TikTok For Business in South Africa announced today the 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. This makes it easier to leverage trending content and supplement larger campaigns.
“We’re excited to officially launch Spark Ads,” said Scott Thwaites, Head of Emerging Markets, TikTok Global Business Solutions, “so that we can further enable brands to grow through real connections with our community, by elevating and sharing relevant, native content.”
Thwaites added that Spark Ads was created with a one-of-a-kind solution in mind, the ultimate goal being for brands to cement their presence with the community in a seamless, authentic way.
So, how exactly does Spark Ads work?
Essentially, the new ad option gives brands the power to sponsor already trending, organic user-generated content that fits in with or is about their offering. The goal here is for brands to garner an association push without having to create the content themselves or task a creator to do so.
Via Spark Ads, brands can pinpoint existing organic videos that complement their campaign, reach out to the creators behind the content and repurpose their clips for paid campaigns. They can convert the user-generated clips into In-Feed or TopView Ads and benefit from boosting already solid performing content, thereby maximising brand reach.
“TikTok is made up of creators who are redefining entertainment, starting trends and sharing with the world their take on popular products and services,” explains Thwaites, “and now, thanks to Spark Ads brands can tap into this plethora of creative, diverse content and connect with the creators who help bring these products and services to life.”
Spark Ads is particularly valuable for smaller brands or companies who are less familiar with TikTok as an advertising platform and who may not have large budgets or creative teams needed for original content.
“This product speaks very well to our Don’t make ads, make TikToks credence,” says Thwaites, “because brand content that works best on the platform is content that resembles or adds value to what consumers are already seeing in their feed.”
As an added benefit, concludes Thwaites, Spark Ads also gives brands the opportunity to keep the fun going with Duet features which make it easy for the community to build on creativity. And consequently, this goes a long way to building long-lasting connections that are authentic and rooted in community, while also delivering sustainable and impactful business value.
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