If you’re thinking about advertising on TikTok, you’ve likely come across two popular ad options: Dark Ads and Spark Ads. While both are effective in their own ways, they serve different purposes depending on your marketing goals. So, which one is right for you? Let’s break it down.

What Are TikTok Dark Ads?

Dark Ads are what you’d consider “traditional” ads on TikTok. They’re targeted ads that appear in users’ feeds without being linked to any organic content on your profile. Think of them as standalone ads created just for your campaign. The key here is that these ads stay hidden from your public TikTok page, so only your target audience sees them.

Benefits of Dark Ads:

• Precise Targeting: Dark Ads allow you to reach very specific audiences based on factors like interests, age, and behaviour.
• Creative Freedom: You can test different types of content without worrying about how it looks on your main profile or affecting your organic brand identity.
• Privacy: Since these ads don’t appear on your profile, competitors or other non-targeted users can’t see your ad strategies or content. 

When Should You Use Dark Ads?

Dark Ads are great when you’re running A/B tests, trying out new creative concepts, or launching a campaign with a specific conversion goal in mind. If you want to try different visuals or messages without altering your overall brand presence, Dark Ads give you the flexibility to do so. They provide a controlled environment for experimentation and refinement of your advertising strategy, particularly if your primary goal is conversion.

What Are TikTok Spark Ads?

On the other hand, Spark Ads are TikTok’s native advertising solution that leverages organic content, either from your own profile or from user-generated content (UGC). These ads look and feel more like regular TikToks, which can make them more relatable and engaging for viewers. Spark Ads allow businesses to amplify already existing organic posts, making them feel more authentic and in tune with TikTok’s style.

Benefits of Spark Ads:

• Authenticity: Since Spark Ads expand on existing content, they tend to feel more genuine and blend seamlessly into a user’s feed, often resulting in higher engagement rates.
• Credibility: By promoting real, organic content, especially from influencers or happy customers, Spark Ads can build more trust with your audience.
• Engagement: Spark Ads allow viewers to like, comment, and share just like they would with any regular TikTok video, which can lead to more organic reach and enhance the visibility of your content.

When Should You Use Spark Ads?

If your goal is to engage with your audience, build brand trust, or promote content that’s already performing well, Spark Ads are the way to go. They’re especially useful when collaborating with influencers or if you have great UGC you want to boost.

Which One Should You Choose?

Choosing between TikTok Dark Ads and Spark Ads really comes down to your marketing goals. If you’re focused on conversions and want to keep your advertising separate from your profile, Dark Ads might be the best choice. But if you’re looking to boost engagement and build relationships with your audience, Spark Ads are probably the better fit.

Of course, you don’t have to choose just one. A combination of both Dark Ads and Spark Ads can give you the best of both worlds, helping you to capture different stages of the customer journey. Dark Ads can handle the heavy lifting of direct conversions, while Spark Ads can boost engagement and strengthen your brand presence.

At the end of the day, both ad types offer unique benefits that can help you grow your brand on TikTok. It’s all about understanding your campaign objectives and target audience to make the most out of TikTok’s advertising tools.