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Guides","tech-guides","2026-04-27T08:37:10.576Z","2026-04-23T02:59:13.436Z","2026-09-18T11:54:28.502Z","2026-09-18T11:54:29.840Z","2026-09-18T11:53:57.715Z","\u003Cdiv class=\"payload-richtext\">\u003Cp>Spark Ads 是 TikTok 的原生广告形式：不上传独立素材，而是直接投放已经发布的原生视频——你自己账号的，或者创作者授权给你的。推广期间获得的互动会留在原帖上。这篇讲清楚素材从哪来、授权码怎么拿、有哪些规格限制，以及哪些选择一旦做了就改不回来。\u003C/p>\u003Ch2>Spark Ads 是什么，和普通广告差在哪\u003C/h2>\u003Cp>TikTok 官方帮助中心《About Spark Ads》（2026 年 6 月更新）的定义是：Spark Ads 是一种原生广告形式，让你在广告里复用 TikTok 原生视频及其功能。它最核心的特性是归因——推广期间因为加投而获得的播放、评论、分享、点赞、关注，全部计入你的原生帖子。\u003C/p>\u003Cp>就是这一条特性，值得你多走那几步设置。普通信息流广告预算花完就结束了；Spark Ads 把互动沉淀在一条会继续留在主页、继续参与分发的帖子上——官方把这叫做"超出投放周期的长期营销影响"。\u003C/p>\u003Cp>Spark Ads 能做两件事：\u003C/p>\u003Cul class=\"list-bullet\">\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"1\"\n        >用你自己 TikTok 账号的帖子投广告。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"2\"\n        >在创作者授权的前提下，用创作者的原生帖子投广告。\u003C/li>\u003C/ul>\u003Cp>第二件事是操作复杂度的来源，也是"授权码"这个东西存在的原因。\u003C/p>\u003Ch2>素材从哪来：三条路\u003C/h2>\u003Cp>官方《How to create Spark Ads for Manual and Search Campaigns in TikTok Ads Manager》写明：做 Spark Ads 必须先选一个 TikTok 账号作为广告的 identity（身份）。之后有三种拿到已授权素材的方式：\u003C/p>\u003Col class=\"list-number\">\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"1\"\n        >\u003Cstrong>绑定账号\u003C/strong>：建广告系列时关联一个 TikTok 账号（自家运营号或创作者号），从已授权身份下的可用素材里挑。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"2\"\n        >\u003Cstrong>视频授权码\u003C/strong>：创作者针对某条帖子生成一串代码，交给你。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"3\"\n        >\u003Cstrong>从 Ads Manager 推送\u003C/strong>：把新素材从 TikTok Ads Manager 推送到一个通过 TikTok Business Center 授权过的身份（TikTok 账号）。\u003C/li>\u003C/ol>\u003Cp>长期合作就用第一条。官方关于在 Business Center 里把 TikTok 账号绑到广告账户的文档（2026 年 4 月更新）说明：绑定之后该账号就能作为 Ads Manager 的投放身份使用，做 Spark Ads 时会自动出现在可选列表里。这一步需要 Business Center 里拥有 Admin 权限的成员，路径是"账户 › TikTok 账号 › 查看 › 已关联账户"。\u003C/p>\u003Cp>只是要用某位创作者的一条视频，用第二条。\u003C/p>\u003Ch2>创作者怎么生成 Spark Ads 授权码\u003C/h2>\u003Cp>这一段是广告主最常需要给创作者解释的。官方文档描述的创作者侧流程（在 TikTok App 内）是：\u003C/p>\u003Col class=\"list-number\">\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"1\"\n        >先确认创作者主页允许授权帖子——路径是"设置与隐私 › 隐私"，或"我 › 创作者工具"。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"2\"\n        >打开要授权的那条帖子，点右侧三个点。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"3\"\n        >点 \u003Cstrong>Ad settings\u003C/strong>（广告设置）。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"4\"\n        >同意《广告内容服务条款》。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"5\"\n        >打开 \u003Cstrong>Ad authorization\u003C/strong>（广告授权）开关。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"6\"\n        >生成视频码。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"7\"\n        >在该帖子的广告设置模块里选择授权时长：\u003Cstrong>7 天、30 天、60 天或 365 天\u003C/strong>。