In the dynamic landscape of the music industry, TikTok has emerged as a powerful platform for discovery and promotion. There are two key advertising formats on TikTok, Spark Ads and In-Feed Ads, which both play crucial roles in the ecosystem. If you can understand ads and the way they’re used on the platform, the further you can promote your music.
Different types of ads
In-Feed Ads
- In-Feed Ads offer a more traditional advertising approach within TikTok’s immersive environment.
- These ads, appearing in users’ For You feeds, are crafted by artists themselves, providing full control over the creative aspects and messaging.
- Links to an external (outside TikTok) landing pages.
- The link is the only thing clickable.
- Can be targeted to multiple areas if necessary.
UGC boost/Spark Ads
- Use already been published to TikTok in order to acUse ad credits to boost a UGC (User Generated Content) video that achieve more views/creations.
- NEW links to external landing page.
- Profile of whoever created the video is clickable.
- Between 2-4 extra days needed to post (in comparison to the five business days required for in-feed ads).
- User authorisation code needs to be provided by the creator (instructions on this can be found below).
- Can be targeted to one or multiple territories.
Difference
- Source of Content: Spark Ads are derived from existing TikTok posts, whereas In-Feed Ads are created specifically as advertisements.
- Engagement: Spark Ads encourage more organic engagement with the ability to interact directly as with any TikTok post, while In-Feed Ads focus more on driving external actions.
- Control and Authenticity: Spark Ads offer a sense of authenticity by leveraging UGC, whereas In-Feed Ads provide brands with more control over the content and messaging.
We’d recommend using Spark Ads for the majority of campaigns in the music industry. However, placing either ad on for either is a pretty similar. It’s important to have organic traction on your profile too.
1. Advertising objective
Traffic
Send more people to a destination on your website or app.
Lead generation
Collect leads for your business.
Community interaction
Get more followers or profile visits.
Reach
Show your ad to the maximum people.
Video views
Get more views and engagement for your video ads.
Website conversions
Drive valuable actions on your website.
2. Budget tips
Top Tip
We’d recommend going for a lifetime budget and campaign budget optimisation to get the most out your ad campaign.
- With a lifetime budget, you allocate a total budget for the entire duration of the campaign, simplifying budget management and ensuring that you don’t overspend.
- By allocating more budget to better-performing ad sets, CBO helps improve overall campaign performance, leading to higher ROI.
3. Targeting
Territories
TikTok has strict rules on which countries allow which languages. Most territories run ads in their native language,.
Gender and Age
Consider your target audience when selecting these options. Narrow targeting might make your ad ineligible to run.
Interests and Behaviours
Comments and Downloads
User comments can be turned off instantly if needed. This setting can be found under placements.
4. DIFFERENCE FOR BOTH ADS
Spark Ads
In theory the process of booking in both ads is the exact same. However, Spark ads relies on you putting a live video in and enabling the feature.
In-Feed Ads
These require you to upload the video manually, enter captions and also set your custom identity up.
Booking ads tips: in-feed ads
Tip: Website conversions is the best ad objective for this
New: Landing Page (TikTok Instant Page)
TikTok Instant pages are where users are directed to when they click on your ad. You can use these with spark-ads however, they’re more commonly used with in-feed ads. They can be created from a template on the “Ad” page.
Profile Pitcture
It’s advisable to use a display picture that matches your artist’s TikTok profile picture. Keep in mind that the icon is circular, so ensure key elements of the photo (logo, music artists, etc.) fit within a circle.
Booking ads tips: spark ads
Spark Ads
Please ensure that the video creator has not downloaded and then re-uploaded your ad to TikTok before it is submitted. By downloading the video, the TikTok logo is placed in the corners, which will cause your ad to be automatically rejected by TikTok.
Spark ads require an authorised code, and here’s how to get it.
Step 1: Enable Ad Settings
To feature your videos in TikTok ads, start by enabling ad authorisation. Access your personal profile by tapping on “Me,” then tap the three dots in the top-right corner. Navigate to Privacy from the settings and privacy page, and turn on the Ad Authorisation toggle. You’re now ready to proceed!
Click on the three dots, and click on “Creator Tools”
Click on the circle-type setting button in the far-right.
Click on the three dots, and click on “Creator Tools”
Step 2: Generate Video Code
Generate a video code to share with advertisers, specifying the authorisation duration. In post ads settings, tap Generate code, choose a time period (from 7 to 60 days), and proceed.
Step 3: Share the Code
Share the code with whoever is booking the ad in and you can make it live!
Click on settings (three dots) and scroll across to “Ad Settings.”
Click on Ad authorization and select 30 days.
Generate the video code and use it to put the ad on.
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