Spark Ads

SMB Guide
Nov 2022
Agenda
01 The Heart of TikTok: Native Content | P4-8

02 Meet Spark Ads | P9-14

03 Harnessing the Power of Spark Ads | P15 - 22

04 Bringing Spark Ads To Life | P23 - 31

05 Running Spark Ads for Results | P32-35

06 Case Studies | P36-39

07 Advanced Playbook: Spark Ads Features | P40-59

2
 The Heart of TikTok:
Native Content

3
 People come to TikTok
because it lifts their
spirits - more than any
other platform

Source: Nielsen, 2021 (Study -User experience impact)

4
 Immersive
Full screen, sound on
TikTok is
entertainment Short Form
that connects Bite-sized
entertainment

Community
Your window into the
world via the FYP

5
#TikTokmademebuyit
TikTok is revolutionizing the
shopping journey and helping
products that users discover
on their For You Pages sell out.

67% say TikTok inspired them to

shop even when they weren’t
looking to do so.

Data Source. Marketing Science US Holiday Shopping Research,

conducted by Walnut Unlimited, Feb 2021

6
 New
Reach es
c
Audien

Native ads
on TikTok allow Build
Com Loyal
mun
ities
SMBs to:
Get Results

7
 Meet

Spark Ads
Meet Spark Ads
Spark Ads are native.
Sparks Ads is a native ad
format allowing advertisers
to tap into authenticity by
boosting organic content
from a business account or
a creator

9
 With Spark Ads,
brands can connect with
communities by delivering organic
content for greater authenticity

10
Two ways to Two ways to
find creative launch creative
1 Creator Content 1 New Content
Collaborate with TikTok creators Create/Upload a new video from
and deliver Spark Ads featuring TikTok Ads Manager, which can
their content posted from the be also published as a TikTok
creator’s account - Ride a post on your Business Account.
creator’s organic wave!

2 Brand Content 2 Existing Content

Boost TikTok posts under your Use existing TikTok posts already
own brand account - Build and published under your TikTok
cement your own TikTok Business Account or a creator’s
presence! account.

11
 Spark Ads vs Non-Spark Ads
(In Feed Video)

● Linked to organic account ● Not linked to organic

● Leverage content from account
your or a creators’ ● Use creative tools
accounts available in TTAM
● Higher engagement rate
● Increase followers &
organic presence

Account
Page
Engagement Landing
Page Engagement
Landing
Page Music Page Music disc & name
(if clickability enabled) not clickable
Only shows as
‘Promoted Music’

12
 Achieving your goals with Spark Ads

Spark Ads Available Spark Ads Only

Reach Traffic

Video Views Lead Generation

Community
Web Interaction
Conversions App Promotion

Shop Purchase
(Selective Countries)

13
 Harnessing the
Power of Spark Ads

14
 It’s the benefits for me

1 2 3

Instant Ad Efficient Buying Native Organic

Performance Options + Paid Content

15
 Performance Compared to Non-Spark Ads, Spark
Ads win in the following key metrics:
Instant Ad
Performance
Spark Ads enable brands to triumph in the
:6s View Through Rate +157 %
performance of ads across branding

+134 %
objectives to meet advertising goals.
Completion Rate

Data source: 2022 Spark Ads Internal AB Test Result Data - Brand Auction
 Efficiency

Maximize Ad Spend
with Efficient Compared to Non-Spark Ads, Spark Ads
help brands to meet advertising goals in
Buying Options a cost efficient way:

Boost videos in ways that fit your

campaign objectives for greater flexibility
and efficiency with Spark Ads.
-14 % CPM

-157 % :6s CPV

Data source: 2022 Spark Ads Internal AB Test Result Data - Brand Auction 17
 Efficiency
Spark Ads vs. Non Spark Ads

Performance
Auction
Landing Page Arrival Rate
+20 %
Spark Ads continues to optimize itself
with the new profile landing page UI and
various product solutions to enhance
lower-funnel ads delivery performance.
Spark Ads New UI vs Old UI

-37 % Cost Per Action

Conversion Rate
+69 %

Data source: 2022 Spark Ads Internal AB Test Result Data - Performance Auction 18
 Organic + Paid

Organic & Paid Strategies Work Together

With Spark Ads, both social marketing and paid marketing strategies can merge to cement an organic
presence, resonate with followers, build communities, and meet brand goals.

