The seemingly simple act of opening a product – an “unboxing” – has become a surprisingly powerful force in modern consumer culture, driving billions of views online and significantly influencing purchasing decisions. What began as a niche trend on platforms like YouTube in the early 2000s has exploded into a mainstream phenomenon, now dominating TikTok and Instagram as well. As of last November, YouTube alone reported 25 billion views of videos containing “unboxing” in the title, demonstrating the scale of this digital ritual.
But why are people so captivated by watching others unbox products? The appeal extends beyond mere curiosity. It’s a complex interplay of desire, trust, and sensory experience, offering viewers a vicarious thrill and a deeper understanding of a product before they commit to a purchase. As Deng Loke points out, unboxing videos allow a better understanding of products before we purchase.
The rise of unboxing videos isn’t accidental. It taps into fundamental psychological drivers. The experience begins even before the box is opened, with anticipation building as the package arrives. Research from Ipsos and the Paper and Packaging Board reveals that packaging design influences the buying choices of nearly three-quarters (72%) of consumers. Premium materials, sleek aesthetics, and thoughtful branding – including elements like stickers, embossing, thank-you notes, and samples – all contribute to a positive first impression.
This emphasis on the unboxing experience itself highlights a shift in how consumers interact with products. It’s no longer solely about the item within the box, but the entire presentation. Experiencing unboxing, whether it’s a new piece of clothing, headphones, wine, or perfume, has become an essential part of the consumption process. The ritual provides a sense of excitement and satisfaction, even for those who aren’t actively in the market for the product being showcased.
The popularity of unboxing videos also provides a unique form of product evaluation. Viewers can assess the scale, quality, and overall presentation of an item without the risk of making a purchase. Here’s particularly valuable for higher-priced items or products with limited physical retail availability. A Reddit user noted in 2015 that unboxing videos allow viewers to see the product’s scale and quality, which is especially helpful for items like video game collector’s editions.
The pandemic undoubtedly accelerated the growth of the unboxing genre. With lockdowns and social distancing measures in place, consumers turned to online platforms for entertainment and product discovery. Unboxing videos offered a safe and convenient way to experience the thrill of shopping and explore new products from the comfort of home.
The trend has also spawned subcultures and niche communities. The recent craze surrounding Labubu blind boxes, for example, demonstrates the addictive nature of unboxing combined with the element of chance. While seemingly harmless, this phenomenon shares similarities with gambling, as the anticipation of revealing a rare or desirable item triggers dopamine release in the brain.
For brands, the unboxing experience represents a significant marketing opportunity. Companies are increasingly investing in packaging design and presentation to create memorable unboxing moments that generate positive word-of-mouth and social media buzz. JOURNEY, for instance, emphasizes its commitment to recyclable packaging designed to deliver seamless unboxing experiences.
The enduring appeal of unboxing videos suggests that this trend is here to stay. It’s a testament to the power of shared experiences, the human desire for novelty, and the increasing importance of presentation in the digital age. As both creators and viewers continue to shape the unboxing format, it will likely evolve and adapt to meet the changing needs and preferences of consumers. The format reveals the enduring power of authentic, shared experiences in the digital age.
The future of unboxing may also involve greater integration with augmented reality (AR) and virtual reality (VR) technologies, allowing viewers to virtually “unbox” products in their own homes. However, the core appeal – the anticipation, the reveal, and the shared experience – is likely to remain central to the phenomenon.
