Why didn't you tell me?

@merit

343.3K followers · usually 4.7K views a post

Views

53.4K

Likes

1.5K

Comments

34

Shares

57

SoundTikTok sound · original sound - merit

Promoted product

Meritmeritbeauty.com

MERIT is a clean, vegan, cruelty-free minimalist makeup brand. We are the antidote to the oversaturated world of beauty. Safe for Body + Skin + Planet.

9 videos6 creators

Why it worked

The video uses emotional appeal and a relatable scenario of withheld information to capture viewer attention, leading into a brand reveal that creates intrigue and memorability.

Summary

A woman cries and expresses distress, asking "Why didn't you tell me?" before a title card appears with the brand name "MERIT". The video appears to be a commercial for MERIT Beauty.

Structure

1Woman expresses distress and asks "Why didn't you tell me?"
2She asks "When will you tell me?"
3She says "Great. I think we got it."
4

Original caption

“The Audition” — starring Jemima Kirke in Clean Volume. #jemima #audition #girls #meritbeauty #ActingChallenge

More from @merit

Product placement

MERIT Beauty (ACTS): It is the brand being promoted, and the video is a commercial for it. Removing it would change the video's purpose. MERIT (ACTS): The word MERIT appears on screen, indicating the brand being promoted. Removing it would change the video's purpose.