TikTok has launched a new ad option which essentially enables brands to sponsor already trending organic content that aligns with their offerings, in order to get an association boost without having to create anything themselves, or even commission a creator to do so.

Through TikTok’s new ‘Spark’ ad option, brands can identify existing organic videos that might fit their campaign – like, say, if a beauty influencer has showcased your product in his or her organic clips.