When a brand wants to run paid ads using a creator's handle or content, the creator must grant permission through a platform-specific authorization mechanism. On TikTok, this is called Spark Ads; on Meta (Instagram and Facebook), it is called Partnership Ads. Both systems use time-limited authorization codes or account connections that expire after a set period. Understanding how these authorization periods work, what triggers expiration, and how to extend access is essential for both creators managing their permissions and brands planning paid campaigns. This guide reconciles the actual authorization workflows and duration terms from Billo Partnership Ads, Insense Spark Ads, and TikTok Spark Ads documentation, showing how each platform handles authorization code generation, minimum and maximum duration windows, automatic deactivation upon expiry, and extension processes. The operational differences in authorization mechanics and expiry triggers determine when a creator's handle can no longer be used for advertising and what steps either party must take to continue running ads. [4] [5] [7]
How Authorization Codes and Permissions Work Across Platforms
TikTok Spark Ads require creators to generate a unique authorization code that grants a brand permission to promote a specific organic post as a paid advertisement. The creator publishes content to their TikTok account, then generates the code through their account settings or via the Insense platform if they are working through that intermediary. This code is not perpetual; it has a defined expiration date that the creator selects when generating it. Once the code is shared with the brand and entered into TikTok Ads Manager, the brand can run paid ads using that post. All engagement from the paid promotion—likes, comments, shares, and follows—remains attributed to the creator's original organic post, not to a separate ad account. [5] [7]
Meta Partnership Ads work differently depending on the permission type. Content-level Partnership Ads require the creator to post a video to their Instagram account, then share a Partnership Ad code with the brand after the post is approved. This code is time-limited and tied to that specific post. Account-level Partnership Ads, available only on Meta, allow a brand to run ads directly from the creator's Instagram handle without requiring a post on the creator's feed first. For account-level permissions, the creator accepts a partnership request from the brand through Instagram's native partnership interface, and the connection must remain active for a minimum of 30 days from the date the partnership request is accepted. The creator's name appears in the ad header, making the content feel more authentic to audiences, but the creator does not need to post anything to their feed. [4]
TikTok Spark Ads authorization codes can be generated for 7 days, 30 days, 60 days, or up to 365 days, with the required duration typically specified in the campaign brief or communicated by the brand. [5]
Meta Content-Level Partnership Ads require the creator to grant at least 30 days of permission for a single post, with the creator setting their own price for this service. [4]
Meta Account-Level Partnership Ads require the creator to maintain an active partnership connection with the brand for a minimum of 30 days from the date the partnership request is accepted, with the creator setting their own price for this service. [4]
TikTok Spark Ads allow customization of authorization code duration to meet campaign needs and minimize costs, with no restrictions on video ratio, resolution, file type, or duration up to a 10-minute maximum. [7]
What Happens When Authorization Expires
When a TikTok Spark Ads authorization period ends, TikTok automatically deactivates the authorization code. This means the brand can no longer use that code to promote the creator's content. If the brand wishes to continue running the advertisement, they must request a new authorization code from the creator with an extended duration. The creator can generate a new code at any time, but the brand cannot continue using the expired code without explicit permission and a new code from the creator. [5]
For Meta Account-Level Partnership Ads, the creator must keep the partnership connection active for the full 30-day minimum period. If the creator removes the brand from their Ad partners list before the 30 days are complete, the partnership ends immediately and may affect the creator's payment. After the 30-day period expires, the creator can remove the brand from their Ad partners list, and the brand can no longer run ads from the creator's handle unless a new partnership request is initiated and accepted. [4]
Extensions are commonly requested when the advertisement is performing well, the brand wants to continue promoting the content, the campaign budget has been increased, or the brand wants to continue testing the creative. Any extension should be discussed directly with the brand through the campaign chat. Before generating a new authorization code, the creator should verify the requested authorization duration and any additional usage rights outlined in the campaign brief, and confirm that their TikTok account remains eligible for Spark Ads. [5]
Authorization Duration Options and Minimum Requirements
| Platform and Permission Type | Minimum Duration | Maximum Duration | Duration Options | Code Generation Frequency |
|---|---|---|---|---|
| TikTok Spark Ads (Insense) | 7 days | 365 days | 7, 30, 60, or up to 365 days | Per post; creator generates new code for each authorization period [5] |
| Meta Content-Level Partnership Ads (Billo) | 30 days | Not specified | At least 30 days per single post | Per post; creator shares code after posting [4] |
| Meta Account-Level Partnership Ads (Billo) | 30 days | Not specified | Minimum 30 days from acceptance date | One-time partnership connection; brand can run unlimited ads during active period [4] |
On Billo, creators can add Meta Content-Level and Account-Level Partnership Ads and TikTok Spark Ads to their creator profile as services and set their own price for granting these permissions. For Content-Level Partnership Ads and TikTok Spark Ads, the creator sets a price for granting at least 30 days of single-post partnership permissions. For Account-Level Partnership Ads, the creator sets a price for granting 30-day account-level partnership permissions. This pricing structure allows creators to charge separately for different permission types and durations. [4]
How to Extend or Renew Authorization After Expiry