Organic Solutions Paid Solutions

Strengthen presence on TikTok Reach targeted audiences

Spark
Build trust with the community Deliver large campaigns
Ads

Have fun with storytelling Scale content

19
 Positive user engagement on an organic
Organic + Paid
posts can drive ad’s performance ie. we
Lift in ad performance are seeing higher ads performance

When Organic when there is organic engagement

Content Meets
Paid Ads 🤝 Spark ads allow for brands to directly
Content selection
boost the best performing organic
made easy content, which saves time and effort
Spark Ads allow for paid and
organic strategies to join together
to supercharge brand results.

Brands can re-target audiences that

Increase ad efficiency with have followed, visited, viewed, or
audience retargeting engaged with organic business account
videos

20
 Organic + Paid

Together,

+173 %
organic and paid
supercharges
your results
In top of mind awareness
after two exposures to a
brand’s content on TikTok.

Prior exposure to organic content makes

ads less intrusive to viewers’ experience.

Source: TikTok Marketing Science Global Organic +

Paid Study 2021 conducted by Neurons 21
Bringing
Spark
Ads to
Life

22
TikTok Business Account 101
What

TikTok Business Accounts are public profiles that allow businesses to Your business information,
find their voice and build a cohesive marketing strategy on TikTok. front and center
Business Accounts provide performance metrics, audience insights Add your brand’s official website, contact
and creative tools that empower businesses to think like marketers information, and app download link.

but act like creators.

Pin-to-top
Keep your best content at the top of the
Switch to BA page for instant access.

1. Download TikTok app

2. Open the TikTok app and log into your personal account.
3. Go to your personal account by tapping Me
4. Open your Setting page at the top right corner of your profile page
5. From the Account module, tap Manage My Account
6. Under the Account Control options, tap Switch to Business Account Analytics Tool
7. Select a category that best describes your business, then tap Next Get real-time metrics on
content performance
and insights into your
followers.
Verified BA

Business Accounts can also apply for verification to get a blue V badge to
unlock ‘App Download’ link feature.
How to make captivating content?

1 2 3
Trends for your friends Comment-on Shoot your content in the app
Discover trending hashtags, songs, Leave Comments on. Read what your Full screen, vertical, sound on. These
posts on TikTok community here to customers have to say about your in-app features are here to help you
resonate with your audience. brand and engage with them. drive conversions.

4 5 6
Break the fourth wall Overlay short CTA text Sound-on
Show the human side to your Overlay short CTA text TikTok Business Accounts are
business. Speak directly to your Let the audience know what you recommended to use Commercial
audience and make eye contact with want! Include text on the screen with Music Library of pre-cleared licensed
the camera. a call to action or clear offer. music for organic or paid content
Content Planning
Format
Share TikTok videos regularly -
between major updates or promotions - to stay top of mind Suggestions
Major News & Events ● Behind the ● Transition ● Tell a story
(Low frequency, High Impact)
scenes ● Challenge ● Reactions
● Vlog ● Music/Dancing ● Questions
● Explained ● Review ● Teasers
Interact with Trends Regular Content
(Medium frequency) ● Facts ● Talk ● Fan submissions
（Ongoing)
● How-to ● Re-edit ● And more!

Sample Traffic Mapping for US Market

Posting Frequency Traffic Peaks

Usual Traffic Peak Time on TikTok:

8-10PM/Friday
Avg. posting frequency The top 100 brands with
of verified Business the highest engagement
Accounts on TikTok is 2.8 rates post an avg. of 4.2
posts per week. posts per week.

Source: TikTok internal data, verified Business Accounts, Mar 2022 25

 Videos with the
highest views
Which post to boost
for Spark Ads? Videos with the
most likes

It's recommended for brands to select Videos with the

their best performing organic videos most comments
for their Spark Ads:
Videos with the
most shares

26
 Steps for using
Using creator creator content:

videos for Brands can manage creator

1
Spark Ads collaborations by connecting
with TikTok’s Creator Solution
Team, leveraging TikTok Creator
Brands can opt to use Spark Ads Marketplace, or partnering with
creative sourced from accounts an external creator agency.
owned by creators. This is a great
options for brands who: Obtain permission to use a
2 creator’s organic video from the
Don’t have content but want creator (the creator must enable
ads to feel native ad authorization)

