E-commerce trends
How To Create A Memorable Unboxing Experience in 2024
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Cathy Carpetta
November 1, 2023
Intro
Picture this: 69% of shoppers have been inspired by social media to make a purchase, as highlighted by Bazaarvoice’s Shopper Experience Index 2022.
But in the highly competitive market of e-commerce, how do you make your brand not just seen, but unforgettable? The secret? A memorable unboxing experience is an underestimated marketing tools that sets your brand apart. It is not just about delivering a product; it's a chance to make a lasting impression and build customer loyalty.
This comprehensive guide will walk you through the steps to create a unique unboxing experience for your e-commerce brand.
1. What is unboxing and how can it help your brand succeed?
By the end of this article, you'll learn the ins and outs, from what it is to how to make it work for your business. So if you're looking to boost your brand and improve your marketing strategy, read on!
- you will have a clear understanding of the unboxing trend,
- why it is important for your brand,
- and how to create successful unboxing videos for your products.
Turn clients into influencers with the best unboxings with Bigblue's ultra-fast order preparation and shipping.
1.1 Why unboxing videos are so popular?
But what exactly is unboxing? And why everyone is obsessed wtih unboxing videos?
Broadly speaking, it simply refers to taking a product out of its packaging.
An unboxing video is when a person unpacks and reviews a product they just got on social media sites. It's like a first impression review.
Unboxing videos or hauls have emerged as a prominent trend on social media platforms.
People worldwide are captivated by the excitement of opening a package, revealing its contents, and sharing the experience with their audience.
What started as a phenomenon reserved for electronic products and game consoles, quickly became a YouTube trend for any product. YouTubers specialising in this trend have become among the platform's top stars.
Notably, 87% of viewers agree that YouTube creators give recommendations they can trust.
On TikTok alone, the hashtag #unboxing has garnered not merely millions but billions of views.
1.2 Unboxing videos are User-Generated Content (UGC)
One of the key aspects of unboxing videos is that they are user-generated content. Regular people become influencers as they share their unboxing experiences. This authentic approach resonates with audiences and has given rise to a new wave of content creators.
1.3 Unboxing videos and their viral potential
Unboxing videos have the potential to go viral, spreading like wildfire across social media platforms. This word-of-mouth marketing technique has been embraced by companies looking to tap into the power of genuine endorsements.
KLM has even unboxed its Boeing 787! And guess what? That video garnered over 3 million views!
2. Unboxing: The hottest marketing trend you can't afford to miss
2.1 Make your e-commerce products more real
Selling your products online has many advantages, but one downside is that customers can't touch or handle the product or its packaging.
Unboxing videos provide a solution to this problem by giving viewers a close-up look at the product and its packaging. In these videos, viewers can see the product being unboxed and handled and often hear the person's thoughts and reactions to the product.
2.2 Creating anticipation
Brands have realised that unboxing experiences can significantly impact consumers' perceptions.
They strategically design their packaging to create anticipation and excitement, using high-quality materials, custom designs, and even eco-friendly packaging. You can add an element of excitement to your unboxing experience with unexpected freebies, discount codes, or limited-edition items.
Tip: Use layers or compartments that reveal the product gradually. It keeps the customer's experience engaging throughout the unboxing process.
2.3 Making people want to buy by projecting themselves
Presenting your product from every angle in a more"real" way in an unboxing video also has a definite advantage: making people want to buy.
Indeed, according to Martin Lindstrom, an expert in neuro-marketing, unboxing allows viewers to project themselves thanks to the action of mirror neurons (basically their brain reacts as if they were the ones unpacking the product).
2.4 Build customer loyalty
Unboxing is a crucial part of the customer journey.
Brands that offer a memorable unboxing experience often leave a lasting impression on their customers, leading to repeat business and positive reviews.
A way to do that is to include informative and engaging content inside the box.
This could be a thank-you note, product information, or a special offer for their next purchase.
