What’s in this article:
- TikTok’s new Spark Ads allows brands to benefit from trending organic content to reach and retain more users
On June 20, TikTok for Business introduced Spark Ads, which it described as: “An authentic way for brands to elevate native, popular content.” The authentic part comes from the videos made and planned out by creators.
For brands, the Spark Ads are built off “existing organic videos that fit their campaign objectives such as video view and conversion with great flexibility and efficiency.” In addition to the seamless integration of the Spark Ads, “brands can keep the fun going with Duet features enabled making it easy for the community to build on the creativity.”
To demonstrate how it works, TikTok offered a number of case studies. One concerns Vessi, a Vancouver-based direct-to-consumer brand that specializes in waterproof sneakers. It partnered with Kris Collins (@KallMeKris), a Canadian TikTok star with 25 million followers for its Spark Ads:
Vessi gave the creative reins to Kris, who shot a playful 50-second “lo-fi” story centered around Vessi’s waterproof sneakers. The Spark Ads “SHOP NOW” CTA drove to Vessi’s website, where people could then shop directly for Vessi’s sneaker collection.
TikTok reports that the ads did well, bringing “in 2X+ higher ROAS” and a measurable rise in revenue attributed to the combination of Spark Ads and additional “testing tools like Lowest Cost and Automated Creative Optimization (ACO).” With greater efficiency, Vessi achieved “a 59% lower cost per purchase and 38% lower cost per click.”
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TikTok claims a far more impressive ROI for Isle of Paradise, which produces a vegan and cruelty-free, color-correcting self-tan: “Results included a 500% ROI, 45 million video views, 1.1% click-through rate, and a 58% increase in revenue per week compared to the prior nine weeks.”
TikTok has already been recognized as the platform for appealing to teens. As it keeps rolling out new brand opportunities, though, it also is expanding its reach to a wider range of audiences, as we saw in TikTok Attracts More Brands as its Audience Expands Beyond Gen Z.