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"8\"\n        >点 \u003Cstrong>Copy Code\u003C/strong> 复制代码，发给广告主。\u003C/li>\u003C/ol>\u003Cp>授权时长是一个真实的决策，不是走过场。官方把"自定义授权码时长"描述为一种匹配投放需求、控制成本的手段。选一个覆盖整个投放周期并留出余量的窗口：码在中途过期，广告就停；码远长于投放周期，等于白送出去一段使用权。\u003C/p>\u003Ch2>广告主怎么在 Ads Manager 里核销授权码\u003C/h2>\u003Cp>拿到代码之后，在素材库里核销：\u003C/p>\u003Col class=\"list-number\">\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"1\"\n        >进 TikTok Ads Manager，打开 \u003Cstrong>Tools\u003C/strong>（工具）。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"2\"\n        >在 \u003Cstrong>Creative\u003C/strong>（素材）标签下点 \u003Cstrong>Creative library\u003C/strong>（素材库）。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"3\"\n        >点 \u003Cstrong>Spark ads posts\u003C/strong>。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"4\"\n        >点 \u003Cstrong>Apply for Authorization\u003C/strong>（申请授权）。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"5\"\n        >把视频码粘进搜索框，点 \u003Cstrong>Search\u003C/strong>。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"6\"\n        >确认帖子无误，点 \u003Cstrong>Confirm\u003C/strong>。\u003C/li>\u003C/ol>\u003Cp>两个值得提前规划的细节。第一，官方支持\u003Cstrong>一次批量提交最多 20 个视频码\u003C/strong>，所以创作者那边的码应该攒一批一起提交，而不是来一个提交一个。第二，合拍（Duet）和拼接（Stitch）类视频需要\u003Cstrong>两位创作者各自的授权码\u003C/strong>；系统识别出这是双创作者帖子之后，会要求补上第一位创作者原帖的码。\u003C/p>\u003Cp>到了广告搭建环节，Pull（拉取）流程是：在广告素材区点 \u003Cstrong>+ Add videos or images\u003C/strong>，切到 \u003Cstrong>TikTok posts\u003C/strong> 标签，选中帖子，用 \u003Cstrong>Add post\u003C/strong> 授权新帖子，然后补完广告详情、落地页和可选的追踪参数，发布。Push（推送）流程则从 \u003Cstrong>Your Library\u003C/strong> 标签开始，并要求你连接一个 TikTok 账号来确定广告身份。\u003C/p>\u003Cp>如果你对周边流程还不熟——广告目标、广告组、预算各设置在哪一层——可以先看我们的 \u003Ca href=\"https://deepclick.com/zh-CN/resources/blog/tiktok-ads-manager-guide/\">TikTok 广告管理平台使用指南\u003C/a>，Spark Ads 就是插在那套三层结构里的。\u003C/p>\u003Ch2>Spark Ads 与非 Spark Ads：点击去哪、指标怎么算\u003C/h2>\u003Cp>两种形式在用户手指下的行为不一样，官方把差异写得很细。\u003C/p>\u003Cdiv class=\"lexical-table-container\">\n        \u003Ctable class=\"lexical-table\" style=\"border-collapse: collapse;\">\n          \u003Ctbody>\u003Ctr class=\"lexical-table-row\">\n        \u003Cth\n        class=\"lexical-table-cell lexical-table-cell-header-1\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> 点击位置 \u003C/p>\n      \u003C/th>\n    \u003Cth\n        class=\"lexical-table-cell lexical-table-cell-header-1\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> Spark Ads \u003C/p>\n      \u003C/th>\n    \u003Cth\n        class=\"lexical-table-cell lexical-table-cell-header-1\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> 非 Spark Ads \u003C/p>\n      \u003C/th>\n    \n      \u003C/tr>\u003Ctr class=\"lexical-table-row\">\n        \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> CTA 按钮、广告文案 \u003C/p>\n      \u003C/td>\n    \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> 