Since YouTube went live in 2005, people have been inventing new ways to use video. Whole online communities have sprung up around new video trends. One type of web video that has been steadily growing in popularity is the Unboxing Video.
These videos are part promo video, part review and part art-form. A huge number of these videos are produced by fans and enthusiasts of various products and brands rather than the companies that produce them and want to promote them.
A unboxing video is as simple as it sounds, a YouTuber (YouTube video producer / presenter) unboxes a product like a toy, on screen, demonstrates and or reviews the product and sometimes even the packaging. If it comes in a box, there is probably an unboxing video for it.
Unboxing Star Wars
And now Disney has jumped on the format in a big way for ‘Force Friday’ and the debut of its new Star Wars Episode 7 toy range. The marathon unboxing session was produced in collaboration with media partners across the world, streamed live on YouTube.
Just want to get this out of the way – I WANT A BB-8!
Unboxing the Stats
An unboxing video may not sound like the most interesting of things to watch but the stats speak for themselves, this a hugely popular video type or format.
The 3rd most watched YouTube Channel in the world is FunToyzCollector, a channel that exclusively produces unboxing videos of children’s toys. The channel has 7.8 Billion Views and 5.2 Million Subscribers.
Interestingly the actual identity of FunToyzCollector is somewhat of a mystery but the channel’s owner also operates the 28th most watched channel on YouTube the very similar BluToys. Originally the videos posted to the channel which was started 2011 were in Portuguese (specifically Brazilian Portuguese).
While exact numbers for YouTube earnings are speculation, estimates based on view-counts etc have put the possible annual earnings of FunToysCollector at some between £3.3 and £9.7 Million from ad revenue alone.
This is a video format that appeals, the audience for unboxing videos is there.
Unboxing the Audience
Generally an unboxing video – like the Star Wars Unboxing Event, feature new products. So the majority of people watching won’t have seen the new products up close outside of the stylised and clinically controlled ad environments. An unboxing video gives people a chance to see a toy or new gadget up close in the hands of a independent third party.
Disney is not the first big name to take to unboxing for a launch event. Games consoles were amongst the first ‘big name’ products to get the unboxing treatment. Consoles unboxings are popular because of the traditional international staggered release schedule. Eiger fans in territories yet to get the latest console from Sony, Microsoft or Nintendo can be part of the launch by watching the unboxing online. They get to connect with the experience through the video.
Unboxing Video Advantages
Critically most unboxing videos are not like the Star Wars event. They are produced by fans and enthusiasts. Huge enterprises like Sony get huge amounts of online adversing from uxboxing videos for free.
Encouraging or even facilitating unboxing videos through giveaways to popular YouTubers has proven a great way to build a fan-base around a product.
Do it Yourself
The third party approach to unboxing gives viewers a sneak peak at what they might also want to buy. Viewers feel a connection with the product more so than through an advert as it’s not trying to sell to them in the same way. In many cases the unboxing video is purely for entertainment value and more about showing off – “Look at what I got before everyone else!“.
But their’s no reason why a manufacturer or retailer can’t take a page out of Disney’s book and produce their own unboxing videos.
Unboxing your own product or stock range on video is a great way of showcasing your wares openly and honestly. This is whats in the box, this is how its packed, this is what it looks like in your hands – we’re not hiding anything.
The simple format and transparency without the additional styling of a traditional advertisement can establish an honest connection between the customer and the product and or brand.
Unboxing with Workshop Media
Promotional web video is a massively powerful tool that can be used to promote and demonstrate a huge variety of products in innumerable ways. Producing a video, whether a promotional unboxing video or something more comprehensive, can be best achieved by calling in the professionals. Workshop Media is here to help.
Workshop Media has a full range of Video Production and Video Marketing Services that will not only ensure you have great video content, but also the strategy to make sure it gets seen by the right people to deliver the results you need.
Talk to Workshop Media today, we’re always happy to chat and advise.