Driving Brand Growth with Creator Paid Ads
Social Media Platforms

Driving Brand Growth with Creator Paid Ads

Neve Fear-Smith
Neve Fear-Smith

Creator Paid Ads, known as Spark Ads on TikTok and Partnership Ads (formerly Branded Content Ads) on Instagram and Facebook, are a powerful marketing tool. 

Incorporating popular creators into your Paid Social activity utilizes their authentic voice to boost your brand's visibility. By collaborating with popular influencers, you can significantly increase the reach of your campaigns, leading to a higher return on investment (ROI). 

Whether you're aiming to tap into new audiences or enhance engagement with your existing customers, Creator Paid Ads strategically amplify your marketing efforts by aligning with the content audiences typically view on TikTok and Meta.

What do Creator Paid Ads look like?

Creators that produce Creator Paid Ads do not define their value based on their follower count or level of recognition. These creators specialize in making content that feels platform-native, relatable, engaging, and adheres to Paid Ads' best practices.

The idea of "quality" has changed from traditional media to social media standards. Creator Paid Ads focus on what consumers truly value about video content – appealing to personal interests, being relevant to them, and reflecting their identity.

Creator Paid Ad assets are created with the relevant platform placement in mind, ensuring it can be activated and optimized according to best practices listed by the social platforms. 

The benefits

Collaborating with creators is an effective way to produce platform-first content that performs well. In fact, branded content created in partnership with creators often drives...

  • +122% higher 2s view-through rate
  • +27% higher ad recall
  • +93% higher engagement rate

Source: TikTok, 2023 / TikTok, 2022

But why chose to commission Creator Paid Ads vs. putting paid amplification behind organic creator content? 

Here’s what our Paid Media Specialist Manager, Haleema, has to say: 

Building Creator Paid Ads tailored to a campaign holds additional benefits compared to boosted organic creator content. The guidelines followed when building Creator Paid Ads allow them to be remembered as the messaging is relayed in a way that it will keep the ad front of mind for audiences.

Creator Paid Ads are built in a way that allows the platform to self optimize which is beneficial in achieving paid results, for example if we are running a video view campaign and we build bespoke Paid Ads at lengths of 15", 30" & 60" the platform will automatically optimize based on metrics, such as Meta’s Thru Play, which is measured at 15 seconds. 

In other words, the platform will adjust and improve itself by analyzing performance indicators which track the number of times a Creator Paid Ad is watched. 

Best practice

Each social platform has slightly different best practice guidelines for Creator Paid Ads, and it’s essential to adhere to these. At Digital Voices, our inhouse videographer is on hand to to make the required edits to ensure Creator Paid Ads fit the bill… 

Creator Paid Ad for Trilogy optimized for Instagram. 

Creator Paid Ad for Adobe optimized for YouTube. 

If you want to learn more about Creator Paid Ads and how to get started to boost your brands presence, drop us an email at hello@digitalvoices.com

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