Unboxing Videos: The Ultimate Guide to Drive E-Commerce Sales

Unboxing videos have exploded in popularity, becoming a viral phenomenon and a staple of modern e-commerce marketing. 

Beyond the entertainment, these videos pack serious marketing punch. They build hype for new products, boost consumer trust, and can directly drive ecommerce sales. 

We’ll unpack what unboxing videos are, why they’re so popular, and how brands and creators can leverage best practices to film engaging unboxing content that converts viewers into customers.

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What Are Unboxing Videos?

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Unboxing videos are exactly what they sound like: videos where someone opens (“unboxes”) a product’s packaging and shares a detailed look at what’s inside. Think of them as part product review, part reveal, and part vlog-style show-and-tell. 

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The creator (often an influencer or expert) will usually record themselves from start to finish: slicing through the tape, peeling back packaging, and pulling out each item in the box while giving their reactions. They’ll comment on the packaging design, the accessories or goodies included, and the product’s look and feel. 

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The very first YouTube unboxing video is often credited to a 2006 clip of a Nokia E61 cellphone being unwrapped – a humble beginning for what would become a huge trend. 

Nowadays, from the latest smartphone to luxury fashion items to subscription boxes, if it comes in a box, there’s probably an unboxing video for it. 

In fact, YouTube had over 25 billion views of videos with “unboxing” in the title in 2023 – a staggering indicator of how widespread this genre has become.

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Why Unboxing Videos Are Important for E-Commerce Sales

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For e-commerce brands, unboxing videos are more than entertainment – they’re a strategic marketing tool. Here’s why they matter for online sellers and how they can boost sales:

1. Makes Online Shopping Tangible d

One downside of online shopping is you can’t physically examine a product before buying. Unboxing videos solve this by giving shoppers a virtual hands-on experience. 

Viewers see the product up close, in 360°, as the creator handles it. They can observe details like texture, size, color accuracy, and how it works in real life. This reduces the uncertainty of buying sight-unseen and builds purchase confidence.

2. Builds Trust with Authenticity

When an influencer exclaims “Wow, this looks even better than I expected!” as they open a package, that genuine enthusiasm ma serve as social proof. It feels more trustworthy than a traditional ad because it’s coming from an actual user experience. This trust is huge for converting viewers into buyers.

3. Generates Brand Awareness and Buzz

Popular unboxing videos often get shared on social media, discussed in forums, and even picked up by news sites if they’re noteworthy (for example, a high-profile gadget or a particularly extravagant PR box). This word-of-mouth exposure puts the brand in front of new audiences. 

Many companies now send products to YouTube unboxing influencers before launch to generate buzz. The public unboxing serves as a mini-event that kicks off the product’s debut.

4. Transforms Marketing into an Experience

Unboxing videos show that marketing doesn’t have to feel like advertising. Done right, they make shopping feel like an experience or event. The best unboxing campaigns even treat the packaging itself as part of the product’s appeal – an extension of the brand story 

Think of Apple’s elegant boxes or high-end PR kits with personalized notes and goodies. After all, who doesn’t want to buy from a brand that makes even opening the box a delight?

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Why Are Unboxing Videos So Popular?

It’s one thing for brands to love unboxing videos, but why do audiences love them so much? 

There are many types of such content, going from classics like tech and beauty/skincare to books, figurines, sneakers, etc. (even a new flavor of chips or spicy noodles can appear in the unboxing process)

The enduring popularity of unboxing videos (racking up billions of views) comes down to psychology and satisfaction. 

• The Thrill of Surprise and Discovery: Viewers ride along for that “big reveal” moment. It triggers a little rush of dopamine – similar to the feeling of getting a new toy or gadget yourself​. And that excitement is addictive.
  
  
• Living Vicariously (FOMO Factor): Not everyone can afford every new product or snag limited-edition items. Watching someone else unbox those coveted sneakers or the latest smartphone is the next best thing to having it.
  
  
• ASMR and Satisfying Sights/Sounds: Interestingly, many viewers find the sounds and visuals of unboxing oddly satisfying. The crackle of packing paper, the crisp cut of a knife through sealing tape – these small details can be soothing. There’s even a whole subset of “ASMR unboxing” videos!
  
  
• Searchability and Viral Potential: From a content perspective, unboxing videos remain popular because they perform well on platforms. People actively search for “[product name] unboxing” when a new gadget or sneaker comes out, which means these videos get a steady stream of organic traffic.

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How to Find Influencers for Unboxing Campaigns?

Many brands want to tap into the power of unboxing videos but don’t have a big channel of their own. The solution? Partner with influencers who are already making these videos for your product category (or just relevant or popular ones). 

• Start on the platforms where unboxing content is thriving (mainly YouTube and TikTok). Use keywords related to your product plus “unboxing” (for example, search “gaming headset unboxing” or “vegan snack box unboxing”).
  
