“We learned Spark, which is just whitelisting on TikTok but taking the coach's organic content and turning that into an ad and pointing that in a direction that we set. That was explosive very quickly for us.”

Spark Ads — whitelisting organic coach content as an ad — was explosive for Ladder

TikTok's Spark Ads let you take an organic post from a creator's account, boost it with paid budget, and control the CTA destination. For Ladder, this bridged the organic-to-paid gap: proven organic content became the ad creative, so social proof (real follower counts, organic engagement) was visible to paid audiences. This hybrid format outperformed brand-produced ads because TikTok's algorithm treats Spark Ads like organic posts.