Why 90% of Viral TikTok Shop Videos Are Just Copying Each Other (And Why That's Smart)
When we asked Sebastian Nelson, founder of CRUVA, about his most contrarian take on TikTok Shop content strategy, his answer challenged everything we thought we knew about creativity in social commerce. "The brands that are winning aren't encouraging originality," he told us. "They're actively discouraging it." In this conversation, Sebastian breaks down why replication beats innovation—and why that's not just acceptable, it's optimal.
"I'm about to tell you something that's going to sound counterintuitive, maybe even wrong," Sebastian warns us at the start of our conversation. "But once you see it, you can't unsee it, and it'll change how you think about TikTok Shop content forever."
He leans forward, clearly energized by what he's about to explain. "If you look at any successful brand on TikTok Shop—I'm talking about the ones doing millions in GMV per month—and you scroll through their top-performing videos, you'll notice something weird: they're basically all the same video."
Same hook, he explains. Same format. Same structure. Same call to action. Just different creators saying it.
"I'm not exaggerating," Sebastian insists when we look skeptical. "Pull up any major brand right now. Let's use Comfort Clothing as an example because everyone knows them. Go look at their top 100 videos. I'd bet money that at least 90 of them follow one of maybe three or four formats, with creators just putting their own spin on it."
And here's the part that, as Sebastian puts it, "breaks people's brains": that's not a problem. That's the strategy.
"The brands that are winning aren't encouraging creativity and originality. They're actively discouraging it," he says. "They're telling creators, 'Here's what works. Copy it. Don't try to be clever. Don't try to be different. Just do what we know converts.' And it's printing money."
The Originality Trap: Why Creativity Can Kill Conversions
When we ask Sebastian why this approach is so hard for brands to accept, he traces it back to fundamental misconceptions about content.
"We've been conditioned to think that content needs to be original. That creativity is king. That you need to stand out and be different to succeed. And in a lot of contexts, that's true," he acknowledges.
"But TikTok Shop isn't about art. It's about commerce."
Sebastian draws a clear distinction: "When a creator is making content for entertainment or to build their personal brand, yeah, originality matters. They need to differentiate themselves from other creators. They need a unique voice and perspective."
"But when a creator is making content to sell your product? Originality is actually a liability."
He walks us through the logic: "Think about it: if a creator tries to be clever and original, they're experimenting. They're testing a new approach that might work or might completely bomb. And if it bombs, you just wasted a sample, shipping costs, and the opportunity cost of that creator's audience."
The alternative approach? "Versus if that creator recreates a format that's already proven to convert? You know it works. You've seen it work. You have data showing it works. The risk is minimal."
"This is why when I work with new creators, I don't want them to reinvent the wheel," Sebastian says emphatically. "I want them to use the wheel that's already rolling downhill generating sales."
Deconstructing the Viral Video Anatomy
Sebastian has clearly spent hundreds of hours analyzing successful TikTok Shop content. When we ask him to break down what actually works, he outlines a precise five-part structure:
The Hook (First 1-3 seconds): "Stops the scroll immediately, creates curiosity or FOMO, often a pattern interrupt like 'Wait, before you scroll...'"
The Problem Setup (Seconds 3-8): "Establishes what problem the product solves, makes the viewer identify with the pain point, creates the need before showing the solution."
The Product Reveal (Seconds 8-15): "Shows the product in use, demonstrates the transformation or benefit, makes it look easy, desirable, or necessary."
The Social Proof (Seconds 15-20): "'Everyone's been buying this,' 'This has been going viral,' 'I've seen this all over my FYP.'"
The Call to Action (Final 3-5 seconds): "Direct instruction to purchase, creates urgency—limited time, selling out—and clear direction: yellow basket, link in bio, shop now."
"That's it. That's the formula," Sebastian says. "And if you watch successful TikTok Shop videos, probably 95% of them follow some variation of this exact structure."
His observation about top performers is pointed: "The creators who perform best aren't the ones trying to be artistic or clever. They're the ones who understand this formula and execute it cleanly."
The Comfort Clothing Case Study: Three Formats, Endless Variations
When we press Sebastian for concrete examples, he walks us through three of Comfort Clothing's top-performing formats that he's seen replicated across dozens of creators:
Format 1: The "Try-On Transformation"
Sebastian describes it beat by beat: "Hook: 'Okay this hoodie is actually insane.' Shows them in regular clothes looking uncomfortable. Puts on the Comfort hoodie. Instant transformation to cozy/happy. 'I literally want to live in this.' CTA: 'Linked in my bio, they're selling out fast.'"
