Unboxing, or unpacking shared on social media, is a phenomenon that developed from the widespread use of video content about 10 years ago, with YouTube in the first place, Instagram and now live on Twitch and TikTok becoming the most popular containers for this type of video. In the pandemic period, this variety of videos has had a huge following for small and medium-sized companies, so much so that we can say that on social media, unboxing is now the first step in the launch of any product, a practice loved because it can play on the novelty and surprise factor, on the thrill of discovery.

Unboxing is a custom that started after the acceleration of online sales during the pandemic, where influencers make boxes, even more than the product itself, a real web marketing tool. Sending your product to bloggers, influencers or journalists to try it out for themselves and tell them about it through unboxing is an essentially simple and effective way of achieving targeted results in a very short space of time.

It relies on influencers to represent the brand and 'unpack' a box and bring out its content for the community by commenting on it.

This is done in order to spread the brand personality in the easiest way possible, but for this reason no detail can be overlooked and numerous factors must be taken into account: let's discover them together in our in-depth analysis.

Successful companies on social media. Creating value and generating business with packaging

The communication of a new product used to take the form of a press release, now it is staged with the unboxing of limited edition items, products that are beautiful to look at and with sensational packaging design.

The 'taking out of the box' is more than an action then, it starts with the company's careful selection of the right product to entrust to the chosen influencer who will tell the network about the product with his digital weapons. The follower is driven by an unmotivated curiosity to virtually unwrap the package together with his idol to discover what it contains. The aim is to intrigue, fascinate, increase the visibility of the brand and generate comments and discussions.

 Not everyone knows that to get a great result with this practice today, marketing agencies, after the careful choice of the influencer, also take care of the preparation of the video and all the details of the opening of the package.

Even if you are a beginner, it will be essential to organise a set list to make the unboxing show to be broadcast in real time more fluid and captivating, as well as credible, so that the brand message is seen and spread as much as possible.

Unboxing as an advertising tool to increase brand awareness

The unboxing video, the footage filming the live 'unpacking', is therefore today one of the most popular formats thanks to influencers, bloggers and journalists in the sector, also used by ordinary people who like to report on their online purchases.

Influencers, on the other hand, who are more accustomed to social language, have become specialists in filming parcels from above and document the entire parcel-opening experience in an accurate manner.

They show the viewer in their usual tone of voice what the package looks like, they document the opening by showing not only the products but also the way they are packaged, the accessories, the information leaflets. They comment on the object and give their first impressions, triggering opinions.

Unboxing can therefore become a profitable tool to increase brand awareness, the power of packaging is portentous in this case because it is able to trigger spontaneous sharing which in turn will instil a virtuous circle of curiosity and customer loyalty.

Followers, observing the beautiful package to be unwrapped, will feel the surprise effect catching them and will be driven to talk about it, developing an emotional bond not only with the influencer but also with the company and the product launched.

They will be enraptured within seconds by the pleasure of discovery, through a presentation extrinsic to the company and therefore perceived as more disinterested and genuine.

As we know, the first impression is always the most important, the one that lasts over time, difficult to shake off if negative. A well-designed and original package, combined with the creative flair of the influencer (and his or her power to naturally attract endorsements) will therefore determine a higher degree of engagement than any advertising campaign.

Curated packaging is therefore the first touchpoint on social media, it must always match expectations and be memorable, functional and eco-friendly: consumers today are more informed and want to impact the environment as little as possible.

One way to generate further added value on one's own product on the web could be for the influencer not only to open the box, but also to tell how the idea for the object came about, giving examples of its use and possible maintenance.

A start-up or a small medium-sized B2B company may not be able to compete with the delivery times of the large online distribution giants, but it can focus on personalisation by including a tailor-made card, discounts or dedicated advice in the package that will mitigate the wait and pamper the user.

Psychology of unboxing & packaging: why do we watch these videos?

 Having listed the reasons why your company should wisely invest in unboxing, let's go into why these types of videos are so successful.

• According to our analysis, the first reason is related to the apparent simplicity of execution: unboxing videos are easy to shoot and share and are perfect for the multifaceted people of the web, simplicity always rewards.

