Why it worked
The video uses a common visual trope (cutting into a steak) and then subverts expectations with the reveal that it's plant-based, creating intrigue and shareability.
Summary
The video shows a close-up of a steak being cut, with on-screen text revealing it is 100% plant-based. The creator is showcasing a vegan food product.
Structure
- 1Close-up of steak being cut
- 2On-screen text reveals it's plant-based
- 3Fork lifts a piece of the 'steak'
- 4Creator's name and hashtags are displayed
Product placement
The Green Mountain Swiss (brand): ACTS - it is the brand of the plant-based steak shown in the video. Removing it would change what happens in the video.
On-screen text
this is 100% plant based btw