The best of both worlds - spark ads for brand growth on TikTok
Salokangas, Santtu (2024)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024060621736
https://urn.fi/URN:NBN:fi:amk-2024060621736
Tiivistelmä
Spark Ads has become the new standard way of paid advertising for brands on TikTok in Finland. This thesis aims to showcase what Spark Ads are and how brand can combine them with effective organic content on TikTok to create and foster positive brand growth. TikTok, its features and interface as well as a TikTok marketing tool is covered widely to gain understanding about Spark Ads. The thesis delves deeper into Spark Ads, how they are created and managed, different ad objectives, and how they should be combined with organic content. Social media experts detail how effective brand content should be made on TikTok.
The research methology for this thesis included a comprehensive literature review of existing studies about TikTok and TikTok marketing, theoretical frameworks such as Social Influence Theory and Keller’s Brand Equity Model and qualitative interviews with social media experts, with over 10 years of combined knowledge of this very recent subject matter. These interviews provided valuable insights into the practical application of Spark Ads and organic content strategies in real-world marketing scenarios. Through these methods, this thesis provides a comprehensive understanding of TikTok and Spark Ads and the role of Spark Ads and channel-specific organic content in driving brand growth.
This thesis showcases that by creating a balance between paid boosting Spark Ad efforts, effective organic content and community interaction, brands can establish a clear presence on the platform that creates brand awareness, driving audience engagement, brand loyalty, and positive brand growth.
The research methology for this thesis included a comprehensive literature review of existing studies about TikTok and TikTok marketing, theoretical frameworks such as Social Influence Theory and Keller’s Brand Equity Model and qualitative interviews with social media experts, with over 10 years of combined knowledge of this very recent subject matter. These interviews provided valuable insights into the practical application of Spark Ads and organic content strategies in real-world marketing scenarios. Through these methods, this thesis provides a comprehensive understanding of TikTok and Spark Ads and the role of Spark Ads and channel-specific organic content in driving brand growth.
This thesis showcases that by creating a balance between paid boosting Spark Ad efforts, effective organic content and community interaction, brands can establish a clear presence on the platform that creates brand awareness, driving audience engagement, brand loyalty, and positive brand growth.