Dupe’s hack to 11M+ views in last 30 days

Nikita Bier–advised website Dupe just added another 11 million views in the last 30 days, and the playbook behind that surge is simple and clever.

Dupe’s is based on the promise to help people find cheaper, look-alike items, allegedly up to 90% less than the original price.

Their creative team leaned into two compact hook strategies across 13 active accounts to turn that promise into viral momentum.

One hook frames the product as a shortcut to a trend, by using a surprised, excited opener that teases “how they do it” .

The other frames it as insider knowledge passed through a trusted person, like a parent or sibling with real expertise.

Those two approaches show up again and again in the top-performing posts, and they do the heavy lifting: curiosity plus credibility, delivered in five seconds or less.

Since June 2024 the site’s traffic has been though a solid rise, and the account strategy reflects that growth: over 30 accounts have been run across recent months, 13 remain active now, and a handful produced the standout wins that back this latest 11M spike.

On July 15 a post ripped 473.7k likes, 3.2M views and 20.3k bookmarks with the hook “NO WAY this is how the Pinterest girlies have been getting clothes for cheap.” The video starts with a shocked, excited expression, then cuts to a screen recording of the app.

On July 20 another post hit 170k likes, 1.2M views and 70k bookmarks with “so glad my mom is an interior designer bc i never would’ve found this,” and the team leaned on the same content in a second take that scaled to 2M views later that month.

Repeating winning formats in multiple versions paid off: slightly different phrasing, timing, or facial expression can push a format from great to viral.

That same day a third variant reached 1.6M views with “my sister is actually a genius so glad she’s an interior designer or i would never found this,” showing how swapping a single word (mom to sister) keeps the angle fresh without changing much.

Small changes (an eyebrow raise, a different reference, two seconds more of screen demo, etc) compound across accounts and posts.

It’s all a game of volume, make sure you’re playing it the smart way.