This article was last updated on 21 July 2022.

Unboxing: thinking outside the box

The legend of Pandora’s box is a classic example of how people are fascinated by the unknown. Curiosity is simply in our nature. The unboxing trend sweeping YouTube is a result of that very curiosity. Unboxing is when a person documents the unpacking and first impressions of a new product. You could say it’s like a kind of video review.

But why watch someone you don’t know opening a package of something you don’t own? To find out, we at RAJA researched the trend in several different segments and asked two influencers and a psychologist about why they think this trend has become so universal.

The psychological aspect of unboxing

Why we like unboxing videos so much can partly be explained by our capacity for empathy. Humans have the ability to empathise with other people’s situations and feelings.

As early as 1992, research identified something called “expectation circuits”, which are activated in our brains when we watch a stranger unpack something. Since then, several studies have verified the existence of what has been called the “mirror neuron system”. These neurons are activated not only when we perform an action ourselves, but also when we see someone else performing that action.

The universal fascination with unboxing videos is explained by the fact that when we watch someone else open a package, our brain acts as if we are the one performing the action. We spoke to psychologist Diana Parkinson, who described unboxing as follows:

“… there is no material reward, only transient visual reward. The popularity of unboxing videos is astonishing, and I can’t think of anything else that compares to it.”

When did the first unboxing video appear?

The following video, uploaded in 2006, was perhaps the world’s first unboxing video: Unbox.IT : Unboxing Ceremony of Nokia E61. Since then, unboxing has taken YouTube by storm. In 2014, a YouTube search for the term “unboxing” yielded more than 20 million results, and in 2021, the same search received more than 120 million results.

The trend covers everything from toys to luxury items and tech gadgets. If a product is available to buy, chances are there is an unboxing video about it.

YouTube’s biggest unboxing site

There are many successful YouTube channels dedicated to unboxing. It is also common for channels to mix their content with unboxing videos and other types of content. For the technology segment, which is the first thing many people think of when they mention unboxing, you can check out Unbox Therapy (18 million subscribers), Marques Brownlee (16 million subscribers) and iJustine (7 million subscribers). If you’re looking for Swedish technology videos, check out Feber (6,000 subscribers) and Inet (65,000 subscribers), for example.

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Unboxing as entertainment for kids

Unboxing is also extremely big in toys. For the toys segment, the most popular channels are probably Vlad and Niki (84 million subscribers), Ryan’s World (33 million subscribers) and FunToys Collector Disney Toys Review (11 million subscribers). Some of the films in the toy segment attract as many as 500 million views.

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We asked popular parenting blogger Rachel, who writes the blog Coffee, Cake, Kids, about why she thinks her kids enjoy watching unboxing videos so much:

“I think it’s because every video contains a surprise. The videos are tailored for children’s natural curiosity to see what’s in the box – the kids love to look in the bags when I come home from the supermarket. The very few videos I’ve watched are all very bright and colourful, which obviously appeals to young children.”

Rachel also mentions how unboxing videos are perfect for keeping kids entertained:

“They’re relatively easy to find, generally safe for kids to watch and when you need five minutes to go and make dinner they’re perfect for keeping them entertained.”

Unboxing as product research and inspiration

To dive deeper into the subject, we asked vlogger Chase Aimee, who has 255,000 subscribers to her YouTube channel, what she thought of unboxing videos. For her, the interest lies in finding new and interesting products to shop for:

“The appeal of unboxing is seeing a bag that I can be interested in and experiencing the unboxing process with the person unboxing it. […] It helps me make more informed buying decisions and it’s also just as exciting to see something beautiful unopened. Luxury design houses spend a fortune on the packaging, so that’s part of the experience.”

The all-important premium feel

Luxury products are a popular segment in unboxing. Exclusive brands such as Chanel invest in high-quality packaging. It is important that customers get a “premium feel” the first time they pick up their new product. Whether the packaging is opened privately or shared with millions of others on the web.

For a truly great unboxing experience, the packaging not only needs to look attractive, it also needs to feel comfortable. The feel of satin ribbon, the satisfying sound of flaps opening and the crinkle of wrapping paper as the package opens are just a few things that have an immediate effect on the viewer. We asked Chase Aimee about the importance of a product’s packaging:

“I think it matters. I’ve had very expensive bags delivered to me in plain packaging! If the item is packaged beautifully, it really does make an impact – it adds to the whole experience and can make you even more excited. The best packaging is thoughtful, practical and recyclable! If there’s a hint of luxury, then it’s even better.”

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For those of you selling a little more exclusive goods in a small format, we at RAJA have a number of gift packs in different shapes and sizes that can elevate the feeling of exclusivity over standard packaging. You can also contact us directly for help customising your packaging to best communicate your brand. An inexpensive option for companies who want to customise their packaging is to design their own packing tape.

Unboxing as marketing

Brands like PlayStation have also begun to understand the power of the unboxing trend on YouTube. In November 2020, the popular YouTube trio JLC (700,000 subscribers) published an unboxing video where they unpack the new Playstation 5 – it received over 300,000 views, a whopping 100,000 views on the first day. A company like PlayStation certainly realises that every view represents a potential customer – so this is a great example of marketing that reaches the right audience. As well as reminding JLC’s own subscribers of PlayStation as a brand, those who are interested will also learn more about the new console and experience it for the first time through JLC’s eyes. The ever-growing importance of online customer reviews, coupled with the importance of influencers as brand advocates, is something that companies can no longer ignore.

Another unboxing example from Sweden is Margareta Grää’s seasonal video series where she unboxes advent calendars with a make-up and skincare theme. Margareta currently has 87,000 subscribers to her YouTube channel. In a recap of last year’s videos, she explains:

“Since last August, I’ve been opening Advent calendars on my YouTube channel to help you decide what’s affordable, what’s fun to give away, what’s worth buying… You name it!“

In total, she has uploaded over 250 (!) videos with this theme over the years, and last year there were 108 videos! The companies and brands that released the advent calendar in question get free promotion (sometimes they have paid for the cost of the calendar) and Margareta has had link partnerships so that she gets a certain percentage of the purchases that the video contributed to. In addition, she has organised competitions and giveaways so that viewers also have a chance to win a calendar. Win win for all parties, quite simply.

Need help with your company’s packaging solutions?

RAJA are specialists in packaging and wrapping. On our website, you’ll find everything you need in packaging, from boxes and cartons to fillers and protectors, and more. Of course, you can also order our latest product catalogue for free.

As many of our customers are active in e-commerce, we have gathered e-commerce packaging on one page. Tip: boxes with protective film are often used for small technical gadgets and give an extra premium feel. We also have a gift packaging section to further enhance your customers’ unboxing experience.

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