"I've seen this exact format recreated by at least 50 different creators," he notes. "Same beats, same energy, just different people."
Format 2: The "Comparison Expose"
"Hook: 'Why is nobody talking about this?' Compares Comfort hoodie to a more expensive alternative. Shows quality is the same or better. Reveals the price difference. 'You're literally paying for the brand name.' CTA: 'Yellow basket before they sell out.'"
Sebastian emphasizes the replication: "Again, dozens of creators use this exact format. Word for word in some cases."
Format 3: The "Unboxing Discovery"
"Hook: 'Okay I wasn't expecting this.' Opens package with fake surprise. Shows product, expresses genuine-seeming excitement. Tries it on, gushes about quality. 'I'm literally ordering three more.' CTA: 'Link is in my TikTok shop.'"
"Same video. Different creator. Over and over," Sebastian says. "And guess what? Every single one of these videos converts. Because the format works. The psychology works. The structure works."
The Science Behind Why Recreation Works Better Than Creation
When we ask Sebastian to explain the psychology underlying this strategy, he outlines four key principles:
Principle 1: Pattern recognition reduces friction
"When viewers see a video format they've seen before, their brain doesn't have to work as hard to process it. They already know what to expect. They're familiar with the pattern. This reduces cognitive load and makes them more likely to take action."
He draws a comparison: "It's the same reason McDonald's looks the same everywhere. Familiarity breeds trust and reduces decision paralysis."
Principle 2: Social proof compounds
"When multiple creators are posting similar content about the same product, it creates a bandwagon effect," Sebastian explains. "Viewers start thinking, 'Wait, I've seen this product in like five different videos today. Everyone's buying this. I should probably get it too.'"
"If every creator was doing completely different formats, you'd lose that compounding social proof effect."
Principle 3: Optimization beats innovation
Sebastian poses a rhetorical question: "When you have a format that converts at 8% click-through rate and generates an average of $2,000 in sales per video, why would you experiment with a new format that might convert at 2% or might convert at 12%?"
"You wouldn't. You'd stick with the proven format and scale it across as many creators as possible."
His distinction is clear: "Innovation is for when you don't know what works. Optimization is for when you do."
Principle 4: Creator bandwidth is limited
"Most creators are juggling multiple brand partnerships. They're posting their own content. They're responding to comments. They're managing their entire business," Sebastian points out.
"They don't have time to conceptualize a completely original video format for every single brand they work with. But they can absolutely recreate a proven format in 20 minutes and post it the same day."
"By giving them a template, you're making it easier for them to succeed, which means they're more likely to actually post."
The Creator Brief That Drives Replication
When we ask Sebastian where most brands fail in implementing this strategy, he doesn't hesitate: "They'll send a creator a sample with maybe a quick note like 'Post whatever you want, be creative!' and then wonder why the content doesn't convert."
His alternative approach is comprehensive. "If you want creators to recreate your winning formats, you need to make it dead simple for them."
He breaks down the five components of an effective replication brief:
Component 1: Competitor videos to recreate
"Send them 3-5 actual videos from competitors—or your own brand if you have them—with a note: 'These videos have generated over $50K in sales. Please recreate one of these formats with your own personality.'"
Sebastian emphasizes the directness: "Not 'use these as inspiration.' Not 'here are some ideas.' Literally 'recreate these.' Be specific. Be direct. Give them permission to copy."
Component 2: Proven hooks (exact wording)
"Give them a list of 10 hooks that have worked, with exact wording," he instructs. Examples include:
- "Wait, why is nobody talking about this?"
- "Okay I wasn't expecting this to be this good"
- "If you see me buying 5 of these, mind your business"
- "This is actually insane, let me show you why"
"They can pick one and use it word-for-word. Zero creativity required."
Component 3: Key talking points (bullets)
Sebastian lists what creators must mention: "Material quality, price point comparison, sizing information, current promotion or discount, social proof like 'everyone's buying this.' Give them the bullets. Let them connect them however feels natural."
Component 4: Call to action (exact phrasing)
"Tell them exactly what to say: 'Yellow basket in my TikTok Shop,' 'Link in bio, selling out fast,' 'Shop now before they're gone,'" he says. "Don't leave this to chance. The CTA is where sales happen. It needs to be direct and urgent."
Component 5: What NOT to say
"This is critical, especially in regulated categories," Sebastian warns. "Be explicit: Don't make health claims. Don't use competitor brand names. Don't mention prices if they fluctuate. Don't guarantee results."
"One creator saying the wrong thing can get your entire shop flagged."
