What are unboxing videos? Generation Z and Millennials are watching YouTube to research their favorite items prior to buying.
Now that the 2019 Consumer Electronics Show has come to an end in Las Vegas, we'll now be introduced to the newest gadgets in the form of many unboxing videos that will follow throughout the year.
Unboxing videos on YouTube have become some of the highest-ranking videos on channel, with over a billion plus views.
I myself anxiously await to see feedback on some of my favorite tech while others enjoy the unboxing of the latest toys, phones, make-up and even food products.
What exactly is an unboxing video? Well, it's exactly what it sounds like: People opening boxes and narrating their actions.
How Popular Are Unboxing Videos?
If you’re still not sure what unboxing videos are, ask any member of Generation Z – or even any Millennial – as they watch YouTube the most.
The chances are good that if they want to learn more about any product they’re interested in, part of their buying process will be to seek out as much info as possible, including a video of someone taking it out of the box and describing it in detail.
I personally love these videos because we get to see products of all kinds up-close and personal.
Plus, the most successful unboxing experts have their own style that draws people to their channel and elevates the viewing experience. Some make jokes while unboxing products or add interesting special effects to the video, for example. Others simply have a way with words when it comes to describing the product, which can add to the experience and ups the trust-factor between them and the viewer.
Many unboxers have loyal followers who count on them to carefully show off and describe a variety of products. In many cases, viewers don’t just watch one of their videos; they watch several of them, and eventually think of them as the authority on the products they tend to unbox. Either way, these viewers rely on the unboxer to show them the latest products without bias, contrary to traditional brand ads.
What’s Next For Unboxing Videos?
It's clear that people are continuing to watch these videos in record views, and that Google will continue to develop and make it easier for consumers to make purchases after watching them.
More specifically, YouTube is now selling shoppable ads that will appear on its videos – including unboxing videos – making it possible for viewers to simply click one link to buy any of the featured products.
Outside of unboxing videos, a report from HubSpot Research found that more than 50% of consumers want to see videos from brands. That's more than any other type of content. One would hope and/or expect brands that are serious about engaging customers will begin to explore more of the unboxing phenomenon themselves, while also beginning to deliver additional video content.
Video is useful for more than entertainment, too. Video on landing pages is capable of increasing conversion rates by 80%, and the mere mention of the word “video” in your email subject line increases open rates by 19%. Plus, 90% of customers also say videos help them make buying decisions.
But video hasn’t only transformed how businesses market and consumers shop, it’s also revolutionized how salespeople connect with and convert prospects and how service teams support and delight customers.
If you're a small business or enterprise you need to start upping your video content game in 2019. Don't worry if your budget is limited either. Another fact from HubSpot Research found that consumers and customers actually prefer lower quality, “authentic” video over high-quality video that seems artificial and inauthentic. That means video is within reach for businesses of virtually any size — team and budget, alike.
Have you ever watched an unboxing video? Do you think it would work well for your brand or business? Let me know if you have used or created an unboxing video and what type of responses you've had.
Tony Giudici is a Director of Market Development for Excelerate America, the ultimate resource for modern entrepreneurs and small business owners. Do you turn to unboxing videos when making product decisions? Have you created one for your business or product? Tell Tony about it at firstname.lastname@example.org.