We’ve all seen them on our social media feeds, and let’s admit it, many of us can’t help but watch—sometimes even in long-form binge sessions. Unboxing videos dominate social media. But why do we find these simple videos so captivating? This article explores the psychology and strategy behind the unboxing trend, revealing how it taps into our emotions and what it can teach us about content strategy.
The Psychology Behind Unboxing
Unboxing videos hook us with the thrill of what’s next, the joy of discovering something new, and the satisfying payoff at the end. These elements are rooted in psychological concepts such as indirect experiences and reward mechanisms. When viewers watch someone unveil a new product, they feel a sense of shared excitement and satisfaction, as if they were the ones opening the package themselves (Berden, 2019). This emotional connection grows stronger when the sounds of opening packages or the visual appeal of the product catch our attention, making the experience more immersive and enjoyable (Hossain et al., 2024). Furthermore, unboxing videos leverage the power of storytelling. Each box becomes a narrative, with a beginning (anticipation), middle (discovery), and end (evaluation), making the content naturally engaging.
The Strategic Appeal for Brands
Unboxing videos are a goldmine for brands. They offer authentic, user-driven content that builds trust and relatability. Vaudrey’s (2022) research shows that unboxers act as bridges between brands and consumers, offering unbiased feedback that helps build trust. This form of content also encourages community engagement, as viewers often share their opinions.
From a strategic perspective, unboxing content is a low-cost marketing tool that generates high returns. It aligns with personalization in content strategy, targeting niche audiences and tailoring messaging to their preferences (Hossain et al., 2024). Moreover, the shareable nature of these videos increases reach and engagement, reinforcing brand loyalty.
Lessons for your Content
The unboxing trend offers valuable insights for content strategists:
Build Excitement: Create interest with teaser campaigns or by revealing products in special ways.
Prioritize Sensory Details: Incorporate elements that engage multiple senses to deepen emotional connections.
Tell a Story: Structure content around clear narratives to maintain audience engagement.
Encourage Authenticity: Partner with influencers or creators who resonate with your audience to build trust.
By understanding why unboxing works, strategists can craft content that not only entertains but also connects with audiences on a deeper level.
Do you have the urge to watch some unboxing videos now?
Conclusion
Unboxing videos are more than a passing trend—they are a testament to the power of simple, relatable content in creating emotional connections. For content strategists, they offer a blueprint for building engagement through anticipation, storytelling, and authenticity. Whether you’re introducing a product or building brand loyalty, unboxing videos show how simple content can connect with people and encourage them to take action.
References
Berden, C. (2019). Thinking Inside the Box: The Effect of the Unboxing Experience on Positive Affect and Willingness to Share. University of Twente.
Hossain, M. I., Sabbir, M. M., & Kim, H. J. (2024). Unveiling the Effect of TechTubers' Unboxing Videos on Consumer Buying Behavior. The Journal of Economics, Marketing and Management.
Vaudrey, R. K. (2022). Pandora's Unboxing: A Study of Unboxing Videos in the Consumption Environment. City University of Hong Kong.
