With Spotlights, brands seamlessly launch Meta Partnership Ads and TikTok Spark Ads from content that is already driving affiliate sales, all from within the ShopMy platform.
NEW YORK, Sept. 30, 2026 /PRNewswire/ -- ShopMy, the curator commerce platform for the world's most premium brands, creators, and shoppers, today announced Spotlights, a product that turns proven creator content into paid ads across Meta and TikTok. Spotlights leverages the creator relationships, content, and data brands already have inside ShopMy for an always-on paid program that gets smarter every time it runs. The product joins Affiliate, Opportunities, and Lookbooks as the final and critical step in ShopMy's full-funnel creator marketing system.
While organic creator marketing is incredibly efficient at driving new site visits, much of that traffic leaves without converting. Meanwhile, paid ads are great at retargeting and converting returning shoppers, but struggle to scale without creative feeling repetitive. Spotlights bridges this divide, pairing the trust and creative diversity of creator content with the precision of paid performance.
Meta's own data shows that creator-led ads drive 13% higher CTR and 19% lower CPA than standard ads, and brands using TikTok Spark Ads have seen up to 25% higher CTR and 24% higher conversion rates compared to standard in-feed ads. Despite this impact, most brands can only run a handful of creator ads due to manual sourcing, upfront fees, and approval processes that cap volume before scale is possible.
Spotlights flips the traditional model, leveraging proven content to create a scalable, pay-for-performance ad program that is built to convert.
How Spotlights Works
Proven Content: Organic content is surfaced based on real performance affiliate data, so brands can invest in proven-to-convert content. Standard creator commission replaces a flat production fee, removing risk for brands.
Easy Approvals. Creators can turn on Instant Spotlights to pre-approve requests from brands they mention, or manually approve them from inside the ShopMy platform, turning organic content into high-performing ads within minutes.
Optimized Return On Ad Spend (ROAS). Faster approvals and no upfront fees mean more content in-market, which in turn gives brands the ability to test quickly and continuously.
Precise Control. Brands can build Spotlight strategies by product, market, or funnel stage, each with its own targeting, budget and outcome to optimize toward.
On a Centralized Platform. Spotlights runs on the creator relationships, content, data, and sales history already inside a brand's ShopMy account, eliminating the need for separate platforms.
"Spotlights transforms creator marketing from a brand awareness channel to a conversion channel," says Harry Rein, co-founder and CEO of ShopMy. "Brands can put a massive library of creator content to work as paid ads, reaching high-intent shoppers without the extra legwork. For the first time, brands can run their entire marketing program through ShopMy in a cohesive, consistent, brand-accretive way."
ShopMy's Spotlights ad partners were quick to recognize the product's value.
"'TikTok made me buy it' became a trend because so many people discover, decide, and buy through TikTok. Our partnership with ShopMy connects that moment to the scale and measurement rigor of paid media. With the Content Suite API, ShopMy can connect its affiliate content on TikTok directly to Spark Ads, so brands can amplify authenticity with proven results to reach even more people." — Jeffrey Huai, Global Product Lead for Creator Ads at TikTok
Early Results
MUTHA, a luxury skincare brand, increased its live partnership ads to over 100 in a single month, grew GMV by 140% over its pre-Spotlights monthly average, and saw a 55% lift over its standard Meta ROAS. Additionally, the number of creators earning through MUTHA grew roughly 62% over the same period.
"In an age where AI-generated content is growing exponentially, real creators bring authenticity and credibility. ShopMy allows us to use that trust to grow our brand, and we will continue to shift more paid media spend to Spotlights to take advantage of that." said Mick Burchfield, VP Sales & Marketing, MUTHA.
A few months after turning on Instant Spotlights, New York City-based fashion and lifestyle creator Marissa Huertas-Crespo now earns more than 60% of her lifetime ShopMy commissions through Spotlights.
"Spotlights has been a game changer for me," she says. "Content I shared months ago has been given a second, third, or sometimes even fourth life by turning on Instant Spotlights, in addition to helping me reach new audiences as well. I love how hands-off and effortless it is, especially as a creator balancing content and a full-time career."
About ShopMy: ShopMy is the creator commerce infrastructure that connects premium brands, curators, and consumers through taste and trust. Brands including Rhode, Kallmeyer, Net-a-Porter, Gucci, West Elm, and Therabody use ShopMy's affiliate tracking, gifting, and performance tools to work with a network of 330,000+ curated tastemakers.
Spotlights is available now to ShopMy brand partners.
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