Unboxing Videos That Make People Want the Product
Unboxing videos are simple in concept: open a package on camera and share your first impressions. In practice, the difference between an unboxing people watch to the end and one they skip is all in the details: the setup, the pacing, the reactions and how well the product is shown. This guide covers how to make unboxing videos that are useful for viewers and valuable for brands.
Why brands want unboxings
Unboxings answer questions shoppers have before buying:
- What does it look like in real life, not just in product photos?
- How big is it?
- What comes in the box?
- How is it packaged?
- What is the first impression when you open it?
For brands that put effort into packaging, unboxings also showcase the experience of receiving the product. They are popular for subscription boxes, beauty, tech, fashion, gifts and premium food and drink.
Before you start filming
Do not open it early
The genuine first reaction is part of the value. Keep the package sealed until the camera is rolling. If you need to check the product for damage first, do it carefully and save the main reveal for camera.
Read the brief
Check what the brand wants highlighted: packaging, specific features, included accessories, a message card. Note any restrictions, such as claims to avoid.
Prepare your space
- a clean, uncluttered surface,
- a neutral background that does not compete with the packaging,
- soft, even light, ideally from a window in front of you,
- a pair of scissors or a box cutter ready, so you are not searching mid-video.
Frame it right
Most unboxings work best with:
- an overhead or slightly angled shot of your hands and the box,
- your face in frame for reactions, if your style includes on-camera talking,
- vertical framing for short-form platforms.
Some creators use two angles: one overhead for the unboxing and one face camera for reactions.
Structure of a strong unboxing
1. Hook
Do not start with "Today I'm unboxing..." Start with intrigue:
- show the package and say something specific: "This box is heavier than I expected."
- start with the best moment, the reveal, then cut back,
- or ask a question: "Is this actually worth the hype?"
2. The packaging
Show the outside briefly: design, branding, how it arrived. If the packaging is part of the brand's appeal, give it a few seconds.
3. The opening
Open at a natural pace. Film continuously, but plan to cut out fiddly moments in editing. Highlight details like tissue paper, inserts, message cards or clever packaging design.
4. The reveal
The key moment. Lift the product into view slowly, rotate it, show it in your hand for scale. Let your genuine reaction show.
5. The details
Show:
- textures and materials in close-up,
- labels and key information,
- what is included: accessories, manuals, extras,
- size comparisons with everyday objects, if helpful.
6. First impressions
Share your honest initial thoughts: what you like, anything that surprised you, what you are curious to test. Keep it specific. If you have not used the product yet, be clear that these are first impressions.
7. Call to action or next step
Suggest what comes next: "I'll test it this week," or point to where to find it.
Pacing
Unboxing footage can drag. In editing:
- cut out struggles with tape and packaging unless they are genuinely funny or relevant,
- speed up repetitive moments,
- keep the reveal at normal speed,
- use close-up cutaways to keep visual interest,
- aim to deliver the reveal quickly; short-form viewers will not wait long.
Our guide to editing UGC covers pacing in detail.
Sound
The sounds of unboxing, such as paper rustling or a lid opening, can be satisfying. Film in a quiet room so those sounds come through cleanly. If you talk, keep your voice clear over the sound of packaging. Some creators prefer silent unboxings with on-screen text, which can work well for aesthetic content.
Honest reactions matter
Do not fake excitement. Viewers can tell, and it damages your credibility. If something is underwhelming, describe it fairly, or raise it privately with the brand if you are making content for their own use. Genuine, specific reactions are more persuasive than constant enthusiasm.
Common mistakes
- Opening the package off camera.
- A cluttered or poorly lit background.
- Long, slow introductions.
- Hands or packaging blocking the product.
- Never showing scale.
- Forgetting to show what is included.
- Generic reactions without detail.
Variations
- ASMR unboxing: no talking, crisp sound, slow movements.
- Gift unboxing: framed around who the product would suit as a gift.
- Subscription box unboxing: each item revealed with a quick comment.
- Unboxing plus first use: open the product and try it immediately.
- Hotel welcome amenity unboxing: for travel creators, revealing a welcome gift in a room.
Disclosure
If the product was gifted or the unboxing is sponsored and you post it on your account, disclose clearly. Our FTC disclosure guide explains how.
Frequently asked questions
How long should an unboxing be? For short-form, keep it tight and get to the reveal fast. Longer unboxings can work on YouTube when viewers want detail.
Should I talk or stay silent? Either can work. Choose what suits your style and the brief.
What if the product arrives damaged? Contact the brand before filming. They may send a replacement or want to know for quality reasons.
Unresourced connects creators with brands looking for unboxings, demos and first-impression content. Create a free creator account to find campaigns.