If you run paid social, you have probably heard someone say, “Let’s whitelist the creator,” or “Make it a Spark Ad,” or “Just run it as a dark post.” Those phrases can sound interchangeable, but they’re not. The choice affects who the ad seems to come from, whether the content is tied to a real post, and how engagement builds over time.

This guide breaks down what each one means, when to use it, and how to decide quickly.

The Simplest Way to Think About it

Before definitions, answer one question:

Do you want your ad to be tied to a real, visible post, or do you want it to exist only as an ad?

• If you want it tied to a real TikTok post, you are usually talking about Spark Ads.
• If you want it to run “from” a creator’s handle, you are usually talking about whitelisting (allowlisting).
• If you want it to exist only as an ad, you are usually talking about a dark post on Meta.

What are Spark Ads?

Spark Ads are TikTok ads that use an existing TikTok post (from your brand or a creator) as the ad. That matters because the ad behaves like the original post. People can like, comment, share, and follow, and that engagement stays tied to the post.

• TikTok how-to: Spark Ads Creation Guide

When Spark Ads make the most sense

Choose Spark Ads if:

• The video is already doing well organically, and you want to scale it.
• You want the ad to feel native because it is the same post users see in the app.
• You want social proof to keep building in one place rather than starting from zero.

Example: A creator’s product demo is getting strong comments and questions. You promote that same post using Spark Ads so the conversation stays on the original video.

What is Whitelisting (Allowlisting)?

Whitelisting, also commonly called allowlisting, is when a creator gives permission for ads to run as if they are coming from the creator’s handle. Brands like it because creator identity can build performance, while the brand still manages targeting, budget, and reporting.

When whitelisting makes the most sense

Choose whitelisting if:

• You want the ad to show as the creator, not your brand.
• You are testing multiple audiences and want the creator identity to stay consistent.
• You are building a creator-led ad program where “who says it” matters as much as “what is said.”

Example: You have three creators. You run paid from each creator identity to different audiences and compare performance. That is the core idea behind allowlisting.

Quick TikTok note

On TikTok, creator authorization often runs through the Spark Ads flow. If your goal is “run the creator post as an ad,” TikTok’s Spark Ads Creation Guide might be a good place to start.

What are Dark Posts?

A dark post is an ad that does not show up as a normal public post on your Page. It is created to run in Ads Manager and target specific audiences without being published to your main feed.

When dark posts make the most sense

Choose dark posts if:

• You want to run different versions of creative without a cluttered feed.
• You want different messaging for different audiences (offers, hooks, benefits).
• You want clean, controlled testing for paid, separate from organic.

Example: You test 10 variations of an ad, each aimed at a different audience. None of those variations appear on your Page, because they are unpublished Page posts.

Spark Ads vs Whitelisting vs Dark Posts: What Changes in Performance

These three approaches affect performance in a few predictable ways.

1) Trust and “who is speaking”

• Spark Ads and whitelisting can feel more creator-native because they are connected to a real creator identity or real creator content.
• Dark posts can still work extremely well, but they typically feel more “brand-run” unless your creative is very creator-style.

2) Engagement and social proof

• Spark Ads can keep engagement attached to the original TikTok post, which helps with comments and proof over time. 
• Dark posts usually start fresh as an ad unit, which is fine for testing, but it means proof does not carry over from an organic post. 

3) Testing speed

• Dark posts are built for volume testing.
• Whitelisting can also scale testing, but you need permissions and creator coordination.
• Spark Ads can be the fastest way to scale a single winning post, but you are tied to that post.

A Decision Checklist you can Use With any Team

Pick the statement that matches your goal:

• “Boost this exact TikTok post and keep the engagement on it.”
  Use Spark Ads.
• “Make the ad show as the creator and scale creator trust.”
  Use allowlisting.
• “Run lots of versions and keep them off our public feed.”
  Use Meta unpublished Page posts.

Common Mistakes Brands Make

Treating the terms like synonyms

“Creator content” is not the same as “creator identity on the ad.” If you need the ad to show as the creator, you are talking about allowlisting.

Not planning permissions early

Creator-led ads rely on access and approvals. For TikTok, the Spark Ads Creation Guide is a good place to start before production, not after content is delivered.

Using dark posts when you actually want public proof

Dark posts are perfect for testing, but if your strategy depends on building public engagement on a specific post, Spark Ads may align better.

Final Takeaway

• Spark Ads are best when you want to amplify an existing TikTok post and keep engagement tied to it.
• Whitelisting/allowlisting is best when you want ads to show under the creator identity.

Dark posts are best when you want targeted testing without publishing every version publicly.