TikTok lets ShopMy turn creators’ affiliate posts into Spark Ads.
TikTok’s Content Suite API is open to approved partners. ShopMy is first, surfacing affiliate creator posts that brands can run as Spark Ads.
TikTok has opened the API behind its Content Suite to third-party platforms, and ShopMy is the first affiliate platform to build on it.
In an announcement published on 30 September 2026, TikTok said ShopMy’s Spotlights product now finds the affiliate creator posts most likely to perform as Spark Ads, and makes Spark Ads authorisation available inside ShopMy.
Spotlights is available now to all ShopMy brand partners. TikTok gives no list of countries, and does not say which other partners have been approved or when more will follow. Platforms that want to build on the API are pointed to TikTok One.
What the Content Suite API does
Content Suite is available through TikTok One and TikTok Ads Manager. TikTok describes three jobs for it: discovering and managing creator content about a brand, ranking that content by predicted ad performance, and obtaining ad authorisation at scale.
The API puts those functions inside tools a brand already uses, so nobody has to run a separate workflow. ShopMy is a creator-commerce platform for premium beauty, fashion and lifestyle brands, which work with creators through affiliate links, gifting and campaigns. Because every affiliate sale is tracked, ShopMy knows which creator posts drive purchases. Spotlights applies TikTok’s content discovery and performance prediction to those posts.
A Spark Ad runs an organic post as an ad while keeping the look and functions of the original. Harry Rein, ShopMy’s co-founder and chief executive, said the result is a paid ad “from the creator’s own handle”.
The numbers TikTok gives
TikTok says Spark Ads deliver a 134% higher completion rate and a 157% higher 6-second view-through rate than standard In-Feed Ads. The only source it cites is TikTok internal data, with no date range, market or sample size, so both figures are the platform’s own claim. The post carries TikTok’s standard caution that results may vary.
What it means for brands
The useful part for an organic team is what TikTok has chosen to measure. The thing being ranked is a creator’s ordinary post, one that already holds attention and, in ShopMy’s case, already sells. TikTok says as much: the opportunity is not to create more content, because the performance signal is already there.
Two consequences follow whether or not a brand ever runs an ad. It needs to know which creator posts about its products exist on TikTok and which of them people watch to the end. And the announcement treats ad authorisation as a step that has to be obtained, so it should be settled in the creator agreement before anyone asks for it.
This week, list the ten creator posts about your products that did best on TikTok in the last quarter and write down what they share: the opening, the format, the creator. Then read your gifting and affiliate terms and check whether they say anything about a post being used as an ad.
Sources
The NBK Social briefing
Our TikTok coverage, and everything else we publish, by email.