Unboxing 101 - How savvy influencer engagement can build a brand

Gali Arnon

  • Chief marketing officer, Fiverr
Gali has served as the chief marketing officer of Fiverr since October 2017. Prior to this, Gali served as chief executive officer of Brightcom Group, a digital marketing and publicly traded company in India, from 2015 to 2017. Between 2014 and 2015, she was senior vice-president of marketing and operations at SimilarWeb, a Web analytics company. Other roles on her resume include VP at 888 Holdings, an online gaming platform and publicly traded company in London. Gali holds a B.A. and M.B.A. from Tel Aviv University in Israel.

The humble unboxing video is a powerful tool. Correctly executed, it harnesses consumer fandom, viral authenticity and brand design magic to deliver a high-impact message to a tightly targeted cohort of consumers.   

If you had told a marketer 20 years ago that ordinary, un-famous people would be filming themselves taking your product out of the packaging in their own homes and sharing it with strangers on the Internet, they would have been baffled. Bafflement would escalate to alarmed confusion when you described this unusual behaviour as a powerful marketing tool.   

But the Internet is a strange beast. The cumulative watch time on YouTube of unboxing videos is the equivalent of 20 million full-length feature films. Many of these videos are seeded in some way or another by the brands themselves, either through the provision of sample products or freelance production by social media professionals, who can be accessed affordably on marketplaces like Fiverr. Often, once a brand has established itself, fans will begin to produce their own unboxing video organically, acting as a powerful carrier wave for your products.   

There are a number of elements a marketer should consider incorporating unboxing videos into their digital strategy.  

Despite the relative novelty of the unboxing video, you still have to remember the consumer marketing fundamentals of reaching the right customer with the right message in the right place, at the right time. You must choose your influencers and their platforms carefully to ensure that you reach your target audience.   

Thoroughly research the digital media consumption habits of your target market if you do not already have a clear picture of this. Certainly, there are truisms about broad demographic groups - Facebook is for boomers, Instagram for millennials, TikTok and Snapchat for younger groups - but these are only rules of thumb. The more thorough and specific you can be in your consumer profiling, the more effectively you can choose both your platform and influencer.   

You should also identify where on the customer journey you are meeting your consumers. If you are looking to create breakthrough awareness among younger consumers, for instance, TikTok is a good choice. The intelligent algorithm and endless feed can get your product in front of millions of the right eyeballs for up to a minute at a time.  

However, TikTok is a walled garden and does not easily allow for off-platform purchases in many markets. It is an excellent tool for awareness among hard-to-reach Gen Z consumers, but there is high friction for conversions directly from the unboxing.   

If your efforts are focused further down the marketing funnel, it may be better to use Instagram stories, which currently has greater ecommerce functionality that allows in-app purchasing. If your product is relatively unknown, you may want to consider a two-stage process where you engage one platform for awareness and another for conversions.  

Initially, you may want to use an online marketplace to commission influencers to produce unboxing videos. This early work can lay the foundation for organic fan engagement with your products.   

From here, you can progress to a contra arrangement. While influencers with extremely large followings may charge hefty fees, you can take a more cost-effective approach by identifying a larger number of up-and-comers with smaller audiences and offering them free products in return for unboxing videos. Influencers who are rising rather than peaking often have a greater aura of authenticity than those who are already established, who may be seen by on-trend consumers as already being marketing mouthpieces.   

You should also ensure your chosen influencers, whether paid or partnered, have the tools and skills to show your product in its best light. Of course, this means paying attention to packaging and product design. It also means making sure you have the right editing, post-production and graphic design elements in your unboxing videos to make your product sparkle. After all, you only get one chance to make a first impression with customers.   

Finally, make sure to send a thank-you note to those who take your brand to their followers. Including a personal touch like this is a small gesture that can deepen your relationships with brand fans.   

I've no doubt a savvy and tightly targeted digital marketing strategy using unboxing videos across social platforms is one of the best investments an SME marketer can make. The cost of each of the elements - whether it’s influencer engagement, post-production, graphic design, or even the SEO that supports it all - is falling rapidly. Marketers who cannot compete with wall-to-wall ad spends must be nimble, resourceful and ready to take advantage of the healthy market for freelancers to get their product into the phones and hearts of potential customers across the world. 

 

Tags: digital marketing, digital advertising, influencer marketing, social media marketing, marketing campaigns

Show Comments

Latest Whitepapers

More whitepapers

Latest Videos

More Videos

More Brand Posts

What are Chris Riddell's qualifications to talk about technology? What are the awards that Chris Riddell has won? I cannot seem to find ...

Tareq

Digital disruption isn’t disruption anymore: Why it’s time to refocus your business

Read more

Enterprisetalk

Mark

CMO's top 10 martech stories for the week - 9 June

Read more

Great e-commerce article!

Vadim Frost

CMO’s State of CX Leadership 2022 report finds the CX striving to align to business outcomes

Read more

Are you searching something related to Lottery and Lottery App then Agnito Technologies can be a help for you Agnito comes out as a true ...

jackson13

The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Thorough testing and quality assurance are required for a bug-free Lottery Platform. I'm looking forward to dependability.

Ella Hall

The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Blog Posts

Marketing prowess versus the enigma of the metaverse

Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.

Liz Miller

VP, Constellation Research

Why Excellent Leadership Begins with Vertical Growth

Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?

Michael Bunting

Author, leadership expert

More than money talks in sports sponsorship

As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.

Simone Waugh

Managing Director, Publicis Queensland

Sign in