Ruggable shifted approximately 10% of its total advertising spend away from Meta and into brand channels — primarily influencer partnerships on ShopMy and connected television — starting in August 2023, according to Modern Retail. The move treats creator networks as a performance channel, not a reach experiment.
The brand runs influencer campaigns through ShopMy, a creator marketplace that provides tracking links and commission structures similar to affiliate platforms. Ruggable pairs this with connected TV buys, layering video creative that reinforces the same messaging. The reallocation came from performance budgets previously committed to Meta, meaning the company expects measurable return, not just awareness lift.
This works because ShopMy and similar creator networks now offer the attribution infrastructure that direct-to-consumer brands require. Creators receive unique links, Ruggable sees which posts drive conversions, and the brand pays on performance tiers — flat fees plus commission or pure rev-share. That structure mirrors paid social, where the brand controls cost-per-acquisition by adjusting bids. The difference: creators deliver trust and context that algorithmic targeting cannot replicate. A home décor creator showing a washable rug in a real living room carries more purchase intent than a retargeted carousel ad.
The CTV layer amplifies this. Connected television reaches the same household demographics as Meta but without the signal loss from iOS updates and third-party cookie deprecation. Ruggable likely runs :15 or :30 spots on streaming inventory, reinforcing the influencer message. A buyer sees the rug in a creator's home on Instagram, then sees the brand again during a Hulu break. The sequencing builds familiarity without relying on a single walled garden.
Small physical-product brands can run the same play on modest budgets. First, identify three to five creators in your category with audiences between 10,000 and 50,000 followers — large enough for measurable traffic, small enough to negotiate direct. Use ShopMy, LTK, or AspireIQ to formalize the deal: offer a $150 to $300 flat fee plus 10% to 15% commission on attributed sales. Provide the creator with product, a brief (not a script), and a tracking link. Request one static post and two stories over a two-week window.
Track performance by unique link. If a creator drives $1,200 in sales at 15% margin, you net $180 against a $250 total cost — breakeven or slight loss on first purchase, profit on repeat. Scale the top two performers with a second campaign. For CTV, bypass traditional buys and use YouTube or Roku self-serve platforms. Allocate $500 to $1,000 to a :15 spot targeting your creator audience's zip codes and interest clusters. Run it for two weeks concurrent with the influencer posts. Measure lift in site traffic and branded search.
The mechanism is cross-channel reinforcement at accessible cost. You are not buying reach. You are buying trust from the creator and frequency from the video, both trackable, both adjustable. Ruggable's 10% shift signals that this is no longer experimental spend. It is a deliberable alternative to algorithmic acquisition, and the infrastructure now exists for brands at any scale.
Ruggable proved creator networks can replace Meta performance spend when you track links, pay on results, and layer CTV for frequency.
Editorial & Disclosure Notice: This article was written with artificial intelligence from public sources and is published without individual human review. Artificial intelligence and other digital tools are also used for research, analysis, editing, formatting, and production. Errors, omissions, outdated information, or inaccuracies may occur. References to companies, brands, products, services, organizations, or individuals are for informational and editorial purposes and do not imply endorsement, sponsorship, affiliation, partnership, or approval unless expressly stated. All trademarks and other intellectual property remain the property of their respective owners. Opinions, analysis, estimates, and commentary are informational only and should not be construed as financial, investment, legal, tax, medical, procurement, or other professional advice. Information may be corrected, clarified, or updated after publication. Corrections or removal requests: jenny@pops4.com.
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