TikTok Advertising in Sweden: Spark Ads, Ad Formats and Creator Content in 2027

Written by Jacob Boe with the help of AI

Advertising on TikTok in Sweden is the most direct way to reach young Swedes in a feed built for creators. According to Internetstiftelsen’s Svenskarna och internet, 42 percent of Swedes born in the 2000s use TikTok every day, while use among older Swedes is much lower. For brands heading into 2027, TikTok ads work best when they do not look like ads at all – which is why creator content and Spark Ads are at the centre of almost every successful TikTok campaign.

This article is about the paid side: which ad formats to use, how creator content becomes ads and what it costs. For the organic side of working with creators on TikTok, see our TikTok influencer marketing guide.

Who do you reach with TikTok ads in Sweden?

Mainly young audiences. In Sweden, 22 percent of the population has used TikTok in the past year and 14 percent use it daily, but among those born in the 2000s the figures are 55 and 42 percent. Across the EU, TikTok says it reaches 189 million people a month. For broad campaigns, TikTok is therefore one part of the media mix – combined with Instagram, YouTube and Facebook for older audiences, and Snapchat for the youngest.

Which TikTok ad formats are there?

In-Feed ads: video ads in the For You feed, between organic videos. The standard format for reach, traffic and sales.
Spark Ads: boost an existing organic post – from the brand, a creator or someone who mentions the brand – as an ad.
TopView: the first video people see when they open the app, full screen and with sound. Built for launches and maximum reach in one day.
Branded Effects: filters and effects users can use in their own videos, so the audience creates content with the brand.
Branded Mission: brands invite creators to make videos on a brief, and the best ones can be boosted as ads.
Search ads: ads in TikTok’s search results, reaching people who are actively looking for something.

What are Spark Ads, and why do they matter?

Spark Ads are TikTok’s whitelisting format. The ad uses a real post from a creator’s account, so it keeps the creator’s name, profile and comments, and according to TikTok the views, likes, comments, shares and follows gained while the post is promoted stay on the original post. For the audience it looks like content, not advertising.

TikTok’s own figures show why this matters. Creator ads drive a 70 percent higher click-through rate and a 159 percent higher engagement rate than non-creator ads at the same CPM, and ads posted to a creator’s account have a 59 percent higher engagement rate and a 16 percent higher six-second view-through rate than those that are not. These are platform figures, so test them against your own benchmarks.

Organic or paid on TikTok?

Both have their place. With big names and strong creators, an organic TikTok post can travel far on its own – the algorithm shows content to people who do not follow the creator if it performs well. But organic reach is unpredictable. Paid media is what takes the best content further and deeper into the target group: the right age, region and interests, several times, and all the way to the product page. The strongest model is to publish organically, see what works, and put the media budget behind the winners with Spark Ads.

How should a TikTok ad be made?

Hook in the first seconds: show a person, a problem or a surprising moment immediately.
Made for TikTok: vertical, sound on, fast cuts and a natural tone – polished TV spots rarely work.
A real person: creators and well-known personalities make the ad feel like content.
Several versions: test different openings, lengths and creators and let the results decide.
A clear next step: a link, an offer or a search term people can act on.

What does TikTok advertising cost in Sweden?

TikTok ads are bought in TikTok Ads Manager in an auction, so there is no fixed price. You set a budget and a goal – reach, video views, traffic or conversions – and the cost depends on the audience, the competition and how well the creative performs. Premium formats such as TopView are sold separately and require larger budgets. With creators, the budget has three parts: the creator fee, the rights and authorisation for Spark Ads, and the media budget. Agree the period for Spark Ads in the contract, since the authorisation is time-limited.

What rules apply to TikTok advertising in Sweden?

All advertising must be clearly recognisable as advertising. Konsumentverket stresses that the company has the main responsibility for marketing published on its behalf, also when a creator publishes it. Use TikTok’s labels for paid partnerships, keep the disclosure in every boosted post, and take extra care with young audiences: ICC’s Advertising and Marketing Communications Code requires special care in marketing aimed at children and young people. Consent is required before a person’s name or image is used in advertising.

How does Collabri work with TikTok advertising?

We plan TikTok as part of the whole media mix. In the Swedish launch of Fazer Domino, creators on TikTok and Instagram were combined with a paid strategy from the start, and the campaign reached more than 3.5 million views and 14,000 interactions. We choose talents and creators who fit the message and the audience, agree the rights and Spark Ads authorisation, produce content made for TikTok, and plan the media from day one – so the same production can also run on Instagram Reels, YouTube Shorts and Snapchat.

Key takeaways

TikTok reaches young Swedes best – 42 percent of those born in the 2000s use it daily.
Spark Ads turn real creator posts into ads and keep the engagement on the original post.
Organic posts with big names can travel far; paid media takes the best content deeper into the target group.
Budget for creator fee, Spark Ads rights and media, and agree the authorisation period in writing.
Label paid content clearly and take extra care with young audiences.

Frequently asked questions

What is the difference between In-Feed ads and Spark Ads?

In-Feed ads are run from the brand’s ad account with content the brand uploads. Spark Ads boost an existing organic post, often from a creator’s account, so the ad keeps the creator’s name and the engagement stays on the post.

Is TikTok advertising worth it for brands targeting adults?

It can be part of the mix, but in Sweden TikTok is above all a channel for younger audiences. For adults, Facebook, Instagram and YouTube usually reach more people.

Can TikTok content be used on other platforms?

Often, yes – vertical videos can also run as Reels, Shorts and Snapchat ads, provided the agreement with the creator covers those platforms.

How do we get started?

Define the audience and goal, choose formats, and plan creators, rights and media together. Collabri can help with the whole chain.

Want to reach Sweden on TikTok with the right creators and paid media? Contact Collabri at info@collabri.se. You can also browse our talents and client projects.

Sources

Internetstiftelsen – Svenskarna och internet 2025: Sociala medier (2025): https://svenskarnaochinternet.se/rapporter/svenskarna-och-internet-2025/sociala-medier/
TikTok Newsroom – Digital Services Act: Our seventh transparency report on content moderation in Europe (2026): https://newsroom.tiktok.com/digital-services-act-our-seventh-transparency-report-on-content-moderation-in-europe?lang=en-150
TikTok for Business – Ad products: https://ads.tiktok.com/business/en/products/ads
TikTok for Business – Spark Ads (Help Center): https://ads.tiktok.com/help/article/spark-ads
TikTok for Business – The Creator Advantage: How Creators Drive Real Brand Impact On TikTok (2025): https://ads.tiktok.com/business/en-US/blog/tiktok-creator-advantage
Konsumentverket – Influencers reklaminlägg – regler för företag: https://www.konsumentverket.se/marknadsratt-foretag/influencers-reklaminlagg-regler-for-foretag/
ICC Sverige – ICC:s regler för reklam och marknadskommunikation (2024): https://iccwbo.org/wp-content/uploads/sites/3/2024/11/ICC_2024_MarketingCode_Swedish.pdf

This article was written with the help of AI and reviewed by Collabri.