For the past decade, unboxing videos on social media platforms have snowballed. People can’t help but immerse themselves in watching these highly engaging videos for entertainment and educational purposes.

Today, many content creators and everyday consumers create genuine unboxing videos and product reviews on social media platforms like Youtube as a form of income. But how did this phenomenon become so crucial in affecting a customer’s purchase decisions? To get that answer, we must first ask ourselves: what is an unboxing video?

Defining the Unboxing Video

Youtube landing page on screen monitor

Source: Christian Wiediger

Unboxing or unpacking is an internet phenomenon of capturing the opening process of products through photos or videos. These products can be anything from anywhere, but the most popular industries that currently benefit the most from these videos are:

  • Tech
  • Kids Toys
  • Fashion
  • Beauty
  • Mystery Boxes
  • Fitness Supplements

In fact, a study done by Google showed 1 in 5 consumers had watched an unboxing video, and 62% of these people do so when researching a particular product. The statistics don’t lie when revealing that unboxing videos have become more than just a trend but a growing phenomenon, with millions of views and thousands of videos uploaded yearly.

Don’t believe us? Below are some popular unboxing and review channels with relevant metrics retrieved from SocialBlade and one of the best unboxing videos on each channel. And though these videos are a few years old, these influencers still consistently receive millions of views for each new video they upload!

Unbox Therapy with 19.5 million subscribers and over 4.5 billion video views.

Marques Brownlee with 16.9 million subscribers and over 3.5 billion video views.

iJustine with 7 million subscribers and over 1.4 billion video views.

But Why Are Unboxing Videos Popular?

Why are we so intrigued by these videos that continue to capture hours of our attention? What makes these unpacking videos and reviews such great content to watch?

Mint rigid box as gift box set with multiple products and custom insert.

Source: PakFactory

Firstly, it’s our inherent curiosity. The build-up of excitement for a new product drives the popularity of unboxing videos. Consumers always look forward to the next best things, like new technologies, designs, and other products and want to know whether or not the latest things will be worth their money. This curiosity and anticipation build up to the next reason. 

The big reveal, or the unboxing experience, allows brands to show off all their hard work. Think of all the time and money spent on developing the product, designing the packaging, strategizing the marketing campaigns, and more. All of that bears fruit during the unboxing experience.

Finally, there’s nothing like seeing authentic reviews and reactions toward a product. The content creators reviewing the products have already established a strong trust with their online community, so It’s a massive advantage if influencers have nothing but great things to say about your brand because their viewers will remember this.

When searching for a new smartphone or restaurant to try out, it is much easier to learn through other people’s experiences by reading or watching reviews online.

How Do Unboxing Videos Benefit A Business

So now that you know what unboxing videos are and how popular they can be with consumers, how do they benefit a business? Let’s take a look.

1. Brand Awareness

Sonhab chocolate packaging in bulk in a shipping mailer box

Source: Sonhab Chocolate by PakFactory

YouTube has over 2.5 billion active users worldwide each month, with 62% of internet users in the U.S. accessing the website daily.

Creating an unboxing video or working with influencers and content creators will generate brand awareness. Each video can reach hundreds, thousands, or even millions of viewers daily. The beauty of the digital atmosphere is that anyone from anywhere in the world can access these videos instantly, giving your brand massive reach!

So if viewers see other people or their favorite influencer enjoying your product, it increases their chances of purchasing it too, hence why affiliate marketing is a huge revenue driver for these influencers! Their reviews help to validate the viewer’s decision-making process before finalizing purchases, especially for high-end products, while also benefiting the content creator in a win-win scenario. 

2. Develops and Strengthens Consumer Relations

Blu Fern packaging mailer box set with multiple products and custom insert for security.

Source: PakFactory

When you take the time to invest in creating the ultimate unboxing experience, it develops and strengthens the consumer relationship. If someone receives positive feedback about your product through an unboxing video, it will automatically intrigue them. Aside from wanting to get their hands on your fantastic product, they want to experience the same unpacking phenomenon that their favorite content creators feel.

3. Leaves Valuable Impressions on Your Brand

customer positive feedback

Source: Freepik

By exceeding consumer expectations and keeping them connected, you deliver a good impression that will go a long way. A good impression embeds a positive mark on someone’s attitude towards your brand and products, motivating them to share with their friends, family, and online community. If you really enjoy a product, wouldn’t you want to share it too?

4. Encourages Consumers to Repurchase

customer purchasing through square and credit card

Source: Nathan Dumlao

After developing brand loyalty through unboxing videos, it encourages consumers to repurchase from you again. It works like a domino effect because your brand exposure grows as the content creator grows, and interest in your other products will soon come with it.

You may not realize it, but your brand and content creators work together to drive business for one another. Viewers can become your customers, just like customers can become influencers’ viewers. Again, it’s a win-win scenario for businesses, content creators and customers.

5. Comments Provide Constructive Feedback

Office discussion in meeting room

Source: Redd F

Finally, unboxing videos make it easy for your brand to receive constructive feedback without paying for surveys, research studies, or study groups. It’s essentially free information with two different types of feedback coming from an unboxing video:

  • Feedback from the influencer: By analyzing their video, you will better understand their behavior and attitude toward your product. Their facial expressions and the instant words that come from their mouths will tell a lot. Based on their comments, you can experience, examine and enhance your current and future unboxing experiences.
  • Feedback from viewers: The viewers observing the unpacking from the other side of the screen may notice things that you or the influencer won’t. Their positive or negative comments in the comment section are a fountain of knowledge just waiting to be tapped.

Regardless of the reception, any feedback is good feedback. It will help you determine if you’ve done your job correctly.

Strive for an Unforgettable Unboxing Experience

Now that you know the sheer popularity of unboxing videos and how they are a mutually beneficial avenue of growth for business brands and content creators, are you ready to up the WOW factor for your packaging?

Kukki Jar cookies in packaging food packaging box.

Source: PakFactory

If you’re ready to take your business to the next level by creating a fantastic custom box, speak to a product specialist about bringing your vision to life. Who knows, your product packaging could end up in the next viral unboxing video!


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