ShopMy has 350,000 people it calls “curators” posting affiliate links, and it just built a pipeline to turn those organic posts directly into paid media. The new product is called Spotlights, and it hooks directly into Meta’s Partnership Ads and TikTok’s Spark Ads. If you mention a moisturizer in a video and the link converts, the brand can pull that clip off your profile and run paid budget behind it.
To make the handoff seamless, ShopMy added a feature called “Instant Spotlights,” which lets creators pre-approve requests from any brand they tag.
ShopMy Co-Founder and CEO Harry Rein described the shift in an announcement: “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.”
Sure. The brands certainly get to skip the extra legwork, starting with the licensing negotiation.
In standard deal flow, running paid spend behind someone else’s handle requires whitelisting terms. An agency drafts an addendum, the talent sets a flight window of thirty or sixty days, and the brand pays a separate usage fee for the right to put ad dollars behind that specific face. Spotlights collapses that paperwork into a single affiliate dashboard switch. Skincare label MUTHA tested the setup early and booked a 55% jump in return on ad spend.
Meta says creator-led Partnership Ads pull 13% higher click-through rates than regular brand ads, while TikTok claims Spark Ads bump conversions by roughly 25%. Those performance bumps belong to the ad account paying for the distribution. When a creator flips on Instant Spotlights, the brand gets thirty days of verified ad creative without cutting a usage check, and the creator is left banking on an affiliate commission from traffic they do not control.