The term “Unboxing” has entered our lives after social media has become a platform for PR strategies. We can hear this word in most YouTube videos since it is the new “trend” of promoting and making a business succeed by using digital tools.
But How Did It All Start?
In the beginning, businesses were focused on introducing and promoting their new products or brands by sending PR packages to magazine editors and celebrities. However, after the explosion of YouTube, Instagram and content creators in social media, PR packages have become essential for influencers as well.
Firstly, let’s start by defining what is a PR gift.
PR gifts are items or services that are given to a person of influence in order to let them share their experience with an audience. This can be described as a PR strategy where businesses use celebrities as a part of their advertisement method. Even before social media, PR packages were popular and useful as a strategy. However, we can say that social media plays an important role in how this method has been developed over the years.
First, it was just about introducing the products, simple as that. Then, social media happened. And unboxing has entered our lives.
So What Does the Term “Unboxing” Means?
According to the dictionary definition; “unboxing is the act of documenting oneself, mostly on video, of opening a packaged product from a box and displaying, reviewing and showing off its contents.”
It may not sound like a productive approach at first, but the impacts that it has on both businesses and influencers are highly significant. Even though it is mainly a PR and Marketing strategy for businesses, it is also a way of earning followers/ subscribers for influencers.
How Unboxing Benefits The Brand?
When a brand sends a PR gift to an Influencer or YouTuber, they hope them to shoot an unboxing video where they open and try the product and make comments about it to the audience. Brands see this as free publicity which benefits both the business and the influencer.
It is said that this way of promotion is cheaper than press coverages and it is actually a more useful strategy considering that social media has now the power of engaging across businesses and consumers. However, it is important for brands to target the correct influencers according to their targeted consumer demographics.
How Unboxing Benefits The Influencers?
When it comes to influencers, it can be said that opening PR packages allow them to enhance and better their contents as well as helping them earn more followers and subscribers from brands’ audiences. Furthermore, it also lets influencers to keep up with new trends and expand their knowledge.
How Unboxing Benefits The Consumer?
With the unboxing trend, customers have the chance to learn from influencers’ experiences when they consider buying a product. This can be seen as the power of digital engagement and digital marketing where audiences, influencers and brands are all connected to each through digital platforms.
So What Are These Unboxing Videos?
Examples of unboxing videos can be seen on both Instagram and YouTube. As mentioned above, brands choose influencers who have followers from their targeted customer group when they send PR packages.
The example demonstrated below, belongs to an American YouTuber called Tati Westbrook who has 9.67 M subscribers.
In her video, Tati opens PR gifts that have been sent to her with her husband. Due to the fact that Tati is a makeup YouTuber her PR packages are generally about makeup and beauty products. At the beginning of the video, she mentions that the video is not sponsored by any brand which might give audiences a sense of trust proving them that there are no advertisements.
Secondly, in order to reach to a larger audience, influencers use a giveaway strategy as Tati used in her unboxing video. This technic lets YouTubers to have more subscribers as well as helping brands to promote their products.
PR Packages In Fashion Industry
For the fashion industry, unboxing works nearly the same as in the makeup world. Fashion brands send PR gifts to influencers who have worn their clothes before, or who they think might like their products and have an impact on brand awareness.
The example shown below belongs to an Instagram influencer called Victoria (@inthefrow). It can be seen that she used hashtags such as #Dior #giftedbydior and #unboxing in order to show her followers the new product. Furthermore, she mentioned that she shared the video by her own willing, proving that it is not an advertisement.
Finally, it can be said that in the 21st century, the unboxing strategy has the power of digital advertisements which helps raise brand awareness as well as developing digital engagement with consumers and social media. Sending PR packages to the correct targeted influencers can benefit the brand as well as the audience.