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Yes, the title calls it a trend, but we both know that that’s not exactly the case.
Once upon a time, opening a new product was just a mundane moment – something you did alone or maybe shared with a friend. But in the internet era, that moment has turned into a full-blown genre.
What started as a simple way for people to share their excitement over new purchases has now evolved into a favorite bedtime or lunchtime watch for millions. And, in turn, it’s also become a massive marketing tool.
So, what’s the deal with unboxing videos? Why are people so hooked on watching someone else open a box?
These are the questions this article aims to answer, so stick around as we unpack it! (Pun intended.)
Way back in the mid-2000s, YouTube saw the birth of unboxing videos in the form of simple clips of people opening their latest gadgets, shoes, or toys.
The appeal was immediately obvious: it’s oddly satisfying watching someone reveal what’s inside a just-arrived package. It mimics that feel of Christmas morning when you get to tear the wrapping paper off of presents and see what’s inside.
That, combined with the genuine first reactions of the creator, all add up to an experience that’s way more engaging than a traditional ad. So, naturally, influencers and brands caught on soon enough.
Fast forward to today – unboxing videos aren’t just a thing to watch when you’re bored; they’re considered a totally valid and valuable tool in a digital marketing strategy.
https://www.tiktok.com/@tayhage/video/7098010347688234286?q=unboxing&t=1738339012293
You’d think that watching someone else open a product you don’t own would be kind of pointless, and that’s a legitimate argument. But there’s a lot to be said about the psychology of what is essentially just video ads of unpacking products.
So, what is it about them that makes us want to keep watching?
It’s like when you go to a birthday party and watch the birthday boy or girl open their presents – you know you’re not the one who gets to take them home, but you still want to see what’s inside.
It’s all about the suspense and the pay-off of finally seeing what’s inside that triggers the brain’s reward system. Dopamine, the feel-good chemical, gets released, making us feel excitement and anticipation, just as if we were unboxing it ourselves.
For some, unboxing videos is a form of wish fulfillment.
This is especially true for luxury brands or high-end products. The average audience member likely isn’t able to get their hands on one of those products, but the influencer in
the video is, so why not live a little vicariously?
Unlike traditional ads, unboxing videos feel real. The person in the video is reacting in real-time, giving their genuine first thoughts. This authenticity makes it easier for viewers to trust their opinions, which is why so many people turn to unboxing videos before making a purchase.
Plus, if the creator has a fun personality, it just adds to the whole experience – you’d watch them no matter the topic.
https://www.tiktok.com/@queenofgettingbanned/video/7439908828587543839?q=unboxing&t=1738339012293
Online shopping has its downsides. You can’t physically touch or see a product before buying, and not to mention the size dilemma when you’re trying to buy clothes.
Unboxing videos solve that problem by giving a detailed look at how a product really looks and functions. The influencers who make these videos often cover details that aren’t in the official product descriptions, like the way it smells or feels to the touch.
A good unboxing video isn’t just about the product – it’s about the shared experience. Comment sections under these videos are often full of discussions, opinions, and personal stories.
This lets viewers connect over their mutual excitement or disappointment, creating a community around the content while also being a great source of feedback for the brand.
Some unboxing videos go beyond just opening a box – in fact, most of them do.
The creators add their commentary and review, yes, but they also show how to set up, use, or get the most out of a product. This makes these kinds of videos useful on top of being entertaining since the viewers get tips and tricks that might not be in the instruction manual.
https://www.youtube.com/watch?v=deu5_gtrz0I
So far, we’ve talked about why these videos are great, but now it’s time to switch to how you can make one yourself.
Here are all the elements of a quality unboxing video:
Before opening their package, the creator usually gives a quick rundown of what they’re unboxing. This builds that suspense and excitement we mentioned and also lets viewers know what to expect.
Of course, like any good video ad, most unboxing clips also start with a catchy hook to grab the audience’s attention.
This is the main part of the video, when the product finally gets revealed. Creators usually take their time, making each moment last.
This can be done by being deliberate with every layer of tape and paper or by taking the time to comment on different elements, such as the design of the packaging or the safety measures taken not to damage the product.
https://www.youtube.com/watch?v=uX_A4CfCZSs
Once the product is out of the box, the unboxer shares their initial thoughts. Does it look as good as expected? Does it feel high-quality?
The point of this part is for it to be as authentic as possible so that audiences get a genuine feel for the products. Of course, many brands pay influencers to simply praise the product, but this isn’t an advisable tactic since it robs you of valuable feedback.
After they’ve shared their first impressions, the influencer typically doesn’t end the video there.
For tech and gadget unboxing, this is when they show off features and test functions. Makeup unboxers might stop to test and talk about the pigmentation of a product, and apparel reviewers might try their new clothes on. This is followed up by their own commentary, like how the sizing fits or how the fabric feels on the skin.
By the end of the video, the creator typically gives a quick review.
This is where they take a moment to highlight the pros and cons and give their final verdict about whether they’d recommend the product or not.
As with any other marketing content, the very end is reserved for a call to action.
Most influencers will invite their viewers to like, comment, subscribe, or check out a product link, depending on the goals of that specific campaign.
https://www.youtube.com/watch?v=efCNkJnXu6g
As you can see from the examples we included in this article, there are no set rules about where unboxing videos have to be posted. As long as the platform has the option to upload videos, you can post your unboxing there.
But, of course, different platforms have different benefits.
Let’s take a look at the most popular platforms and what kinds of unboxing videos they’re best for:
YouTube remains the main platform for posting unboxing videos, and for good reason:
https://www.youtube.com/watch?v=y9b2vxjP0po
Instagram is the best choice for bite-sized unboxing content for more polished videos without lengthy reviews. It also offers a lot of features that help video ads perform better:
https://www.instagram.com/p/C_qosCTCQx8/
TikTok is nothing if not fast-paced and trend-driven. So, the best approach to take here is to make your unboxing video fun and engaging. Here’s what works best:
https://www.tiktok.com/@nvnciv/video/7345101717656128801?q=unboxing&t=1738339012293
Facebook’s strength lies in its ability to spark discussions and group engagement, which is, in turn, great for boosting conversions. Similar to Instagram, they have several features marketers will find useful:
Platforms like YouTube, Instagram, TikTok, and Facebook are all great for this type of content, but they have different strengths.
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