There is a reason unboxing content has been one of the most consistently popular formats on the internet for over a decade. It is not just that people enjoy watching someone open things. There is actual psychology behind why unboxing videos convert so well, and once you understand it, you start to see why this format should be part of almost every product brand's content strategy.
The Psychology of Anticipation
Anticipation is a powerful emotional state. When you watch someone receiving and opening a package, your brain mirrors the experience. You feel the curiosity about what is inside, the satisfaction when it is revealed, the tactile pleasure of seeing the product for the first time. This emotional journey creates genuine engagement that passive product photography simply cannot replicate.
For brands that invest in premium packaging, unboxing content is particularly powerful because it puts that first-impression experience front and centre. If your brand has thoughtfully designed packaging, an unboxing video is one of the best ways to communicate that value to potential customers who have never held your product.
Why It Works as Paid Ad Creative
One of the most underrated uses of unboxing UGC is in paid advertising. A well-made unboxing video works brilliantly as a top-of-funnel ad because it introduces the product in a way that feels natural and trustworthy rather than sales-y. The viewer is effectively watching a real person receive and react to something rather than being sold to directly.
The format also tends to perform well on platforms like TikTok and Instagram Reels because unboxing content is already something people search for and enjoy organically. Running it as a paid ad means you are tapping into an established positive association people have with the format.
What Makes a Great Unboxing Video
Not all unboxing content is equal. Here is what separates the ones that genuinely convert from the ones that get skipped:
- A genuine first reaction. The most powerful unboxing moments are authentic. Even when I have been briefed on a product in advance, I keep my actual opening of the package for the camera so the reaction is real.
- Commentary that tells a story. Simply showing the product is not enough. The verbal commentary needs to highlight what makes it special, connect it to the viewer's life, and build value as each element is revealed.
- Good close-up detail shots. After the main reveal, showing the product close up, highlighting specific features, textures and finishes, gives the viewer the information they need to feel confident about purchasing.
- A clear call to action. The video needs to end with something actionable. A discount code, a link, a prompt to visit the website. Do not leave viewers interested but directionless.
How to Brief an Unboxing Video
The brief for an unboxing video is actually quite simple. Tell me what you want people to feel when they watch it, what the two or three key product features you most want highlighted are, and what you want the viewer to do at the end. That is genuinely all I need. I will handle the rest, from how I film the opening to the pacing of the commentary to the edit.
One thing I would ask: please actually send the product rather than asking me to work with images. The whole point of an unboxing is that the reaction is genuine, and that means I need the real thing in front of me when the camera is rolling.
Industries Where This Works Particularly Well
Unboxing content works across almost every product category but it is especially powerful for beauty and skincare, where packaging and product reveal are a big part of the brand experience; fashion, particularly accessories and anything with notable quality; supplements and wellness products; tech and gadgets; and food and drink subscription boxes or premium products. If your product ships in a box, there is almost certainly an unboxing video waiting to be made.
Got a product you want me to unbox? Drop me a message. I would love to see what you have.