In this sense, unboxing videos can help marketers build anticipation while providing useful product information during the holiday season and even beyond.
You may think that unboxing videos are just for electronics and gadgets. It's true, those categories are wildly popular for unboxing videos. But these days, there are unboxing videos for just about any category imaginable.
From clothing and lipstick to toys and even food, unboxing videos span all types of products. Regardless of what your products are, if they're tangible, you should consider how unboxing videos might play a role for your brand. As a marketer, unboxing videos should definitely be on your radar for the holiday season, but there's an opportunity to think about them playing a role for your brand year-round, too.
While toys, food and electronics unboxing videos see a definite holiday spike, we see pretty steady viewership of unboxing videos throughout the year. This presents an opportunity for marketers to tap into the anticipation that builds around cultural moments and seasons throughout the entire year from summer and spring to Black Friday and Back to School. The magic behind unboxing videos is that they tap into the child-like anticipation we all feel for something shiny and new.
But the videos are practical, too, giving consumers a look into what exactly they can expect when they get a product off the shelf and into their hands. To take advantage of the unboxing phenomenon for your brand, keep the following tips in mind:. If you thought unboxing videos were only for people who geek out over gadgets, think again.
We're seeing unboxing videos in just about every category. So chances are, if you have a tangible product, you should be thinking about how you can create unboxing videos to connect with your audience. From the super simple to the intricately detailed and overly dramatic, unboxing videos run the gamut of styles. This parody video is a great example of a brand leveraging the unboxing genre in a fresh new way.
Look for occasions in your marketing calendar when anticipation runs high—definitely around the holidays, but even beyond. Move over video: why podcasts and audio continue to make waves. Our willingness to watch people unwrap consumer goods as a form of entertainment perhaps has its roots in TV shopping channels, where products are examined in a relaxed setting, at length and in close-up.
But the unboxing craze on YouTube has been an eye-opener for brands, and they have muscled in either by creating their own videos or, to preserve a kind of authenticity, by sponsoring YouTube unboxers to do it for them. This is particularly the case with children, according to Jackie Marsh, Professor of Education at Sheffield University. As many parents will testify, children find unboxing videos particularly alluring.
One particular video of a Kinder Surprise Egg being unboxed has accumulated over million views to date, and hours can be whiled away watching EvanTubeHD unboxing Lego or FunToys Collector excavating plastic Disney toys. Many of the unboxing videos made for children have a mesmeric quality and have evolved a very particular aesthetic. People love it. Perhaps unboxing videos give us a little more time and space in click-to-buy age.
They allow people to consider purchases, much as they would in times gone by, when shop assistants had the time and inclination to demonstrate products and allow us to examine them.
Why do people love unboxing videos? She cited some astonishing statistics: 25 percent of children under the age of 2 in the U. A look at Google Trends shows that unboxing as a search term has spiked, and not just in America: Countries in South Asia are leading the pack in terms of interest, with tech unboxings aimed at adults being the most popular.
Psychologists don't think unboxing necessarily has a bad impact on kids—or adults. Pamela Rutledge, director of the Media Psychology Research Center, which studies how people interact with media across platforms, thinks unboxing videos feed into a primal curiosity and desire to know what's hidden inside something.
The desire to be surprised might be part of our essential makeup. What's behind stuff? We have a natural proclivity to know. This element of surprise has a couple of uses for us, and it varies by age. Consider a toddler watching an unboxing video. They watch a box being taken apart or a plastic egg being opened. Fingers grab the product inside, toy with it, fit it in shapes or assemble parts together.
Rutledge says that for the very youngest viewers, unboxing videos can act as both a cognitive experience and a reassurance mechanism.
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