落地页 \u003C/p>\n      \u003C/td>\n    \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> 落地页或应用下载页 \u003C/p>\n      \u003C/td>\n    \n      \u003C/tr>\u003Ctr class=\"lexical-table-row\">\n        \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> 头像、昵称、左滑 \u003C/p>\n      \u003C/td>\n    \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> 视频作者的个人主页 \u003C/p>\n      \u003C/td>\n    \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> 落地页或应用下载页 \u003C/p>\n      \u003C/td>\n    \n      \u003C/tr>\u003Ctr class=\"lexical-table-row\">\n        \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> 头像上的「+」 \u003C/p>\n      \u003C/td>\n    \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> 关注该账号 \u003C/p>\n      \u003C/td>\n    \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> 无此行为 \u003C/p>\n      \u003C/td>\n    \n      \u003C/tr>\u003Ctr class=\"lexical-table-row\">\n        \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> 音乐名、作者名、音乐唱片图标 \u003C/p>\n      \u003C/td>\n    \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> 音乐页 \u003C/p>\n      \u003C/td>\n    \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> 无此行为 \u003C/p>\n      \u003C/td>\n    \n      \u003C/tr>\u003C/tbody>\n        \u003C/table>\n      \u003C/div>\u003Cp>也就是说，Spark Ads 会有意把一部分付费流量导到个人主页而不是你的落地页。如果你要的是涨粉和品牌沉淀，这是特性；如果你要每一次点击都落到商品页，这就是成本。选形式之前先想清楚你买的是哪一种。\u003C/p>\u003Cp>报表口径也随之分裂。Spark Ads 侧，官方统计的是付费点击（CTA 按钮与广告文案上的点击）、音乐点击、付费点赞、付费分享、付费新增关注、付费主页访问、付费评论、锚点点击和锚点点击率；非 Spark Ads 侧，付费点击涵盖 CTA 按钮、广告文案、昵称、头像和左滑，另加付费点赞、分享、评论。拿两种形式的"点击数"直接比较而不说明口径变了，是最容易得出错误结论的做法。\u003C/p>\u003Ch2>投之前要先确认的规格与上限\u003C/h2>\u003Cp>摘自官方《About Spark Ads》的规格章节：\u003C/p>\u003Cul class=\"list-bullet\">\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"1\"\n        >对任意 TikTok 账号的原生视频，\u003Cstrong>视频比例、分辨率、文件类型、时长、码率、文件大小均无限制\u003C/strong>。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"2\"\n        >另有一条独立限制：可被 spark 的视频\u003Cstrong>最长 10 分钟\u003C/strong>。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"3\"\n        >广告文案可以留空；文案里允许 @账号、emoji 和话题标签。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"4\"\n        >广告的\u003Cstrong>展示名称与文案沿用所选原生帖子，在 Ads Manager 的广告创建过程中不可编辑\u003C/strong>。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"5\"\n        >已被封禁的原生帖子，在 TikTok Ads Manager 里同样会被拒绝。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"6\"\n        >视频必须\u003Cstrong>先解除 Spark Ads 授权，才能从原生账号里删除\u003C/strong>。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"7\"\n        >每个 TikTok Ads Manager 账户最多支持 \u003Cstrong>10,000 条 Spark Ads\u003C/strong>。\u003C/li>\u003C/ul>\u003Cp>创建指南里还有三条约束：帖子被授权为广告之后，文案就不能再改了，所以 spark 之前文案必须是终版；私密视频一旦被用于广告系列就会变成公开，且推广期间不能改回隐私状态；视频码只有在使用它的所有广告都被删除之后才能删除。\u003C/p>\u003Ch2>哪些广告目标支持 Spark Ads\u003C/h2>\u003Cp>官方按购买方式列出了 Spark Ads 的可用范围。