Spark Ads vs. regular ads: CPM, social proof, and when to use each

Mariana Lopes · 2026-10-07

Brand profile

Spark Ads are ideal for brands looking to boost authenticity and connect with their audience. They let you use user-generated content, building social proof. Brands with a strong social media presence and an engaged follower base can benefit a lot from this strategy. If your profile already gets meaningful engagement, Spark Ads can strengthen that connection even more.

Comments

One of the biggest advantages of Spark Ads is engagement. Since they’re based on real user posts, the comments tend to be more authentic and relevant. This creates a sense of credibility, which is essential for conversions. When using this format, you should be ready to manage and respond to comments, starting conversations that can lead to more engagement and, as a result, more conversions.

Lower CPM

Spark Ads generally have a lower CPM (Cost per Thousand Impressions) than regular ads. That’s because the format is more engaging, and the platform tends to prioritize content that drives interactions. On average, you can expect a CPM that’s 30% to 50% lower. Those savings can be a deciding factor in improving your campaigns’ return on investment (ROI).

Setup

Setting up Spark Ads is relatively simple, but you need to pay attention to the details. Follow these steps:

Choose user-generated content that represents your brand.
Go to the TikTok Ads platform and select the option to create a Spark Ad.
Enter the link to the original post and set up your target audience.
Set your campaign budget and duration.
Review and publish the ad.

It’s crucial to monitor performance during the first few days so you can make quick adjustments.

Limitations

Despite their advantages, Spark Ads have limitations. First, you need permission from the content creator, which may not be feasible in every case. Also, not every piece of content is a good fit for this format; the video needs to be high quality and relevant to your audience. Another thing to keep in mind is that in some niches, social proof may not be enough to convert, so you’ll need a more robust strategy.

In short, choosing between Spark Ads and regular ads depends on your brand profile and campaign goals. If you already have a solid base of content and engagement, Spark Ads can be an excellent choice.

How many comments do your campaigns usually generate on average?