Editing Unboxing

{{Short description|Uploaded video of products being unpacked}}
{{For|the computer science term relating to data structures|Boxing (computer programming)}}
{{Use dmy dates|date=March 2025}}
[[File:Traktor Kontrol Z2 unboxing 3 by DJ Leonardo Roa (photo by Audiotecna).jpg|thumb|An unboxing of a [[Traktor]] Kontrol Z2]]

'''Unboxing''' is the process of unpacking consumer products, especially [[high tech|high-tech]] gadgets, which is recorded on video and shared online. It is the visual documentation of the [[out-of-box experience]]. The video typically includes a detailed description and demonstration of the product.

The first unboxing video, featuring a [[Nokia E61]] cellphone, appeared in 2006,<ref name=Yahoo>{{cite web|last1=Amien|first1=Deb|title=Why Unboxing Videos Are So Satisfying|url=https://www.yahoo.com/tech/why-unboxing-videos-are-so-satisfying-99561095209.html|publisher=Yahoo Tech|date=10 October 2014 |access-date=29 November 2015}}</ref> and searches for the term "unboxing" began to surface later that year, according to [[Google Trends]].<ref>[http://www.google.com/trends?q=unboxing&ctab=0&geo=all&date=all&sort=0 Google Trends: unboxing], accessed on 5 May 2010.</ref>{{Original research inline|date=July 2016}} Initially, unboxing videos focused primarily on gadgets and fashion items.<ref name="Guardian Toys">{{cite news|last1=Buist|first1=Erica|title=Unboxing – the YouTube phenomenon that lets you see what you're getting|url=https://www.theguardian.com/technology/shortcuts/2014/jul/21/unboxing-youtube-phenomenon-videos-unpackaging-toys|website=The Guardian|date=21 July 2014 |access-date=29 November 2015}}</ref> However, as the trend gained popularity, unboxing videos were available for almost all products available for purchase.<ref name="Yahoo" /> By 2014, some companies{{which|date=July 2016}} were known to upload unboxing videos for their own products,<ref name="CNN">{{cite web|last1=Kelly|first1=Heather|title=The bizarre, lucrative world of 'unboxing' videos|url=http://www.cnn.com/2014/02/13/tech/web/youtube-unboxing-videos/|publisher=CNN|date=13 February 2014 |access-date=29 November 2015}}</ref> while others sent products to content creators for free.<ref name="CNN" />

Some people believe that the popularity of unboxing videos is due to the ability to provide an authentic look at the product without any manipulative advertising. By seeing what the customer is getting, they can make more informed purchasing decisions.<ref>[https://www.youtube.com/watch?v=xSUuO84BTSA&t=1m18s What's the Deal With Unboxing Videos?], "[[PBS Idea Channel]]", 12 February 2014.</ref> Some creators also add special effects or create unboxings in unique ways, such as underwater unboxings of waterproof smartphones.

The growth of [[e-commerce]] has been a major contributing factor to the rise of unboxing. [[Direct-to-consumer]] companies have sought ways to create a positive buying experience and better connect with their customers emotionally. Investing in packaging design has become a marketing asset for their products, as engaging and cool packaging is more likely to inspire customers to record unboxing videos, thereby driving more buyers to the company. Packaging manufacturers are also increasingly aware of the role that the unboxing trend plays in the development of products, continually improving their technologies to meet the demand for higher quality printed packages. As such, boxes are no longer just a transportation tool and container; they have become valuable marketing billboards that are directly delivered to customers.

== Advertising ==

In 2016, international fast food chain store [[Burger King]] debuted a commercial featuring [[Frito-Lay]] mascot [[Chester Cheetah]] unboxing [[Mac n' Cheetos]].<ref name="Diaz 2017">{{cite web|first1=Ann-Christine|last1=Diaz|url=http://creativity-online.com/work/burger-king-return-of-the-mac/51830|title=The King and Chester Cheetah Want You to Stuff Your Face With Jumbo Cheetos Oozing With Mac N' Cheese|work=[[Creativity (magazine)|Creativity]]|publisher=[[Crain Communications]]|date=18 May 2017|access-date=23 May 2016}}</ref><ref name="Wohl 2017-a">{{cite web|first1=Jessica|last1=Wohl|url=http://adage.com/article/cmo-strategy/burger-king-unboxing-video-stars-chester-cheetah/304729/|title=Burger King Unboxing Video Stars Chester Cheetah|work=[[Advertising Age]]|publisher=[[Crain Communications]]|date=27 June 2016|access-date=23 May 2017}}</ref><ref name="Wohl 2017-b">{{cite web|first1=Jessica|last1=Wohl|url=http://creativity-online.com/work/burger-kingcheetos-chester-cheetos-burger-king-unboxing-video/47979|title=Chester Cheetah Unboxes the New Burger King Offering That's Going to Ruin Your Beach Diet|work=[[Creativity (magazine)|Creativity]]|publisher=[[Crain Communications]]|date=28 June 2016|access-date=23 May 2017}}</ref>

== See also ==
{{Wiktionary}}
{{Commons}}
* [[Haul video]], videos with the related premise of showcasing and discussing recent purchases
* [[Toy unboxing]], subgenre of unboxing videos
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==References==
{{reflist}}

[[Category:Digital marketing]]
[[Category:Marketing techniques]]
[[Category:Merchandising]]
[[Category:Packaging]]
[[Category:Promotion and marketing communications]]
[[Category:User-generated content]]