Until now, turning TikTok mentions into ads was slow and fragmented, as brands had to track down creators for Spark codes, manage approvals manually, and copy data across tools.
A simpler way to activate creator content
With EmbedSocial’s latest TikTok integration, that friction is gone. Any creator mention can now become a live, measurable ad—all in one flow—from rights request to performance reporting.
Here’s what changes for you:
- Detect the mention directly in the EmbedSocial dashboard.
- Request creator rights with one click.
- Launch Spark Ads instantly, with performance tracked in Ads Manager.
You can now see the full picture — impressions, view-through rates, engagement, and CTR (when enabled) — with metrics split between organic and paid performance for accuracy.
Built with TikTok, this integration gives brands a faster, compliant way to activate creator content and measure the impact.
In short: every TikTok mention can become a measurable ad — instantly.
We’re opening up pilot access for select brands and agencies who want to be first movers in this new era of TikTok-powered UGC campaigns.
What this integration means for brands?
If you already run TikTok campaigns, here’s what changes: you can now detect when creators mention your brand, secure ad rights with a single click, and launch Spark Ads — all inside EmbedSocial’s dashboard, fully compliant with TikTok’s branded content policies.
| For brands: |
| Collect TikTok videos at scale — every brand mention appears in one dashboard, ready for review and potential campaign use. |
| Secure usage rights in 1-click — request and receive ad permissions from creators, quickly with the Branded Content Toggle turned on for TikTok policy compliance [6]. |
| Turn UGC into Spark Ads instantly — the moment a creator approves, the post is linked to your ad account and ready to launch [6]. |
| Track full-funnel performance — impressions, reach, CTR, conversion rate, audience demographics and a lot more. |
| Lower production costs — scale campaigns using high-performing organic content from your community. |
Bottom line for brands:
This closes the gap between organic TikTok content and paid campaigns – and it’s part of a much bigger shift in how brands scale creator-led ads.
The bigger shift: from expensive ads to authentic UGC that sells
To understand why this integration matters, you have to look at how ads have evolved. For years, brands poured budgets into polished, high-cost ads that often struggled to feel relatable.
But audiences have changed – they consume content in seconds, and in between other distractions. That means your ad has to feel like part of their feed, not an interruption [1] [2].
“More brands are using EmbedSocial to collect UGC from platforms like Instagram and TikTok. They’re not just discovering it – they’re actively securing rights and collaborating with creators that drive results at much lower production cost,” says Nikola Bojkov CEO at EmbedSocial.
This integration flips the old model on its head. Instead of spending heavily on ad production, brands can now tap into content their customers are already creating, secure ad usage rights in a click, and launch TikTok ads that feel authentic, not forced.
And the impact isn’t just creative — it’s measurable:
- Lower production spend by using content that already performs well organically;
- Launch campaigns in days, not weeks, so you minimize wasted resources;
- Earn higher engagement and trust because audiences believe their peers more than the brand’s voice.
TikTok’s own research backs this shift:
→ TikTok ads drive 64% higher ROAS compared to other channels [4].
→ 61% of users say they’ve made a purchase directly on TikTok or after seeing an ad there [5].
That’s why creator-led content isn’t just a creative choice — it’s a performance driver.
What is Linked Content?
It all starts with what TikTok calls Linked Content. In simple terms, Linked Content is a creator’s video that’s officially connected to TikTok’s creative platform. When a video is linked, it’s not just a casual mention of your brand. It’s verified, logged in TikTok’s system, and ready for advertising with all usage rights secured [6].
The opposite is Unlinked Content — videos that mention your brand but aren’t tied to your ad account, meaning you can’t easily promote them. With Linked Content, brands can easily turn authentic creator posts into ads that perform like native TikToks.
When a video is linked, a few things happen automatically:
- Branded Content Toggle (BCT): This is TikTok’s switch that marks a video as branded content. It’s required for running ads, and Linked Content automatically enables it [6].
- Spark Ad codes: Instantly generated, so you can put the creator’s post into your ad account with one click [6].
- Advanced reporting: Unlocks campaign-level metrics available through TikTok Creator Marketplace [6].
- Compliance made simple: TikTok’s branded content compliance is met automatically via the Paid Partnership label [6].
- Anchors (optional): Extra interactive elements like (“Shop Now” or “Learn More” buttons) that can be added directly to the video [6].
In other words, it’s the difference between guessing how your UGC is working and knowing exactly how it performs.
How it works — from mention to top-performing ad
With the TikTok One API (TikTok’s official system for external integrations), brands can now collaborate with creators faster and more securely — no workarounds needed.
Here’s how it works:
- A creator tags your brand in a TikTok video, or uses a branded hashtag or keyword;
- The mention appears automatically on your EmbedSocial dashboard;
- Send a Brand Link Invitation* from EmbedSocial.
