Latest / Social Media Marketing with Fexingo: Instagram, TikTok, LinkedIn, and Platform Strategy / How Brands Use Social Media for Unboxing Experiences
Transcript
- Lucas: So, there's this moment we've all experienced — you order something, it arrives, and you start filming yourself opening the box. That's not just personal excitement anymore. It's become a full-blown marketing channel. Luna: Unboxing videos. They've been around since early YouTube, but now on TikTok and Instagram Reels, they're faster, shorter, and way more intentional. Lucas: Exactly. And brands have caught on. They're designing packaging specifically to be filmed. I'm not just talking about Apple's minimalist boxes — though that's the gold standard. I'm talking about DTC mattress brands that encourage customers to film the mattress expanding, or skincare brands that pack each product in a tissue-paper nest with a handwritten note. Luna: It's interesting because the unboxing itself becomes free user-generated content. The customer does the marketing for you. Lucas: Right. And there's real psychology behind it. The act of opening a well-designed package triggers dopamine — it's a reward. When you film it, you're extending that moment. And for the viewer, watching an unboxing is almost as satisfying as doing it yourself. That's why ASMR unboxing channels have millions of subscribers. Luna: I've seen channels dedicated to just peeling screen protectors off phones. It's oddly hypnotic. Lucas: Exactly. And brands are tapping into that. A study from a few years back — I think it was by Google — showed that unboxing videos get over a billion views annually on YouTube alone. Now with short-form video, the format has evolved. A 15-second Reel of someone slowly pulling a silk scarf out of a box can get millions of views. Luna: So how does a brand actually design for that? It's not just about a pretty box. Lucas: No, it's about the sequence. Think about it: the outer shipping box, the brand tissue, the product box, the inner wrapping, the reveal. Each layer is a chance to create a visual moment. Some brands even include a small surprise — a sticker, a sample, a QR code that leads to a playlist. That gives the unboxer something to talk about. Luna: And you want that moment to look good on camera. Lighting, angles — the customer is essentially directing a mini commercial. Lucas: Right. So brands are now including 'designed for social' cues. Glossy finishes catch light better. Bold colors pop on camera. Some even print hashtags on the inside of the box lid. That's a direct call to action. Luna: Does it work for every product category? I can see it for fashion, tech, beauty — but what about something mundane, like office supplies? Lucas: Surprisingly, yes. There's a brand called MochiThings that sells stationery, and their unboxings are huge on TikTok. The key is the aesthetic — pastel colors, cute illustrations, a certain Japanese kawaii vibe. People unbox a pack of sticky notes and it gets 500,000 views because the packaging is so deliberate. Luna: That's wild. So the packaging has to tell a story even before the product is revealed. Lucas: Exactly. And there's a ROI angle too. Brands that invest in unboxable packaging see higher customer satisfaction scores and lower return rates. There's a concept called the 'endowment effect' — once you've invested the time to film an unboxing, you value the product more. Luna: So you're less likely to return it because you've already made content around it. Lucas: Exactly. Plus, the social proof. When a potential buyer sees 50 unboxing videos of your product, it reduces purchase anxiety. They know exactly what they're getting. Luna: What about small businesses? They can't afford custom packaging from a designer. Lucas: They don't need to. A simple brown kraft box with a handwritten thank-you note and a sprig of dried lavender — that can become a signature unboxing experience. It's not about cost, it's about intention. The most viral unboxing I saw recently was a brand that shipped their product in a recycled newspaper tube with a wax seal. Luna: I love that. It's memorable and low-cost. Lucas: And it's authentic. That's the key — forced, over-produced packaging feels fake. The best unboxing content feels like a genuine discovery. Luna: So what's the next frontier? AR unboxing? Holograms? Lucas: Actually, some brands are already doing that. You scan the box with your phone and a 3D model pops up. But I think the bigger trend is sustainability. More consumers are calling out excessive packaging. So the challenge is to create a moment without waste. Some brands are using seed paper — you can plant the box after unboxing. Luna: That's smart. It gives the unboxing a second life as content. Lucas: Speaking of content, if these marketing conversations have sparked something you've actually used in your own work, listener support is what keeps this show ad-free and independent. You can find us at buy me a coffee dot com slash fexingo. No pressure at all — just if the show's been valuable to you. Luna: Yeah, it really does make a difference. Even a small gesture helps us keep digging into these angles. Lucas: Back to unboxing — one thing I want to highlight is the role of 'unboxing influencers'. These are creators who specialize in first-impression reviews. Brands send them products specifically for the unboxing video, not a full review. The authenticity is higher because the reaction is fresh. Luna: So you're paying for the surprise, not the verdict. Lucas: Exactly. And the best part is, those videos often outperform polished ads because viewers trust a real person's reaction. A study by Influencer Marketing Hub found that unboxing content has a 30% higher engagement rate than standard product reviews. Luna: That makes sense. There's a raw quality to it. You see the genuine delight or disappointment. Lucas: And that's where the opportunity is. Whether you're a tiny Etsy shop or a global electronics brand, the unboxing moment is a chance to create a shareable story. The box isn't just packaging — it's the opening scene of your product's movie. Luna: I'm never looking at a cardboard box the same way again. Lucas: Good. That means we've done our job. Next episode, we'll look at how brands are using social media for customer onboarding — turning the first use into content too.