TikTok cuts out the middleman with Spark Ads sponsorship tool

Dive Brief: TikTok this week launched an advertising tool that lets brands sponsor trending organic content that aligns with their offerings, according to an announcement. The new ad option allows brands to identify existing videos relevant to their products, brand or target audience and capitalize on this popular content without having to produce fresh videos. Spark Ads are still in testing and not yet available to all users, but showed strong results for key performance indicators in early tests with brands Isle of Paradise and Vessi. Instead of blindly trying to develop an ad that mirrors a TikTok video and hoping it reaches users, Spark Ads promise brands a greater chance of success by letting them observe the virality of user-generated content before sponsoring it. Dive Insight: TikTok’s new offering aims to help advertisers hone a more efficient social marketing strategy, per the announcement. Spark Ads now let brands allocate ad dollars to amplify organic content after it has gone live and generated traction among users. TikTok previously allowed brands to sponsor posts only before they published. Now, it appears the platform is looking to compete more directly with social media giants like Facebook and Instagram, which allow sponsorships after…
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