• The second reason why people are attracted to these videos is the shared curiosity, the pleasure we all take in opening a surprise that brings back memories of the excitement of the arrival of presents when we were kids.

• The well-known character unpacking is perceived as less distant: he represents a reality that is no longer the unattainable one of cinema testimonials, he portrays the spontaneity of everyday life and convinces in the actions proposed as a friend.

• Alongside emotional motivations, neuromarketing research has shown that more rational customers are inclined to buy more objects that they have already seen in use, some of whose characteristics they already recognise, and are driven by the desire to see them in operation in their own hands.

Profession Influencer: understanding how to choose the 'first actors' of unboxing

 It is common knowledge that any new product launch strategy today cannot ignore presentation on social media. However, it is essential that the best spokespersons (in social speak 'ambassadors') for the product are selected, otherwise inconsistency and a boomerang effect would be created.

The company must therefore design the right packaging for the object to be launched, which is recognisable and impactful, and then analyse the best people to engage.

How to identify the right influencer or micro-influencer?

To avoid slippage, after sketching out a portrait of the typical user who embodies a part of our target audience, you must first look for a character who not only has great proselytisation but is also in line with the brand's niche and values.

An akin communication style will engage target audiences more likely to actually buy what they see unpacked.

It will always be necessary to measure the effects of this collaboration in the report data to see if the participatory sponsorship has been successful or if it can be calibrated in the next launch.

One of the mistakes often made when using this web marketing strategy is to identify the character who has many followers but who may not be in line with the values and would never use that product in everyday life. The audience in this case will perceive an artefactual communication by understanding its forcing.

Try not to stop at the number of followers, but rather focus on the niche figure, find the right personality who sincerely appreciates the product and knows how to enhance it in a few moves. Educate him/her on the object to be unpacked: it will be essential that he/she knows the product inside out and appreciate it in its folds.

It is better to choose an influencer with a clear and non-generic market segment so that they are technically competent, for example a beauty expert to talk about organic beauty products with an impeccable INCI or a cook for a box of bronze-drawn Gragnano pasta.

Their preparation will be the added value to your corporate message, which will become dense with information and error-free storytelling.

He will talk to his followers as he would to a friend and will guarantee you an incredible number of views and quality content, centring precisely the objective of unboxing: to create memorable product experiences.

After all, don't we want to leave the viewing audience amazed and satisfied and entice them to buy?

Instagram and unboxing: sensory experiences generated by packaging

Having told you about the importance of unpacking by the right spokespersons when launching new products or rebranding a company, we would like to emphasise that for the experience to be memorable, the package must also be memorable. Every graphic aspect of the packaging should show an original and consistent design. It will be important to always keep in mind the brand vision in the minds of your customers or potential customers, remember that in the unboxing video the package is often filmed from above and the graphics should respond to this.

To give the package more personality, stimulate the senses with colour palettes and through the use of tactile devices, different textures that evoke different sensations. Also pay attention to the filler material (such as tissue paper), the position of the product when opening and don't forget to give discounts and surprise mini-sizes, the people on the web love them!

Unboxing influencers: the power of flexible and sustainable packaging design

 Unboxing videos are now a quirky trend that has become increasingly popular and no longer negligible for a launch or brand communication.

Brands today are challenged to keep up, innovate and cater to consumer needs, blending eye-catching designs with simple openings, great functionality and eco-sustainability.

 With consumers' growing green consciousness, the market today demands packaging that is not only beautiful but also has the least possible impact on the planet and is easy to recycle.

Discover our contribution to a more sustainable world.

 A winning choice will therefore be packaging design that encourages reuse, made of robust materials that can withstand reuse and have personality, or recyclable packaging.

For your social strategy related to unboxing videos, we therefore invite you to be bold in your graphics, to be daring with patterns and colours, to design packages with distinctive packaging that consumers will gladly share on Instagram, and carry around as reusable gadgets.

If you need to create one or more customised packages for your project, rely on our flexible, customisable packaging that generates less environmental impact than traditional rigid alternatives.

With Packstyle, even smaller companies or start-ups can dress up their idea, present their products with professional and impactful packaging, thanks to digital printing and short runs.