@ruthswingler — 368x breakout

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oh the morning after

@ruthswingler

75.0K followers · usually 8.9K views a post

Views

3.3M

Likes

187.6K

Comments

262

940

Promoted product

ZO Skin Health, CeraVe, OneSkin

Why it worked

The video leverages high-stakes, relatable personal storytelling about postpartum life, which naturally integrates the skincare products as part of the creator's authentic routine.

Summary

A new mother documents her morning in the hospital after giving birth, including a skincare routine and preparing for her toddler to visit. She also shares a stressful moment involving an IV leak and cleaning up blood in her hospital room.

Structure

1Creator shows her morning after giving birth
2Creator performs a skincare routine using multiple brands
3Creator deals with an IV leak and cleans up blood
4Creator prepares for her toddler's visit

Product placement

ZO Skin Health: (a) ACTS — the creator applies it to her face as part of her skincare routine. Removing it would change the content of the skincare demonstration. CeraVe: (a) ACTS — the creator applies it to her face as part of her skincare routine. Removing it would change the content of the skincare demonstration. OneSkin: (a) ACTS — the creator applies it to her face as part of her skincare routine. Removing it would change the content of the skincare demonstration.

On-screen text

oh the morning after that's the beautiful & messy the morning after my natural birth so crazy nauseous morning 9:30 time okay after me boy pediatrician look perfect hey gotta and Sister's see never not insane my

Original caption

NGL my heart stopped when I saw blood dripped all over the floor and I didn’t know what it from. They took out my IV and it just randomly started bleeding shortly after. #morningafterbirth #birthvlog #1daypostpartum #newborn #hospitalbirth @ZO Skin Health @CeraVe @OneSkin