The unboxing trend has taken the world by storm. Ordinary consumers are unwrapping gifts and packaging for everyone’s viewing pleasure. Product reviews on social media are also known as the internet’s word-of-mouth method. Unboxing has now become commonplace, which is of significance for many brands.
A Chanel paper bag and two packaged gift boxes are on the floor waiting to be unwrapped. A woman’s hand, with lovely burgundy-coloured nails, elegantly opens the packages one by one. Even though this is a 5-minute long, home-edited video, the quality is great. It sounds soft when the paper is opened. The woman is opening gifts that she has just bought. The comment thread speaks volumes, with plenty of praise and recognition for the lovely products.
This is a consumer “unboxing” product review and is an increasingly important part of marketing.
The video has been viewed at least 12,000 times in one year on YouTube. There are many people watching such (presumably) unpaid advertisements for these types of packaged products. The 12,000 views are just the tip of the “unboxing trend” iceberg. Some of the most popular unboxing reviews on YouTube have over 100 million views.
No, you didn’t read that wrong; there are over hundreds of millions of views.
How can brands and businesses take advantage of this trend, which has gone from being a fashionable phenomenon to an everyday occurrence?
A quick click on Google trends reveals that the trend is ongoing:
In this article, you can read about what unboxing is, and what it means for brands and businesses.
We address the following:
- What is unboxing?
- Is unboxing relevant for all products?
- Why do we do it?
- What does this mean for packaging and brands?
- Additional things you can do to create value