The holidays are just around the corner, and with them come holiday shoppers, and if you’re using video production as part of your marketing plan, there are some things you may want to pay special attention to and consider folding into your own plan to better reach the coming rush of online shoppers.
No matter what industry you’re in nor the audience you’re trying to reach or your objective for creating videos, you need to do what you can to take advantage of the flood of holiday traffic and to drive some of it to your site.
One way to do start doing that is to start creating “unboxing” videos for your products. What are they and why should you? Read on to find out.
What is an “unboxing” video?
”Unboxing” videos are simply videos of new products being removed from their packaging and they’re proving to be more effective than many people may have thought as they’re a great way to grab the attention of viewers without being salesy in any way.
It started as a purely user-generated form of content, with passionate consumers not just removing the product from its packaging but also interacting with it for the first time and the ones that became celebrities in their own right were really good at conveying that experience to viewers and/or providing detailed analysis and guidance.
And of course, once hordes of people started watching these types of videos and seeking them out, it didn’t take long for brands to get in on the action and start folding them into their own commercial video production plans.
Also, while these types of videos were reserved for the unwrapping of high-end tech gadgets and the like at first, now toys, beauty products, food, and pretty much any other tangible item you can think of can benefit from an “unboxing” video.
If you don’t believe it, take a look around, do some research. You’ll find that some of the biggest brands have taken notice of the value in “unboxing” videos and some have went as far as making “unboxing” videos a central part of their video strategy.
Why do they work?
According to data from YouTube Insights from November of last year, unboxing video views had grown 57% over the previous year and uploads had risen more than 50%, but why?
The truth is, the main allure of “unboxing” videos is that they recreate the magic most people feel when opening something shiny and new and tap into the child-like anticipation associated with the activity.
The point of creating these videos isn’t to simply document the process of opening a new product but to heighten and transform the experience so that the viewer can truly feel the emotions because remember, we experience emotion when we witness someone else experiencing that emotion.
“Unboxing” videos also provide useful product information to the viewer. They allow them to visualize the product they’re going to buy so that they get an idea of what they can expect to experience when they themselves get the product.
On top of all that, “unboxing” videos, although similar in many ways to customer reviews, allow for more transparency and therefore promote more trust. Think about it, reading a stranger’s review seems very impersonal when you compare it with seeing the face of the reviewer, in their own town, in their own home.
What can brands and marketers do?
First of all, rather than simply mimicking authentic user-generated “unboxing” videos, businesses and marketers should support and encourage their creation.
Yes, you can go ahead and start creating your own “unboxing” videos, but keep in mind that you probably won’t generate as much trust in viewers as an “unboxing” video created by another consumer would. So, do some content curating first. Do your research, collect, and then repurpose any relevant and effective “unboxing” videos created by consumers.
You should, of course, reach out to the video creators and ask them if it’d be okay to share their videos on your website and/or social media profiles, and if you do indeed get their permission, then go ahead and start posting them.
The point is that the creators of “unboxing” videos who manage to attract a fairly large audience should be perceived as potential assets rather than competitors. They often have a lot of influence over buyers, so don’t get in their way.
Instead, try to learn from them. Try to see for yourself what’s making their “unboxing” videos so successful and, most importantly, support their efforts and use them to your advantage any way you can.
“Unboxing” videos aren’t just good for the holidays.
You can use “unboxing” videos to tap into the inherent anticipation that accompanies other events and times of the year, such as a product launch, spring break, Valentine’s Day, back-to-school time, etc.
And make no mistake, although these types of videos are watched most during the holiday season when people often arrive at them with an innate sense of giddy anticipation, they maintain a fairly steady viewership throughout the rest of the year as well.
As far as making your “unboxing” videos stand out from the rest, it’s all about being unique in a way that ties back in with your brand identity. So, think outside the box when unboxing.
About Us: KVibe Productions, a full-service film & video production company in NJ / NY, can handle every aspect of the production process. Whether it’s a corporate video production, a commercial, a feature film, etc., at KVibe, we create to inspire.