Unboxing falls under the User-Generated Content (UGC) phenomenon.
It is all about customers removing a newly purchased product from its packaging and demonstrating what it looks like when it arrives on their doorstep, how it is packaged inside and out, whether there’s a free gift inside and examining its features etc.
Unboxing is typically filmed and shared on social media sites, often delivering excitement about a product. Unboxing can also comes in the form of photos shared on a social media (Efomi, 2018).
Here’s an example of an unboxing video:
- Efomi, C. (2018) How unboxing can increase sales for your e-commerce [Online] Available: https://efomi.com/unboxing-can-increase-sales-e-commerce/ [Accessed: 20 June 2018].