How Unboxing Videos Drive Sales and Engagement

In today’s digital age, videos come in various forms: explainers, live streams, 6-second reels, POVs, and more. Value-adding videos, particularly in the tech or lifestyle industries, tend to prefer the candidness of an unboxing video. This is often a static, crisply shot, or even a faceless ASMR experience. These kinds of videos are usually devoid of any post-production gimmick or fancy transitions — they’re just true representations of products fresh out of the box.

Let’s unpack this video format’s widespread appeal (no pun intended!) 

Today’s Unboxing Videos 

At its core, unboxing videos are a genre of online content where everyday individuals and influencers turn a rather mundane act of opening a product package, into a substantial, firsthand look at the goods. These could also include their raw reaction and a comprehensive, frank commentary on the product’s features, design, and functionality, or whether it’s worth the investment. 

Unboxing videos started simple: adults or kids were eager to share their purchases with the world in shoddy lighting, and eye-level framed previews. Eventually, this genre embedded itself into the online ecosystem, giving rise to reviewers like YouTubers Marques Brownlee (or @MKBHD) or Ryan Toys Review. However, their potential influence on purchasing decisions quickly caught the attention of forward-thinking marketers, who considered it a digital marketing campaign holy grail – perfect for building anticipation, creating buzz, and evoking a sense of authenticity that traditional advertising generally lacked. 

Much of unboxing can be the traditional high-quality productions or a bit more niche, like the pandemic-born breed: faceless #UnboxingASMR (Autonomous Sensory Meridian Response). This sub-category banks two key stimuli: aesthetically pleasing background setups (e.g., bubblegum pink workstations) and auditory-tingling experiences (e.g., bubble wrap popping, fingers percussive tapping on flat surfaces, and box cutters slicing through tape). These intimate, first-person perspectives put the products in heightened focus, minus any upbeat personalities and commentary. 

Not to mention, in 2023 alone, videos featuring the term #Unboxing in the title have topped 25 billion views, further proving its universal appeal!

The Psychology Behind Unboxing Videos

The instant gratification of resolving curiosity with the product’s first reveal or the tingling sensations provided by ASMR triggers the same neurohormones – dopamine, endorphins, and oxytocin – responsible for gluing people to their screens. 

These also extend to the common motivations of viewers: 

• To validate that they made the right choice.
• To gain confidence in proceeding with a transaction.
• To live vicariously through the host’s experience.
• To find answers to concerns. 
• To keep up with the niche or the influencer’s latest work. 
• To see what products actually look like. 

How Unboxing Videos Drive Sales

Several factors contribute to sales post-unboxing video viewing: 

• Visibility and Awareness – Tapping into a format that boasts a highly active and diverse consumer base, increases brand and product exposure tenfold (e.g., slimes and pop-it fidget toys). 

• Transparency – Giving an unedited, detailed look at a product, with unscripted opinions, makes a brand trustworthy. But this shouldn’t be outright disparaging and instead, just constructively insightful. For example, a host can say, “If you’re not a fan of (a certain element), then this might not be the ideal choice, but you could consider (alternative products within offerings).”

• A Trusted and Credible Voice – Involving a voice they deem reputable, such as an influencer, can increase their vote of confidence in a product and even sway them to reconsider.  Similar to the successful strategy of the collectible store Anotoys, which collaborates with high-profile personalities like Michael V. and Alden Richards, both known toy collectors, to unbox new arrivals and display their intricate detailing. This is effective, as it introduces the brand to new demographics, who inherently value their thoughts.

Boosting Engagement Through Unboxing Videos

Since unboxing videos are posted on social media sites or streaming platforms, brands can interact with their audience, encouraging real-time interaction and feedback (e.g., answering inquiries). Plus, when a call-to-action is effectively incorporated, this can seamlessly direct viewers through the process – be it by subscribing to a channel for updates or visiting a website to complete a transaction.

If you are boosting your videos through social media ads, make sure to disclose the same! Transparency keeps and builds your viewers’ trust.

Strategies for Maximizing Viewer Retention and Shareability

To maximize viewer retention and shareability, consider these strategies: 

• Schedule video releases during viewers’ peak online hours.
• Prioritize high-quality videos with sharp visuals, clear audio, and seamless editing. 
• Zoom in on the product’s defining elements (features, material, and textures).
• Use a turntable to present the product’s full 360-degree view.
• Maintain a clutter-free setup to avoid drawing the focus away from the product. 
• Provide easy-to-read captions and attention-grabbing titles.
• Adopt an audience-centric approach to ensure content is aligned with your demographic’s interests, needs, and pain points. 

The Future of Unboxing Videos in E-commerce and Retail

The future of technology will inevitably mold the future of unboxing videos, impacting not only how they’re consumed, but also how they’re leveraged. So with the integration of AR and VR, brands can only expect more tools for creating interactive and immersive experiences capable of supercharging brand-customer engagement. 

Let’s Make an Unboxing Video!

In a digital world saturated with highly edited content, unboxing videos offer an undeniable refreshing alternative: Simply by just showcasing the products authentically and honestly. So when you marry this format with insights into viewer psychology and effective filming strategies, you can create an effective unboxing video that generates sales and contributes to your digital marketing success! 

Making unboxing videos? Let NGP-IMC help you with that. We’re committed to producing the best videos – and going above and beyond that to Connect Your Story.