Why it worked
The video taps into a shared user experience of app updates removing familiar features, creating relatable frustration and curiosity. The simple, direct question and visual of someone trying to find the missing element encourage engagement and comments from others who may have noticed the same change.
Summary
The video shows a person interacting with a smartphone, seemingly trying to find a feature that has been removed. The on-screen text questions when a specific element, referred to as 'the circle', was taken away.
Structure
- 1User interacts with phone screen
- 2On-screen text asks about a removed feature
- 3User continues to navigate the phone interface
- 4Video ends with the question unresolved
On-screen text
WHEN did they remove the circle
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Original sound