When shopping for a new product, it’s common to start by reading product reviews. If you want a closer look at an item’s features and details, you might find yourself watching unboxing videos.
Unboxing content has been popular with shoppers for more than a decade. In 2023, videos with the word “unboxing” in the title received more than 25 billion views on YouTube.
Ahead, learn what makes a memorable and satisfying unboxing experience—and why unboxing content should be part of your next marketing campaign.
What is an unboxing experience?
An unboxing experience refers to the moment when a customer opens a package and discovers the product inside. Many companies design packaging to create an intentional customer unboxing experience.
The goal of developing your own unboxing experience is to make the act of opening a product memorable and shareable, adding value for the customer and creating positive brand associations.
Unboxing experiences feature in a popular type of marketing content known as unboxing videos. YouTubers, TikTok creators, and other social media influencers unpack products to demonstrate features and details, explain updates (such as the latest version of a tech gadget), and give potential customers an insight into what they can expect from their purchase.
Why is the unboxing experience important?
Tells your brand story
Ecommerce merchants have less contact with customers than physical retailers. That makes every touchpoint more valuable—including product packaging. Merchants use packaging for brand storytelling and differentiate themselves from competitors. The aim is to increase the chances of repeat customers, as well as fuel word-of-mouth marketing.
The outer packaging design, slips, covers, and protective casings—even packing materials—all represent your brand identity.
When the first iPhone was released, Apple protected its packaging with a patent. The company knew that its minimal, white boxes with their signature “slow slide” would become synonymous with the Apple brand.
A branded unboxing experience is particularly important when selling environmentally friendly products, where the wrong packaging selections can damage hard-earned customer trust.
Encourages social media engagement
Likes, comments, shares, and other forms of social media engagement are a key measure of content performance. The more engaging your content, the more visibility it gets on social media platforms.
Unboxing videos are a tried-and-tested way to spark engagement—that’s why you’ll find entire YouTube channels dedicated to them. Consider the tech-focused Unbox Therapy, with its impressive 24.2 million subscribers, or the gaming-centric TheRelaxingEnd, boasting more than nine million subscribers.
Drives brand loyalty
Building a lasting ecommerce brand isn’t just about attracting new customers, it’s also about making sure they keep coming back. Every step of the customer journey, from browsing to delivery, can influence customer loyalty. One aspect that retailers have direct control over is the unboxing experience, which can be fine-tuned to make customers feel appreciated.
By focusing on customer retention strategies, businesses can boost what’s known as customer lifetime value. This is the total profit a business can expect to make from a customer.
6 best unboxing experiences and ideas
Let’s look at some unboxing tips and examples of ways to help improve your brand’s unboxing experience.
1. Make it personal with handwritten notes
A simple, cost-effective, and heartfelt way to improve your unboxing experience is to include a handwritten note with every order. Seeing the handwriting of a real human being helps customers connect with your brand on a personal level. You can increase the effects of a handwritten note by including the customer’s name.
Take a look at the impact of a personalized message in the video above, captured in unboxing content by homeware brand Katnipp.
Handwritten notes are common among small businesses and marketplace sellers. But even if you’re fulfilling a large number of orders per day, it’s still possible to personalize packaging inserts with template cards, stickers, and post-purchase emails.
2. Introduce yourself, your brand, or the maker
Another way to build personal relationships with an unboxing experience is to add a bio about the person or team who made the product.
The content of a bio should mirror a brand’s personality and the type of product. For instance, a high-end piece of jewelry might come with a detailed bio, sharing the full story of the maker. A small souvenir, on the other hand, could be accompanied by a short note explaining the inspiration behind the product.
The format of a bio can also be tailored to match your industry and customer preferences. A tech device’s bio could be accessed via a QR code, while a heritage jacket could come with a premium-printed pamphlet.
Even if you’re a solo entrepreneur, you can create content that describes your business’s mission and incorporate it into your packaging.
Eco-friendly phone case maker Pela uses a handwritten note along with a card insert to convey its mission. The insert includes a hashtag that customers can quote when sharing social content, as well as instructions on how to sustainably dispose of the product, and a link to further resources.
3. Share the product journey
If you don’t have a story to tell about your team or brand, focus on the product itself. Adding information about your product development journey is a great way to demonstrate transparency and integrity, and show off your brand’s values.
Let’s Go Eco is an eco-friendly subscription box service. Each box comes with a leaflet containing in-depth product information and images, serving as a helpful introduction to the month’s haul. Notice how the leaflet is placed on top of the products in the unboxing video from A Year of Boxes above, so that it’s the first thing customers see.
If you’re a dropshipping business or an Amazon seller without persuasive product information, you could focus instead on a product’s benefits and use cases.