竞价（Auction）购买方式下支持的广告目标是：Reach、Traffic、Video Views、Community interaction、App promotion、Conversions、Lead generation、Sales；Reach & Frequency 购买方式下支持 Reach、Traffic、Video Views。\u003C/p>\u003Cp>形式也不是按广告组一刀切的：官方 Smart+ 文档提到，同一个广告组里可以同时放 Spark Ads 和非 Spark Ads，素材也可以来自多个身份，而不限于一次只用一个 TikTok 身份。\u003C/p>\u003Ch2>几个改起来很贵的错误\u003C/h2>\u003Cul class=\"list-bullet\">\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"1\"\n        >\u003Cstrong>拿非终版文案去 spark\u003C/strong>：授权后文案不可改，广告会一直带着原帖的那句话。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"2\"\n        >\u003Cstrong>30 天的投放申请了 7 天授权\u003C/strong>：时长是创作者在生成时定的，短了只能回头再求一次。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"3\"\n        >\u003Cstrong>把主页点击当成浪费\u003C/strong>：在 Spark Ads 上那是形式本身的设计，你的点击口径得跟着改。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"4\"\n        >\u003Cstrong>以为原视频可以随时删\u003C/strong>：必须先解除授权；而视频码本身要等到所有使用它的广告都被删掉才能删。\u003C/li>\u003C/ul>\u003Ch2>点击之后的那一半\u003C/h2>\u003Cp>Spark Ads 改变的是点击之前和点击当下发生的事，点击之后的事它管不了。不管用哪种形式，落地体验仍然要过审、仍然要转化。如果你的瓶颈是被拒而不是效果，落地页分流与合规这条线可以先读 \u003Ca href=\"https://deepclick.com/zh-CN/resources/blog/cloaking-for-tiktok-facebook-ads-zh/\">TikTok 与 Facebook 广告斗篷：合规指南\u003C/a>。落地页与分流这一层，DeepClick 的 \u003Ca href=\"https://deepclick.com/solutions/meta-tiktok-advertisers/\">Meta 与 TikTok 广告主点后优化方案\u003C/a> 做的正是漏斗后半段。\u003C/p>\u003Ch2>常见问题\u003C/h2>\u003Ch3>TikTok Spark Ads 的授权码怎么获取？\u003C/h3>\u003Cp>由创作者生成，广告主拿不到。创作者在 TikTok App 里打开帖子，点三个点，点 Ad settings，同意《广告内容服务条款》，打开 Ad authorization 开关，生成视频码，选择 7 / 30 / 60 / 365 天的授权时长，再点 Copy Code 把代码发给广告主。\u003C/p>\u003Ch3>Spark Ads 和普通 TikTok 广告有什么区别？\u003C/h3>\u003Cp>Spark Ads 跑的是一条已存在的原生帖子，推广期获得的互动计入该帖子；点击头像、昵称或左滑会进入视频作者的个人主页，而不是你的落地页。普通信息流广告则把这些点击全部导向落地页或应用下载页。\u003C/p>\u003Ch3>Spark Ads 的授权能持续多久？\u003C/h3>\u003Cp>由创作者在生成授权码时选择：7 天、30 天、60 天或 365 天。选一个能覆盖整个投放周期的窗口，因为这个设置在创作者那一侧。\u003C/p>\u003Ch3>Spark Ads 会比普通广告更贵吗？\u003C/h3>\u003Cp>官方帮助中心没有记载 Spark Ads 的额外收费——它和其他 TikTok 广告跑在同一个竞价体系里，受同样的广告系列与广告组预算下限约束。你付给创作者的内容费或授权费属于另外的商务约定，不是 Ads Manager 里的扣费项。\u003C/p>\u003Ch2>一句话总结\u003C/h2>\u003Cp>当你希望互动沉淀在一条真实帖子上、或者创作者内容比自制素材更能打时，Spark Ads 值得多走这几步。流程是：创作者授权帖子并选好时长 → 你在 Tools › Creative library › Spark ads posts 里核销代码 → 按常规流程搭广告。文案和授权窗口这两件事一次就要做对，它们是事后补不回来的。\u003C/p>\u003Cp>\u003Cstrong>资料来源：\u003C/strong> TikTok Business Help Center —《About Spark Ads》《How to create Spark Ads for Manual and Search Campaigns in TikTok Ads Manager》《How to create Spark Ads for Smart+ Campaigns in TikTok Ads Manager》《How to link a TikTok account to ad accounts in TikTok Business Center》。\u003C/p>\u003C/div>","https://deepclick.com/zh-CN/resources/blog/tiktok-spark-ads-guide",{"zh-CN":598,"en":598},[624],{"id":86,"title":625,"site":626,"image":628,"mobileImage":638,"targetUrl":647,"enabled":594,"postDateFrom":648,"postDateTo":649,"updatedAt":650,"createdAt":651},"2026.10.20 Jakarta summit 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