Spark Ads and partnership ads: how to turn a creator's post into an ad
Spark Ads (TikTok) and partnership ads (Meta) let you promote a creator's post while keeping their name and their engagement. They require the creator to authorize the use, and it's wise to put the duration and permitted spend in writing. The exact steps change, so always confirm in each platform's official documentation.
Among creator ads, the formats that use the creator's account as the signature are the ones that raise the most questions. Here is a practical explanation of how they work and what you should agree on beforehand.
What Spark Ads and partnership ads are
- Spark Ads (TikTok): promotes an organic post from a creator (or from your own account) as an ad, keeping the likes, comments and shares of the original post.
- Partnership ads (Meta, on Instagram and Facebook): ads published with the creator's identity that show the collaboration, with the creator's permission.
How the process works, in broad strokes
- You agree on the collaboration with the creator and explicitly include use in paid ads.
- The creator posts the content (or delivers a draft for approval).
- The creator gives you authorization from their account: on TikTok it's usually a code or permission for the post; on Meta, a request they approve from their account.
- You create the ad in your ads manager, linking the authorized post.
- You monitor and optimize while the ad runs within the agreed period.
What to agree with the creator
- Ad authorization: for how long you can promote the post.
- Additional compensation: running a post as an ad is usually worth more than just posting it; agree on it beforehand.
- Content control: who can edit the text, the call to action or the link.
- Disclosure: that the post identifies the paid collaboration according to the applicable rules.
- Removal: what happens if the creator deletes the post or revokes the permission.
Advantages and limits
| Advantage | Limit to keep in mind |
|---|---|
| Keeps the social engagement of the original post | Depends on the creator keeping the post and the permission |
| Looks like content from a person, not a brand | Less control over editing and message than in your own ad |
| Takes advantage of the bond between the audience and the creator | A bad public comment on the post will also be visible |
Key clauses for the agreement with the creator
- Explicit authorization to promote the post with paid ads and for how long.
- Compensation for use in paid ads, in addition to the post.
- Who can modify the text, the call to action and the link.
- Obligation to keep the post active during the agreed period.
- Disclosure of the collaboration according to applicable rules.
Checklist before launching
- Does the post comply with the platform's ad policies?
- Do you have a valid permission or authorization code?
- Do the link and the landing page match what the post promises?
- Did you set up tracking (UTM, pixel or conversions API)?
- Did you define the budget, audience and duration of the test?
Best practices
- Start with a post that already works organically and try expanding it with a moderate budget.
- Keep the same message between the post and the landing page.
- Run ads with several posts from different creators to compare, instead of betting everything on one.
To decide what to scale, see how to measure creator ads. If you'd rather have us manage it, write to us.
Frequently asked questions
Do I need the creator's permission to run their post as an ad?
Yes. Both platforms require the creator to authorize the use of their post for ads, and it's wise to put it in writing in the agreement too.
Can I change the ad's text or button?
Generally there are options for the call to action and the link, but it depends on the format and the permissions. Confirm what can be edited in the official documentation and agree on it with the creator.
Which is better, Spark Ads or partnership ads?
They don't compete: each belongs to a different platform. The choice depends on where your audience is and where the creator posts.
Can I run any of the creator's posts as an ad?
Generally only the ones the creator authorizes and that comply with the platform's policies. It's best to choose posts that already perform well organically.