TikTok users are good at telling "ads" from "content". A video filmed by a real person in a familiar format often earns more trust than polished production. Spark Ads is a format that lets you promote such organic videos from a creator's or your own account while keeping the social signals. It is one of the core mechanics in our TikTok Ads work.
In short: Spark Ads promote real posts, so likes, comments and follows accrue to the account. UGC creators provide a flow of native videos. The keys to results are a clear brief, usage rights and regular testing of new videos.
Spark Ads vs regular ads
| Parameter | Regular ad | Spark Ads |
|---|---|---|
| Video source | Uploaded to the ad account | An existing TikTok post |
| Social signals | Not kept on a profile | Likes, comments and follows go to the account |
| Perception | Looks like an ad | Looks like creator content |
| Authorisation needed | No | Yes, a code from the post owner |
How to find creators
- Creator platforms and marketplaces, including TikTok's own tools.
- Searching your niche hashtags and among your customers.
- Micro-creators with small but engaged audiences — often better on price and authenticity.
What to include in the brief
- Who and why: audience, problem, key message.
- Hooks: 3–5 options for the opening seconds.
- Must-haves: product shown, key argument, call to action.
- What to avoid: promised results, prohibited claims, other brands.
- Technical specs: 9:16 vertical, length, subtitles.
- Rights: period of ad usage and issuing the authorisation code.
How to measure results
- Compare Spark Ads with regular ads carrying the same message.
- Look beyond cost per click at retention and cost per target action.
- Track which creators and formats consistently deliver, and rebook them.
Frequently asked questions
Do I have to disclose that the video is an ad?
Yes. Advertising must be labelled according to platform rules and the laws of the country where it runs. Spark Ads get an ad label automatically; creators' organic posts need their own disclosure.
How much does a UGC video cost?
It depends on the creator, market and rights. Micro-creators are cheaper, but for testing it is better to order several videos from different people than one expensive one.
Can UGC be used in other channels?
Yes, if the contract allows it. Such videos also perform well in Meta Ads — Reels and Stories.
Want a steady flow of UGC and Spark Ads? Send a request on the TikTok Ads page and we will find creators, write briefs and run tests. To scale across other sources we add media buying.