I agree that a lot of people are willing to regurgitate corporate marketing without being paid.

I'm still prepared to call that "shilling".

So-called influencers exist on this basis. Influencers' work is initially unpaid, until they show they have a following and can be comfortably loyal to brands. If you follow growing social media accounts, especially on TikTok and streaming platforms, they'll quite often make it clear they hope to be rewarded later (correctly or incorrectly).