TikTok Shop is cracking down on low-effort videos. Here’s how to stay visible (and sell more) this month.

Sep 22

If you sell on TikTok Shop, consider this your friendly nudge: the platform is tightening content rules and quality control. AKA: copy-pasted product clips and look-alike spam are about to hit a wall. The winners will be sellers who mix up hooks, show real use cases, and keep everything compliant (labels, fees, the works).

Below is the simple version you can hand to your team.

What Changed

TikTok is tightening quality enforcement—especially on repetitive, near-duplicate product videos that clog the feed. Several commerce updates and explainers point to penalties for low-effort, repetitive clips starting late September. Treat this as a real shift toward variety and usefulness. BigSeller
Rules and guidance got an update for September. TikTok’s Merchant/Seller University pages list fresh policy notes (and fee details), while industry coverage highlights broader Community Guidelines refreshes taking effect September 13—covering commercial content clarity and AI labeling. TikTok Seller
Context matters: Moderation pressure is up (e.g., controversial items removed from Shop) and U.S. policy timelines are shifting—so expect stricter enforcement overall. Axios

What to Do About It

Kill near-duplicates.
Audit your last 20 videos. If two clips use the same script + angle + hook, retire one. Aim for 4 rotating formats per SKU: quick demo, unboxing/what’s in the box, objection-buster (“will it fit?”), micro-tutorial. BigSeller
Vary your hooks and angles.
Try “problem → fix,” “before/after,” or “POV customer unpacks it.” Keep cuts tight and show the result in the first 3–5 seconds. That’s what the feed (and buyers) reward. Social Media Today
Tidy your on-platform product pages.
Put specs, benefits, FAQs, and size/fit right inside TikTok Shop so buyers don’t have to jump off-platform. Better on-page info tends to lift conversion and reduces dependence on “link in bio.” Social Media Today
Stay compliant on labels and policy.
- If content is commercial, treat it like commercial—expect tighter labeling and disclosures this fall. Bazaarvoice
- If any part of your video is AI-generated or looks “too real,” label it. TikTok requires this and has been expanding AI labeling practices. The Guardian
Know your costs (so your promos don’t backfire).
Review current Fulfilled by TikTok (FBT) fees and any reimbursements so your Q4 discount math still works. (FBT per-unit fees start around the low-$3 range, with storage rules to watch.) TikTok Seller

Two 30-minute content sprints (steal these)

Sprint A: One SKU, four cuts

Hook 1: “Will this actually solve ___ in 30 seconds?”
Hook 2: “Unbox + first use” (over-the-shoulder POV)
Hook 3: “3 mistakes to avoid with ___ (and the fix)”
Hook 4: “Before/after” (show outcome first, then how)
Post them across 7–10 days. Track the view-through rate and add-to-cart for the winner.

Sprint B: Objection buster
Pick your top refund reason or pre-sale question. Film a 20–30s answer with a real demo (no stock footage). Then pin that video to the product page and reuse snippets in ads.

Red flags that will quietly throttle you

Same clip re-uploaded with only a new caption. BigSeller
No disclosure on obviously commercial or AI-assisted content. Bazaarvoice
Product pages are missing basic info (materials, size/fit, what’s included). Buyers will bounce.

How I’d explain this to a busy owner

“TikTok Shop is rewarding variety and clarity. If we keep posting the same video with a new caption, reach will slide. Let’s record four different quick demos for our top product, clean up the product page, and make sure labels/fees are all buttoned up. That’ll protect our reach and help more people buy without DMs.”