Unboxing videos have grown in popularity over the last decade and even though it might seem like a strange thing to watch online, people love it. When there is a lot of excitement about a product, people enjoy watching videos of influencers receiving and opening a new product. It serves as a review but it also brings the viewer into the experience and excitement of opening a hotly anticipated new product.
These unboxing videos get a lot of views, so if your product features in them, you will see a big increase in traffic to your site and the conversion rate from these leads is high. Unfortunately, a lot of businesses underestimate the effectiveness of unboxing videos and they don’t incorporate them into their social media marketing campaigns. If you are launching a new product soon, here’s how you can build a successful unboxing campaign.
Create A Desirable Product
Before we get into the specifics of how to create an unboxing campaign, it’s important to highlight that the product needs to be perfect. Most influencers won’t back a product that they don’t really like, and their audience won’t be excited about the product either. So, before you do anything else, work hard on the product design process and spend time understanding what your audience wants. If you can create a desirable product that people get hyped about, the unboxing videos will naturally get a lot of hits.
Focus On Amazing Packaging
Unboxing videos aren’t just about the product itself, they are about the whole experience of unpacking it. So, even though the latter portion of the video will be all about product features, like a standard review, the initial portion will be all about the packaging. Good packaging contributes to the overall product experience, and it helps strengthen your brand too. People will also comment on the quality of the packaging, whether there is too much packaging, and how durable it feels. Using thermoformed plastic packaging (visit https://globalthermoforming.com/ for more info) is ideal if you want something streamlined with lots of great branding on it. If you are using cardboard packaging, there are some great opportunities to create boxes with clever opening mechanisms or packaging that can be repurposed.
When you are putting the package together, it’s best to put it inside a slightly larger branded box and pack it with other items. This adds another layer of unpacking to the video and you can put in some branded items like stickers or keychains as free gifts. This makes it more of a rounded unboxing experience and gives you more branding opportunities.
Find The Right Influencers
Once you have the product and the packaging right, it’s time to start finding influencers (check out https://shanebarker.com/blog for a great guide). Youtube is the best platform for unboxing videos, so start by looking through different channels. If you do a quick search for products similar to yours with ‘unboxing’ in the title, you should get plenty of hits. Search for influencers that are likely to have a similar target audience to you.
There are a few things you should look for when comparing different influencers. Firstly, enthusiasm is key. The unboxing process is meant to mirror the excitement when receiving a new product and make customers envious, so they head straight to your site and buy one for themselves. If the influencer making the video doesn’t get that enthusiasm across, your unboxing videos will fall flat.
You also need to look at the way they talk about the product. After the initial unboxing portion of the video, there will then be a review-style section where they run through the features of the product. Enthusiasm is still important here but they also need to be able to explain things well so the viewer can get a good sense of why the product will be useful to them.
Finally, look at the production values on the video. Remember, when you partner with an influencer, they are a representative for your brand, even if it’s just for a single video. If they make low-quality videos with poor production values, that reflects badly on you and makes you appear unprofessional.
When you have a shortlist of potential influencers, you should start contacting them. It’s important that you work with people that actually love the product. Tell the influencers about the product in great detail so they can make a decision about whether they are interested or not. If they are, you can then offer a free product in exchange for an unboxing video. Ideally, you should avoid working with influencers that want to be paid because they will create videos for any product, regardless of whether they like it or not, and the genuine enthusiasm won’t be there.
Use Social Media To Boost The Reach Of Your Videos
Once the unboxing videos are filmed and posted on Youtube, you need to use social media to boost the reach. Start by sharing them on all of your own social media channels so if any of your followers haven’t found them yet, they can watch them too.
Check in on the videos regularly and respond to comments and likes. This is a great opportunity to boost engagement and drive more people to your website and your other social media platforms.
You should also start a hashtag campaign to go alongside the unboxing videos and use it when you share them. If the videos are a hit, this will then encourage new customers to film their own unboxing videos and share them too. This is another excellent way to encourage engagement and organically generate more content to promote your product.
Getting an unboxing video campaign right can be tough, but it brings a lot of benefits along with it. There are unboxing videos for almost any product these days, so no matter what your business is, you can benefit from this strategy. As long as you create an amazing product with innovative packaging and you work with the right influencers, you should see a big sales increase as a result.
