TikTok users are notoriously wary of ads. They’ll embrace brands on the platform, but not those pushing the hard sell.
This poses a problem for marketers: how do you create an advertising campaign for people who don’t want to be advertised to?
The answer is to build your paid TikTok campaigns around creator-generated content.
The most successful brands on the platform are using TikTok’s unique Spark Ads format to amplify organic creator content, delivering campaigns that users not only tolerate, but actively participate in.
Why does creator content perform better than brand-generated content? And how can you use Spark Ads to implement this strategy?
Let’s dive in.
TikTokers have a strong preference for genuine content. They don’t want to be spammed with ads, but they do want authentic product reviews and recommendations from trusted creators.
When creators share their experiences and opinions, it builds trust and connection with users, making these users more likely to engage with both the content and the brand it mentions.
TikTok creators also offer unique perspectives and creative storytelling. They have their fingers on the pulse of trends and challenges, allowing them to capture the attention of users in a way that brands often can’t. After all, creators know best what resonates with their audiences.
TikTok users are more likely to share content from a creator they follow and trust, meaning that creator-generated content has a higher potential for virality and organic reach.
If executed correctly, a paid campaign can inspire an organic trend that amplifies reach far beyond what you paid for.
That’s exactly what Walmart did for its successful #IYWYK (If You Walmart, You Know) campaign. The brand partnered with lifestyle creator Preston Konrad (@prestonkonrad), who walked viewers through his experience shopping for luxury home decor at Walmart. Those posts were then amplified through a paid activation.
Creators across the platform lined up to share their own high-end but affordable finds at the superstore. Over the course of 2022, 93 creators published #IYWYK content on TikTok, totaling 32.1M views and $2.3M EMV.
So how can you put creator-generated content to work for your brand? Say hello to Spark Ads.
With Spark Ads, TikTok allows brands to create an ad from any organic post published on the platform (with the permission of the original poster). These ads appear in the For You feed and are marked with a "Sponsored" label, but they maintain the look and feel of organic TikToks.
Users can comment, like, and share the promoted content as they would with any organic post. They can co-create by making a Duet or Stitch, and brands can add CTA buttons to drive users to landing pages.
In short, Spark Ads combine the reach and scope of paid ads with the engagement and functionality of organic content.
The results are powerful: according to TikTok, Spark Ads have a 134% higher completion rate and 157% higher six-second view-through rate compared to standard In-Feed Ads.
Putting creator content at the center of your advertising campaigns is important—but it's not the only best practice you need to embrace.
The most successful brands on the platform also:
Our 2023 TikTok Marketing Playbook walks you through each of these best practices, and details real-life case studies from top brands.