The interruptive nature of many advertisements is an obstacle for brands. When a user’s journey through a platform or an app is disrupted, the favorability they feel for the brand is negatively impacted.
On a fast-moving social platform like TikTok, where the short-form nature of the content is one of its key selling points, that interruption can feel much worse. To avoid that, and to capitalize on some of the strengths of the app and social creation in general, TikTok has launched its new global native advertising format Spark Ads.
The format allows brands to boost the profile of existing organic content, with the aim of converting the app’s users into both co-creators of the ads themselves and ultimately consumers.Thedrum