TIKTOK MARKETERS CAN NOW SPONSOR TRENDY CREATOR POSTS DIRECTLY

 TIKTOK MARKETERS CAN NOW SPONSOR TRENDY CREATOR POSTS DIRECTLY

TikTok has launched Spark Ads, a native ad format that allows advertisers to incorporate organic user postings in their ad campaigns on the app, making it easier to exploit trending content and supplement larger campaigns. It's the latest indication that creator content is one of the most appealing to consumers, and hence an area in which marketers should invest.

The new hybrid format, which can be found in TikTok's Ads Manager, bridges the gap between organic and paid content on the platform by allowing companies to support creators' already published pieces as long as they have their permission. Marketers may also use Spark Ads to magnify their own organic TikTok posts and submit Spark Ads creative directly to Ads Manager to post to a target audience.

The announcement comes ahead of TikTok's For You Summit on July 21, which is only open to TikTok brand partners. At the event, creators, agency partners, brands, and TikTok executives will discuss how to best use the platform, with an emphasis on working with creators and music trends.

According to a TikTok blog post, “brands can now tap into the variety of creative, diverse content and interact with the creators who help bring these products and services to life.”

The new method differs from how influencer branded content or user-generated content is typically developed, in which a brand or agency contacts an influencer agency or artist directly to create content.

The content is already generated and published using Spark Ads, and businesses or agencies can choose to associate their names or products with the piece. It implies that companies can jump on content that is trending on the app rapidly. If a post goes viral, marketers and agencies can ask the app for permission to sponsor the video directly from the creator. Brands can do so by using Ads Manager to create a code.

With the increased focus on creator content, social platforms have had to come up with new strategies to assist advertisers and agencies in working more closely with creator content. During the pandemic, Instagram, a competitor, has given advertisers more control over influencer branded material.

The platform unveiled a new native affiliate tool in June to assist drive sales and gain insight into which authors are driving which transactions. Instagram also provided advertisers additional control over influencer sponsored content in the feed in November 2020, as well as bringing branded content campaigns to Reels and Live.