Are looking for creator endorsement

Ensure the creator uses the
Have content creation pain points 3 Branded Content Toggle to
disclose that the video is an ad

27
 Launching Spark Ads
Step 1: Prepare Video Assets Step 2: Set up the Campaign Step 3: Launch the Campaign

1 2 3
Existing Content
Option 1

Select an existing TikTok post Apply the video code on TikTok

and ask the content owner to Ads Manager to use the post in
generate video code on app campaign. Does not require
account linkage. Campaign will go live with ads
posted from the TikTok account
OR link your TikTok Business OR directly select available
Account with Business Center or videos under account without
Ads Manager to share assets video codes.

1 2 3
New Content
Option 2

Create an original video Upload to TikTok Ads Manager Campaign will go live with ads
and choose the linked account alongside linked account
(Brand’s/creator’s)

28
 Linking TikTok accounts for Spark Ads

with TikTok Ads Manager Authorize entire TikTok account(s) in Business Center

Who
Who
A single TikTok for Business user manages only
one TikTok account now or in future for Spark Multiple TikTok for Business users manage one or multiple TikTok
Ads creations accounts, for example:
- Multiple agency users accessing a client’s TIkTok account in
How their TIkTok Ads Manager
- Multiple marketers or KOLs create Spark Ads for one or
User Manual | Help Center | Video Tutorial
multiple brands’ TikTok accounts

Note One TikTok for Business users manages multiple TikTok accounts and
One TikTok user account can only be not want to unlink/relink with different TikTok accounts each time
linked with one TikTok for Business user
account. It’s a 1:1 mapping.
How
The registered age of TikTok user account
must be >18 to successfully link. You can User Manual | Help Center | Video Tutorial
appeal to edit account age and relink.

29
Running
Spark
Ads for
Conversions

30
Organic + Paid

Leverage your Business Account, even if it’s nascent

4.6x
Sample Tactics

1 Grow your follower base

Build up Business Account presence organically
A follower is 4.6 times more likely to convert or run paid Spark Ads in Community Interaction
transaction.* objective.

Our internal data analysis** shows that:

Create Custom Audience
2 Set up Business Account Audience and wait for
- having just a few of fans or posts on Business
the audience size to accumulate to at least 1,000
Account does not negatively impact the Spark unique users
Ads conversion rate performance.

3 Retarget for future campaigns

- Conversion performance will have more visible
Include Business Account Audience in
positive correlation when followers reach a targeting selections for better conversion
certain level, it is recommended to build up efficiency in future.
page presence for long-term success.
*Data source.: Value of a follower, internal research 2021
**Data source:: Internal data study June 2022
31
Comments On

Turn comments on, and manage comments efficiently

There is no notable difference between Comment ON/OFF in Non-Spark Ads.

In Spark Ads, there's an ad performance lift in CTR for comments ON.

Overall CTR Conversions CTR

+1.16 +1.69 % %

Vs. Comment-OFF Vs. Comment-OFF

Spark Ads Spark Ads Comment View comments: Hide Comments
Check comment
Management details such as counts,
Export Comments

Tool content, status, etc Reply Comments

Data source: TikTok Data Science AB test experiment analysis on the value of Comment in ads, experiment time period: Jan - Feb, 2022.
32
 Pro Tip

Use VBO with Spark Ads for better conversion

Our internal test data shows that:

Using Value Based Optimization bidding in adgroup level

tend to have more conversion counts and/or lower CPA
with higher ROAS compared to a non-VBO adgroup when
running at least 7 days without making any adjustment.

Who Note

Web conversion ad accounts with 20 unique Once eligible to access VBO feature,
complete payment events in the same pixels advertisers will always see the option of
in the last 7 days VBO bidding
Learn more about VBO for App here
App install ad accounts with 30 unique
Learn more about VBO for Web here
complete payment events in the same pixels
in the last 7 days

33
Case Studies
Candy Works The Results

Double down on an already-engaged

audience to drive sales and brand
awareness for this UK-based candy brand
2.5X
ROAS
Learn more

The Objective 35K

New Followers
Candyworks UK is a sweet lover’s dream – an online pick n mix

6.3M +
delivery service with enough variety to satisfy even the strongest
of sweet tooths. Having already established a strong following,
the brand sought to capitalise on this strong organic presence
with paid ads to drive further sales. Users Reached

The Solution

Bridging the gap between the hard sell and native content,
Candyworks used Spark Ads and boosted organic videos
69K +
showing behind-the-scenes of how it packages its orders as Clicks
In-Feed Ads to a targeted audience.

