TikTok is a short-form video-sharing app; it launched in China in 2016 and has become a viral phenomenon with 689 million monthly users globally.

In the TikTok app, users create 15-second videos, soundtracked by music clips. 41% of TikTok users are aged 16-24. On average, users spend around 52 minutes on the app each day. 

This week, TikTok launched a native ad format, Spark Ads, which allows advertisers to use organic posts as part of their ad campaigns within the app.

This new ad format makes it possible to boost original creative videos and piggyback viral or trending posts by users, helping brands link with the zeitgeist in real-time.

TikTok’s announcement explained, “When we created Spark Ads, we looked to create a one-of-a-kind solution for brands to cement their presence with the community in a seamless, authentic way. This product speaks to the nature of starting conversations and igniting interactions between brands, creators and the community.”

Brands can promote organic assets as In-Feed Ads to ensure broader reach within the For You feed. By applying interest and behaviour targeting, they can reach audiences most likely to be interested in the content.