The short answer: boost the creator videos that already work, contract the authorisation period up front, and keep the disclosure on. Epitex Home, below, cut CPM 38% against standard video ads.
What Spark Ads are
Spark Ads let a brand run an organic TikTok post as an ad, either from its own account or from a creator's account once the creator shares an authorisation code. The ad keeps the original post's handle, caption, likes and comments, and engagement on the ad counts on the post.
That is why a Spark Ad often looks and performs like content rather than an advertisement. For finding creators in the first place, see our guide to TikTok Creator Marketplace in Singapore.
Creator post or your own post?
| Use a creator's post when | Use your own account's post when |
|---|---|
| The creator's audience matches your buyer | The message needs exact product or pricing detail |
| Social proof from a real person matters | You need tight control of claims |
| The video already performs organically | You want the engagement to build your own profile |
Most brands run both: creator posts for prospecting, brand posts for retargeting and offers.
Contract terms to agree before the post goes live
- Authorisation period: how long the creator's code stays valid, and renewal terms.
- Usage rights: whether you may also cut the video for other ads or platforms.
- Exclusivity: no competitor posts in your category during the campaign.
- Approval: who signs off claims before posting, especially in regulated categories.
- Payment: whether the fee covers paid usage or paid usage is priced separately.
Disclosure in Singapore
The Advertising Standards Authority of Singapore's Guidelines on Interactive Marketing Communication and Social Media expect paid or incentivised content to be clearly disclosed. Keep TikTok's paid-partnership label on creator posts you boost, and make the commercial relationship obvious in the content itself. Regulated categories carry more rules: healthcare, financial advice and health products each have their own advertising requirements.
Measuring Spark Ads
Compare Spark Ads with your standard video ads on the same objective: CPM, click-through, cost per order and return on ad spend. Send purchases back through the TikTok Events API so the platform optimises to buyers.
Proof: Epitex Home
Bedding e-commerce, TikTok and Meta Ads, January 2025 – August 2026:
| Metric | Before | After |
|---|---|---|
| TikTok GMV Max and Spark Ads return on ad spend | 1.2× | 3.4× |
| Spark Ads CPM against standard video ads | — | −38% |
| Monthly attributed revenue (TikTok and Meta) | SGD 48,000 | SGD 220,800 (4.6×) |
| Cost per order | SGD 107.14 | SGD 40.92 (−62%) |
Full detail: Epitex TikTok and Meta Ads case study. See also our TikTok Ads service in Singapore and influencer marketing in Singapore.
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Our team specialises in performance marketing built for the Singapore market — SGD budgeting, MOH/PDPA-aware compliance, and campaigns run for Singapore accounts, not copied from Malaysia.
Published by shakalakaa team · Editorial standards