TikTok is now one of the most popular video social media platforms, gaining popularity during the Covid lockdown in 2020, where many were stuck at home unable to film content with friends.

Since then, authentic content has remained a staple for TikTok and has evolved into longer-form videos. When it comes to organic and paid, often the content is designed to be separate, and the ads side of things can feel very forced or obvious that it’s an ad.

That’s where TikTok Spark Ads come in. Spark Ads are based on organic content already being used on the user or business profile, blending the natural video with call to actions, text overlays, buttons and more.

In this guide, we’ll explore how brands can use Spark Ads to scale reach and engagement using real creator content.

What Are TikTok Spark Ads?

Spark Ads, although based on existing content, allow the advertiser to go one step further with their content. The video will still appear as it was uploaded organically, but there will be opportunities to enhance it.

There is also the ability to boost other creators’ content when given the right access to their profiles.

You can add stickers, text overlays, call-to-action buttons, ad app downloads. You can also make your profile standout; this can be achieved by running a follower campaign.

All of these additional enhancements will help advertisers achieve higher engagement rates, stronger trust and social proof.

How Spark Ads Work: The Mechanics Behind the Format

Spark Ads work by promoting existing TikTok videos via TikTok Ads Manager. Here’s a breakdown of how it works:

• Choose a video – either a creator’s post or one from your brand’s TikTok account.
• Obtain video authorisation – Use a unique video code to get permission from the creator.
• Boost the content – Set up a campaign in TikTok Ads Manager, selecting your objective such as traffic, conversions or reach.
• Run the ad – Spark Ads appear in users’ feeds, just like organic content but with your chosen CTA (Call to Action) and targeting.

The unique advantage is that Spark Ads retain the original engagement metrics and creator identity, making the ad feel native to TikTok’s feed rather than a traditional promotion.

Why Spark Ads are Perfect for UGC Amplification

TikTok would not exist without User-Generated Content. Spark Ads build upon its culture while keeping the content real. Here’s why they’re so effective.

• Authenticity: Audiences are now more aware than ever when content stands out as an ad. Real user stories feel genuine.
• Performance: Boosting UGC many times leads to higher engagement and completion rates compared to regular ads.
• Community trust: Spark Ads maintain the creator’s credibility, making viewers more likely to engage with the ad.
• Longevity: Even after the ad budget is depleted, the content will still get organic engagement.

For brands looking to scale UGC, Spark Ads are a connector between organic storytelling and paid performance marketing.

Step-by-Step Guide to Setting Up Spark Ads

Below, we’ll guide you through how to set up a successful Spark Ads, and the different options available.

First, identify high-performing UGC. Start with posts already resonating with your audience. Look for content with strong engagement rates or that naturally showcases your product or service.

Once you’re happy with what you’re going to promote, reach out to creators for permission to boost their content. TikTok provides a video code that grants your ad account authorisation to use their video.

The setup stage:

• Within TikTok Ads Manager, select your campaign objective, such as reach, traffic, conversions)
• Define your target audience and budget
• Choose Spark Ads as the creative format

Now you can optimise the content, add captions, hashtags, and a clear CTA button. Keep text short and focus on storytelling rather than hard selling.

Monitor your performance by tracking key metrics like engagement rate, video completion rate, CTR (Click-Through Rate) and Conversion Rate. Use this data to refine targeting and content strategy.

Best Practices for Maximising Spark Ads Success

Not sure how to start or what content to promote? We’ve got a few tips for you.

Firstly, collaborate with creators aligned with your brand values and prioritise relatability over production polish.

Keep videos brief, but dynamic and emotionally engaging. Leverage trending sounds, challenges, or TikTok features. Test multiple creators and variations to identify top-performing content.

Common Mistakes to Avoid

There are several mistakes that can be easily avoided when running Spark Ads, although nothing is perfect on the first go.

Using overly branded or scripted content that feels like a traditional ad, these will stand out like a sore thumb!

Ignoring comments and engagement on boosted content and not securing proper creator permissions.

Lastly, (and a key one for all paid ad platforms) failing to retarget users who interacted with Spark Ads.

Measuring Spark Ads Impact

Breaking down the KPIs (Key Performance Indicators) to consider.

Look at the Engagement Rate for starters. This is going to tell you how well your ad resonates with your audience.

The Video Completion Rate indicates attention and interest. The Click-Through Rate & Conversion Rate measures direct impact on business objectives.

Make comparisons between Spark Ads and the standard in-feed campaigns to understand ROI (Return on Investment) and refine creative strategies. TikTok Analytics and Ads Manager provide in-depth insights for optimising your campaigns.

Conclusion

TikTok Spark Ads are more than just paid ads; they’re a tool to build on authentic stories that your audience already loves. By leveraging UGC, brands can connect with their communities in a way that feels genuine and drives measurable results.

Start by testing Spark Ads today and see how your customers’ stories can become your most effective marketing asset.

If you’re serious about reaching TikTok’s audience, Spark Ads should be at the heart of your paid social strategy. Contact us today to get started!