Virally entertaining and heavily influential, unboxing videos have exploded in popularity, becoming for many consumers a trusted source of information about products and brands. Here is a brief explanation of the psychology behind the unboxing phenomenon, some channel-specific success tips, and ideas for optimizing your brand’s unboxing experience:
The Psychological Response
Unboxing videos are essentially a reenactment of the joy of receiving a gift. This process triggers a powerful psychological and biological response: curiosity and suspense, followed by a dopamine rush as viewers see what’s inside the box. This one-two punch makes the viewing experience emotionally rewarding.
These videos also offer a rewarding vicarious experience, as viewers watch someone else open and react to a product. This is due to the function of “mirror neurons” — when we watch an unboxer's genuine excitement, surprise, or even disappointment, our neurons fire in a manner that replicates those emotions. We feel as if we are part of the experience, even though we are just watching. This vicarious experience is particularly appealing for high-end or luxury items that many viewers cannot afford.
By offering social proof in the form of a spontaneous, authentic response, unboxing videos also foster a sense of trust and community. They thus become a critical part of consumer decision making. Viewers feel like they know and can trust the person on screen, which makes the response feel authentic and the recommendations like they are coming from a friend.
Finally, unboxing videos offer practical information in the form of demonstrations and how-to’s. They provide a close-up, unfiltered look at the product’s features, quality, and packaging — crucial for online shoppers who can’t physically interact with the product.
Instagram vs TikTok
While both Instagram Stories and TikTok videos are vertical, full-screen, short-form video formats, their fundamental design philosophies and the ecosystems they exist within lead to significant differences in how they are created and consumed.
Instagram
Key feature: The Instagram Stories feature is built around the idea of a personal, ephemeral "story" that disappears after 24 hours. Stories are meant to be consumed sequentially, moving from one person's story to the next in a narrative flow. The design is less about virality and more about fostering connection with a pre-existing audience of followers. The content is often more polished and curated than TikTok, reflecting the broader Instagram aesthetic.
Editing tools: Instagram Stories' editing tools are designed for quick, on-the-go content creation. Stories are defined by their interactive stickers, such as Polls, Q&A, Quizzes, and "Add Yours." These are designed to foster direct engagement and conversation with a user's existing followers. They feature a variety of fonts, drawing tools, and GIFs to add a quick layer of personality. Instagram has a large music library, but its use can be more restrictive for business accounts.
Length and format: Stories are primarily designed for 15-second clips. While you can post longer videos, Instagram automatically splits them into 15-second segments, which can interrupt the viewing flow. This format encourages quick, digestible updates rather than long-form narratives.
TikTok
Key feature: TikTok's design is centered on its powerful "For You" page, an algorithm-driven feed that serves up content based on user interest, not just who they follow. This means videos are designed to immediately capture attention and go viral. The content is more casual, raw, and often trend-driven. The design encourages quick, snackable entertainment and community participation through trends, sounds, and challenges.
Editing tools: TikTok's in-app editor is a cornerstone of its design. It's incredibly robust and packed with features that are essential for creating trend-based content. The ability to easily browse, save, and use trending audio clips and sounds is central to TikTok's creative process. TikTok's extensive library of visual effects, filters, and AR features are often the basis for viral trends and challenges.
Length and format: While it started with 15-second videos, TikTok's video length has expanded to up to 10 minutes. This allows for a wider range of content, from quick jokes and memes to short tutorials, vlogs, and in-depth storytelling.
What’s Inside? Kit Components and Presentation
An influencer kit is more than just a box of free stuff; it's a carefully crafted marketing tool designed to inspire a compelling unboxing video (or several). Every component — from the moment the package is seen on the doorstep to the final product reveal — is a strategic choice aimed at making an impression, generating buzz, and inspiring high-quality user-generated content.
Hero Product
The "hero product" is the star of the show, and its presentation is paramount. The goal is to make it visually pop and instantly recognizable within the unboxing video or photo.
- Strategic placement: Arrange the hero product so it's the first thing the influencer sees when they open the package. This creates an immediate "wow" factor and a natural starting point for their unboxing content.
- Sensory elements: Consider using textured materials, a unique scent, or a sound component (like a pre-recorded message) that enhances the reveal and makes the experience more memorable. For example, a beauty brand might use soft, silky fabric to cradle a new foundation bottle, while a snack brand might include a custom sound chip that plays a jingle.
Personalization
Personalization transforms a generic package into a thoughtful gift, showing the influencer that the brand has done its research and values them as an individual.
- Handwritten note: A personalized, handwritten note is a powerful and low-cost way to make a big impact. Mention the influencer by name and reference a specific piece of their content or a reason you admire their work.
