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Archive's guide to leveraging TikTok's Spark Ads feature for your marketing campaigns. Spark Ads enable you to transform organic TikTok content into powerful advertisements. Each TikTok Ads Manager account can utilize up to 10,000 Spark Ads. Let's explore how to set them up effectively.
Understanding Identity Options
When setting up a Spark Ad, you'll choose one of two identity types:
Identity Type 1: Use your own connected TikTok Business Account
Identity Type 2: Use authorized creator content (via Business Center or individual video codes)
Not sure which one to pick?
Go with Identity Type 1 if you've connected your TikTok Business Account to Ads Manager and want to promote your own content or push new videos through your business profile.
Go with Identity Type 2 if you're working with creators or using content authorized through video codes.
Key Things to Know Before You Start
You can't edit captions after authorization, so finalize your copy before creating the ad.
Videos that are private will become publicly visible during campaigns. If you only want the content to appear as an ad (not searchable, not on your profile, and not recommended organically), check the Only show as ad box.
Video authorization codes stay active until all associated ads are removed from TikTok Ads Manager.
Videos must be un-authorized as a Spark Ad before they can be deleted from the organic TikTok account.
Organic posts that have been banned cannot be used in TikTok Ads Manager.
Videos must be 10 minutes or shorter to be eligible for Spark Ads.
Setting Up Spark Ads with Your Business Account
The Pull Approach (using existing content)
Choose your advertising goal from the objectives menu.
Set up your campaign parameters and ad group details.
Enable Use TikTok account to deliver Spark Ads.
In the Ad Details section, select TikTok Post and choose the content you want to promote.
Review your selection and click Confirm.
Fill in the remaining ad settings and click Submit.
The Push Approach (creating new content)
Follow steps 1-3 above.
From the Ad Details section, click + Add videos or images to open the creative selection drawer.
Choose your content method:
Upload directly from your device
Add from the Creative Library
Create a video using TikTok's built-in Creative Tools
If you only want the content to appear as a paid ad (not organically), check the Only show as ad box.
Complete your targeting and budget settings, then click Submit.
Note: After passing ad review, your pushed video will appear on your business profile in private mode. You can adjust its visibility in the TikTok app later.
Working with Creator Content for Spark Ads
Creator content must be authorized before you can use it in a campaign.
For Creators: How to Authorize Your Videos
First, make sure your privacy settings allow ad authorization:
Go to Settings and Privacy > Privacy, or
Tap Me > Creator tools
Then authorize a specific video:
Open the TikTok post you want to authorize.
Tap the three-dot menu.
Select Ad Settings.
Accept the Advertising Content Terms of Service.
Enable the Ad authorization toggle.
Select your preferred authorization timeframe: 7, 30, 60, or 365 days.
Save the Ads Settings changes.
Click Video code and tap Copy Code to generate the shareable authorization code.
For Marketers: Adding Creator-Authorized Content
Once you have a creator's authorization code:
Open TikTok Ads Manager and click + Add videos or images in the creative selection drawer.
Find the TikTok posts tab and click Apply for Authorization.
Enter the creator's code and click Search.
Confirm the content looks correct and click Confirm.
Tip: You can submit up to 20 video codes at a time using batch authorization, which saves a lot of back-and-forth.
Note for collaborative content: For Duets or Stitched videos, you'll need authorization codes from all participating creators. Search using the secondary creator's code first, then enter the primary creator's code when prompted.
Building the Campaign
At the Campaign Level, select your primary objective.
Configure your Campaign and Ad Group settings.
At the Ad Level, enable Use TikTok account to deliver Spark Ads creative.
Add your authorized content and click Submit.
Adding More Authorized Content Later
Select + Authorize TikTok Post.
Enter the new video authorization code.
Confirm the TikTok account associated with the authorization.
Smart+ Campaigns
If you're running a Smart+ Campaign, TikTok has a separate setup flow specifically for Spark Ads. The steps above apply to standard campaigns. For Smart+ Campaigns, refer to TikTok's Smart+ Campaign guide in Ads Manager for the correct configuration.
Troubleshooting
If your Spark Ads campaign isn't running:
Verify all business account permissions are correctly configured.
Double-check that authorization codes were entered correctly.
Confirm that content authorizations haven't expired.
Make sure your ad account has the necessary permission levels.
Check that the organic post hasn't been banned, which would block it from being used in ads.
If you're trying to delete a video from TikTok but can't, make sure it's been un-authorized from all active Spark Ads first.