Unboxing fuels anticipation and provides useful product information
To dig into these questions, we turned to the data behind YouTube unboxing videos, looking at watchtime and views for 2013 and 2014 to characterize trends. The results, combined with Google Consumer Surveys of 1,500 consumers conducted in October 2014, show that the magic behind unboxing videos might be connected to the feeling of anticipation we get in watching them. This becomes especially apparent when we consider that unboxing videos are most often watched during the holiday season, when giddy, child-like anticipation is running high anyway. In fact, 34% of the views2 for unboxing videos related to food, electronics, toys and beauty/fashion happen in the October to December time frame—that’s 1.5x higher than the average volume of unboxing video views in other quarters.
More than the emotional feeling that unboxing videos elicit, there’s also a practical side to them. We found through research with TNS and Ogilvy earlier this year that 66% of recent purchasers of beauty products said YouTube allowed them to visualize the product they’re going to buy. So it’s no surprise that according to the recent Google Consumer Surveys, 62% of people who view unboxing videos3 do so when researching a particular product. In this sense, unboxing videos can help marketers build anticipation while providing useful product information during the holiday season (and even beyond).