Spark vs. Dark Posts in TikTok Ads: Making the Right Choice

Friday, September 8, 2023


Written by

Paid Social Specialist

TikTok has quickly risen to become one of the hottest advertising platforms for businesses looking to reach a younger and engaged audience. When creating TikTok ads, two terms you'll often come across are "Spark" and "Dark” Posts. These two options offer distinct advantages, and understanding when to use them can significantly impact the success of your TikTok ad campaigns.

Spark Posts:

What are Spark Posts?

Spark posts are TikTok ads that are created and shared directly from your brand's TikTok account. They appear on your profile feed and show that they are sponsored content. Users who engage with Spark posts can see their interactions, comments, and likes.

When to Use Spark Posts:

Brand Awareness: Spark posts are ideal for introducing your brand to the TikTok community. They allow you to showcase your products, services, or company culture in an authentic and transparent manner.

Engagement: If you want to encourage user interactions like comments and shares, Spark posts are the way to go. They foster a sense of community and allow users to engage with your content directly.

Dark Posts:

What are Dark Posts?

Dark posts are TikTok ads that don't appear on your public profile. Instead, they are targeted at specific audiences, and only those users see them in their feeds. Dark posts can be tailored to reach different demographics, interests, or behaviours.

When to Use Dark Posts:

Precision Targeting: Dark posts excel at targeting specific audiences. If you want to show different content to different user groups, such as age, location, or interests, dark posts are your best bet.

A/B Testing: Testing different ad creatives, copy, or calls to action? Dark posts allow you to experiment without cluttering your public profile with multiple versions of the same content.

Promotions and Discounts: If you have exclusive offers or discounts that you want to share with a select audience, dark posts can ensure that only those individuals see the promotion.

Making the Right Choice:

Choosing between Spark and Dark Posts ultimately depends on your advertising goals and the message you want to convey. In some cases, a combination of both may work best.

Consider these factors when making your decision:

Audience Segmentation: If you have a diverse target audience, dark posts can help you tailor content to specific segments.

Campaign Goals: Spark posts are better for brand visibility and community engagement, while dark posts are perfect for conversion-driven campaigns.

Resource Allocation: Managing dark posts requires more effort in terms of targeting and monitoring, so weigh your resources accordingly.

In conclusion, the choice between Spark and Dark Posts in TikTok ads is not one-size-fits-all. Understanding your audience and campaign objectives is key to crafting an effective TikTok advertising strategy. By leveraging both options strategically, you can make the most out of TikTok's advertising potential and drive meaningful results for your brand.