How to Run Spark Ads on TikTok

TikTok's best ads don't look like ads at all, and that's entirely by design. Instead of interrupting the user's feed with a polished, corporate video, savvy brands are using Spark Ads to boost authentic, organic content that already resonates with an audience. This guide breaks down exactly what Spark Ads are, why they work so well, and how you can set them up step-by-step, whether you're using your own videos or collaborating with a creator.

What Are TikTok Spark Ads, Anyway?

Imagine you post a TikTok that unexpectedly goes viral. It's getting thousands of likes, comments, and shares - people genuinely love it. Instead of trying to recreate that magic in a separate, traditional ad, Spark Ads let you pour your advertising budget directly behind that post.

Spark Ads are a native ad format that lets you boost your own organic TikTok posts or the organic posts of other creators (with their permission).

When you run a Spark Ad, it looks almost identical to a regular, organic video in the For You Page. The ad appears under your original account name with your profile picture and has all the original likes, comments, shares, and saves. Users can click on your profile picture or swipe left to visit your profile page, just like any other organic post. The only difference is a small "Sponsored" label and a customizable call-to-action (CTA) button at the bottom.

This is a huge departure from non-Spark Ads, which are created entirely within the TikTok Ads Manager and run from a separate ad account that isn't connected to an organic profile. Spark Ads bridge the gap between organic content and paid promotion, making your advertising feel less like an interruption and more like a discovery.

Why You Should Be Using Spark Ads

If you're still on the fence, here's why Spark Ads have become a go-to strategy for marketers on TikTok. The benefits go far beyond just putting money behind a video.

• Authenticity Builds Trust: Gen Z and millennials are notoriously resistant to traditional advertising. They value authenticity above all else. Because Spark Ads leverage genuine, organic content, they feel less like a sales pitch and more like a trusted recommendation. Seeing a video with thousands of real likes and positive comments is far more persuasive than a slick ad with zero social proof.
• Massively Improved Engagement Rates: According to TikTok, Spark Ads have significantly higher completion rates and engagement rates compared to standard ads. Users are more likely to watch a video to the end, like it, and comment on it if it feels native to the platform. Plus, all new ad engagement gets added to the original organic post, creating a powerful snowball effect of social proof.
• Boost Your Organic Presence: Unlike a standard "dark" ad that disappears after the campaign ends, Spark Ads live on. A successful campaign can send a flood of new viewers to your organic post. All the views, likes, and shares you paid for are permanently added to the original video. Furthermore, when users see your Spark Ad, they can tap directly on your profile and follow you, helping you grow your organic following in a way non-Spark Ads can't.
• Leverage Creator Power: You don't have to be the content creator to benefit. Spark Ads allow you to tap into the power of user-generated content (UGC) by boosting a creator's post about your brand. This combines the authenticity of a real user's voice with the reach of a paid campaign, delivering results that are often hard to achieve with brand-created content alone.

Two Main Ways to Run Spark Ads

Before jumping into the setup process, it's important to understand the two different paths you can take. Your choice will determine the first few steps of the process.

1. Boosting Your Own Organic Content

This is the most straightforward approach. You identify a top-performing video that you've already posted to your brand's TikTok account and use it as your ad creative. This is perfect for when you have a piece of content that is already gaining traction and you want to pour fuel on the fire to reach a much larger, targeted audience.

2. Using a Creator's Organic Content

This path involves collaborating with a content creator. You identify a creator whose audience aligns with your brand, and you get their permission to boost one of their organic posts that features your product or service. This is an incredibly effective way to leverage the trust and credibility that a creator has already built with their followers.

How to Run Spark Ads: Boosting Your Own TikTok Posts

Ready to get started? If you've identified a video on your own profile that's perfect for a campaign, follow these steps to get it authorized and running in Ads Manager.

Step 1: Authorize the Video for Promotion in the TikTok App

First, you need to tell TikTok that it's okay to use your organic post as an ad. You can only do this from within the mobile app.

1. Open the TikTok app and go to your profile.
2. Select the video you want to use for your ad.
3. Tap the three dots (...) on the right side of the screen to open the options menu.
4. In the bottom row, find and tap on "Ad settings."
5. Toggle on the "Advertising authorization" switch.
6. After you agree to the terms, tap "Generate Code."
7. Select the authorization period for the video (7, 30, or 60 days). The code will only be valid for ads during this period.
8. Tap "Authorize" and then "Copy Code." Save this code somewhere safe - you'll need it in a moment.

