Creator content is becoming paid media thanks to ShopMy’s new product

By positioning itself at the center of a creator marketing boom, ShopMy has raised millions from venture capital firms while growing a partner network that now includes 350,000 “curators” and tens of thousands of brands. To build its ecosystem even more, ShopMy is introducing Spotlights, an ad format derived from organic creator content.

The Spotlights format is integrated into Meta’s Parntership Ads and TikTok’s Spark Ads, two marketing products that harness the appeal and influence of creator products. Within those ad programs, ShopMy surfaces “proven-to-convert” creator content, according to a press release. By repurposing those uploads, brands can build Spotlight-based strategies across all stages of their campaigns.  Creators can also enable “Instant Spotlights” to pre-approve requests from brands they mention.

ShopMy argues that running campaigns in this fashion tailors them to social platforms, and there’s plenty of data to support that idea. Meta has reported that creator-led Partnership Ads deliver 13% higher click-through rates compared to standard media, and TikTok has claimed that its Spark Ads increase click-throughs and conversions by about 25%

. Building a library of Spotlights helps brands gather what marketing firm Agentio calls an “infinite creative engine.” To best use the aforementioned ad formats, a high volume of creative is required, and Spotlights can amass it.

“Spotlights transforms creator marketing from a brand awareness channel to a conversion channel,” said ShopMy Co-Founder and CEO Harry Rein in a statement. “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.”

To prove the efficacy of Spotlights, ShopMy cited the case of skincare brand MUTHA, an early user of the new product. MUTHA reported a 55% return on ad spend uptick after employing Spotlights. All other brand partners who work with ShopMy now have the chance to produce similar results.