ShopMy Launches Spotlights to Turn Creator Content into Paid Ads

NEW YORK, Sept. 30, 2026 /CourierPR/ -- ShopMy, a curator commerce platform for premium brands, creators, and shoppers, has launched a new feature called Spotlights. This product transforms proven creator content into paid Meta Partnership Ads and TikTok Spark Ads, leveraging the creator relationships, content, and data already present within the ShopMy platform.

Spotlights addresses a gap in the market by bridging the divide between organic creator marketing and paid ads. While organic content is highly effective at driving new site visits, much of this traffic does not convert. Conversely, paid ads excel at retargeting and converting returning shoppers but can struggle to scale without repetitive creative. Spotlights combines the trust and creative diversity of creator content with the precision of paid performance, offering brands a scalable, pay-for-performance ad program.

According to Meta's data, creator-led ads drive 13% higher click-through rates (CTR) and 19% lower cost per acquisition (CPA) compared to standard ads. Similarly, brands using TikTok Spark Ads have seen up to 25% higher CTR and 24% higher conversion rates compared to standard in-feed ads. Despite these benefits, most brands can only run a limited number of creator ads due to manual sourcing, upfront fees, and approval processes that cap volume before scale is possible.

With Spotlights, brands can now leverage the content that is already driving affiliate sales. Standard creator commission replaces a flat production fee, removing risk for brands. Creators can turn on Instant Spotlights to pre-approve requests from brands they mention, or manually approve them from within the ShopMy platform, turning organic content into high-performing ads within minutes.

The product also offers precise control, allowing brands to build Spotlight strategies by product, market, or funnel stage, each with its own targeting, budget, and outcome to optimize toward. Spotlights runs on the creator relationships, content, data, and sales history already inside a brand's ShopMy account, eliminating the need for separate platforms.

MUTHA, a luxury skincare brand, has seen significant growth since implementing Spotlights. The brand increased its live partnership ads to over 100 in a single month, grew gross merchandise value (GMV) by 140% over its pre-Spotlights monthly average, and saw a 55% lift over its standard Meta return on ad spend (ROAS). Additionally, the number of creators earning through MUTHA grew roughly 62% over the same period.

Marissa Huertas-Crespo, a New York City-based fashion and lifestyle creator, has also benefited from Spotlights. She now earns more than 60% of her lifetime ShopMy commissions through Spotlights.

ShopMy's Spotlights ad partners, including TikTok, have recognized the product's value. Jeffrey Huai, Global Product Lead for Creator Ads at TikTok, commented, "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."

Spotlights is now available to ShopMy brand partners, offering a new way to leverage creator content for paid advertising.