"When you package all of this up and send it automatically when a sample ships, you're essentially giving creators a paint-by-numbers kit for making content that converts," Sebastian concludes. "And that's exactly what they want."
Revisiting the 100K Views, 5 Sales Problem
Sebastian returns to a scenario he's discussed before—viral videos that don't convert—to illustrate his point about originality versus replication.
"Remember that scenario? Creator posts video, gets 100K views, generates only 5 sales?" he asks. "Nine times out of ten, that happens because the creator tried to be original."
"They made an entertaining video that got engagement and views, but it didn't follow the proven format. Maybe they didn't include a strong call to action. Maybe they focused too much on comedy and not enough on the product. Maybe they buried the product reveal too late in the video."
"Whatever the reason, they deviated from the formula that works, and the sales suffered."
But Sebastian sees this as an opportunity for coaching: "That creator just proved they can make viral content. They have an engaged audience. The video reached people. All you need to do is give them feedback."
His suggested approach: "'Hey, that video was incredible—100K views is amazing. I noticed the sales were lower than expected, and I think it's because the call to action could be stronger. Would you be open to posting a follow-up using this format [link to proven video]? I think we could see 10X the sales with the same viewership.'"
"Most creators will say yes," Sebastian assures us. "Because they want to make money too. And when you're giving them specific, actionable feedback with a proven alternative, you're helping them succeed."
As for the creators who resist? "The creators who resist and insist on doing things their own way? Let them. Some people learn by doing. But your top performers—the ones generating $5K, $10K, $20K per month—they're the ones who understand that following the formula is faster than fighting it."
The Three-Video Test: Earning Creative Freedom
Sebastian shares a practical framework he uses when onboarding new creators:
Video 1: Strict recreation "'For your first video, please recreate this exact format [link]. Use the same hook, same structure, same call to action. Just in your voice.'"
Video 2: Modified recreation "'Great job on video 1. For video 2, use the same structure but try one of these alternative hooks [provide 3 options]. Keep everything else the same.'"
Video 3: Creator's choice with guardrails "'You've proven you understand what works. For video 3, you can do your own thing, but please make sure to include [essential elements]. Surprise me.'"
"This gives creators a path from following instructions to having creative freedom, but only after they've demonstrated they understand what converts," Sebastian explains.
"The creators who skip straight to video 3 without earning it? They're usually the ones who generate great engagement but terrible sales."
When Originality Actually Matters
When we challenge Sebastian on whether there's ever a place for creativity, he acknowledges four specific situations:
Situation 1: Unsaturated categories "If you're selling a truly novel product that doesn't have 100 competitors making similar content, you might need to experiment to find what works. But even then, once you find it, you replicate it."
Situation 2: Brands with unique personalities "Some brands have such a specific vibe or aesthetic that generic formats don't work. If you're a luxury brand, you probably can't use the same formats as a budget brand. In those cases, you develop your own formats and then replicate those."
Situation 3: Breaking through saturation "If your category is so saturated that everyone's doing the same format and audiences are numb to it, you might need to try something different to break through. But this is rare, and you should only do it once you've exhausted the proven formats."
Situation 4: Building brand versus driving sales "If your goal is brand awareness and building a unique identity, originality matters more. But if your goal is GMV and ROI, proven formats win every time."
"The key," Sebastian emphasizes, "is knowing which game you're playing and optimizing for the right outcome."
The Diminishing Returns Myth
When we raise the concern about audience fatigue with repeated formats, Sebastian dismisses it quickly.
"Some people worry: 'Won't audiences get tired of seeing the same format over and over?' In theory, yes. In practice, no."
His explanation: "Your audience isn't watching TikTok Shop videos back-to-back analyzing the format. They're scrolling their feed, seeing a video, maybe buying the product, and moving on."
"The fact that they saw a similar video three days ago from a different creator doesn't register consciously. Their brain isn't tracking 'oh, this is the third try-on transformation video I've seen this week.'"
Sebastian also points to algorithmic safeguards: "Plus, TikTok's algorithm is smart enough to not show people the same content repeatedly. If someone's already seen three videos about hoodies this week, the algorithm probably won't serve them a fourth."
"So the 'oversaturation' concern is mostly theoretical. In practice, proven formats continue working for years because the audience pool is massive and constantly refreshing."
The Top Performer Playbook
Sebastian shares what successful creator programs actually look like operationally:
Weekly content packages: "Every Monday, send all active creators: 3 new videos to recreate from competitors or your own brand, updated hooks that are currently working, any new promotions or CTAs to mention, and performance data from last week showing which formats drove the most sales."