If both the creator and brand agree, the creator can generate a new TikTok Spark Ads authorization code with an extended duration. This is a straightforward process: the creator generates a new code through their TikTok account or via the Insense platform, specifying the new duration (7, 30, 60, or up to 365 days), and shares it with the brand through the campaign chat. The brand then enters the new code into TikTok Ads Manager to continue running ads. There is no automatic renewal; each extension requires the creator to actively generate a new code and the brand to input it into their ad account. [5]
For Meta Account-Level Partnership Ads, renewal works through the partnership connection itself. After the initial 30-day minimum period expires, the creator can choose to keep the partnership active by not removing the brand from their Ad partners list. If the creator removes the brand, the partnership ends. To renew or extend the partnership, the brand would need to send a new partnership request, and the creator would need to accept it again through Instagram's partnership interface. The terms of any renewal, including duration and compensation, should be negotiated separately between the creator and brand. [4]
Before generating a new authorization code, verify the requested authorization duration with the brand to ensure it matches the campaign timeline and performance expectations. [5]
Confirm any additional usage rights outlined in the campaign brief, such as whether the brand can edit the content, use it across multiple platforms, or repurpose it after the authorization period ends. [5]
For Meta Account-Level Partnership Ads, keep the partnership connection active for the full agreed period; removing the brand early ends the partnership and may affect payment. [4]
Discuss extension requests directly with the brand through the campaign chat or contract to agree on new duration, any additional compensation, and updated campaign performance expectations. [5]
Key Operational Differences Between Platforms
TikTok Spark Ads are post-specific and code-based. The creator generates a unique authorization code for each post they want to allow the brand to promote. The code has a defined expiration date, and once it expires, TikTok automatically deactivates it. The brand cannot continue using that code without a new one from the creator. All engagement from the paid promotion stays on the creator's original organic post, which means the creator benefits from the increased visibility and engagement metrics. The creator can choose durations ranging from 7 days to 365 days, giving them flexibility to match the campaign timeline. [5] [7]
Meta Partnership Ads come in two forms with different authorization mechanics. Content-Level Partnership Ads are post-specific and code-based, similar to TikTok Spark Ads, but require a minimum of 30 days of authorization. Account-Level Partnership Ads are connection-based rather than code-based; the creator approves the brand as a partner through Instagram's native interface, and the brand can then run unlimited ads from the creator's handle during the active partnership period. Account-Level Partnership Ads require a minimum 30-day active connection, and the creator must not remove the brand from their Ad partners list during this period. Unlike TikTok Spark Ads, engagement on Meta Partnership Ads does not feed back to the creator's original post; it accrues on the ad itself. [4]
Billo serves as an intermediary platform where creators can list Partnership Ads and Spark Ads as services, set their own pricing, and manage permissions through the Billo app and Instagram or TikTok native interfaces. When a brand orders Partnership Ads through Billo, the creator receives a notification and can accept or decline the request. For Account-Level Partnership Ads, the creator receives the partnership request after their video has been approved (if ordered with the main brief) or instantly (if ordered as an add-on after delivery). The creator confirms the partnership through Instagram's settings, and it can take up to 24 hours for the status to update on the brand's side. This workflow separates the commercial negotiation (handled on Billo) from the platform-level permission (handled on Instagram or TikTok). [4]
Methodology and limitations
This guide examines primary platform documentation from Billo (Partnership Ads for creators), Insense (Spark Ads authorization and campaign terms), and TikTok (Spark Ads specifications and authorization code mechanics). The analysis identifies the actual authorization duration options, expiry triggers, and renewal processes each platform specifies. The comparison maps operational differences in authorization mechanics, duration options, and expiry triggers across platforms, showing how each platform handles authorization code generation, minimum and maximum duration windows, automatic deactivation upon expiry, and extension processes. The guide does not measure campaign outcomes, creator negotiating leverage, or brand performance; it documents the platform mechanics and typical contract language as stated in current platform documentation. [4] [5] [7]
Source observations retrieved on . Retrieval dates are distinct from any study measurement period.
Authorization duration terms are set by the platform and the brand-creator contract; this guide documents platform mechanics and typical contract language, not measured campaign outcomes or creator negotiating leverage. Actual authorization periods, renewal terms, and compensation may vary based on individual negotiations between creators and brands. [4] [5] [7]
Billo, Insense, and TikTok may update their authorization workflows, duration options, or expiry processes; this guide reflects documentation current as of the retrieval date and does not predict future platform changes. Creators and brands should verify current platform terms directly with each platform before entering into agreements. [4] [5] [7]
This guide covers creator-handle advertising (Spark Ads, Partnership Ads) only; it does not address organic posting rights, repurposing rights, usage licensing, or other permissions outside the paid advertising workflow. Authorization to run ads is separate from usage rights to the content itself; creators and brands should document both permissions in writing. [4] [5] [7]
Billo is one intermediary platform for managing Partnership Ads and Spark Ads; creators and brands can also work directly with platforms or through other intermediaries. The authorization mechanics described here apply to direct platform workflows as well, though the user interface and notification methods may differ. [4]
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