TikTok Spark Ads vs. Dark Ads: Which One Performs Better?

If you’re running ads on TikTok, you’ve probably come across two major types: Spark Ads and Dark Ads. But which one performs better? Whether you’re a brand trying to boost engagement or a marketer looking for the best ROI, understanding the strengths of each ad type can help you make smarter decisions. Let’s break it down and see which format works best!

What Are Spark Ads?

Spark Ads are boosted organic posts that allow brands to promote existing TikTok content. These ads retain all the social features of a regular post, meaning users can like, comment, share, and even visit the creator’s profile.

Performance Benefits of Spark Ads:

  • Higher Engagement: Since Spark Ads feel native and organic, they tend to receive more interactions than traditional ads.

  • Improved Credibility: Because they come from a real account (a brand or creator), they appear more trustworthy.

  • Long-Term Growth: Engagements on Spark Ads contribute to the overall performance of your TikTok page, helping build a stronger community over time.

What Are Dark Ads?

Dark Ads are traditional TikTok ads that do not appear on a public profile. These are custom-made, performance-driven ads designed solely for conversions, such as purchases or sign-ups.

Performance Benefits of Dark Ads:

  • Better for A/B Testing: Since they don’t show up on a brand’s profile, you can experiment with multiple creatives without affecting your feed.

  • Stronger Conversion Focus: Dark Ads are designed to drive action, making them better suited for lower-funnel objectives.

  • Greater Creative Freedom: Brands can test different messaging, offers, and visuals without worrying about long-term brand perception.

Performance Showdown: Spark Ads vs. Dark Ads

If your goal is to increase brand awareness and engagement, Spark Ads are the way to go. They feel authentic and contribute to long-term audience growth. On the other hand, if you’re focused on conversions and sales, Dark Ads offer better control and flexibility for performance-driven campaigns.

For the best results? Use both. Spark Ads build credibility and trust, while Dark Ads drive purchases. By balancing the two, you can create a powerful TikTok ad strategy that maximizes reach and revenue.

Paid MediaPennock Team