Step 2: Set Up Your Campaign in TikTok Ads Manager

Now, head over to your computer and log in to your TikTok Ads Manager account to create the ad campaign.

1. Click the "Create" button to start a new campaign.
2. Choose your advertising objective. This could be Reach, Traffic, Video Views, or Conversions, depending on your goals.
3. Give your campaign a name and set your budget (either a lifetime budget or a daily budget).
4. Click "Continue."

Step 3: Define Your Ad Group and Ad

The ad group is where you'll define your audience targeting, placement, and bid strategy.

1. Give your ad group a name.
2. Choose your placements. For beginners, it's usually best to stick with "Automatic Placements."
3. Define your target audience based on demographics, interests, and behaviors. The more specific you are, the better your ad will perform.
4. When you get to the "Identity" section of the Ad creation page, this is the most important step. Toggle on "Use TikTok account to deliver Spark Ads."
5. Under "Ad Details," select "TikTok Post" and click "+Authorize TikTok Post."
6. Paste the video code you generated in Step 1 into the search bar and click "Search."
7. Your video will pop up. Select it and click "Confirm."
8. Finally, add your call-to-action button (e.g., "Shop Now," "Learn More") and the corresponding URL.
9. Click "Submit" to send your ad into review.

Once approved, your Spark Ad will start delivering to your target audience, looking just like the original organic post but with powerful paid reach behind it.

How to Run Spark Ads Using a Creator’s Content

Using a creator's post follows a similar process, but the authorization steps happen on the creator's end first. Communication is vital here.

Step 1: The Creator Must Authorize the Video

The creator needs to follow the same authorization steps as above, but on their own account and with their video. You need to provide them with clear instructions.

1. Ask the creator to navigate to the video they created for your brand.
2. They will tap the three dots (...) on their screen.
3. Then they'll tap "Ad settings."
4. Critically, they must enable the "Ad authorization" toggle.
5. After agreeing to the terms, they will generate and copy the video code and select an authorization period.
6. They must then send you this unique code.

Step 2: You Set Up the Spark Ad in Ads Manager

Once you have the code from the creator, the process in Ads Manager is nearly identical to boosting your own post.

1. Create your Campaign and Ad Group as outlined in the previous section. Define your objective, budget, targeting, etc.
2. When you reach the ad-creation level under your ad group, make sure the "Use TikTok account to deliver Spark Ads" toggle is on.
3. Paste the video code the creator sent you into the "Authorize TikTok Post" search box.
4. Your creator's video will appear. Select it and click "Confirm." The ad will run from their account, lending full authenticity and credibility to the post.
5. Add your CTA button and landing page URL. Then, submit the ad for review.

Your ad will now run from the creator's profile handle but will be funded by your ad budget and direct traffic to your website. It's a powerful way to merge creator marketing with a paid media strategy.

Best Practices for Winning Spark Ads

Running a successful Spark Ad isn't just about setting it up correctly - it's also about choosing the right content and strategy.

• Pick Winners: Don't try to force a video that's performing poorly. Use your analytics to identify organic posts that already have high view-through rates, shares, and comments. These are pre-validated concepts.
• Prioritize a Native Feel: The best Spark Ads are the ones that blend seamlessly into the For You Page. Avoid overly polished, corporate-style videos. Opt for content that is relatable, uses trending sounds or formats, and speaks the language of the platform.
• Optimize for Sound On: TikTok is a sound-on environment. Make sure your video is compelling with the audio. Whether you use a popular trending sound, a voiceover, or original audio, it should be an integral part of the viewing experience.
• Focus on the First 3 Seconds: TikTok scrolls fast. You have mere seconds to grab a user's attention. Your opening hook is everything. It needs to be visually interesting, ask a question, or make a bold statement to stop the scroll.
• Use a Clear Call-to-Action: Even though the content is organic, you're still running an ad with a goal. A clear CTA button like "Shop Now," "Sign Up," or "Learn More" guides the user to the next step. Ensure your landing page is mobile-optimized and aligns with the message in your video.

Final Thoughts

Running Spark Ads on TikTok is one of the most effective ways to combine the authenticity of organic content with the scalability of paid advertising. By boosting posts that are already resonating with users, you create campaigns that feel less disruptive, drive higher engagement, and ultimately deliver better results for your brand.

We know that managing a busy content calendar and identifying which TikTok videos are worthy of an ad budget can be a challenge. That's why we made it easy to visualize your entire content strategy with Postbase. Our visual calendar lets you plan, schedule, and get a bird's-eye view of your content across all platforms, making it simple to spot top-performing videos you can turn into your next big ad campaign.