Creative Rules

First 1-3 seconds determine everything — if viewers don't stop scrolling immediately, the rest doesn't matter
Native content outperforms ads — shoot vertical (9:16), use trending sounds, avoid polished brand look
Hook patterns that work: pattern interrupt, bold claim, direct question, unexpected visual, POV setup
Text overlays are mandatory — 80%+ of users watch with sound off, burned-in captions aren't optional
Refresh creative every 7-14 days — fatigue hits faster than any other platform, have pipeline ready

Spark Ads

Spark Ads use organic posts as ads — keeps comments, likes, shares visible and accumulating
Organic engagement on Spark Ads compounds — viral potential unlike standard ads
Creator handles can be swapped — run ads from your brand handle or creator's handle
Require creator authorization code — valid for 7, 30, or 365 days, get longer duration upfront
Boosting already-performing organic posts is safer than untested creative — data before dollars