Unboxing Videos and Their Impact on Brand Engagement

You’ve seen it before on various social media channels where an Instagram or Facebook Reel unboxes a product and showcases its features/functionality. The views are through the roof and the comments indicate peak curiosity about the product. You might be wondering, “What gives?” The truth is that unboxing videos have taken over as a new form of marketing and it’s helping brands boost engagement online.

Let’s dive deeper into unboxing videos to better understand their impact on forming emotional/rational attachments with your target audience!

The rise of unboxing videos

Over the years, unboxing videos have gained immense popularity across various social media platforms and video-sharing websites. Brands and consumers alike are drawn to these videos due to their authenticity and ability to showcase products in a real-world context. This trend has become a subculture of its own, with dedicated unboxing channels attracting millions of subscribers.

The appeal of these short clips lies in their ability to evoke emotions such as excitement, curiosity, and anticipation. Viewers experience a sense of vicarious pleasure as they witness the unpacking of a product they desire. The element of surprise in unboxing creates a unique and engaging experience that traditional advertisements often lack.

Unboxing videos are excellent tools for building anticipation and excitement around a product launch. Brands can leverage this excitement to generate buzz and pre-launch marketing campaigns. By sending products to influencers and content creators for unboxing, brands can tap into their audience and create a ripple effect of curiosity.

Presence of unboxing videos on social media

Social media platforms like YouTube, Instagram, and TikTok have become hotspots for sharing unboxing videos. The shareability and virality of these videos make them a potent marketing tool for brands to reach a wide audience. The interactive nature of social media allows viewers to comment, like, and share the content, further amplifying its impact.

There are multiple ways to leverage unboxing videos online, and these are:

  • Product Previews: Product previews provide viewers with a close and detailed look at the product. This helps potential buyers to understand the product’s appearance, packaging, and included accessories before making a purchase decision.
  • Informative content: Informative unboxing videos offer valuable details about the product’s features, specifications, and functionality. Viewers can learn how to use the product effectively and gain insights into its pros and cons.
  • User ratings: These types of unboxing videos include reviews and comments from satisfied customers to boost the product’s perceived value.
  • Mystery box unboxing: Creators receive mystery boxes with unknown contents, adding an element of surprise and excitement to the unboxing process.

How to leverage unboxing videos for brand engagement

To maximize the effectiveness of unboxing videos, it’s worth collaborating with influencers. These people have dedicated followers that will help drive up views, engagement, and comments on your social media clips.

Once you’ve identified the right influencers, it’s important to provide them with high-quality products. The unboxing experience should be visually appealing and the packaging should reflect your brand’s aesthetics and values. The anticipation and excitement generated during unboxing should translate into positive associations with your brand. This is also a great opportunity to include personalized touches, such as handwritten notes or exclusive offers, to make the experience even more special for viewers.

The storytelling aspect of unboxing videos is crucial for brand engagement. Encourage influencers to share their genuine reactions and opinions as they interact with the product. Authenticity is key; viewers appreciate honesty and are more likely to engage with content that feels real and relatable. This approach builds a deeper connection between the influencer, the audience, and your brand.

Implementing strategies to maximize effectiveness

One effective strategy when implementing unboxing videos is to create a sense of exclusivity and anticipation around them. Tease the upcoming unboxing content through social media posts, trailers, or sneak peeks to generate curiosity among your audience. This can lead to heightened excitement and engagement when the actual unboxing video is released.

Engagement doesn’t end when the video is uploaded. Actively encourage viewers to interact with the content by asking questions, conducting polls, or using relevant hashtags. Responding to comments and engaging in conversations with the audience further strengthens the bond between your brand and potential customers.

Utilizing analytics and monitoring metrics is essential to measure the success of your unboxing video campaigns. Track metrics like views, likes, shares, comments, and conversions to assess the impact of your efforts. This data-driven approach allows you to refine your strategy and tailor future unboxing videos for even better engagement outcomes.


Unboxing videos have emerged as a dominant force in modern marketing, reshaping the way brands engage with their audience. Their power to generate excitement, anticipation, and trust has made them an essential tool for marketers. As the trend continues to evolve, brands must harness the potential of unboxing videos to stand out in the competitive digital landscape.

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