[ES] Boxes, packaging and Youtube? No, it’s called ‘unboxing

YouTube: that vast ocean full of animal videos, pratfalls, video clips and bad jokes. According to Google statistics, Spaniards spend an average of 36 minutes a day, or around 220 hours a year, watching YouTube videos, a consumption that continues to grow among all age groups.

Among the video giant’s groundbreaking trends, videos dedicated to unboxing or , in other words, the unpacking of products stand out. In unboxing, the main content is just as important as everything that surrounds it, i.e. the presentation of the packaging, the box itself or the leaflets that are included. This phenomenon of opening packages and showing the contents on camera started in June 2006. The first unboxing video was dedicated to the Nokia E61 phone and this habit has been spreading unabated.

Unboxings on YouTube and social media, a growing phenomenon

Although it started on YouTube, this is no longer the only way to get hooked on unboxing, due to the fact that videos on other platforms have been gaining momentum. The video channel inaugurated this custom, but nowadays, other social networks such as Instagram or TikTok have made their mark in this peculiar world of unboxing. Compared to YouTube’s longer videos, TikTok offers much more agile and direct content, fresh and of short duration. It is worth noting that 59% of users of this application in Spain access it on a daily basis.

@saragodiv Unboxing vinyl “Motomami” by Rosalía ❤️‍ #motomami #unboxing #newdisco #vinyl ♬ original sound – saragodiv

Live unboxing

Another variation of the unboxing craze is live unboxing to add to the excitement of opening a box and checking inside in real time. In this way, the unboxing of the product is done live in front of a waiting audience as if it were any other show. To get the most out of these live broadcasts in terms of marketing, it is recommended that the content creator tags the products to be discussed during the stream.

The key to successful unboxing: sharing experiences

Why does unboxing succeed? Its success can be based on three ingredients:

• The need for verified information: users are increasingly relying on the previous experiences of other customers before jumping into the pool. After all, it is a measure of contrast to the advertising messages of brands and is of vital importance for e-commerce.

• Curiosity: we are curious by nature. And a bit nosy too, let’s face it. Before unboxing, there were the Kinder eggs and the little surprises in the McDonalds Happy Meal. There’s a reason why surprise egg opening videos have the power to dazzle children and adults alike for hours on end. This one, for example, reflects the success of the unboxing with more than 220 million views:

• Identification: unboxing has been seducing more and more audience groups and is already applied to all kinds of products. It is not uncommon to find videos of housewives unpacking products from the supermarket. Those dedicated to unpacking toys (entertaining for children and informative for parents) are all the rage in the months leading up to Christmas. Some youtuber has even thought of mixing successful concepts and having his dog unpacking products in front of the camera.

What kind of products are featured in unboxing videos?

Any item that comes in a package is unboxing material; however, there are some products that arouse more interest than others, such as these examples:

• Technology. Analysis of the most advanced technological devices such as the latest model of a particular mobile phone or the latest computer.
• Beauty products. In addition to the unboxing of make-up products, there are tutorials on how to use them once they have been unpacked.
• These videos are very useful to know what the fashion trends of each season are and how to combine garments.
• Food. This includes prepared foods, such as home-delivered food menus, through to the usual supermarket food packs.
• The toy industry is one of the most popular sectors and one that attracts the most attention. It is the closest thing to reliving the experience of the morning of the Three Wise Men every day.

Tips to ensure the success of your unboxing videos

If you are thinking about shooting unboxing videos with some of your products, take into account these tips to achieve an attractive result:

• Use a camera or phone that records in good quality.
• Use a secure tripod to fix the shot.
• Make sure you have good lighting.
• Sow interest in your social media by showing the package first.
• Identify the brand and introduce the product at the beginning of the video.
• Describe your feelings at the moment of opening the package.
• Finally, show the product you are talking about in the video.
• Close with a conclusion about your assessment of the object under analysis.

It’s not all about unpacking. Reverse the process

Of course, in order to do an unboxing, someone has first had to pack a product. Therefore, another different option to give a twist to this custom of showing packaging in front of the camera can be to record or broadcast a live video from your social networks with the steps you follow when you prepare your orders.

In this way, in addition to building audience loyalty by showing what the day-to-day life of a company is like from the inside and the quality of the materials used, you can generate curiosity by reversing the process of this phenomenon of opening packages.

How can you improve the unboxing of your products?

Unboxing is crucial for both the user and the e-commerce. This point represents the first physical contact with the purchased items and is key to classify the shopping experience as deficient or satisfactory.

These are our recommendations so that the moment of unpacking does not betray you:

• Try to create a differentiated experience: the personalisation of the labelling and the box is important for the branding of your brand. Personalised packaging adds value.

• Adapt the packaging material to each product: don’t settle for the same type of box for everything. You can measure your products and organise shipments by size ranges. Choose boxes that are tailored to the products you are sending, use height-adjustable boxes for when unexpected needs arise and avoid over-packaging that damages your brand image.

• Ensure product protection: both inside and out. You don’t want the customer to discover a damaged product after opening the box. Consider which protection material corresponds to each of your products and choose the ideal size for the inside of each box.
• The packaging should create an expectation: the user should be eager to see the contents of the package, but the removal of the package should be easy and convenient. It is recommended that packaging is simple so as not to hinder access to the products. Have you heard of frustration-free packaging?

• Adjust your packaging to the times: yes, time is passing for everyone. If you are renewing your brand image, the packaging should accompany and reinforce the process. On the other hand, take seasonality into account when sending your products. Dates such as Valentine’s Day, Christmas, Father’s Day or Mother’s Day are ideal to include special nods to the customer.
• Encourage sharing experiences: you can incentivise customers who share their experience by uploading their own unboxing on social networks after receiving the product with offers or discounts on future purchases. This is a way to get new customers and thus gain prestige and brand recognition, as word of mouth is key in the interaction between users.

Do you want to learn more about how to make your product unboxings memorable? Don’t miss our 8 keys to achieve the perfect package in an e-commerce shipment.

As you can see, unboxing is one more symptom of the sharing culture that the Internet has generated. If you want to make sure that the unboxing of your shipments is worthy of being shown on social networks, don’t miss our section on boxes and packaging for stuffing and protection. At RAJA® weknow that details matter, and so do experiences – take care of them!