This video starts like every aesthetic café reel, but ends with a latte explosion across the counter.
chaos
13.9M views & counting.
And the comments?
“I trusted you.”
“I was trusting the process 😂”
They are the content.
How you can recreate it:
Play with Anticipation. Show your product or app “mid-process” —> make users expect a reveal, then flip it.
→ Example: “My AI edit was going so well until…”
Lean on the Comments. Don’t hide them, let them become part of your strategy.
Encourage Duets. Invite users to “trust the process” and film their own version –> it builds a participatory trend.
Keep It Human. A little chaos sells more than a perfect ad.
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