the song was released with two b-side tracks; "shout" and "streetwalker". "cry" received mixed reviews from music critics. the single had a moderate chart performance internationally, with its highest peak being number sixteen in denmark, and its least successful charting country being austria. the track was promoted with a music video, which was filmed by nicholas brandt. the video does not feature jackson but shows people holding hands and standing side by side in a variety of settings, including a beach and a forest.