YouTube MarketingWhy People Love Watching Unboxing Videos on YouTube

Welcome to the world of unboxing videos one of the many strange genres on YouTube. Unboxing videos are gaining so much popularity as they are easy to make and surprisingly therapeutic to watch. The videos have become a lucrative little corner of the Internet for the people who film them. They are popular but they never go viral. So they are expected but not needed.

The most popular unboxings are for expensive gadgets, like the iPhone, Xbox and PlayStation consoles. Competition for these views is fierce. Tech news sites rush to post their own slideshows and videos of brand new Apple and Samsung products being born from their high-end packaging. Companies have even started uploading their own unboxing videos to official YouTube channels, like this clip of the new Batman Samsung Galaxy S7 edge phone from Samsung Mobile that has been watched more than 12 million times!

Less well known are the secondary product groups, oddly specific areas where there is still plenty of room for YouTube entrepreneurs to stake their claim. Toys of all types are huge, including collectable figurines, Legos and Kinder Egg videos like those posted to the FluffyJet channel are hits. Makeup videos are another industry themselves, there’s first impressions, beauty products hauls, shopping hauls, and what not.

There also are unboxing videos for blenders, Uggs, coffee machines and live reptiles. People also love watching their favourite YouTubers unboxing Fan Mail like gifts and letters. Some make separate videos for it if there’s a lot of mail and others include it in their daily vlogs. For example, Casey Neistat’s Mail Time.

Read: HOW CASEY NEISTAT VLOGGED THE OSCARS

It’s a great place for marketers-

The people who post the videos are not just bragging about their latest purchases. They make money off ads displayed at the start of a clip or that pop up while they’re playing. YouTube’s payment system is complicated, but one un-boxer said he can make $2 to $4 for every 1,000 views. Older videos don’t necessarily fall off the search rankings, so a creator is in it for the long haul can make more money as they add videos over time.

Creators only get paid per monetized view. That means visitors have to actually watch enough of the video for ads to appear. To keep people from abandoning a video before they’ve seen an ad, the videos have to be engaging, well shot and more than just SEO-keyword spam.

What really are Unboxing Videos and Why are people obsessed with them?-

Everyone enjoys personally unboxing a brand new item. But why do so many people make and watch unboxings of items other people have received? There are a number of reasons for this.

One of the main reasons is the infatuation with acquiring that product. For example, a new apple product, or a Samsung phone, or Xbox One is coming out. So days before or even on the eve of the release, a lucky few in possession of the new thing make and upload an “unboxing” video on YouTube. So someone takes an object out of the box on video- and there’s their unboxing video. If you can buy it, there’s probably an unboxing video of it.

The unboxing video provides a very strange service. Because mostly it’s not during the unboxing video that we’re getting our first look at the thing. Maybe it’s the new Iphone, Ipad, Playstation, or something, but we’ve seen the thing many times before the video on commercials, billboards, banners, the thing is advertised everywhere! And while the marketing video does show us what this thing looks like (Above video of Samsung’s limited edition batman phone) but the unboxing video by the general people show us what they really are. It’s like Mcdonald’s burgers, we salivate at the ads but we know what’s real after unboxing a burger IRL.

Watch this video by one of the major unboxing gurus and understand the concept better.

An unboxing video shows a real person and a real object. Although it’s the same thing as the marketed thing but it stripped of any glorious after effects that a marketing team would pile on to them, too. The unboxing video is the process of presenting the object of desire in a state of undress. So we can describe the unboxing video as partially erotic. While there are some companies who in their advertising make the connection between an eroticised human body and their products more explicit than others turn these products into objects of desire. (For eg. Dr. Dre Beats Pill)

So unboxing even unboxes the product’s over-hyped image. And if the object is not eroticized then the act of acquiring it is.  It’s weird but there are Unboxing ASMR videos which people find very relaxing.

One of the other reasons why people love these videos so much is the realness of the objects. The unboxing shows us real object and also the process of revealing the object. You know like digging through the Thermocol, plastic bags, paper, etc.

Or maybe not real but sensual. Realness cannot be experienced. But the sensuality can be. The unboxing also imparts more sensual qualities where previously it was merely an idea.

The real unboxing is usually a citizen consumer, an informal setting, and a singular object, unlike the advertisement where it’s just an idea of the object. What drives a view to these videos is the person’s infatuation of the thing before watching, like the new batman phone. They’re obviously more appealing to the people who like technology, gaming, or specific products like kids who like unboxing toys or egg surprises.

One of the most watched unboxing videos has to be- FunToyzCollector’s unwrapping Angry Birds, SpongeBob, and Cars egg surprises,which now has about 108 million views!!

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Kritika Bansal

Kritika is a sleep deprived Vidooly content writer based in New Delhi with an inexplicable weakness for pre-loved books, Tumblr, YouTube, TV shows, Pop music, and the sultry voice of Benedict Cumberbatch. Kritika is also currently on a road to become a creative.