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How is Unboxing Impacting Businesses?

How is Unboxing Impacting Businesses?

Boosting Customer Retention Through Packaging

Social media has been a prominent force in our communication channels for a few decades. It’s how employers check up on their candidates and staff. It’s how couples meet and relationships start. It’s a driving force in raising investment funds for many mainstream companies. And it’s an extremely powerful marketing channel for business who are participating in an effective way.

How do companies create positive messaging about their brands in social media conversations? One thing that is certain: their unboxing videos show happy customers receiving exactly what they expected.

Video Marketing

Forbes predicts that videos will account for 80% of all consumer internet traffic by 2019. Think about these numbers:

  • Google alone produces over 40,000 search queries every second
  • 300 hours of videos are uploaded to YouTube every minute 
  • Video marketers get 66% more qualified leads per year
  • E-commerce sales totaled $4.9 trillion U.S. dollars worldwide in 2021 and are estimated to reach 7.4 trillion dollars by 2025

When we combine the above data, we’re looking at a combination of video marketing, e-commerce, and customer satisfaction. This is how unboxing videos were born.

Unboxing: Your Best Friend or Your Worst Enemy

For video to account for such a high volume of content available on the internet, and for it to also perform better than other marketing channels, it’s clearly a win-win for businesses. But what are the implications?

E-commerce is synonymous with packaging. The customer experience is clearly altered when you go from in-store purchasing to e-commerce and packaging is a big part of this. The first tactile interaction your customer has with their e-commerce orders is often the packaging.

With story sharing being such a dominant part of social media, it’s not surprising that consumers have started sharing their experience when they open products they ordered online. These videos are often live streamed or otherwise shared on social sites like YouTube and Facebook. And, you guessed it, these videos are called unboxing videos.

How to Succeed With Unboxing

An unboxing video is working successfully for you when viewers are urged to try your product and transition their brand loyalty to you. How can you do this?


The most important factor in the customer experience is receiving a box that is undamaged. This especially applies when your customers are comparing apples-to-apples with your competitors – if your packaging has defects you are coming out of the gates behind other options. With the rise in sharing of these videos, the last thing you want a potential customer to see is damage during shipping. This is why protective packaging is critical.


In store, the packaging must communicate key selling factors to draw in the eye and stand out from the other products on the shelf. With e-commerce, the selling points are redundant after the purchase. Eye-catching sales phrases should be replaced with creative tips and other product use information that will help your customers after they have purchased.

Camera Appeal

What does it mean to have camera appeal in unboxing? The appeal is in the influence the experience has on viewers to purchase the product. Your packaging can work for you here by showing ease of use, easy of opening, durability, beautifully presented products, and recyclability. Providing packaging that has secondary uses can also increase the appeal of your unboxing videos; for example, containers that can be reused for an alternative purpose.

Are you worried that your customers’ videos may be working against you because of your packaging? Contact one of our packaging specialists to learn how we can help today.

Talk to a Packaging Expert at Hughes Enterprises.