  
• On Instagram (YouTube Shorts/TikTok/Twitter), search hashtags like #unboxing, #unboxingvideos, or hashtags relevant to your industry (e.g., #techunboxing, #toyunboxing).
  
  
• There are databases and platforms (Upfluence, Modash, Collabstr, etc.) where you can filter and find influencers by category, follower count, audience demographics, and keywords.
  
  
• See if your competitors or complementary brands are featured in any unboxing videos. If a creator has unboxed products similar to yours, they might be a great fit since they’re already interested in that type of product.
   
• Identified potential influencers? Just reach them through a DM or email. Many YouTubers list business inquiry emails on their channel. 

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Characteristics of a Great Unboxing Video

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What makes an unboxing video truly engaging rather than just “someone opening a box?” Whether you’re a creator or a brand coaching your influencers, here are key characteristics of a cool, engaging unboxing video that keeps viewers watching:

First, the best unboxing videos are hosted by someone who’s clearly excited about the product. Their energy is contagious. They don’t have to be over-the-top if that’s not their style, but you can tell they have an authentic interest in what they’re unboxing.

Second comes the quality. You don’t need a Hollywood studio, but some basic production best practices help a lot. Essentially, a good unboxing video removes distractions – you want the focus on the product, not on blurry video or muffled sound..

The next part is whether you treat the packaging as part of the experience. A cool video doesn’t rush straight to the product and toss the box aside (unless it’s the part of the influencer’s character). Little details – like stickers, thank-you notes from the brand, or cleverly designed inner compartments – get highlighted.

That’s where we introduce storytelling. The top unboxing videos set a bit of context. Essentially, you need to turn a simple act of opening a box into a narrative: setup, suspense, reveal, and reaction. So, a video feels like a journey.

Honest, on-the-spot commentary is also very much important. If something is impressive, the host shows genuine awe; if something is disappointing, they’ll often mention it (politely). For example, if a box has a lot of unused space or the build quality of the gadget feels cheap, a trustworthy unboxer will point that out.

At the end of it all, there should be a call to engage the audience. You’ll often hear hosts ask questions or encourage comments – “Which of these would you use first?” or “Tell me in the comments if you’ve ever seen packaging like this before.” 

Now that we know what makes an unboxing video shine, let’s look at how to create one, step by step. 

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How to Make an Unboxing Video: Tips & Best Practices

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1. Plan Your Setup

Choose a clean, well-lit area to film. Natural light or a couple of softbox lights can help your video look clear and inviting. 

Set up the camera at a good angle – many creators use an overhead or front-facing angle that shows both their face and the box, or just their hands and the box if it’s focused on the product.

Do a quick test shot to ensure your hands (or the product) don’t go out of frame during the recording. Planning your shooting angle and lighting beforehand will save headaches later.

2. Keep it Snappy

Don’t rush through the fun parts, but also avoid overly long dead air (like minutes of struggling with a stuck piece of tape). Maintain a good pace. You can always edit out dull moments later, but try to keep the energy up as you film. 

Feel free to express your excitement or thoughts out loud to maintain a flow of commentary. Remember, viewers are there for your reaction and insight as much as for the product.

3. Highlight What Viewers Care About

As you unbox, think about what you would want to see if you were considering this product. Show the logos, the packaging inserts, the accessories, and of course the product from all angles. 

Satisfy viewers’ curiosity by not skipping over important details. If the product requires assembly or setup, you might demonstrate a little of that in the unboxing or at least mention how it works.

4. Be Yourself – Show Personality

Don’t feel like you have to imitate another YouTuber or put on an unnatural show. 

If you’re goofy, let some goofiness into your commentary. If you’re calm and detail-oriented, lean into that with careful close-ups and thoughtful remarks. 

So, be true to your style.

5. Edit and Refine

After filming, spend a bit of time editing your video. Trim out any long pauses, mistakes, or repetitive segments. You can add background music if appropriate (something gentle that doesn’t overpower your speaking or the unboxing sounds).

Consider adding text for important points or to highlight the product specs on screen. Some unboxers also zoom in or cut to close-up shots when showing small components – this is a nice touch that ensures viewers see everything clearly. 

If you’re not sure about editing tools, don’t worry; there are plenty of user-friendly ones. You should also consider getting a video converter to better format your footage for different platforms.

The good news is, once you’ve filmed the unboxing, you can repurpose the footage into shorter clips, stories, etc., to get even more mileage (short-form video content is hugely effective for engagement). 

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Conclusion

Unboxing videos have evolved from niche internet curiosities to a mainstream part of the shopping journey. 

They turn product reveals into shareable experiences and exemplify how modern consumers prefer authentic, interactive content – a trend that aligns with the rise of video commerce.

Give your viewers that vicarious thrill of “What’s inside the box?”. If you do it right, you might just unbox the secret to higher sales and happier customers.

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