Unboxing

By Nic De Castro

Apr 24, 2019 Influencers, Unboxing, Video

The initial excitement that comes from receiving something you’ve ordered online and opening it for the first time is exactly the feeling that unboxing videos have latched onto. So why are the videos so popular, and how can a business capitalize upon that popularity?

What makes unboxing videos so popular?

  1. If a consumer is ordering an item online, they likely can’t get their hands on it prior to purchasing. Thus, watching an unboxing video gives the viewer an idea of what that item is truly like in real life. Witnessing a positive unboxing experience increases the likelihood that the item will be purchased.
  2. Unboxing videos are seen as honest depictions of the item. The nature of the video not being sponsored gives the audience an objective view of the truth of what they’re considering purchasing.
  3. Unboxing videos, when done correctly, should be a fun and enthusiastic experience. If the individual recording the unboxing is excited and happy with the product, that is translated to their audience. Thus, improving the likelihood that the product will be purchased.

The popularity of unboxing videos stem from viewers vicariously experiencing the moment that the box is opened and feeling the same intrigue, excitement, and joy. Consumers want an inside look at what they’re purchasing. Having reassurance prior to purchasing an item solidifies the psychological need for the safe choice. Thus, hearing the pros and cons of another person’s purchase, helps the consumer make better choices for themselves.

It’s also been found that the ritual of removing a new item from its box also builds lust among the targeted audience. You’re building the desire and need for the item with every glossy item that is released from its bubble wrap and cardboard encasing.

How can you capitalize upon the unboxing craze?

Create Your Own Videos
As a company, you can create your own videos. Brands like Toys “R” Us, Target, and Samsung have made their own versions of unboxing videos. Showcasing your new product in its true form and giving real-time feedback of various features increases the likelihood a purchase will occur.

Source Influencers to Create Videos
Unboxing videos tend to be more successful when they’re viewed as objective and subsequently removed from the actual company. Paying for your product to be reviewed by an influencer grants you the image of objectivity with the benefit of a paid advertisement. If done correctly, this is very impactful.

Fab Fit Fun is known for using unboxing videos as a major piece of its marketing strategy. They’ve networked with a team of influencers, ex-reality television stars, and other content creators to have detailed reviews of their seasonal boxes to create allure with new subscribers. With over 200 million dollars in sales for 2018, one certainly can ascertain that this marketing technique definitely works.

Selecting your influencers
When you advertise with influencers, you’re capitalizing upon their already loyal and trusted base of followers. Thus, those followers typically trust the content that’s being shared. If your selected influencer has a base of 16-20 aged females, and your product is a men’s grooming box, you’re likely selecting someone that won’t grant you much profitability. Choose influencers that have a base that would not only be interested but inclined to buy your product.

Customer-created content
Several brands have run with the concept of encouraging their consumers to generate their own video reviews and product unboxings. These videos typically show the consumer discussing their likes and dislikes in “real time”. This approach can thrive if executed correctly – utilizing coupon codes that the customer can share with friends is a great way to get results.

The takeaway
A positive unboxing can increase engagement and boost customer viewership on your product. If executed correctly, this strategy will ultimately lead to an increase in sales. The key to unboxing videos is controlling this portion of the user journey. If customers take the time to watch a produced unboxing video, you have a chance to get the sale. Capitalize upon the interest, and take control of the perception behind your product.