- Once the creator approves in-app, the video connects straight to your Ads account — ready to launch as a Spark Ad, with Branded Content Toggle enabled for compliance [6].
- Track performance metrics — impressions, conversions, ad cost, and more — all in EmbedSocial in real time [6].
* Brand Link Invitation:
This is TikTok’s official in-app process for securing creator permissions by sending the creator an in-app notification. Once accepted, it links the post to your ad campaign automatically and unlocks advanced reporting [6].
Here is how the Brand Link Invitation appears on the creator side in the TikTok app:
TikTok says authentic, linked content performs better
TikTok’s internal performance data shows Linked Content consistently outperforms non-linked videos:
+122% higher view-through rate for linked Spark Ads [3].
+93% higher engagement than non-linked content [3].
64% higher ROAS (Return on Ad Spend) compared to other platforms [4].
61% of users purchase directly or indirectly after seeing a TikTok ad [5].
86% of consumers actively avoid disruptive ads — but 75% open TikTok specifically to find entertaining content [1][2].
That’s why activating real creator posts through EmbedSocial isn’t just faster — it’s aligning with what audiences already want and trust.
Linked vs. unlinked TikTok content — key differences
When a TikTok video is officially linked to your EmbedSocial account, the way you can use it — and the results you can measure — change completely. Here’s what that looks like:
| Benefit | Linked Content [6] | Unlinked Content |
| Access to TikTok’s Advanced Analytics | ✅ Access to TikTok’s full analytics suite (see full list of available metrics below). | ❌ Only public organic metrics (views, likes, comments) are visible. No paid performance data. |
| Eligible for Spark Ads (Paid Promotion) | ✅ If the creator’s post is linked to your EmbedSocial account, and usage rights are approved by the creator, it can be boosted instantly as a Spark Ad. | ❌ Not possible — without linking and approval, the post can’t be promoted as a Spark Ad without manual processes |
| Performance Tracking with Creator Credit | ✅ The Paid Partnership label is applied automatically via TikTok’s Branded Content Tools, ensuring the ad is compliant with platform rules. | ❌ Not possible — creator profile isn’t linked to the ad, and reporting doesn’t attribute results to the original post. |
| Automatic Compliance with TikTok’s Branded Content Policies | ✅ All steps – detecting brand mentions, requesting rights, linking, and launching the Spark Ad – happen inside the EmbedSocial dashboard. | ❌ Manual process – risk of non-compliance if not applied correctly. |
| One-Click Creator Rights Approval | ✅ Creator receives an official TikTok in-app notification (Brand Link Invitation) and can approve in one click, granting ad permissions instantly. | ❌ Manual outreach is needed – often via DMs or email. |
| Automated Workflows (Rights → Approval → Spark Ad Launch) | ✅ If the creator’s post is linked to your EmbedSocial account, and usage rights are approved by the creator, it can be boosted instantly as a Spark Ad. | ❌ Requires multiple tools or manual coordination |
Full list of metrics available with linked content
With Linked Content, you get access to real-time and post-campaign metrics not available anywhere else, including:
Anchors: Extra interactive elements TikTok adds to videos (like “Shop Now” or “Learn More” buttons). They let brands drive clicks, views, and conversions straight from the video — and TikTok tracks these actions with dedicated Anchor metrics.
Behind the scenes: how we built it with TikTok?
Over the past few months, our product and engineering teams worked side-by-side with TikTok to:
- Deliver quickly without sacrificing quality
- Maintain a tight feedback loop for faster iterations
- Meet TikTok’s API policies and brand expectations from day one [6].
“We worked closely with TikTok to align on workflows, performance goals, and policy compliance. Our goal was to launch something that works fast, respects creators, and delivers real value for brands using UGC to scale performance,” explains Marija Vlashcheva, Product Manager at EmbedSocial
The result? A production-ready, compliant, and lightning-fast integration designed to feel like an extension of TikTok — not a workaround.
Why is TikTok partnering with us?
This integration was built in collaboration with TikTok to meet their workflow, compliance, and performance standards:
- Proven track record with enterprise customers using UGC at scale
- Fast, transparent collaboration with TikTok’s product team
- Shared goal: helping brands activate organic content in a secure, compliant, and scalable way
Glossary of key terms
Footnotes & sources
[1] Kantar & Mirriad Hack The Future report, 2023.
[2] TikTok Marketing Science EUI TikTok for Full Funnel Research 2023, conducted by Material.
[3] TikTok Marketing Science EU proprietary creative analysis covering UK, FR, DE, ES, IT.
[4] TikTok Marketing Science, CPG Media Mix Model Meta-Analyses, Nielsen, 2020–2022.
[5] TikTok Marketing Science Global Shopping Ad Products Study 2022, conducted by Material.
[6] TikTok Ads Manager / Content Linking documentation, 2024.