4. Add a discount coupon inside for the next purchase
Another way to improve the unboxing experience is to include a discount coupon that can be used during a customer’s next purchase. It’s easy to create custom coupons with Shopify, so you can manage various promotional campaigns and regularly refresh codes.
Consider creating codes for free shipping, percentage discounts, or product bundle deals (for example, for 30% off pants when you buy a t-shirt).
Stationary Pal combines a thank-you note with a discount offer in return for joining a customer loyalty program. In the video above by the unboxing channel DidithJournalASMR, you can see how the brand uses several of the tips in this list, including a personalized message, QR codes, a request for social media sharing, and branded packaging.
5. Encourage customers to share unboxing experiences
By asking customers to share unboxing experiences on social media, you can generate extra marketing impact from every sale. Encourage user-generated content with incentives such as discount codes, or by featuring customer posts on your official brand channel.
If you’re struggling to drum up organic engagement, try creating your own unboxing content. Peak Design creates unboxing videos that incorporate product demonstrations, showing potential customers how best to use its carry cases and phone mounts.
6. Brand every component of the packaging
If your marketing budget allows, brand as many elements of your product packaging as possible. Custom packaging ensures your brand is front and center, creating a strong association with your product.
From your choice of packing tape to the tissue paper you wrap your products in, there are many ways to make packing stand out. Packaging companies like Hero Packaging and Sticker Mule will add your brand name, tagline, and other custom graphics to boxes and bags.
Johnny Cupcakes, a t-shirt company, ships its products in custom boxes that resemble ovens and food packaging, going to great lengths to further its culinary-themed brand.
If you’re working with a tighter budget, opt for packaging materials that match your brand color. Even a simple colored mailer bag can spark recognition and excitement when it arrives at a customer’s doorstep, creating positive associations with your store.
What goes into a custom branded packaging experience
Creating a memorable unboxing experience involves several components. While it’s not necessary to incorporate every single one, a thoughtful mix can make the customer experience more immersive. By carefully selecting a few of these elements, you can increase customer satisfaction:
Box
The shipping box or mailer bag is your first chance to wow your customers. Standard corrugated packaging is common because it’s affordable and reliable. But a premium package can make a big difference to brand visibility. Weigh the extra costs of premium packaging against the potential benefits to customer retention and your brand reputation.
Tissue paper
Using tissue paper to wrap your products adds both a practical and stylish touch, introducing an extra layer of excitement to the unboxing process. Consider custom printed or colored tissue paper for an added wow factor.
Filler
Traditional fillers like styrofoam packing peanuts, foam inserts, air pillows, and bubble wrap serve a practical purpose, protecting your products during transit. But you can also consider more visually appealing options like colored crinkle paper or excelsior to add a fun twist to your packaging.
Stickers
Stickers can be used in several ways. If you use tissue paper, a branded sticker can seal the paper together. Stickers can also be used instead of custom printing on your box for budget-friendly branding. Branded stickers are versatile and fairly inexpensive.
Promotional cards
Business cards are an inexpensive way to add a branded element to packaging, and they don’t have to be boring. For example, you can add a card that gives the recipient a discount on their next order, or supply a selection of attractively-designed cards for customers to share with friends.
Receipts and invoices
Customer receipts offer a great opportunity for customization. With branded invoices, you can add your brand logo, include a thank you note, or share news about upcoming products and events.
Tape
While clear packaging tape serves its purpose, why not take it a step further? Branded packing tape can complement your custom packaging and make your parcel stand out in the mailbox.
Gifts and free samples
Who doesn’t love a surprise gift? Depending on your average order size and profit margins, consider adding free samples or gifts to your packages. Choose samples that are relevant to the purchased products. This can create opportunities for cross-selling and introduce customers to new items they might love.
Create an amazing unboxing experience for your store
Creating a memorable experience that leaves your customers delighted can give your brand a competitive edge. Interesting packaging can also lead to free, user-generated marketing and increased customer lifetime value.
Take time to assess your packaging and unboxing process. Consider packaging costs, average order size, and your profit margins. If you can afford to invest in a better unboxing experience for your customers, then go for it!
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Unboxing experiences FAQ
How can I make the unboxing experience memorable?
- Include handwritten notes for a personal touch.
- Encourage customers to share unboxing moments on social media.
- Add discount coupons for future purchases.
- Share a personal bio or the history of your brand.
- Detail the product development journey.
- Incorporate branding on boxes, tape, and tissue paper.
What is an unboxing video?
In an unboxing video, a person is recorded opening a product and sharing their initial reactions and impressions. These videos are popular on social media platforms and can provide potential customers with a real-life view of the product, its packaging, and what they can expect when they receive an order.