$ 0 0 YouTube is kind of like high school - it’s full of unique subcultures that all fit into the greater video streaming ecosystem. You’ve got your celebrity vloggers, comedians, aspiring musicians, video game playthroughs, reaction videos, tutorials, and now, the unboxing video.Ellen Unboxes a New Trendby Jen Taylor via YouTubeUnboxing videos are user-generated videos that document the experience of opening a product for the first time, and tap into the anticipation we often feel as we’re about to tear the wrapping off a gift. However, these videos are more than simple sources of entertainment, they’re a form of research for millions of consumers looking to get a better understanding of a product before they make a purchasing decision. Unboxing videos are no longer a quirky component of the YouTube universe, but an avenue for brands to get their products in front of audiences and connect with consumers.Thinking Out of the Box (Literally)During the holiday season the unboxing video can be an important research tool for your audience. Consumers aren’t prepared to make a purchase until they have all the information, and often collect peer reviews or consult social media before pulling out their wallet. Forbes interviewed 1,300 millennials and found that 33% rely mostly on blogs before making a purchase. This demographic uses social media for an “authentic look at what’s going on in the world, especially content written by their peers whom they trust.”The Unboxing video playfully showcases new products and also provides consumers with useful product information. The videos have a distinct practical component, “giving consumers a look into what exactly they can expect when they get a product off the shelf and into their hands.” The genre is quickly becoming an important component of the consumer’s online research process and purchase journey.According to Google unboxing videos have grown by 57% over the past year, and uploads have increased by more than 50%. Google also reported that one in five consumers say they’ve watched an unboxing video, and as of November 17th, there were more than 20 million search results on YouTube for “unboxing.”As we move into December unboxing videos will become even more important for shoppers looking to buy tech, electronics, or beauty and fashion products for the people on their list. How can brands leverage the popularity of the “unboxing video”? We’ve outlined three ways you can jump on the unboxing video bandwagon and leverage the genre in your marketing strategy.3 Ways Brands Can Leverage Unboxing Videos1. Tap into user-generated content.User-generated content (UGC) is a valuable tool for marketers. HubSpot reports that 8 in 10 consumers trust user-generated content from people they don’t know and say it influences what they choose to buy, while “51% say it is actually more important than the opinions of their friends and family, and far more trustworthy than website content.”Sharing unboxing videos is a great way to feature your audience’s content and showcase the opinions of your audience's peers. Reward the people who are opening your products online by sharing their content across your social media channels. This strategy will not only show brand advocates that you appreciate their videos, but will also provide peer opinions that have the potential to pull your audience through the purchasing journey.BeautyCon BFF Beauty Box Unboxingby Jen Taylor via YouTube2. Generate buzz through exclusivity.You can also generate buzz by granting popular YouTubers exclusive access to your product for their unboxing videos. This strategy will help you create interest around your product’s release date while also tapping into the power of content created by your audience. Remember to do your research before handing out products - don’t give beauty products to someone who typically unboxes the latest tech.Brands can also reach new audiences by hosting live unboxing events on live channels like Periscope and Meerkat. Mashable recently used this strategy while unboxing Microsoft's Surface 3 on Periscope, drawing crowds before and after the event.Unbox Therapy is a popular unboxing channel featuring the latest tech and gadgets. Creator Lewis Hilsenteger frequently uses extra product to host giveaways on his social channels, generating interest around a brand's product release. Unboxing Every iPhone 6S / 6S Plusby Jen Taylor via YouTube3. Create your own unboxing experience.Brands are beginning to participate in the phenomenon and create their own unboxing-commercial hybrids. Though these videos don’t have the distinct ‘homemade’ feel of most unboxing videos, they are effective in helping consumers visualize what they’re about to buy (while simultaneously entertaining them). Playstation recently created a super-stylized unboxing video to advertise the PS4. The Official PS4 Unboxing Video | PlayStation 4by Jen Taylor via YouTubeSimilarly, Samsung used an unboxing clip at the beginning of their action-packed commercial for the Galaxy S6. Galaxy S 6 Edge Unboxing -- Parkour Tourby Jen Taylor via YouTubeBrands can also experiment with other visually-based social channels like Snapchat and Vine to reach new audiences. Use snapchat stories to release unboxing content or produce vines featuring unboxing clips that can be easily shared across social media. CadburyUK@CadburyUK12:32 PM - 10 Feb 2013ReplyRetweetFavorite The post 3 Ways Brands Can Use Unboxing Videos This Holiday Season appeared first on ScribbleLive - Your Content Marketing Software.
