TikTok introduces feature for brands to sponsor existing videos

TikTok has introduced a new feature, Spark Ads, which is now available globally.

The feature allows brands to sponsor existing videos after they have been published, which was previously not possible on the social media platform.

Brett Armstrong, general manager, business solutions at TikTok AUNZ, said: “We are excited to be launching Spark Ads in Australia and New Zealand. This is one-of-a-kind solution which allows brands to tap into TikTok’s thriving and engaged community in a seamless and authentic way – while also delivering impactful business value. As we continue to build products for businesses of all sizes, we look forward to more opportunities to help our advertisers and creators authentically engage with the TikTok community.”

A TikTok spokesperson told Mumbrella: “Spark Ads are created in TikTok Ads Manager or via our managed service, offering full-funnel marketing objectives, highly specific targeting, measurement, reporting and richer formatting options for brands. Spark Ads currently supports advertisers to pull existing posts from their own TikTok Business Accounts or partner with creator accounts.

“Qualified branded content posts are allowed as Spark Ads creatives. Spark Ads are subject to TikTok branded content policies and advertising policies & guidelines.”

Branded content on TikTok must comply with TikTok’s branded content policy. Last week, financial services and products were added to the prohibited industries for branded content. The change did not affect TikTok’s ad policies, which are separate from the branded content policies.


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