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. Visit Tubefilter for more great stories.

Last updated Oct 2, 2026 by ATDb automated enrichment