TikTok For Business has announced the launch of Spark Ads in the Middle East, Africa and Turkey – a new native ad display format that enables brands and businesses to boost not only their own popular organic posts but also amplify relevant content shared by the community.

The format is in service of bringing brands into the creative conversations TikTok’s users have on the platform. The release accompanying today’s launch stated: “TikTok is made up of creators who are redefining entertainment, starting trends and sharing with the world their take on popular products and services. Brands can now tap into the plethora of creative, diverse content and connect with the creators who help bring these products and services to life.”

For brands looking to build a robust content strategy, they can amplify original creative videos seamlessly through Spark Ads. Additionally, brands can keep the fun going with Stitch and Duet features enabled making it easy for the community to reinterpret, reinvent, and build on the creativity.

“With Spark Ads, brands can build long-lasting connections that are authentic and rooted in the community while also delivering sustainable and impactful business value. We’re excited to roll out this new offering to the region, providing businesses across the region with even more opportunities to drive deeper engagement and connection with their audience”, said Shant Oknayan, General Manager, Global Business Solutions, Middle East Africa Turkey, and Pakistan, TikTok.

The format allows brands to measure the success of their campaigns across KPIs including raw video views and conversion, in addition to allowing them to “amplify existing organic videos”.

Brands can then extend the campaign with Duet features enabled, which allows the community to engage with and build on the creativity. TikTok stressed that by bringing in the community, the format avoids the interruptive or inauthentic nature of many native formats.