Monthly format refresh: "Once a month, analyze which formats are declining in performance and introduce new variations. You're not abandoning proven formats—you're evolving them to stay fresh."
Quarterly creator calls: "Get your top 10-20 creators on a call. Show them what's working. Ask for their input. Build relationships. These calls aren't about creativity—they're about optimization and alignment."
Recognition for replication: "When a creator perfectly recreates a high-converting format and generates great sales, recognize them publicly. 'Shoutout to [creator] for crushing it with the try-on format—generated $5K in sales this week!' This reinforces that following the formula is the path to success."
"The brands doing this consistently are the ones with affiliate programs that actually scale," Sebastian concludes. "Because they're not dependent on random acts of creator genius—they have a system that turns any decent creator into a sales machine."
The Uncomfortable Truth About Creativity
Sebastian's next observation is his most provocative: "Here's what nobody wants to say out loud: most creators aren't that creative."
He quickly clarifies: "I don't mean that as an insult. I mean that coming up with fresh, original, compelling video concepts is hard. It's a skill that takes time and practice. And most creators on TikTok Shop aren't professional content strategists—they're normal people who happen to have an audience and want to make money."
"When you ask them to 'be creative' with your product, you're asking them to do the hardest part of content creation," he explains. "And most of them will either procrastinate because they don't know what to make, make something mediocre because they're guessing, or copy what they see other people doing anyway—but without your guidance."
The choice, according to Sebastian, is clear: "So you can either let them figure it out on their own—slow, unpredictable results—or you can give them a proven template—fast, predictable results."
"The brands that win are the ones who remove the guesswork and make success repeatable."
The Seven-Day Implementation Plan
When we ask Sebastian for a tactical roadmap, he outlines a week-by-week approach:
Day 1-2: Research phase "Identify your top 3 competitors, pull their top 20 performing videos, categorize them by format—you'll probably find 3-5 distinct formats—and note the hooks, structure, and CTAs."
Day 3: Create your recreation guide "Pick the top 3 formats that are most relevant to your product, document the exact structure of each, extract the specific hooks being used, and create a one-page brief for each format."
Day 4: Build your creator brief template "Video examples to recreate, hook options with 10+ variations, key talking points in bullets, exact CTAs to use, and what not to say."
Day 5: Test with 5 creators "Send the brief to 5 creators you trust, ask them to pick one format and recreate it, track the results versus their previous 'original' content."
Day 6-7: Analyze and iterate "Which format performed best? Did creators follow the template? What questions did they ask? Refine the brief based on feedback."
"Then scale," Sebastian instructs. "Send this brief to every creator you work with. Make it part of your onboarding. Update it monthly with new formats."
Expected Results Timeline
Sebastian outlines what brands should expect when implementing this strategy:
Week 1-2: Resistance "Some creators push back. 'I want to do my own thing.' Let them, but track the results."
Week 3-4: Early wins "The creators who followed the format start generating better results. Word spreads."
Week 5-8: Adoption "More creators start requesting the brief. They see it's easier and more profitable to follow proven formats."
Week 9-12: Scale "Your sample-to-sale conversion rate improves by 30-50% because more videos are following high-converting formats."
Month 4+: Consistency "You have a repeatable system for turning creators into sales machines. New creators onboard faster. Results become predictable."
"This isn't theoretical," Sebastian emphasizes. "This is what happens when brands shift from 'post whatever you want' to 'here's what works, please recreate it.'"
The Final Word
As our conversation concludes, Sebastian acknowledges the counterintuitive nature of his entire thesis.
"I know this whole approach feels like it's going against everything you've been taught about content and creativity. And maybe it is."
"But here's the thing: TikTok Shop is a performance marketing channel, not an art gallery."
His bottom line is uncompromising: "Your goal isn't to win awards for creativity. Your goal is to generate sales. And the fastest way to generate sales is to identify what's already working and scale it across as many creators as possible."
"The brands doing seven figures on TikTok Shop aren't the most creative. They're the most systematic. They've figured out the formats that convert, they've documented them, and they've built systems to get creators to recreate them consistently."
Sebastian admits this approach lacks glamour: "That's not sexy. It's not exciting. It's not going to make you feel like a visionary marketer."
"But it works. And at the end of the day, that's all that matters."
His closing advice is direct: "So stop asking creators to reinvent the wheel. Give them the wheel. Show them how to use it. And watch them roll to the bank."
Sebastian Nelson is the founder and CEO of CRUVA (formerly UPTK), an AI-powered creator management platform for TikTok Shop brands. His systematic approach to content replication, developed while scaling his own candle warmer lamp brand, has become the foundation for how hundreds of brands structure their creator programs.
