Turn scattered accounts, links and messages into a process for discovery, permissions and results, while preserving the creator’s voice.
What the TikTok and ShopMy announcement offers
On 30 September 2026, TikTok described ShopMy’s integration with the TikTok One Content Suite API and its Spotlights feature. Brand partners can discover affiliate content and use an authorisation process to turn it into Spark Ads. [1]
Spark Ads promote organic posts while retaining their original presentation and functionality. Access to the API involves contacting TikTok’s sales team; the announcement does not mean every advertiser receives it automatically.
Even without ShopMy, a brand can organise content, permissions and performance evidence in a usable catalogue.
Build a catalogue before choosing videos
Record the post link, creator, product, date, main idea and relevant audience questions. Where available, add attributed sales or referral results.
| Field | Why it matters |
|---|---|
| Original link and owner | Find the source and the person who can authorise its use. |
| Product and idea | Identify the need or objection the video addresses. |
| Permission and duration | Confirm whether you can promote it now. |
| Performance evidence | Distinguish shopping behaviour from engagement. |
| Destination | Check the journey from the video to the offer. |
Do not fill missing data with guesses. A video without sales figures is not necessarily weak, but the evidence supporting it is less complete.
Choose a demonstration that answers a buying question
A real demonstration may be more useful than an unboxing. Imagine a filming stand for recording drawing on an iPad. If buyers worry about shaking, a stability test may deserve a trial even when a packaging video has more views.
This is a hypothetical example. Organic sales and useful comments can support a test, but neither guarantees paid-ad performance.
Confirm exactly what the permission covers
Agree on the specific post, duration, payment, permitted uses and what happens when authorisation ends. Promoting the original post is different from downloading it, re-editing it or using it on another platform.
Check music, people, images and commercial disclosures. A brand mention or free product is not, by itself, permission to advertise with the content. Agree on edits and avoid rewriting the creator’s voice so heavily that the original credibility disappears.
Run a small test around clear use cases
Choose a few assets covering distinct needs: a product demonstration, an answer to an objection or a personal experience. Give each a hypothesis, objective and budget.
Review click costs alongside meaningful actions: relevant enquiries, cart additions, completed orders and returns that reveal unmet expectations. Include creator fees and advertising spend in the overall economics rather than treating a platform return figure as the whole result.
Scale a repeatable outcome
Increase spending when the actual business objective shows repeatable positive results and stock or service capacity can support demand. Monitor performance as spending rises and keep permissions valid.
A useful first step is to catalogue ten posts, select a genuine demonstration, secure permission and test one objective. The goal is better customers, not simply more videos in the account.
Sources and editorial review
Original sources used in this article. Last editorial review: 6 October 2026.
- TikTok for Business30 September 2026