35
Regaluxa
The Results
Increase ROAS with TikTok’s new value-based
optimization tool
Learn more
43% 661K 102
Higher ROAS than Total Reach Conversions
Min-Bid

637k +
The Objective

The jewelry brand’s objective was to reach new audiences and

lower cost per click on other platforms, so they chose to hone in on Video Views
TikTok as the main marketing channel and cost-effective solution
for a Valentine’s Day campaign.

The Solution

Leveraged organic videos as Spark Ads and ran In-Feed Ad

campaigns aiming to deliver a strong ROAS while maximizing
conversions. Using value-based optimization (VBO web), they
employed a min-ROAS bidding strategy to stay above the Minimum
ROAS specified.

36
One Doc x Hair Doc
Raise brand awareness and drive more
The Results
appointments amongst existing and new
audiences in the TikTok community.

Learn more
23M +
Impressions
The Objective

The CPA for their TikTok campaigns had been healthy and competitive
compared to other advertising channels. Encouraged by this, the brand decided
to intensify its advertising efforts on TikTok. One Doc X Hair Doc hoped to raise
brand awareness and drive more appointments amongst existing and new
-88%
vs KPI
CPA
audiences in the TikTok community. The brand was also looking for a way to
address a key challenge it faced — producing quality video content for its ads.

4K +
The Solution

Through a full-funnel campaign, the brand's new 360-degree approach

aimed to drive better overall performance across all three stages of the Conversions
shopper's journey, namely, awareness, consideration and conversion.

37
 Advanced Playbook:
Spark Ads Features

38
 What are
Spark Ad features?
Duet
c Crea & Stitch
bl e Musi TikTok A
ds-Only
tive S
olutio
Clicka Mode n

links
a r i ou s organic The power o
f
V N”
comment “O

39
 Clickable Music Use Cases

Enable music 1 Media records:

boost creators or creators’ music using

clickability in their own videos. Tip: the Video View

objective has the highest percentage of

Spark Ads Music Clicks.

2 Entertainment brands:
use commercially licensed music to
Background
boost a new product or service and
encourage people to interact with a
Music can be clickable in Spark
duet or stitch.
Ads both in paid and organic
traffic, which allows advertisers to
show their designated artist and 3 Others:
song name and drive users to the use a sound from the Commercial
music detail page. Music Library to increase the interaction
and user engagement via clickable
music.

Music Clickability can be enabled in all Spark Ads supported buying types and ad objectives, including:
Auction: Reach, Video View, Community Interaction, Traffic, Conversions, App Instal, Lead Generation, Shop Monetization(Video Shopping Ads) 40
 Clickable Music

Music Clickable Spark Ads Performance

Avg. Music Clicks %

Auction Objective Music Clicks % Vs. Vs. Music

Non-Spark Ads Unclickable
Video View 0.13%
Spark Ads
Traffic 0.10%

Conversions 0.09% VTR-2s 102 % 8%

Community Interaction 0.08%

App Install 0.08% VTR-6s 137 %

Reach 0.06%

Overall 0.09%

Data Sources: TikTok Internal Data, time period: Feb 1 - April 23, 2022
Music Clicks%=(Clicks on the music disc and music name)/ad impressions*100% 41
 Clickable Music

Brands can enable Music If the music is from the

Clickability & Duet/Stitch Commercial Music
Library, clickability will

function while setting up be available right away

when turning on music

boosted organic videos.

sharing toggle.

If the music is pulled

from the General Music
Library, the song needs
to go through an
In the Ad Edit page of Turn on the “Music approval process on Ads
the Ads Manager, go to: Sharing” toggle Manager before it’s
and see the option cleared for clickability.
1. Use TikTok account to to enable the
deliver Spark Ads Stitch and Duet Custom music is not yet
and choose an identity. features. Wait for available for clickability.
2. “Ad Detail” approval to see full
3. “Ad Creatives” availability.

42
 Clickable Music

If the song in your video is from the

General Music Library, you’ll need 1 Receive prompt that
documentation is needed
to get permission to use it. Once the “Music Sharing” toggle is
switched, click "Submit Now” and
you’ll see if your song needs
Here are the steps to getting that permission:
authorization. If so, it’ll redirect you to
a page to submit documentation.

