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Learn how TikTok Spark Ads work, how creators generate a Spark Ads code, how to add it in Ads Manager, and how to feed Spark posts into GMV Max.
TikTok Shop
The TikTok videos that sell best usually look nothing like ads, and most of them live on a creator's account, not yours. Sellers spot a viral review of their product, then lose days chasing the creator for the right code, or launch with a code that expires mid-campaign. Spark Ads are how you turn those posts into ads legally and cleanly. This guide covers what Spark Ads are, how to get a Spark Ads code, and how to use Spark posts in both regular campaigns and GMV Max.
What are TikTok Spark Ads?
Spark Ads are a native TikTok ad format that runs an organic post as an ad, under the original account's identity. The ad shows the creator's or brand's handle, links back to the original post, and keeps all likes, comments, shares and follows on that post.
That is the key difference from a regular ad. A non-Spark ad exists only inside TikTok Ads Manager, so its engagement never builds up on a real post. With Spark Ads, every view you pay for also strengthens the organic post and the account behind it.
Spark Ads vs non-Spark ads
Spark Ads | Non-Spark ads | |
|---|---|---|
Creative source | An existing TikTok post (yours or a creator's) | A video uploaded to Ads Manager |
Identity shown | The real TikTok account that posted it | A custom display name and avatar |
Engagement | Accumulates on the organic post | Stays inside the ad only |
Needs authorization | Yes, unless it is your own linked account | No |
Best for | Creator content, UGC, building an account | Polished brand assets, fast testing without a post |
Choose Spark Ads when the video's credibility comes from the person who posted it. That covers creator reviews, unboxings, tutorials and most UGC. For more on why native-looking content works, see our UGC video framework for TikTok ads.
Three ways to get Spark Ads content
You can source Spark Ads from your own account, from a creator's whole account, or from a single creator post.
Your own TikTok account: link it to Ads Manager or Business Center, and you can use any of its posts as Spark Ads without a code per video. You can also push a new post from Ads Manager straight to the account.
A creator's account, authorized through Business Center: the creator grants ongoing access, so you can pick any of their posts without asking for codes each time. Best for long-term creator partnerships.
A single post with a video code: the creator authorizes one video and sends you a code. Best for one-off collaborations or a single viral video.
Most TikTok Shop sellers use all three: their own brand account, a handful of long-term creators via Business Center, and video codes for everyone else.
How creators generate a Spark Ads code
The creator authorizes one video at a time in the TikTok app and chooses how long the authorization lasts. Send creators these steps:
Open the video on TikTok and tap the three dots (or More).
Tap Ad settings and switch on Ad authorization.
Agree to the terms if asked.
Tap Generate code (or Video code), choose the authorization period, then copy the code.
Send the code to the brand or agency.
Ask for an authorization period that covers your whole campaign, plus a buffer. A Spark Ad stops delivering when the authorization ends or the creator cancels it. To keep running, the creator has to extend it before it expires or send a new code.
How to add a Spark Ads code in TikTok Ads Manager
Add the code once in your Creative Library, and the post becomes available for any campaign in that ad account.
In TikTok Ads Manager, go to Tools → Creative library → Spark Ads posts (or Assets → Creative).
Click Apply for authorization.
Paste the video code, click Search, check the post preview, and confirm.
When building an ad, enable Use TikTok account to deliver Spark Ads at the ad level.
Select the authorized account and post as your creative.
Smart+ campaigns use the same authorized posts, with their own selection flow. Our Smart+ explainer covers how Smart+ uses your creatives.
How to use Spark Ads in GMV Max
GMV Max pulls Spark Ads posts automatically from your ad account, alongside your own videos and affiliate content. According to TikTok's help center, Product GMV Max uses videos from three sources:
Authorized TikTok accounts connected to your Shop Business Center
Authorized Spark Ads posts in the ad account running the campaign
Affiliate Creatives for Ads (ACA), meaning authorized affiliate videos
To add more Spark posts to a GMV Max campaign, open the campaign's creatives, click Add posts, choose Add video codes, and paste the codes. The posts then appear in the authorized posts tab and enter testing.
Spark codes vs affiliate videos: videos from creators in your affiliate program can be authorized through the affiliate flow and are used by GMV Max automatically. Video codes are for posts outside that flow, such as paid creator collaborations, partner brands or videos without an affiliate link. Ad commission rates set in Seller Center apply only when the ad uses an affiliate post.
What happens after the video enters GMV Max, from testing to performance labels, is explained in our GMV Max Creative Exploration guide. How Spark posts fit with your other creative sources is covered in our GMV Max overview.
Common Spark Ads code errors and fixes
Most code errors come from an expired authorization, a deleted video or a post type Spark Ads does not support. TikTok lists these in its Spark Ads code error guide:
Error | What to do |
|---|---|
Video deleted or code deleted | Ask the creator for a new post or code |
Incorrect code | Verify the code with the creator or ask for a new one |
Authorization expired | Ask the creator to extend the authorization |
Authorization ends before the ad's end time | Ask the creator to extend it, or shorten the ad schedule |
Story video, duet carousel or multi-person duet | These post types cannot be used; ask for a standard post |
No permission to create ads | Check your ad account permissions with your account manager |
Spark Ads checklist before you publish
The authorization period covers the full campaign, with a buffer
The post is a standard video (not a story or duet carousel) and is no longer than 10 minutes
For TikTok Shop, the video carries the right product anchor
Usage rights beyond TikTok (website, other platforms) are agreed in writing; a Spark code covers TikTok ads only
Comments on the post are monitored, because paid views send new comments to the organic post
Keep the creative pipeline full, not just the setup clean. Our GMV Max best practices explain why creative supply should grow ahead of budget, and our Product GMV Max setup guide shows where Spark posts fit at launch.
FAQ
What is a Spark Ads code?
A code a creator generates in the TikTok app for one video. It authorizes an advertiser to run that post as a Spark Ad in TikTok Ads Manager or GMV Max.
Do I need a Spark code for my own brand account?
No. Once your account is linked to Ads Manager or Business Center, you can use its posts as Spark Ads without per-video codes.
What happens when a Spark code expires?
The ad stops delivering. The creator can extend the authorization before it expires, or send a new code.
Does GMV Max use Spark Ads?
Yes. Product GMV Max automatically uses authorized Spark Ads posts in the ad account, together with your own accounts' videos and authorized affiliate videos.
Does a Spark code give me rights to use the video elsewhere?
No. It covers TikTok ads only. Agree on any other usage with the creator separately.
Turn your best TikTok posts into ads
Spark Ads let you put budget behind the content people already trust, without losing the engagement it earns. Get codes with long enough authorization, add them to your Creative Library, and let GMV Max or your campaigns test them.
Ecomdy is an official TikTok agency helping Vietnamese sellers run Spark Ads and GMV Max on TikTok Shop US. Contact our team to set up creator authorization and feed your best videos into your campaigns.
