On TikTok, many products have scored success thanks to videos that have gone viral. And videos extolling the virtues of products are a real gold mine for brands, who can cash in on some free advertising. From now on, brands will be able to sponsor these videos thanks to TikTok's new tool, Spark Ads.
The Chinese application has yet another new tool to unveil: Spark Ads. This new native ad format allows brands to sponsor already existing content as part of their own advertising programs. "Spark Ads enables brands to amplify existing organic videos that fit their campaign objectives such as video view and conversion with great flexibility and efficiency," said TikTok in its official statement.
Brands will be able to pick and choose from the most popular TikTok videos that could be relevant to their marketing strategies. This is a considerable boon for brands, which will be able to benefit from the success of these videos to reach consumers, while also proposing content suited to the platform and its uses: "For brands looking to build a robust content strategy, they can amplify original creative videos seamlessly through Spark Ads. Additionally, brands can keep the fun going with Duet features enabled making it easy for the community to build on the creativity. With Spark Ads, brands can build long-lasting connections that's authentic and rooted in community while also delivering sustainable and impactful business value," explains TikTok.
However, the creators of these sponsored videos are required to authorize their use as advertisements beforehand. To do this, users will have to go to their profile and click on the menu at the top right of the application. Once in the menu, they should go to the Privacy section and activate the advertising authorization option. Finally, users will be asked to select a timeframe -- of seven, 30 or 60 days -- during which their video will be authorized for ad use.
Note that a video from a private account will become public if it is used for Spark Ads. Plus, once the video is approved to appear as an advertisement, the TikTok caption cannot be changed.
