The power of unboxing: How videos and packaging drive sales

Recognised in the Oxford Dictionary, “unboxing” is defined as: ‘An act or instance of removing a newly purchased product from its packaging and examining its features, typically when filmed and shared on a social media site.’

However, from an insightful business perspective, there’s a hidden depth to what makes an eCommerce package a worthy unboxing experience.

A powerful branding tool that creates brand and product awareness, unboxing videos are an additional form of viral marketing through word-of-mouth.

For the vast majority of online shoppers, how the eCommerce packaging has been branded or personalised is the last element they’ll factor in when deciding where to purchase the product from. With both accessibility and convenience being top priorities for online purchases, alongside product protection, memorable packaging comes as a welcome surprise.

However, many eCommerce businesses are recognising millennials’ need for conspicuous lifestyles, where consumption is used to enhance their sense of luxury, now extending to the product’s packaging.

Customers who create and share unboxing videos can gain thousands, if not millions, of views, which businesses can use to capture the attention of a multitude of potential customers before the product itself is even released.

So, what makes the unboxing experience so crucial to both consumers and businesses?

The appeal of unboxing content goes beyond entertainment, according to a Zipdo education report. 70% of users subscribe to channels that regularly post unboxing videos, and 52% of viewers purchase a product immediately after watching one.

This impact stems from trust: 80% of consumers say they trust online reviews and unboxing videos just as much as personal recommendations, making them one of the most powerful tools in influencer marketing today.

Are you now wondering how you can benefit from your unboxing experience?

Below are the five examples of best practices to follow when considering the benefits that unboxing experiences can have for your business:

• Leverage the power of YouTube: Maximise visibility through video content.
• Tap into anticipation: Create excitement before the product is even opened.
• Build brand trust: Showcase authenticity and reliability.
• Encourage repeat sales: Turn first-time buyers into loyal customers.
• Personalise the experience: Strengthen customer relationships through thoughtful details.

Take a look at our guide on eCommerce unboxing best practices and some ideas on what your business could do to achieve success.

How can the unboxing experience benefit you?

Statistically, more than one billion hours of videos are watched on YouTube every day, and Think with Google discusses the creators behind the consumer videos: referred to as “Generation C” – they are described as a “powerful new force in culture and commerce” that is “empowered by technology to search out authentic content that they consume across all platforms and all screens, whenever and wherever they want. They can be difficult to reach with traditional media.”

In summary, “Generation C” are consumed by technology on a daily and even hourly basis, with different platforms available at their fingertips, their ability to communicate anywhere and anytime is second nature to them. Motivated by a desire for honesty, they want to be heard.

Making mistakes can be costly to your chances of increased social brand awareness.

Products which arrive poorly packaged or damaged throw away any chance of another purchase from that customer. In addition to a loss in refunds, online criticism affects your brand on a broader level than positive reviews.

What’s more, recognising the influence of second or third impressions on repeat purchases is ultimately just as important.

A customer making additional purchases is now expecting a particular aesthetic from both your brand and product(s), keeping up with these prospects’ expectations, driving repeat sales, and continuing the growth of your business.

The popularity of unboxing videos has increased because they have the capability of showing a product in its rawest form. The videos present a product without distractions or hidden alterations added by advertisers or pushy in-store shop assistants.

An experience recorded by a customer who has already purchased your product(s) and therefore has nothing to lose by creating a video log of their encounter with your brand offers the consumer watching a sense of trust, in turn, your brand can be recognised for its credibility and authenticity.

Additionally, the vast majority of the audience for user-generated unboxing experiences are people who intend to purchase that particular product.

Ultimately, the choice of potential customers choosing your brand over another relies on the consumer interest and trust built while exploring reviews from customers you’ve already acquired through your packaging and product(s).

Alongside building trust, user-generated content gives an expectant customer the experience of buying your product before the actual purchase point.

Keeping that in mind, this is the first time a potential buyer comes across an experience of your product without having had a physical experience themselves. User-generated reviews will validate customer confidence in not only the product(s) but also the packaging.

With that being said, not only is it essential to build trust with future customers, but maintaining continued trust with returning customers who already have certain expectations from your online brand should be a top priority for your business.

Meeting a customer’s continuing expectations of your brand will build customer loyalty and create repeated sales.

By linking both the anticipation of first impressions and building brand trust, branded eCommerce packaging can enhance loyalty to your brand. Over half of your purchasers are likely to make repeat purchases if your eCommerce packaging is premium.

In addition to the visual fundamentals of your packaging, the physical opening of the package can significantly impact the customer’s opinion of your brand. Smooth and easy-to-open packaging is likely to have a greater influence on future sales than a package that’s difficult to open.

Consumer senses, including sight, touch, and smell, affect our purchase decisions. Rigid packaging (such as moulded plastics) creates a perception of difficulty due to perceived waste and the difficulty of opening or recycling, so it is likely to leave your customers with memories of frustration associated with that particular packaging.

With 74% of consumers relying on social media to inform their purchasing decisions, your brand’s first impression must be spot on. Making mistakes can be costly to your chances of increased social brand awareness.

Products which arrive poorly packaged or damaged throw away any chance of another purchase from that customer. In addition to a loss in refunds, online criticism affects your brand on a broader level than positive reviews.

What’s more, recognising the influence of second or third impressions on repeat purchases is ultimately just as important. A customer making additional purchases now expects specific aesthetics from both your brand and its product(s). Keeping up with these prospects produces repeat sales, continuing the growth of your business.

The eCommerce unboxing experience is far more than simply removing a product from its packaging; it’s a powerful marketing opportunity that blends customer excitement with brand storytelling. By leveraging platforms like YouTube and tapping into the rise of influencer marketing, businesses can turn a simple delivery into a viral moment that builds trust, strengthens loyalty, and drives repeat sales.

Best practices such as creating anticipation, prioritising packaging quality, and adding personal touches can transform ordinary orders into shareable experiences. With more than a billion hours of video consumed on YouTube each day, and 80% of consumers trusting unboxing content as much as personal recommendations, the packaging you choose has the potential to shape perceptions of your brand long after the sale.

At GWP, we recognise that packaging plays a vital role in the customer journey. From custom packaging design that creates memorable first impressions to tailored solutions that enhance sustainability and functionality, our expertise helps brands unlock the full potential of the unboxing experience.

If you’re ready to elevate your eCommerce packaging, contact GWP today to discuss how we can support your business in turning every delivery into an unforgettable brand experience.