2 Submit documentation
Upload qualifying information that
proves a song is clear for commercial
use, including details about the
copyright, the singer, the music label,
and more.

3 Wait for approvals

Music will go into the review process.
It can take up to an hour for approval.

43
 Duet & Stitch DUET STITCH

A Connected Creative
Create a side-by-side video Integrate clips from another
that includes you and another creator’s video into your own.
creator in a unique format.

Solution using Duet & Stitch

What is it

Duets offer a way to collaborate and creatively interact with other

TikTokers. Stitch allows you to clip and integrate scenes from another
creator’s video into your own.

Spark Ads support clients to:

Enable users to Duet and Use Duet and Stitch videos

A Stitch their Spark Ads B as Spark Ads creatives

Invite users to duet or stitch with your Spark Ads and re-use
duetted or stitched posts as your Spark Ads creatives.

A collaborative solution to significantly increase your ad

performance and easily build a creative video.

US Restriction: Stitch post created by US registered users

CANNOT be used as Spark Ads creatives. 44
 Duet & Stitch

Duet & Stitch Spark Ads Performance

(as ad creative)

Vs. Non-Spark Ads Vs. Regular Spark Ads

(Branding) (Branding)

VTR-2s +147 % +11 %

VTR-6s +198 % +6 %

Data Sources: TikTok Internal Data, time period: Jan 1, 2022 - April 23, 2022(This year to date) 45
 Duet & Stitch

1 2

Invite users to Re-use Duet &

Duet & Stitch Stitch posts as
your Spark Ads Spark Ads creatives
1. Get the video codes of both the original
post and the duet or stitch post on TikTok.

To invite users to duet 2. Apply the video code from the second
or stitch your Spark Ads creator of the duet or stitch post , click
follow the same "Search" to verify.
guidelines as 3. Once verified, apply the video code from
the first creator of the duet or stitch post,
Music Clickability click "Search”.

4. Click "Confirm".

46
 Comments On

Why turn comments ON in Spark Ads?

Comment-ON drives lower-funnel ad performance

There is no notable difference between Comment ON/OFF in Non-Spark Ads.

In Spark Ads, there's an ad performance lift in CTR for comments ON.

Overall CTR Conversions CTR App Install CTR

+1.16 %
+1.69 %
+0.95 %

Vs. Comment-OFF Vs. Comment-OFF Vs. Comment-OFF

Spark Ads Spark Ads Spark Ads

Data source: TikTok Data Science AB test experiment analysis on the value of Comment in ads, experiment time period: Jan - Feb, 2022. 47
 Comments On

How to manage
your Spark Ads
comments?

Introducing TikTok Comment

Management Tool
The Comment Management Tool is a platform tool
that helps manage comments on TikTok via platform
operations. It helps minimize brand safety concerns, Product View comments: Hide Comments
allows for more control over comments, and acquires Check comment
comment details for further social listening analysis. Capabilities details such as counts,
Export Comments
content, status, etc Reply Comments

48
 Ads Only

Expand reach and brand

awareness with Ads Only Mode
What Why

Ads Only mode allows accounts to 1. Create consistency with an organic

hide a TikTok video from their organic communication strategy
profile page, making them available
and visible only in ad traffic. Turn the 2. Launch multi-language, global
‘Only show as ads’ toggle on/off at any campaigns
time from the app after posting or
enabling it within TTAM. 3. Work seamlessly with creators

Who

Advertisers with 1 Business Advertisers wanting to run a creative split

Account wanting to launch a test with Spark Ads Creators/Advertisers
global campaign wanting to limit the amount of Branded
Content on their profiles

*Only available to advertisers who have completed account linkage

and use Push method to create Spark Ads. 49
 Ads Only Case studies
Strange Fruit

How brands
Apple ran a Spark Ad ads only The client runs international
mode campaign for their campaigns, so in the past their
#MakeItCinematic HTC in UAE & TikTok profile looked like a collection

effectively use
KSA , within their promotional of ads because they really enjoyed
ODM ads. They regard the "ads using Spark Ads. Now, they can keep
only mode" as a strong their organic profile clean &

Ads Only Mode

dependency for them to adopt organised with social only posts and
Spark Ads format. all Spark Ads marked as "ads-only".

with Spark Ads

To avoid posting the same video To protect their Organic profile so

multiple times on their page, that it continues to look as native
but still wanted to benefit from as possible. They posted organic
follower growth and activity about halloween that
engagement on profile. supplemented the campaign
rather than overtly posting about
the campaign activity itself.

