ShopMy vs Upfluence

ShopMy Hires Jed Dederick as CRO to Scale Creator Commerce

ShopMy, a creator affiliate marketing platform, has appointed Jed Dederick, former Chief Revenue Officer at The Trade Desk, as its new CRO. Dederick started on October 13 and reports to CEO Harry Rein. His mandate is to bring programmatic-style scale and measurement to creator commerce, starting with a pay-for-performance product the company is hesitant to label as ads. ShopMy, launched in 2020, was recently valued at $1.5 billion after raising $70 million. The hire signals the company's ambition to professionalize creator-driven marketing and establish it as a major performance channel.

• ShopMy appointed Jed Dederick as Chief Revenue Officer, effective October 13.
• Dederick previously served as CRO at The Trade Desk for nearly 14 years.
• ShopMy was valued at $1.5 billion after raising $70 million.

Ruggable shifts ad spend from Meta to ShopMy creators

Ruggable, the DTC rug brand, is pivoting its marketing strategy ahead of a potential IPO. Over the past 18 months, it has shifted about 10% of its ad spend from performance channels like Meta to brand channels, particularly influencer marketing and connected TV, and plans to increase this by another 15-20% next year. The brand uses ShopMy, an affiliate platform, which has outperformed traditional ads and TikTok as a conversion channel. In the first month of the partnership, Ruggable generated roughly $3 million in revenue, doubling and tripling in subsequent months. To further build brand awareness, Ruggable is developing an internal ambassador program. The CMO emphasizes evolving beyond the traditional DTC playbook, and the company is on track for an IPO within three years.

• Ruggable shifted about 10% of ad spend from Meta to brand channels over 18 months.
• The brand plans to increase brand channel spend by another 15-20% next year.
• ShopMy partnership generated roughly $3 million in revenue in the first month, doubling in month two and tripling in month three.

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

ShopMy has launched a new product feature called Spotlights, which allows brands to turn their best-performing creator content into paid media.

Halloween 2026 Social Media: Features and Top Creators

As Halloween 2026 approaches, social media platforms are rolling out spooky features and AI tools. Meta's AI agent Muse published a video on Threads showcasing various Halloween costumes, allowing users to discover their 'Halloween alter ego' through an interactive experience. This follows Meta's September launch of Muse and subsequent expansions, including new use cases for Instagram creators and the addition of two new AI models (Muse Wonder and Wonder Full) in October. An analysis by influencer marketing platform Upfluence examined nearly 399,000 Halloween posts from 167,500 creators on Instagram, TikTok, and YouTube between September 1 and October 7, 2026. Shein was the most mentioned brand on both Instagram (22.1% of brand-related posts) and TikTok (12.2%), but Disney and Universal led in engagement, averaging over 2,900 and 2,700 interactions per TikTok post, respectively. Upfluence also ranked the top 10 Halloween creators on each platform based on engagement rates relative to follower counts. The article highlights that horror content, particularly movies like 'Backrooms' and 'Obsession' originating from online communities, is driving significant social media engagement and box office success. A TikTok and Constantin Film study found that one in three cinema-goers bought tickets to 'Backrooms' because of TikTok, with searches for #Backroomsmovie surging 700% before release.

• Meta's AI agent Muse posted a Halloween costume video on Threads, allowing users to discover their Halloween alter ego.
• Upfluence analyzed 399,000 Halloween posts from 167,500 creators on Instagram, TikTok, and YouTube between September 1 and October 7, 2026.
• Shein was the most mentioned brand in Halloween posts on Instagram (22.1%) and TikTok (12.2%).

Upfluence Pivots to Fully Agentic Creator Marketing Platform

Upfluence, an influencer marketing platform founded in 2013, has shifted to a fully agentic business model powered by its AI system, Jaice. Jaice automates the entire creator partnership process, from writing briefs to contacting creators and negotiating rates. The platform uses historical data from thousands of past collaborations to contextualize social media information and match the right creators to brands. Marketers upload their website, and Jaice scrapes publicly available data to understand the brand's audience and pricing, asking questions via chat when needed. Upfluence is a two-way marketplace, allowing both brands and creators to initiate partnerships. The platform integrates with major ecommerce platforms like Shopify and WooCommerce to track performance and measure campaign success through unique content codes. CEO Vivien Garnès emphasizes a focus on quality over quantity, aiming to find the best-fit creators for each brand rather than casting a wide net.

• Upfluence has shifted to a fully agentic business model powered by its AI system Jaice.
• Jaice automates brief writing, creator outreach, and rate negotiation.
• The platform integrates with Shopify and WooCommerce for performance tracking.