Technology

ShopMy Launches ‘Spotlights’ Tool to Turn Organic Creator Posts Into Paid Ads

Published on October 1, 2026

Curator commerce platform ShopMy has launched “Spotlights,” a product that converts creators’ best-performing affiliate content into paid advertising campaigns on Meta and TikTok.

Spotlights identifies organic content already driving affiliate sales and converts it into Meta Partnership Ads and TikTok Spark Ads. Brands pay creators through standard commission rather than an upfront production fee, and creators can either pre-approve brand requests through an “Instant Spotlights” setting or review them manually inside the platform. According to ShopMy, the model is designed to remove the manual sourcing, fees, and approval bottlenecks that have historically capped how many creator ads a brand could run at once.

“Spotlights transforms creator marketing from a brand awareness channel to a conversion channel,” said Harry Rein, co-founder and CEO of ShopMy, in a press release. “For the first time, brands can run their entire marketing program through ShopMy in a cohesive, consistent, brand-accretive way.”

The launch builds on an integration with TikTok’s Content Suite API, which lets ShopMy connect affiliate content directly to Spark Ads. “Our partnership with ShopMy connects that moment to the scale and measurement rigor of paid media,” said Jeffrey Huai, TikTok’s Global Product Lead for Creator Ads.

ShopMy cited Meta data showing creator-led ads drive 13% higher click-through rates and 19% lower cost-per-acquisition than standard ads, and said brands running TikTok Spark Ads have seen up to 25% higher click-through rates and 24% higher conversion rates compared with standard in-feed ads.

Luxury skincare brand MUTHA was an early Spotlights partner. The company said it grew its live partnership ads to more than 100 in a single month, increased gross merchandise value 140% over its pre-Spotlights monthly average, and saw a 55% lift in return on ad spend compared with its standard Meta campaigns. The number of creators earning through MUTHA grew roughly 62% over the same period, according to ShopMy.

Spotlights is the latest addition to a platform that has expanded quickly since raising $70 million at a $1.5 billion valuation in October 2025, a round led by Avenir with participation from Bain Capital Ventures, Bessemer Venture Partners, and Menlo Ventures. At the time of that raise, ShopMy reported a network of more than 185,000 curators; the company now says it works with over 330,000.