TikTok is announcing today the global launch of Spark Ads, a native ad format that allows advertisers to use organic user posts as part of their ad campaigns on the app, making it easier to leverage trending content and supplement larger campaigns. It’s the latest sign that creator content is one of the biggest draws for consumers and therefore an area marketers want to tap.
The new hybrid format, available in TikTok’s Ads Manager, straddles organic content and paid advertising on the platform by permitting brands to sponsor creators’ already published posts as long as they receive their authorization. Spark Ads also allows marketers to amplify their own organic posts from their own TikTok accounts and upload Spark Ads creative directly to Ads Manager to post to a TikTok account with the user’s approval. TikTok had been testing the new format with select marketers but it is now being made widely available.
The news is timed to TikTok’s For You Summit on Wednesday, July 21, which is only open to TikTok brand partners who will hear from creators, agency partners, brands and TikTok executives on ways to best use the channel, with focuses on working with creators and music trends.
“Brands can now tap into the plethora of creative, diverse content and connect with the creators who help bring these products and services to life,” according to a TikTok blog post.