Tip: Use their name on the packaging or include a personalised note. It shows that you care about them individually. Include contact information for customer support in case they have questions or issues. Prompt and helpful assistance can turn a problem into a positive experience.
2.5 The role of social media
Unboxing videos are a valuable asset for your marketing campaigns. They serve as authentic testimonials and generate buzz on social media, reaching a broader audience than traditional advertising. Something that will translate well is ensuring colours, logos, and designs are consistent with your brand, reinforcing identity and recognition.
Tip: Encourage your consumers to share their experiences. Perhaps a QR code linking to an exclusive offer or a competition. Send your beautifully designed packages to social media influencers in your industry. Their unboxing videos can provide authentic promotion!
Your brand's next move? Utilise short videos and Instagram posts to boost brand visibility and sway your customer base's purchasing choices.
Discover the strategy for creating a viral UGC campaign!
3. How to create a good unboxing experience?
Unboxing is mainly two ingredients: a video and packaging. Of course, there is a product, but what interests us here is more the staging than the product itself.
Let's see how to take care of these two elements (video and packaging) so that your unboxing will have many views!
3.1 The packaging
Eco-friendly packaging
As consumers become more environmentally conscious, there is a growing demand for sustainable packaging solutions.
Companies are transitioning to recycled materials, reducing waste, and adopting reusable and recyclable packaging options. Sustainable packaging showcases your brand's commitment to responsible practices.
Bigblue Tips
At Bigblue, we ensure all our packaging is plastic-free. For the safety of delicate items, we use blocbox made from recycled clothing that can be effortlessly recycled once more. Click here if you're keen to explore more about our dedication.
Custom packaging designs
Custom packaging has become a marketing trend in itself. Brands are creating unique packaging designs that not only protect the product but also elevate the unboxing experience.
This personal touch sets them apart in a crowded market. Also, think outside the box (pun intended). Unique opening mechanisms or surprising elements can elevate the experience.
Tip: Make sure your packaging is easy to open. Frustration can quickly spoil the experience.
The logistics perspective
The route from warehouse to doorstep is paved with multiple elements—from cardboard boxes to box fillers and delicate tissue paper. It isn't just about delivery; it's about delivering intact, visually appealing products that represent your brand.
Tip: Understand the journey of your product, right from procurement to delivery.
3.2 The unboxing video
It's highly effective when customers spontaneously create and share unboxing videos on their personal social media accounts.
This allows you to tap into multiple marketing channels in real-time, producing eye-catching and cost-effective social media posts for your brand.
If you choose to create the video yourself, the first decision to make is to identify the channel on which you'll showcase it.
Which format are you going to use and where are you going to share your video content? A long video on YouTube? A short format on an Instagram story, a reel or on TikTok?
There are important questions because, for example, the audience of TikTok is younger than the audience of YouTube, and also the format is different.
So, it will have an impact on the way you shoot the video, the way you edit it, the tone to use, etc.
Once this is done, all you have to do is use the right equipment: a good smartphone is more than enough with the cameras they have today, and authenticity is guaranteed!
For sound, get a good microphone, especially for YouTube where the format is more "worked" and less spontaneous.
As part of your social media marketing campaign and influencer marketing strategy, you could create a series of unboxing videos about a product you want to launch for example.
Here again, you will also have to make sure that you target the right channels according to your target audience. And another criterion to keep in mind: look for an influencer whose subjects correspond to your product.
Tip: Communicate your company's values and make your customer's unboxing unique.
Unboxing: an opportunity to be seized
The unboxing experience has the power to increase your brand awareness, improve your conversion rates, and drive customer loyalty.
It is not just about the product, but the journey, the presentation, and the story you weave around it. By personalising packaging, using premium materials, storytelling, and incorporating surprise elements, you can create a memorable unboxing experience that resonates with your audience.
For expert guidance on creating an exceptional unboxing experience and dominating the e-commerce landscape, contact Bigblue today. Your success is our priority.
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