Unboxing videos up the ante on this world of instantly recognizable packaging because it’s user-generated content most of the time and the ‘reveal’ has an emotive draw. While many YouTubers make bank on their unboxing videos (such as the highest-paid channel Ryan’s World that focuses on unboxing and product reviews), Think with Google was clear in 2015 when they first flagged that the trend is a broad content niche. Their statement holds true six years on and should be kept in mind that, in this context, “From the super simple to the intricately detailed and overly dramatic, unboxing videos run the gamut of styles.” In a time where massive YouTubers through to micro-influencers are using unboxing videos as a way of either soft or hard selling to their audiences, you can’t deny that this is a powerful way for businesses to reach existing and new customers.
What is different now is just how visual our world is, the extraordinary part that technology plays in this, and how people all over the world now share their experiences online. In the past, we might covet an item while also instinctively understanding that a formative component of the joy of getting something new is opening it for the first time just like when you open a present. Now, with video content, whether it’s YouTub streaming, TikTok, Facebook live, InstaStories, or SnapChats, we’re right there with the person while they open the latest iPhone and we experience the overwhelming social force of a shared experience. If the unboxing is design-driven, detailed or personalised, this then helps with selling the company behind the package in a fascinating synthesis of the physical item and the ephemeral journey that solidifies the perceived sense of the value of the item in the box.
For a business that is either switching to eCommerce or expanding into digital from brick and mortar, packaging for orders is another layer of branding and requires thorough review to ensure there is brand alignment. In the infographic resource below, you can learn more about creating a practical unboxing experience on a tactical level with how-to steps for objectively assessing your current offering then redesigning and relaunching to your market. Read on for the full guide and to delve into this topic in even more detail!