50
 Ads Only

Using Ads Only Mode

IN-APP TOGGLE ON ADS MANAGER*

● Link your TIkTok Business Account with ● You can either upload a new video from your
Ads Manager; local file, or add from your previous non-spark
● Toggle on “Use TIkTok account to deliver ads creative assets, or create a new one using
Spark Ads” creative tools on Ads Manager.
● Choose “Use account owned by you” ● When finishing adding your video, can choose to
● In ad details, choose “+video” (Push enable “Only show as ad” to hide your post
method) organically in TikTok.
Make sure your TikTok app version is 21.5 or above.

51
 Links

Deliver incremental traffic to

livestreams with LIVE Event Link
What Why

Enable people to discover, register, 1. Builds a refined, targeted audience ahead of livestream
and get notified of a TikTok livestream
with LIVE Event Link. 2. Maximises potential audience beyond Topview-to-LIVE.
Tip: get the best ROI by creating a LIVE Event link post as a
TopView ad and boosting it using Spark Ads.

Note

No additional charges required to enable the No optimization towards or reporting of

live event link in ad traffic. Link format can live event link clicks
co-exist with the CTA button but NOT with
card formats (including App Ads, Collection Need >1K followers on Tiktok Account to
Ads, Shopping Ads) the organic Live Event Link

52
 Links

Feature products authentically

with E-commerce links GA

What Why

A link in a TikTok video directs viewers 1. Showcase products in a native and engaging way.
to the Product Details Page. Add links
to organic videos or include them in 2. Provide a seamless, easy shopping experience.
Spark Ads. Build awareness and drive
purchases using TikTok Shop or 3. Scale impact by including links in paid and organic posts.
3rd-party (Shopify, Shopee) product
links.

Note

Currently only available for TikTok Shop & TikTok Shop: UK, ID, MY, TH, VN, PH
Storefront merchants organically
Storefront merchants: UK, US, CA

53
 Organic Features

Spark Ads supports organic features

Spark Ads Pull only. Must be set Shop Link, Live Event Link, Jump Link,,
Links up by users in TikTok app Effect Link

Stickers and Spark Ads Pull only. Must be set All organic stickers / add ons can be
Interactive Add Ons up by users in TikTok app featured in Spark Ads video

Spark Ads Pull only. Must be set Emoji, clickable #, clickable @,

Ad Caption up by users in TikTok app Video Tagging

Comment replied post, Duet/Stitch post

Others Spark Ads Pull only
(2-creator only), Text-to-speech post

54
 Duet & Stitch
Original Spark Ads Stitched Spark Ads

By boosting stitch posts via

Spark Ads, Lay’s STAX (PepsiCo)
saw 3.67x higher VTR% compared
to industry benchmark.

Background Campaign Details

Lay’s is one of the top performing Having a curved and thin shape, Lay’s
brands on TikTok Thailand. They STAX launched the 1-foot-tall stacking
frequently launch new ads and challenge. Lay’s collaborated with the
create fun activities to drive popular Thai food blogger (@ninebenz)
engagement and spread joy. to start the challenge and boosted his
post with Spark Ads. They re-boosted a
stitch post with another food influencer
(@tswar), gaining even more traction.

Learn more Learn more

55
 Natura(Brazil) - utilized a duet/stitch
The Result
Duet & Stitch
creative solution to double its ad
Compared to the
performance! Learn more original ad
performance under
the same Video
View objective, the
Background dueted Spark Ad
post resulted in:
The beauty brand Natura, part of Natura &Co, is a
Brazilian global personal care cosmetics group.