- Customized product: If your product has variants, such as different colors, sizes, or flavors, send the one that aligns with the influencer's known preferences. For example, a makeup brand would send a foundation shade that matches the influencer's skin tone, or a clothing brand would send an item in their size.
Packaging
The packaging itself is the first impression and sets the tone for the entire unboxing experience. It should be an extension of your brand identity. “If a product or influencer kit packaging is dull or poorly labeled, no amount of attention-grabbing content produced by an influencer will save it,” says D’Andrea Visual Communications.
- The unboxing journey: Design a layered reveal. Use branded tape or a custom sticker to seal the kit box, followed by branded tissue paper or a custom-printed insert card. As the influencer removes each layer, they reveal more and more of the brand story and products, building anticipation.
- Branding and aesthetics: The entire kit should be visually cohesive. Use your brand's colors, fonts, and logos consistently across the box, inserts, and product packaging to ensure that even before they see the product, the influencer and their audience know exactly who the kit is from.
- The "post-worthy" design: Think like a content creator, and design packaging that is visually appealing and easy to photograph or film. Avoid excessive or difficult-to-open packaging, which can frustrate an influencer. Incorporate elements like a scannable QR code that leads to a personalized landing page with product information, a campaign hashtag, and high-resolution images for them to use.
Where to Spend, Where to Save
Strategically allocating funds for an influencer unboxing kit is crucial to containing costs and maximizing ROI. The key is to spend money where it creates the most visual and memorable impact while saving on components that are less likely to be highlighted in influencers’ content. One way to accomplish this is to be highly selective. “You don’t need to send a dozen items to make an impact. One incredible product paired with smart extras can be more powerful than a cluttered box.” Here are some more tips:
Where to Spend
Several aspects of the unboxing experience will directly translate into high-quality, shareable content and a premium brand perception:
- The hero product itself: This is non-negotiable. The product must be of high quality and perfectly presented — clean, well-packaged, and ready for its close-up.
- Custom internal packaging: This includes custom foam inserts, die-cut compartments, or branded satin pouches that cradle the product. A custom-fit insert immediately elevates the kit from a generic box to a professional, high-end presentation. It shows thoughtfulness and makes the product feel more valuable.
- Shipping: Pay for a reliable carrier and get and use tracking numbers on every kit. Consider insuring the box if it contains high-value items.
Where to Save
Some kit elements are important for branding and function but do not require a significant budget to be effective.
- The outer shipping box: While it should be clean and sturdy, it doesn't need to be custom-branded with a full-color logo. A simple, kraft-colored box with a single branded sticker or stamp on the top can be just as effective and significantly cheaper than a fully custom-printed box.
- Filler material: Instead of expensive, custom-branded tissue paper, you can use simple, crinkle-cut paper shred or unbleached tissue paper in a color that aligns with your brand. The goal is to provide a "cushion" for the product, and this can be done cheaply but effectively.
- General information cards: While a personalized note is a must, general product information, a QR code, or campaign details can be printed on simple, aesthetically pleasing cards. You can produce a single card that works for all kits rather than creating custom content for each, saving on design and printing costs.
- Simple bonus items: If you want to include a "bonus" gift, it doesn't need to be a high-cost item. Think about low-cost, on-brand swag like stickers, pins, or a pack of branded mints to add perceived value without a significant financial outlay.
Influencer Kit Inspiration by Category
For an influencer kit in any industry, begin with a theme — perhaps seasonal, in line with a rising trend, or around a need such as “your new skincare routine,” “the perfect steak,” or “unleash your creativity.” The kit itself should be visually stunning, in line with the aesthetics of the brand but also the industry. It should include personalized items and a handwritten note, a QR code or info cards with tips for enjoying the product, and thoughtful, branded bonus items. And the focal point should be that “hero product” — the crucial centerpiece.
Along those lines, here are some influencer kit ideas tailored for three different industries: beauty, food, and tech, focusing on how to create a memorable and effective unboxing experience.
Beauty & Skincare
The gold standard for beauty/skincare kits these days is a high-quality, reusable vanity box with a magnetic closure. A small, elegant card with a QR code might link to a "how-to" video for the hero product, narrated by a brand representative. The hero product might be the brand’s new serum or moisturizer, prominently placed in a custom-cut foam insert. The kit can be personalized with a mirror or cosmetic bag with the influencer's name or social media handle printed or embroidered on it. The handwritten note should mention a specific skincare tip the influencer has shared in the past. Bonus items could include a branded silk eye mask, a scented candle that matches the hero product's fragrance, or a small, custom-made spatula or other tool for applying the product.
