Why Are Unboxing Videos Popular?

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why are unboxing videos popular

Here’s food for thought: The amount of time people have spent watching unboxing videos on their phones is equivalent to watching the classic holiday movie “Love Actually” over 20 million times.

This is just one of many statistics that points to the popularity of unboxing videos. According to one study from Google, 1 in 5 consumers have watched an unboxing video — with millions of searches around the term and billions of views on YouTube.

So what exactly is it about unboxing videos that makes them such a hit with consumers?

Why Consumers Are Tuning Into Unboxing Videos


The Anticipation

Think about the feeling you have watching a loved one unwrap a Christmas gift. There’s that natural buildup of excitement as they open the box and you see their reaction to what’s inside. 

Unboxing videos draw out a similar anticipation in us. In an age of online entertainment, these videos satisfy the consumer itch of following along a ritual-like unboxing process that ultimately leads to the big product reveal. It moves like a story, where viewers want to see how it all ends.

By walking through this process, viewers get to feel like they are the ones opening the package — all from the convenience of their laptop or smartphone.

The Unfiltered Insights

While the anticipation of the product reveal is exciting for consumers, unboxing videos also let viewers see products in a more natural, less manicured environment. Whereas a video created by a company can feel heavily retouched and glossed for marketing purposes, unboxing videos show the product to the consumer exactly as it would appear to them.

The authenticity of how products are presented is paired with the authenticity of the unboxing video review. Video creators pay close attention to unique elements of the unboxing experience, as well as the product itself, relaying that information back to the viewers. From these videos, viewers can also capture video creator feedback from their facial expressions and behaviors.

Consumption Minus the Risk

Unboxing videos give consumers the chance to experience a product before purchasing it online or off store shelves. And when the results are positive, it can fuel buying decisions.

To put this into perspective, Google Consumer Surveys reported that 62% of people who view unboxing videos do so while researching a specific product. The ability to visualize the product and gather useful product information from a video can help consumers make a more informed purchase decision.

Create a Memorable Unboxing Experience of Your Own

Unboxing videos can be very lucrative for brands, so it’s natural that companies want to cash in on this phenomenon. While Apple is often seen as the leader in the unboxing video space, their minimalistic approach that leads with the product for instant gratification and minimizes clutter is one that other companies can utilize to create a memorable unboxing experience for customers.

As a custom case designer and manufacturer, Cases By Source can work with you to give your product packaging a refresh and create an unforgettable unboxing experience for customers (as well as businesses). Take a closer look at our custom case solutions — and when you’re ready to connect, request a free consultation!


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