Turn Your Best-Performing Creator Content into Paid Media with Spotlights

The best-performing content in most brand media libraries was not made by an agency or shot on a set. It came from a creator who loves the product and can explain, in their own words, why it earned a place in their life.

As a brand marketer, you probably know this, but might struggle to put this sort of content to work in paid media. While organic creator marketing is remarkably efficient at bringing new shoppers to your site, much of that traffic leaves without buying.

Alternatively, traditional paid ads solve for conversion, but designed creative leads to rapid ad fatigue. Combining the two mediums is where the real upside lies, but the process is far from simple. Traditional partnership ads demand weeks of sourcing content, back-and-forth negotiations, and licensing fees that limit scale.

That is the challenge we set out to solve with Spotlights.

Spotlights turns organic creator content into paid media on Meta and TikTok that you can run at scale, so you can consistently outperform designed creative with content you already know converts.

The infrastructure your team already uses within ShopMy powers the entire process and enables you to accelerate partnership ads and expand your creative mix. It’s built to move at the speed your team needs.

"The secret to paid performance on social channels right now is creative diversification, running more content from more creators, and learning fast from what converts," said Harry Rein, co-founder and CEO of ShopMy. "Spotlights is how we make that possible for brands at scale, using the organic content they already know drives purchases and putting it to work as a paid ad from the creator's own handle.”

The traditional partnership ads model asks you to commission new creative for every campaign, pay an upfront fee, and hope it performs. The volume of assets needed to feed this pipeline grows every quarter, and every new brief carries the same uncertainty.

Spotlights flips that equation. Instead of allocating budget to unproven content, you can invest in content that has already driven real affiliate sales. Creators are paid their standard commission rather than an upfront usage fee, resolving creative risk before media spend is committed.

Your team can identify top-performing creator content, request approval, and deploy it as a partnership ad in seconds. Creators can approve requests manually from inside ShopMy, or turn on Instant Spotlights to pre-approve requests from brands they already mention, so organic content can become a live ad within minutes rather than weeks.

Electric Picks was one of the first brands to test Spotlights on ShopMy. Inconsistent creative quality and performance across traditional partnership ads had kept the brand from scaling its spend. Its first Spotlight changed that. Within three months, the team had launched more than 80 pieces of creator content as paid ads.

“Going into any kind of paid media spend with some level of certainty has been a game changer. We’re leaning into strength as opposed to testing something brand new.”

David Kobi, Head of Marketing and E-Commerce at Electric Picks

Your audience does not live on a single platform, and your best creator content should not either. Approved creator content can now be cross-posted as partnership ads on both Meta and TikTok.

Until now, running the same creator content on two platforms meant managing two separate workflows. With Spotlights, your team can take a creator's top Meta content and run it as a TikTok Spark Ad, and vice versa. As long as a creator is connected on both platforms, you can cross-post, deploying your strongest creative across both channels without asking creators to start over.

The best-performing ad in your next campaign might already exist in your creator feed. Spotlights is built to help you find it and scale it across Meta and TikTok, without the production overhead that has historically made creator content hard to deploy at the pace paid media demands.

Ready to see what your top creator content can do as paid media?

Get started with Spotlights today.