Social networks are constantly evolving and brands need to adapt to these changes, as in the case of Spark Ads. In this case it is a new format offered by the popular Chinese social network, TikTok. So if you have a profile on this platform, you will want to know all about it.
The leap to fame and unexpected growth that this social network has had is no secret to anyone, particularly when the pandemic began. It was already used by many to make dance videos, but at that time it was not that popular. However, with the arrival of lock down, people found a way to have fun.
The most surprising thing is that it is no longer just regular users or influencers using this platform, as brands have found a great window to display their messages. Now, with Spark Ads you can get the most out of this new advertising format.
Enter the world of Spark Ads
Since July of this year, you have probably heard about Spark Ads and wondered what it is. It is a new native ad display format for brands who want to promote their organic videos.
Likewise, it is also an opportunity for those interested in amplifying creators’ content in an immersive native video format. Or even full-screen and auto-playback. In all these cases, they can be introduced as In-Feed or TopView ads in the feed, among user-generated content (UGC).
According to TikTok, the goal of this new format is to generate a one-stop solution for brands. This way they can have a presence in the community in an authentic and uninterrupted way. It is about initiating conversations and interactions between brands, creators and the community.
What can you do with Spark Ads?
This new format gives you the ability to expand existing organic videos that fit your campaign goals. For example, display and conversion of audiovisuals and these adaptations are performed with great flexibility and efficiency.
It can be said that Spark Ads is a mix between banner ads and organic content. This native format of TikTok gives you the opportunity as a brand to evaluate the virality represented by your organic content. So that you can decide whether it is cost-effective for you to develop strategies to promote it.
So if you are looking to build a content strategy that guarantees success, you have the opportunity to amplify your original creative videos using Spark Ads. And you can continue to use Duet-enabled features, helping the community develop creativity.
In addition, brands can create relationships that last, as they can be more authentic and the community will find them more interesting. They also tend to provide more sustainable business value as they cause a greater impact on users. The intention is to connect with creators who help develop these products and services.
New features arrive
The arrival of Spark Ads brings with it the enabling of new features, as well as new possibilities for interaction with users. You can now send her your content through the different sections of publications that this new format offers.
All you have to do is hit the video description or CTA to redirect the user to a specific landing page. Another alternative may be to scroll the screen to the left and clicking on the image or profile name. This will direct users to your brand account.
You can also click on the video or icon located in the upper right-hand corner. In this way, people will have the opportunity to learn about the different content that was made with that audio.
Pioneering brands in Spark Ads
The new advertising format was released on July 20, 2021, although it had already been available since the beginning of the year, only a few had been able to take their first steps using it.
Marketers are already starting to use this advertising space offered by the social video platform in their content strategies. And the truth is that creating ads in Spark Ads is an indication that the creator’s content is interesting to users and, therefore, is a strategy to consider to attract users and generate engagement.
In addition, this new tool allows brands to discover what type of content is most viral on TikTok and detect opportunities to stay one step ahead of the competition. Most importantly, Spark Ads can make intermediaries unnecessary. That is, the brand can seek direct approval from the creator to sponsor the video, without having to work with an agency.
A clear example of how this new tool can help brands is beauty product brand Isle of Paradise. The company used TikTok and developed a Spark Ads campaign to advertise its Glow Drops product on Sephora. This campaign earned it 45 million views and a 500% return on investment.
And apparently a Spanish company was also a pioneer of Spark Ads. It is Iberdrola, which launched a powerful campaign that enabled it to optimize audience management and broaden brand impact. All of this helped it achieve greater engagement. It also helped it strengthen its position in today’s digital landscape.
All about this social network’s ads and TikTok Ads Manager
As you may already know, content creators must have their posts authorized for use within TikTok ads. For this, it is important to have your profile set up. Once you are logged into your account, click on the menu, then on privacy, and finally on ad permission management.
Once this feature is enabled, you will have the ability to decide which of your content can be used by third parties or promoted. It should be noted that you will have a code from the ad configuration to share with advertisers so they can use your posts.
But not only that, the same configuration allows you to determine how long they can use your posts. TikTok allows you to choose a duration between 7 and 60 days, it all depends on what you think is most convenient for your brand.
Read more about Tik Tok’s advertising options.
It is also essential that you know that TikTok ads can be managed by TikTok Ads Manager. However, only the following goals and products are currently supported:
- Auction ads, related to reach, display, interaction, traffic, conversion and app install.
- Booking ads, in the case of this category, focus only on coverage and frequency.
Keep in mind that some of these options are only available in the Beta version, which means they may be subject to change. But it is important that you know that TikTok Ads Manager is the platform’s ad manager through which you can generate your TikTok ad campaign.
In addition, you will have the ability to manage the budget you set, monitor your strategies, and know the metrics that are generated. This proves that Spark Ads is a hybrid format with which you can develop your digital marketing strategies at a lower cost and with a great impact within the community.
More TikTok news: integration with Vimeo
TikTok also announced its alliance with Vimeo this year, with the intention of promoting new tools for creating videos, through templates available in Vimeo Create optimized for use in social networks. The best thing about these resources is that you can attach them to your content and include your brand and digital assets.
Keep in mind that Vimeo has about 200 million registered users. This means that many people will have the opportunity to produce ads and publish them immediately on TikTok Ad Manager.
It should be noted that this link has already been tested by a select group of content creators. As a result, more than 85% of the participants rated the campaign as a success and plan to run additional TikTok campaigns.
It should be mentioned that this is not the first time that the Chinese social media company has launched a campaign for small and medium-sized businesses. It did so back in May during National Small Business Week, where it launched the hashtag #SupportSmallBusiness on its platform as a show of support.
Try Spark Ads now!
Now that you have a deeper understanding of the new advertising format offered by TikTok, it’s time to get started. As you have seen, the results can be really positive if you work your strategy wisely.
And so that you can further improve your marketing plan, at Antevenio we want to provide you with support through our Social Ads performance services. Not only will you be able to attract users on social networks, but you will be able to convert them into customers and grow your sales.
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