How Unboxing Videos Can Support Brands

Unboxing videos have evolved from niche content into a powerful marketing tool that resonates deeply with consumers. As the name suggests, unboxing videos involve a person unwrapping and revealing a product from its packaging, often detailing the features and first impressions. This content has grown immensely popular, driven by the rise of social media platforms and the increasing influence of online personalities. In fact, new research by Statista highlights that the global unboxing video market is projected to reach over $200 million by 2025, underscoring the growing significance of this content in digital marketing strategies.

The Appeal of Unboxing Videos

Unboxing videos tap into a sense of anticipation and discovery, offering viewers a vicarious experience of unveiling a new product. Much like ASMR videos, unboxing content often includes a focus on the sensory experience, with creators emphasizing sounds and visuals to enhance the viewer's engagement. This sensory-driven content is particularly effective in capturing the attention of younger audiences, including GenZ and the emerging GenAlpha, who are drawn to authentic, experience-based content.

The Power of Influencers in Unboxing Videos

Individuals who create unboxing video content, commonly referred to as influencers, have built substantial followings, making them highly attractive to brands. These influencers leverage their platforms to showcase new products, often turning their unboxing content into a valuable form of word-of-mouth marketing. According to a recent study by Influencer Marketing Hub, 89% of marketers find that the ROI from influencer marketing, including unboxing videos, is comparable to or better than other marketing channels.

YouTube and Beyond: The Platforms for Unboxing Videos

YouTube remains the dominant platform for unboxing videos, with millions of users turning to the site daily for this type of content. However, the landscape is evolving. Platforms like Instagram (via IGTV) and TikTok are also becoming popular venues for unboxing videos, particularly among younger audiences who prefer shorter, more visually engaging content. A 2023 report by HubSpot indicates that TikTok has seen a 40% increase in unboxing-related content over the past year, making it a key platform for brands targeting Gen Z.

What Unboxing Videos Are Not

It's important to clarify that unboxing videos differ from traditional product reviews. While they may touch on aspects of packaging and first impressions, their primary focus is on the reveal of the product itself. This distinction positions unboxing videos as a unique form of content that blends entertainment with marketing, providing a less formal, more relatable experience for viewers.

The Unboxing Audience

The audience for unboxing videos is diverse but tends to skew younger, with a significant portion belonging to GenZ and GenAlpha. These consumers are often early adopters and tech-savvy, making them an ideal target for brands launching new products. The interactive and engaging nature of unboxing videos appeals to this demographic, offering them a sense of participation in the unboxing experience.

The Role of Product Selection in Unboxing Videos

Typically, the products featured in unboxing videos are new releases or trending items. This makes sense, as viewers are more interested in seeing the latest gadgets, fashion items, or toys being unveiled. However, there are exceptions, such as vintage or rare products, where the appeal lies in the product's uniqueness or nostalgia. According to eMarketer, unboxing videos featuring high-demand tech products, such as the latest smartphones or gaming consoles, often achieve higher engagement rates than other categories.

Popular Categories for Unboxing Videos

• High-Tech Consumer Goods: This category includes smartphones, tablets, computers, cameras, and other tech gadgets. Videos in this category are especially popular around product launch events, where influencers like Unbox Therapy create content that garners millions of views.
• Beauty/Fashion: Unboxing videos in this category often include makeup, skincare products, fashion apparel, and accessories. These videos, sometimes referred to as "shopping hauls," allow influencers to showcase new items in detail, often influencing purchase decisions. A recent example is James Charles's unboxing videos, which attract millions of views within hours of posting.
• Gadgets & Appliances: Whether for home, school, or lifestyle, gadgets and appliances are a staple in unboxing videos. Influencers often highlight features that aid in purchase decisions, making these videos particularly useful for consumers during key shopping seasons.
• Kids' Unboxing: This category is incredibly popular, with children eagerly watching peers unbox toys and games. Channels like Ryan's World have turned this content into a multi-million-dollar business, demonstrating the powerful appeal of unboxing videos for younger audiences. However, ethical considerations around content aimed at children have led platforms like YouTube to implement stricter regulations.

The Correlation Between E-commerce and Unboxing Videos

The growth of e-commerce has paralleled the rise of unboxing videos. As more consumers turn to online shopping, these videos have become an essential part of the consumer journey, offering a firsthand look at products before making a purchase. According to a report by Shopify, businesses that incorporate unboxing videos into their marketing strategies see an average increase of 20% in conversion rates, highlighting the importance of this content format in e-commerce.

Influencer Perspectives

Influencers continue to play a pivotal role in the popularity of unboxing videos. Marques Brownlee, a tech influencer with over 16 million subscribers, recently commented on the evolution of unboxing content: "Unboxing videos have become more than just a trend—they're now an integral part of how consumers interact with brands. The level of detail and authenticity in these videos builds trust and excitement that traditional advertising can't match."

Conclusion

Unboxing videos are far more than just a fleeting trend; they are a powerful marketing tool that resonates with consumers on a personal level. As the digital landscape continues to evolve, brands that leverage unboxing videos effectively can build stronger connections with their audience and drive significant engagement and sales. If your brand hasn't yet tapped into this content format, now is the time to start.

Recommended links (helpful articles)

• How To Find Quality UGC Video (Regardless of Budget)
• How To Increase Customer Participation in UGC Review Campaigns
• Why Businesses Need UGC for e-Commerce Success

About the Author

Katy boasts two decades in B2B technology & services, spearheading growth and brand evolution. A former Adobe marketing maven for 9 years, she’s since built growth teams for 5 tech startups that have all been acquired. With a stellar record in operational excellence and creating demand, she excels at leading successful cross-functional initiatives that enable companies to scale up.