TikTok In-Feed Ads vs. Spark Ads

    If you're diving into TikTok ads for the first time, it might feel like stepping into an unfamiliar playground. There's energy, creativity, and viral potential—but also choices. One of the biggest decisions you'll face? Picking between In-Feed Ads and Spark Ads.

    Both can get your message across, but how they work and who they’re meant for are quite different. And yes, choosing the right one could be the difference between a viral campaign and wasted budget. So, let’s break it down—like you’re chatting with a friend who’s been there.

    What Are TikTok In-Feed Ads?

    In-Feed Ads are the classic ad format on TikTok. They appear between user videos as someone scrolls through the “For You” feed. These ads are created and published directly from your ad account, meaning you control everything—content, CTA, music, style.

    The biggest benefit here? Flexibility. Want to test five different versions of an ad? You can. Want to A/B test different thumbnails or hooks? Totally doable. These ads are great for running cold traffic campaigns or trying out new messages.

    What Are Spark Ads?

    Spark Ads are a more native-feeling alternative. Instead of creating an ad from scratch, you boost an existing organic video—either your own or from a creator who gives you permission. This keeps the likes, comments, and shares intact, making the ad feel more authentic and social-proofed.

    That means if a creator already posted a video reviewing your product, and it’s doing well organically, you can amplify that post with Spark Ads. Think of it as giving gasoline to a fire that’s already starting to burn.

    When to Use In-Feed Ads

    Use In-Feed Ads when:

    • You want complete creative control
    • You’re launching a product or promo that needs a polished pitch
    • You want to run split tests and optimize quickly
    • Your ad budget is focused on conversions, not just engagement

    These are especially effective when paired with catchy music, bold visuals, and a clear call to action. Remember, on TikTok, you’ve got around 3 seconds to hook someone—make it count!

    When to Use Spark Ads

    Use Spark Ads when:

    • You already have organic content that’s performing well
    • You want to leverage a creator’s trust and voice
    • You want your ad to blend in with user-generated content
    • You care about engagement (likes, shares, comments) and long-term brand lift

    Spark Ads feel more native and less interruptive, which helps reduce the “this-is-an-ad” bounce rate. People are more likely to stick around if the content feels organic.

    Which Performs Better?

    There’s no one-size-fits-all answer. If you're a new brand, In-Feed Ads may help you drive awareness and test messages. If you’re more established or already working with creators, Spark Ads might bring better engagement.

    That said, TikTok itself reports that Spark Ads generate 142% higher engagement rates and 43% higher conversion rates than standard In-Feed Ads, on average. Why? Because authenticity sells. Always.

    Real-World Example: Fashion Brand Test

    A fashion eCommerce brand tested both formats. They created three polished In-Feed Ads highlighting new arrivals with direct CTAs. At the same time, they boosted a Spark Ad featuring a creator’s honest “try-on haul” video.

    Guess what? The Spark Ad outperformed across the board—lower CPM, higher CTR, and 2x ROAS. Why? The creator felt like a friend, not a salesperson. The try-on felt real. That’s the power of relatability.

    Combining Both for Best Results

    You don’t have to choose one or the other. In fact, the most successful campaigns often combine both formats. Use In-Feed Ads to drive cold traffic and build awareness, and Spark Ads to retarget warm audiences or build trust through creator content.

    This combo creates a funnel that feels seamless, smart, and scalable. You get reach *and* resonance. That's a win in the marketing playbook.

    Final Thoughts: It's All About Fit

    At the end of the day, the best ad format depends on your goals, budget, and how much content you have ready to use. Don’t just follow trends—test, tweak, and trust the data.

    If your brand is personality-driven or already working with influencers, start with Spark Ads. If you’re still defining your identity or launching something new, In-Feed Ads might give you the control you need.

    Either way, TikTok is a goldmine for marketers who get creative. So don’t overthink it—start small, test fast, and keep showing up. The algorithm rewards consistency and originality.