Anatomy of a content formula

Shoppable videos are one of the most powerful and effective ways to sell on TikTok Shop. With 41% of viewers buying directly and a 9x jump in purchase intent, the brands without a content formula are already falling behind (Source: Storyly).

But without a content formula, you’ll never break through the cold start.

It's a reality. 4 out of 5 stores fail at selling on TikTok Shop.
I’ve been calling out in past editions the importance of content. And in this one, we’ll break down the elements of a formula and where to find inspiration for your category.

​

What are the elements of a content formula

Every winning shoppable video follows a repeatable pattern:

• Hook → Capture attention in the first 3 seconds.
• Message/Story → Highlight a pain point, introduce your product, and show the solution.
• CTA → Direct the viewer with a prompt to buy, join a promo, or click the sticker.

Think of it as: Hook → Story → Proof → CTA.

What does a good content formula shoppable look like?

Take this video from @magicjohn.official selling a screen protector as an example:\

The first 3 seconds instantly hook viewers: he lights a hydrogel film on fire, showing how fragile typical screen protectors are. That dramatic moment makes you think: “Wait, what just happened? Let me keep watching.”

From there, he doubles down with more durability tests (scratching, bending, tampering with cheap alternatives) before revealing his own product.

The final frames flip the script: a quick demo of his screen protector, showing how easy it is to install. Then he proves strength with water, scratch, and even hammer tests. It’s proof stacked on proof—built to silence doubts.

But what takes this from a good video to a commerce-level video is the layered urgency:

→ A limited-time offer (only once a year)
→ Buy 2 protectors, get a freebie (charger or phone holder)
→ Extra discount (25% off) for bigger orders
→ Final push with urgency: “Only a few days left—click the yellow cart.”

This single video hits all the right levers: problem → solution → proof → irresistible offer → urgency.

And while the structure varies by category, the same principles apply:

• Fashion → Try-on showcase + highlight fit, comfort, or trending style
• Beauty → Before/after transformation + texture or application demo
• Tech → Unboxing or tutorial + show the product solving a real problem

The winning formula will depend on your brand and your product. The key is getting good at reiteration, testing variations until you find the repeatable pattern that consistently drives sales.

Ways to find inspirations

Here’s where to source content ideas and benchmarks:

1. TikTok Seller Center → Marketing → Shoppable Video Hub​

Includes a “Get Inspired” tab with top-performing videos in your category.

You can search through Videos, Hashtags or even Songs.
‍

2. TikTok Creative Center ​Explore trending ads, hooks, and formats.

3. Symphony Assistant​

AI suggestions for ad scripts and creatives (Must be linked to your Ads account).

This is ideal for brands diving into ads already.

4. BrandsMeetCreators Viral Script Writer​

A paid tool for building scripts modeled on viral video formulas.

‍

Takeaway: A true content is a system you can repeat across videos, creators, and campaigns. Once you lock it in, growth stops being guesswork and starts being scalable. Without it, every new video is a gamble. You’ll waste time, creators, and ad spend chasing virality instead of building a system that compounds.

‍

‍

‍