ShopMy has launched Spotlights, a tool that automates the conversion of high-performing affiliate content into paid Meta Partnership Ads and TikTok Spark Ads. The platform aims to streamline creator-led advertising by removing manual sourcing and approval bottlenecks for brands.
The launch of Spotlights signals a shift from manual influencer campaigns toward automated, performance-driven media buying. By linking affiliate performance directly to paid amplification on Meta and TikTok, ShopMy is reducing the friction between organic discovery and scalable advertising. This move pressures traditional agencies and platforms to integrate deeper with social APIs to maintain competitive attribution metrics. As brands seek lower acquisition costs, the success of this model will depend on whether automated 'Instant Spotlights' approvals can maintain brand safety without sacrificing the authenticity of creator content. Watch for whether TikTok expands similar API access to other affiliate platforms to further commoditize creator-led commerce.
As CTV advertising spend continues to grow, the integration of creator-led social ads into broader programmatic strategies remains a key focus for marketers looking to diversify their reach. For those exploring the intersection of automated media buying and performance, agentic AI media buying is increasingly shifting budgets toward measurable outcomes. Recent developments in TikTok AI shopping assistant tools further highlight how platforms are prioritizing automated conversion paths for brands.
ShopMy has launched Spotlights, a tool that automatically converts organic affiliate content into paid Meta Partnership Ads and TikTok Spark Ads. By integrating with social APIs, the platform enables brands to scale creator-led campaigns efficiently, reducing acquisition costs and streamlining the transition from organic discovery to performance-driven media buying.
Spotlights is a tool that allows brands to automatically convert high-performing organic affiliate content into paid social media advertisements on platforms like Meta and TikTok.
Spotlights currently supports Meta Partnership Ads and TikTok Spark Ads through direct API integration.
Early partner MUTHA reported a 140% increase in gross merchandise value and a 55% lift in return on ad spend after using the tool.
Following a $70 million funding round in late 2025, ShopMy has grown its curator network to 330,000 members.
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