[PL] What is unboxing?

Simple ideas are usually the best. This theory is borne out by unboxing – a relatively new phenomenon in marketing from which everyone: influencers, entrepreneurs and customers alike – is drawing handfuls. Why is it so popular? What does unboxing mean? After reading this article, you will know the answers to these questions.

What is unboxing?

What does unboxing mean? If you use any of the popular social media sites, you know what they are talking about. Unboxing, also known as unpacking, opening or unwrapping, is a video showing the process of unpacking a purchase or gift.

This kind of content is most often recorded by influencers, who initially posted this kind of video on YouTube and, over time, on other social networks. While the first unboxings were of electronics, today printed boxes are opened in front of the viewer’s eyes and contain products ranging from cosmetics and books to food.

Why is unboxing so popular?

Wondering what the unboxing phenomenon is all about? The answer is simple: people like to watch others, they are curious by nature, and this form of presentation satisfies their need to peep. Unboxing is popular because:

1. It gives you a sense of participation in the process – when you watch the video, you feel like you are opening the package together with the person who received it. You experience all the emotions with her, and they are stronger if you are in the brand’s target audience and when the product is exclusive.
2. Makes the purchasing decision easier – unboxing is often accompanied by a review that focuses on how the goods were packaged. Those recording the unboxing pay attention to the aesthetics of the packaging and comment on elements of the packaging – the filling of the parcel, the individually printed tapes, the added freebies or the box itself. If the product, and its packaging, looks elegant, this may convince viewers to buy it.
3. Provides entertainment – the unwrapping process builds suspense. Viewers are waiting for the element of surprise and to find out what is inside the packaging. They also expect a reaction from the person recording the unboxing. What’s more, listening to the characteristic tapping of fingers on the box or the rustling of the opening package can be a form of relaxation for some.
4. It allows you to keep track of what ‘s new – the latest hair straightener, a bottle from a prestigious brand or a supplement recommended by a celebrity are all products that generate interest and are eagerly watched by social media users.

What is the importance of unboxing in online marketing?

What is unboxing in the context of marketing? Simply put, it is a type of promotional strategy. The role of unboxing is to evoke positive emotions in the customer and gain their trust. If you are running a business, pay attention to these aspects:

• Attractive advertising – when you send your product to a well-known influencer who opens the package in front of the audience, the value of the goods increases in the eyes of the audience. Especially if you take care of the details, such as a par cel filler or a card with instructions for use. Consider that aesthetically pleasing packaging catches the eye, encourages people to buy your product and use your company again.
• Customisedmarketing –tailor your packaging and product design to your target audience. Choose a personalised printed box with a catchy slogan, or choose ecological packaging if your customers are those for whom environmental protection is of particular value.
• Social proof – feedback from other customers is important and, in the age of e-commerce, even crucial. If someone who inspires trust in your potential customer recommends a product, they are likely to buy it too.
• Viral content – once created, an unboxing is often shared on social media multiple times. What’s more – you can use it too, by sharing it on social media and your company website.

What benefits can unboxing videos bring to a brand?

You already know that unboxing can be used in online marketing and attract new customers with it. What other benefits can it bring? First and foremost:

1. Reaching a large audience – an unboxing video can go to various channels: YouTube, Facebook, TikTok, Instagram.
2. Establish a relationship with the customer – positive emotions foster a positive relationship with the viewer.
3. Increase customer engagement – people who watch the unboxing are keen to share their opinion of the product and recommend it to friends.

What can be done to increase the effectiveness of unboxing videos?

For the best unboxing results, take care with the packaging of the products you send out. Choose personalised boxes with your company logo. You can also include other elements on them: advertising slogan, offer summary, contact details. However, do not overdo it – a few pieces of information are enough. Too much could overwhelm the recipient.

Equally important are details such as decorative paper, a thank-you to the customer, a discount for future purchases. Does product packaging matter? Of course. Especially in the age of social media, when boxes are photographed and their images shared with a wider audience. Aesthetically pleasing and consistent with your brand image, printed packaging is an important part of your marketing strategy. Wondering how to create them? Read the guide: How to design advertising on shipping boxes.