Why unboxings work so well
An unboxing is a video or series of stories showing how a product is opened and examined. The format seems simple but remains one of the most engaging in social media. The reason is psychology: the viewer feels as if they're receiving and opening the parcel themselves, curiosity and anticipation kick in. Plus an unboxing removes the fear of online purchase — the person sees the real product, the packaging and what will arrive "in real life".
For businesses and bloggers this is content that entertains, sells and builds trust at the same time. In 2026 unboxings work well for reach on Reels and TikTok and for sales conversion. Let's break down how to shoot them so they don't just gain views but nudge toward a purchase.
What to show in an unboxing
A good unboxing leads the viewer through emotion and details. What to include:
- The moment of opening. The process itself is the main point of engagement. Don't skip it, show how the packaging comes off.
- Packaging and details. Neat packaging, filler, postcards — all this shapes the impression of the brand.
- The product from all sides. Close-ups, texture, size in hand — removes the questions of "what's it really like".
- First use. Not only show but try it: turn it on, put it on, test it in action.
- An honest impression. A live reaction inspires more trust than perfectly rehearsed delight.
The key is to keep the "real moment" effect: the viewer should feel in the place of the person opening it.
How to shoot: technique and presentation
An unboxing doesn't require a studio, but a couple of rules raise the quality:
- Good light. Shoot in daylight by a window — the product should be visible in detail (see our article on phone photography).
- Close-ups and stability. A tripod or support removes shake; hands in the frame create a sense of presence.
- A clean background. Nothing extra — focus on the product and packaging.
- Dynamics. Remove pauses, edit briskly — an unboxing shouldn't drag (see our article on a Reels script).
- Sound. The rustle of packaging, clicks, a comment — sound enhances immersion.
The format fits both a short vertical video and a series of stories — choose by platform and goal.
Unboxing as a sales tool
Besides reach, an unboxing directly affects the decision to buy:
- Removes the fear of purchase. Showing the real product convinces the hesitant more than a description.
- Demonstrates value. Beautiful packaging and contents raise the perceived cost.
- Works as an honest review. Especially if the unboxing is done by a client or blogger — it's social proof.
- Sells natively. The product is in the spotlight without aggressive advertising (see our article on native advertising).
Unboxings from clients are especially valuable: motivate buyers to film how they open your order — it's free and convincing content.
How to get unboxings from clients
User unboxings are gold for a brand. How to encourage them:
- Think through the packaging. A beautiful parcel makes you want to film and show it — invest in the design.
- A call in the parcel. A postcard with a request to tag the brand and a hashtag in the order.
- Motivation. A discount, giveaway or repost for an unboxing with a tag.
- Reposting UGC. Post clients' unboxings on your page — it's both gratitude and an incentive for others.
When the packaging itself provokes filming a video, clients become your free ambassadors (see our article on brand ambassadors).
Common unboxing mistakes
For an unboxing to work, avoid the typical slips:
- A dark picture. Bad light kills the main thing — the view of the product.
- Dragging it out. Long pauses and extra details lose the viewer.
- Fake delight. A phony reaction is read and lowers trust.
- Boring packaging. A plain parcel makes neither you nor the client want to film it.
- No call to action. Showed the product but didn't say how to buy or where to order.
An unboxing is a format that entertains and sells at once: it removes the fear of online purchase, shows value and builds trust. A live presentation, good light and thoughtful packaging turn an ordinary box opening into content that brings clients.