TikTok Spark Ads: What They Are and How to Use Them

TikTok has completely reshaped the way content is discovered online. With over a billion monthly active users and an algorithm that thrives on creativity, it has become a key channel for both creators and brands to reach audiences. But with the platform becoming more competitive, simply posting organic videos isn’t always enough to stand out. That’s where TikTok Spark Ads come in, a unique advertising format that blends the authenticity of organic content with the targeting power of paid media.

Unlike traditional TikTok ads that are produced and uploaded directly through TikTok Ads Manager, Spark Ads allow brands to boost an existing organic TikTok post, whether it’s their own or one from a creator they collaborate with. This simple difference changes the way ads feel and perform, offering a much more native, less intrusive experience for viewers.

What Are TikTok Spark Ads?

A TikTok Spark Ad is essentially a sponsored version of a regular TikTok video that already exists on the platform. Instead of creating an entirely new ad from scratch, brands use a video that has already been posted and is performing well organically. This can be a post from the brand’s account or from a creator’s account (with permission). The engagement, likes, comments, shares, is kept intact, making the ad look and feel like regular content on the For You Page.

The main advantage here is authenticity. Spark Ads don’t interrupt the TikTok experience with obvious “this is an ad” vibes. Instead, they capitalize on the natural social proof that comes with an organic post. This makes them highly effective for influencer marketing campaigns, product launches, and brand awareness pushes.

How Do TikTok Spark Ads Work?

The process begins with identifying a post worth promoting, this might be a high-engagement video on your brand’s account or one from a creator you're partnering with.

If a brand wants to promote a creator’s video, the creator must first authorize the post for ads. This is done by enabling ad authorization in the video's settings and generating a special code. The brand can then enter this code in TikTok Ads Manager to boost the content while preserving all the engagement metrics on the original post.

If you’d like to see TikTok’s full, step-by-step technical breakdown of the Spark Ads setup process, you can check out their official Spark Ads documentation for the latest guidance.

Once authorization is in place, brands run Spark Ads like any other TikTok campaign, selecting targeting options, budgets, and formats such as In-Feed or Top-View placements, all designed to appear natively within the app.

Why TikTok Spark Ads Are a Win for Both Creators and Brands

From a brand’s perspective, Spark Ads provide higher engagement rates compared to standard ads because they feel more like genuine recommendations than corporate campaigns. The fact that viewers can click directly through to the creator’s profile also adds a layer of trust and curiosity.

For creators, Spark Ads offer a new revenue stream and more exposure. When a brand promotes your video, you get in front of a larger, more targeted audience, potentially gaining followers, building authority, and landing more collaborations. Since the engagement remains on your original post, your profile benefits from the increased reach and activity.

How to Set Up TikTok Spark Ads

For creators:

1. Go to the TikTok post you want to authorize.

2. Tap the three-dot menu and find the “Ad settings” option.

3. Toggle on “Ad authorization” and set the time period for which the video can be used in ads.

4. Generate an authorization code and send it to the brand.

For brands:

1. Log into TikTok Ads Manager and create a new campaign.

2. Choose “Spark Ad” as the ad format.

3. Enter the creator’s authorization code to pull in their video.

4. Set your targeting, budget, and campaign duration.

5. Launch your ad and monitor performance.

Best Practices for TikTok Spark Ads

Success with Spark Ads depends on choosing the right content. Always start with a video that already performs well organically, TikTok’s algorithm has already validated it as engaging. Keep the content authentic; viewers are quick to detect overly polished ads that break the flow of the For You Page.

Incorporating a strong call to action within the video or caption can significantly improve click-through rates. Phrases like “Check the link in bio” or “Tap for more” give viewers a clear next step. Additionally, testing multiple posts and creators in the same campaign can help identify what resonates best with your audience.

Another tip: ride the wave of TikTok trends. If a trending sound or hashtag is relevant to your product or brand, it can give your Spark Ad an extra boost in visibility.

Mistakes to Avoid

One of the biggest mistakes brands make is using low-engagement videos as Spark Ads. If the content didn’t perform well organically, paying to boost it likely won’t change much. Similarly, running Spark Ads without a clear goal, whether that’s driving sales, building followers, or increasing brand awareness, can lead to wasted ad spend.

Creators, on the other hand, should be careful about which posts they authorize. Associating your content with the wrong brand can impact audience trust. Make sure any collaboration aligns with your personal brand and audience expectations.

Final Thoughts

TikTok Spark Ads are one of the most effective ways to merge influencer marketing with paid media. They preserve the authenticity of organic content while unlocking the reach and precision targeting of TikTok advertising. For brands, they offer an opportunity to maximize the impact of influencer partnerships. For creators, they open the door to increased visibility and monetization.

Whether you’re a marketer looking to boost a campaign or a creator aiming to expand your audience, Spark Ads deserve a spot in your TikTok strategy for 2025 and beyond.