We live in a world where being a “YouTube Celebrity” is a thing. Actual people, making a living from ad revenue generated by viral video views. According to Vogue, 24-year-old PewDiePie–the biggest YT celeb of them all–cleared $4 million from attracting viewers. Yeah.
So what are these personalities doing in these videos? Humorous lists, makeup tips, and reviews seem to round out the rundown, but there’s also this thing called an unboxing.
What is an Unboxing Exactly?
Oh, it’s exactly what you think it is.
It’s opening a boxed product (or products) for the first time and sharing its contents with viewers. Why? Well, it ends up being kind of a mash-up of a product review and that Christmas morning thrill of opening something new. That firsthand reaction giving a sense of honesty and transparency.
While YouTube celebrities are gaining from this trend, many “minor league” YouTubers are jumping on the bandwagon. Click the magnifying glass and search “unboxing” and you’ll see what I mean. Whether it’s a push for viral video stardom or an honest passion for sharing, the results are the same. If custom packaging is the first draw at retail, unboxing is undoubtedly the second. Buyers who feel a sense of regret from passing up a product might end up searching for the product online. If there’s a video of someone opening it available, this will get them even closer to the product before having to make the purchase.
In the realm of custom packaging design, you can take this one of two ways. One, model your custom box in such a way that the product is more visible, or adjust the graphics so what’s inside is more obvious. This could include using digital offset printing to include an image of the product along with a description, or utilizing clear thermoformed packaging–clamshells, blister packs, etc. A stronger retail-ready box might make it so your buyer doesn’t have to go to YouTube.
On the other hand, you might want to play up this angle. Maybe you want your custom box unboxed! If there’s one element that’s clearly the star of these unboxing events, it’s the packaging. That first moment of the video when you see the custom box with its turned edges intact, its tuck tabs still tucked, that’s when it’s the most appealing, isn’t it? There’s really something about a box that hasn’t been opened yet. All the potential it holds. The mystery! The suspense! Isn’t that what really drives people to these unboxing videos? That curiosity of what happens when the box opens?
So if your product starts with a rigid two-piece setup box, or a full wraparound box made of chipboard, maybe you want to court a YouTube unboxing.
And if it doesn’t? Maybe it should. CNN reports that unboxing videos on YouTube have increased by a whopping 871% since 2010. And if the views are any indication of popularity, that’s some potential free advertising.
Start with Presentation Packaging that Accents the Product Inside.
Custom box design is an important part of the retail step, and with the evolution of YouTube, it’s become an even more prominent step than ever before. Even if an unboxing isn’t what you’re going for, it’s probably a good idea to keep in mind what draws people to the videos. That passion for what’s inside starts with what’s on the outside. As you might’ve guessed; even with how new the unboxing trend is, it’s still based in Marketing 101. Impressive packaging draws crowds.