When running in-feed style ads on TikTok, you have two main choices: Spark Ads, and Dark (also just called “non-Spark”) Ads.
Spark Ads boost an organic TikTok post, while Dark Ads are created and published through Ads Manager itself. The latter is then not tied to an organic post or account presence — TikTok frames these dark ads as using custom identity for regular in-feed ads.
This all matters because the format you choose here changes how users can interact with your ad: what they can click, where they can go, and what kind of engagement and brand lift you can expect.
Let’s define them
First, Spark Ads.
Spark Ads
These are a native format that allows you to use an organic post and its features in a paid campaign.
In Spark Ads, any engagement earned during promotion — that is views, likes, comments, shares, follows, etc. — is attributed to the original organic post. Essentially, it’s like “boosting” a post. Because of these attributions, a Spark Ad can have a lasting impact after the campaign itself ends.
Spark Ads can be posts from your own TikTok account or from another creator’s post with their authorization.
Dark Ads — also known simply as non-Spark Ads
These ads are different in that they run in-feed but aren’t tied to an organic post. Often, they’ll run using custom identity, which is a display name and profile image created inside TikTok Ads Manager. In effect, Dark Ads are the more traditional ad type of the two, and are exclusively for paid placement.
Core differences between Dark Ads and Spark Ads
Besides the basics, these are some of the core differences between the two:
- Profile and social proof: Spark Ads let users click into the video account’s profile and from there potentially follow and interact in ways that feel more organic. Non-Spark Ads, while still shown in the TikTok feed, don’t build up the same organic social proof because you’re not boosting a pre-existing post that can be interacted with as extensively and build up those metrics for posterity.
- Engagement: Put another way, Spark Ads’ engagement adds up in the original post. This can have continued benefit to your organic presence well after the campaign itself ends. Dark Ads’ engagement is primarily contained to the campaign in which they’re running.
- Metrics: For Spark Ads, TikTok distinguishes their metrics like paid likes, shares, comments, followers, profile visits, etc., measured within a certain window after ad exposure.
Pros and cons to both
Spark Ads’ advantages and tradeoffs
Spark Ads are generally best for their perceived authenticity, helping improve trust with your audience. In the process, this can help grow your account and brand. At the same time, the ability to partner with a larger TikTok creator account can help you amplify your message further.
On the flip side, the tradeoffs associated with Spark Ads are tied to these same mechanisms. For example, because it’s tied to an organic post, the elements of it will reflect the original content; you might find some original posts that would almost work well for a Spark Ad but have some material that would be too out-of-context to be ideal.
You’ll also need to go through linking and identity and authorization steps, which isn’t necessarily a bad thing in its own right, but is extra work.
Dark Ads’ advantages and tradeoffs
While these don’t have that same ability to collect metrics for a post long-term, Dark Ads really provide maximum control in a traditional sense. At the same time, in some contexts, their being separate from your organic posts is an advantage. All together, they allow you to run regular in-feed ads using custom identity with a more traditional advertising approach.
Of course, the tradeoff is primarily that which we’ve already discussed: You’ll have less organic social proof and typically less profile growth from a Dark Ad — so if that’s one of your primary goals, it’s probably not the ad for the job.
When to use each ad type
As you can see, their differing advantages mean each is better suited to different situations.
In general, we recommend choosing Spark Ads if you’re:
- Promoting top-performing organic posts
- Running a creator or influencer-led campaign leaning into their existing credibility
- Trying to grow your TikTok account alongside conversions
On the other hand, choose Dark Ads when you’re:
- Running fast creative iterations
- Testing aggressive direct-response hooks that you don’t want staying on your profile
- You don’t have or want the identity/account-linking workflow
As you can see, while these give you the flexibility to tackle multiple angles for your advertising, which is “best” for any given scenario is luckily pretty straightforward and context-dependent.
What we recommend reporting on
Other than just running these ads, what about checking up on their success (and things to improve on)?
What you report on depends on the type of ad. If you’re running Spark Ads, we recommend reporting on:
- Direct response KPIs: metrics like cost-per-click and cost-per-acquisition
- Account growth and social proof: followers, paid profile visits, paid engagement metrics, etc.
When running Dark Ads, report on:
- Conversion efficiency
- Testing results overall
These reporting metrics for both reflect the different contexts for which each of Dark Ads and Spark Ads are well-suited.
Bottom line
Spark Ads and Dark Ads both can be super useful when you understand the right way to use them and which of your goals they each align with. Spark Ads can integrate with the organic aspects of your account and long-term growth ideally, while Dark Ads’ detached specificity allows you to be more precise without having to attach your advertising messaging to your overall profile and brand.
Of course, if you ever feel the need to get professional advice, don’t hesitate to reach out to us at Fujisan Marketing — we’d love to offer our help for any of your digital marketing needs from TikTok ads and beyond!