Campaign Details +169 %

VTR-2s
They first released brand-led content under their
business account, inviting creators to duet and
sing with them. They reused creator dueted

+493 %
posts as Spark Ads creatives under the same
Video View objective. The results showed that all
original posts doubled in ad performance.
VTR-6s

56
 Clickable Music The Result

Playtika - Bingo Blitzy

Gaming Campaign rides on 3.91 % 1.18 %
the power of music
Music Click % Music Details
Page View %

Learn more

2,843 42.3M
Background UGC Creation Views on videos
with the song
Playtika is an Israel-based digital entertainment company that
specializes in the development and publication of mobile casino
games. In February 2022, Playtika used the music clickability in
Spark Ads and titled it All about that game, adapted from
Data definition:
Meghan Trainor’s original, “All about that bass”.
Music Click% = Music clicks(on music
disc+music name)/ad impression;

Campaign Details Music Detail Page View% = Music detail

page VV / ad impression
Playtika used their own business account(@b_blitzy) and multiple
creator posts as the creatives for music clickable Spark Ads in
Video View and Reach objectives from Feb 10 to Feb 17, 2022.

57
Appendix
 Spark Ads Non-Spark Ads

Organic video from a brand’s Uploaded video ad assets and no association

AD CREATIVE
or creator’s account with any TikTok Account

Product The ad Display Name and Text

will reflect the chosen organic post and cannot
be edited during the ad creation process on TTAM
The ad Display Name and Text
CAN be edited during the ad
creation process

differences CTA & Ad Caption → Landing Page (if any) CTA & Ad Caption → Landing Page (if any)

CLICK LOGIC
between
Profile Photo/Nickname/Swipe Left → Profile Profile Photo/Nickname/Swipe Left → LP (if any)
‘+’ sign → Follow the account NO ‘+’ sign available to click
Music Name/Singer & Disc → Music Page* Music Name/Singer & Disc not clickable

Spark and No restrictions on Video Ratio/Video Restrictions exist on Video Ratio/Video

AD SPECS
Resolution/File Type/Video Duration/ Resolution/File Type/Video Duration/

Non-Spark
Bitrate/File Size Bitrate/File Size

Max video duration 3 minutes Max video duration 60s (rec. 9-15s)

Ads Ad captions can be left blank and edited before

running as an ad
Supports 12-100 characters (latin)
and 6-50 characters (asian)
AD CAPTION

Support up to 150 characters ‘@’ allowed but NOT clickable

‘#’ allowed and clickable
‘@’ and ‘#’allowed and clickable in captions Emojis allowed -only supported in V.11
Emojis allowed ‘{ }’ cannot appear

*Music clickability still in Beta for TTAM campaigns; must be allowlisted 59

Branded Content
Branded Content Toggle is a tool that allows creators to mark videos as being
part of a commercial partnership and be transparent about the branded

Toggle Updates
content they make on TikTok. As we continue to launch, expand and develop the
availability of the Branded Content toggle, we are committed to helping our
community and brands stay safe and informed.

Branded Content Toggle Updates

Branded Content Toggle Steps

New partnership disclosure
adds a Paid Partnership Label below the video caption,
1 Tap Branded content and ads in More Options.
increasing transparency and at the same time improving
video play duration and finish rate Or access Ad settings for an existing post

New ad setting tool 2 Turn the Branded Content toggle On.

simplifies ad authorization process and enables creators to Creators do not need to write #ad with their
disclose branded content and set ad authorization in one go, caption or use any additional disclosures
making it easier for brands to boost a creator post and get
additional reach and awareness
3 If creator wants the video to be authorized for
Spark Ads, turn on ad authorization and select the
New creation flow
period
offers creators with more flexibility, enabling creators to turn on
branded content toggle before AND after they publish a video

60
TikTok Business
Account Benefits
Your business information,
front and center
Analytics Tool App Download Link
Add your brand’s official website, contact
● Real-time data insights ● Shorten the conversion path information, and app download link.
● Deeper understanding of ● Drive immediate conversions
organic content ● More Organic App Downloads Pin-to-top
Keep your best content at the top of the
page for instant access.
Creative Hub Marketing Touchpoints
● Creative recommendations ● Pinning 3 videos
● Content inspiration ● Q&A feature
● Direct message/Auto Reply
Live Streaming ● Add official website and contact
information on profile page
● Connect with viewers
● More monetization opportunities
● Use paid media to promote
Content Management
● Scheduling of posts
Analytics
livestream events
● Commercial music library Get real-time metrics on
content performance
Account Enablement ● Business Website Suite and insights into your
● Playlist collection followers.
● Blue V verification
● Long video posts
● API Management
● Self-serve tools: Promote

61
Thank
you!
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