Spark Ads” option.
- In the “Announcement” step :
- Either select a video already published on your account.
- Either import a video from your computer or create one using the built-in creative tool. Activate “Display only in ads” if you don’t want it to appear on your profile.
- Finalize ad configuration (CTA, link, targeting, etc.).
- Click on “Send”.
Please note:
- The caption of a video used in Spark Ad cannot be modified after authorization.
- A private video will become public unless you check “Show only in ads”.
Option 2: Use a video from a TikTok creator
You can sponsor a publication by a TikTok creator by obtaining their authorization, via two methods:
Via Business Center (account access)
- Access the TikTok Business Center.
- Click on “Request access to TikTok account”.
- Send the authorization QR code to the creator.
- Once accepted, you can use these videos in your campaigns.
Via a video authorization code (Spark Code)
Designer’s side:
- In the TikTok app, go to > Tools for creators.
- Choose the video to sponsor.
- Activate “Advertising authorization”.
- Select the duration (7, 30, 60 or 365 days).
- Generate and copy the code.
Advertiser side :
- In TikTok Ads Manager, open the Advertising Content Library.
- Click on “Spark Ads Publications” > “Request authorization”.
- Paste the video code and validate.
- Add video to your campaign as sponsored content.
Note: some formats (Story, duo carousel) are not compatible.
How much does a Spark Ad cost on TikTok?
The minimum budget for a Spark Ads campaign is €50 per day. As with other advertising formats, you can define your own bidding strategy: CPM (cost per thousand), CPC (cost per click), or CPA (cost per action).
Spark Ads often deliver higher ROI, as they benefit from the initial engagement of organic content.
Common mistakes and solutions for Spark Ads TikTok
Here are some common error messages and how to resolve them:
Error code: video_unavailable
Cause: video deleted or not compliant
Solution: choose another video
Error code: auth_code_expired
Cause: code expired
Solution: ask the creator for a new code
Error code: not_public_video
Cause: video is not public
Solution: ask creator to modify visibility
Error code: carousel_duet_not_supported
Cause: format not supported
Solution: Choose another format
Error code: auth_code_format_error
Cause: code copied incorrectly or invalid
Solution: check or generate new code
Best practices for high-performance Spark Ads
Choose authentic, engaging content
Opt for videos:
- Already viral or engaging.
- Reflecting your brand values.
- Short (between 9 and 15 seconds for best performance).
Careful targeting
Use TikTok’s targeting options:
- Interests and behaviors.
- Demographics (age, gender, language, location).
- Personalized or similar audiences.
Tracking performance
- Analyze your KPIs from TikTok Ads Manager: click-through rate, views, conversion, cost per action.
- Adjust your budget, audiences and content according to the results.
Working with micro-influencers
- Micro-creators have engaged communities and an excellent cost/impact ratio.
- Look for designers aligned with your sector.
- Effinity can help you find partners.
Spark Ads represent an unmissable opportunity for brands wishing to make their mark on TikTok while retaining the authenticity of organic content. They combine the best of both worlds: natural engagement and the power of ad targeting.
Don’t hesitate to call on our agency to test this innovative format to boost your visibility, traffic and conversions on one of today’s most influential social platforms.