Food & Beverage
Food influencer kits should be sensory, delicious, and provide the tools and recipe for the creator to make a meal or beverage. Build the kit around a theme reflective of the included products. The hero product here should be a new product or a collection of products — three new sauces, for example. If the product packaging is glass, make sure it’s secured in a partitioned, branded box to prevent breakage. The handwritten note can reference a specific type of cuisine or dish they are known for posting. Bonus items might include small, perfectly portioned, high-quality ingredients to complete the recipe on the card, such as a rare spice, a unique type of rice, or a specific type of noodle; or a branded apron or cooking utensils.
Tech & Gadgets
Tech influencer kits are typically sleek and functional, with a clear focus on the product's features and utility. The kit might be housed in a minimalist box with a unique opening mechanism, such as a slide-out drawer or a magnetic flap. The inside of the box can have a subtle, branded texture. The “hero” gadget, housed in a custom-fit box, should be the only thing visible when the influencer first opens the package. Personalize the kit with a custom "getting started" guide that highlights a feature of the device that aligns with the influencer's content style (e.g., "for your next travel vlog" or "for your streaming setup"). The note can mention a past project or video they've made and suggest how the new product could enhance it. Bonus items could include a branded tech accessory like a lens cleaning cloth, a cable organizer, or a power bank.
Digital Integration
Digital integration transforms an influencer kit into an interactive, multi-layered experience. By bridging the gap between the physical product and a brand's online presence, you can extend the unboxing moment, collect valuable data, and empower influencers to create more dynamic content. Here are some ideas for digital integration in influencer kits:
Create a Personalized Landing Page
Include in your influencer unboxing kit a custom-branded card with a unique QR code. When scanned, the code takes the influencer to a personalized, mobile-optimized landing page. This page should provide all the product details, a link to the brand's social media, and an easy-to-copy campaign hashtag. Consider a video tutorial if appropriate for the product.
Augmented Reality (AR) Experiences
AR transforms the physical product into an interactive digital one. This is especially effective for industries where visualizing a product in a user's environment is a key selling point. When the influencer uses their smartphone to scan a QR provided on the packaging or an insert card, the AR filter launches, overlaying a 3D model of the product into the influencer’s environment.
Direct Social Media Integration
Brands can simplify the process of creating content by building tools into the digital experience. For example, the personalized landing page can have pre-drafted posts or a carousel of ready-to-share assets such as high-resolution product photos, transparent backgrounds, and short video clips that influencers can use as b-roll in their content. Pre-written copy and suggested hashtags helps influencers create Instagram captions or TikTok descriptions. This ensures brand messaging is consistent while still allowing the influencer to add their personal voice.
Shipping Logistics
Shipping is a critical final step that can make or break the unboxing experience. The goal is to ensure the kit arrives on time, intact, and in pristine condition.
Choose the right carrier: Select a carrier known for reliability and timely deliveries, like FedEx or UPS, especially for high-value kits.
Track everything: Get a tracking number for every single package so you can monitor its progress, anticipate delivery, and inform influencers of any delays.
Communicate with the influencer: Many brands send the influencer a personalized text or email with the tracking number, which builds anticipation.
Timed delivery: If your pop-up or product launch is on a specific date, coordinate with the carrier to ensure the kits arrive on or just before that date.
Measuring Impact
Beyond the unboxing, the real work is in measuring the kit's impact. Here’s a list of metrics to track:
- Reach and impressions: The total number of unique viewers and the total number of times the content was displayed.
- Engagement: The total number of likes, comments, shares, and saves the content receives.
- Website traffic: Use a unique UTM code on a link provided in the kit to track how many clicks were generated from that specific influencer's content.
- Sales and conversions: The number of sales generated from unique discount codes or affiliate links provided to each influencer.
- Brand mentions and sentiment: Track how your brand is being discussed in comments and captions.
- User-generated content: How many people created content inspired by the influencer's unboxing and shared it using your campaign hashtag?
- Audience growth: The number of new followers your brand gains during and after the campaign.
Calculating ROI for Your Kit Campaign
Calculating the return on investment (ROI) for an influencer kit campaign is about weighing the total value generated against the total cost. The most straightforward formula is
ROI = (Revenue Generated − Cost of Investment) / Cost of Investment
Cost of investment in this case would include the cost of the products as well as packaging, shipping, and any fees paid to the influencer. Revenue generated is the sales directly attributed to the influencer's unique discount code or affiliate link.
But a kit's value goes beyond direct sales. You must also account for the "earned media value" of the content — an estimate of what you would have paid to get the same exposure through a traditional ad. This includes the value of social media metrics like impressions, engagement, and the high-quality content created. While more difficult to quantify precisely, it can be a significant part of the total ROI story.
“While investing in an influencer box is an initial (albeit small) investment, the increased visibility and trust will result in your profits rising as well,” notes Epic Packaging. Ultimately, a successful campaign can have a powerful, long-term impact on brand awareness and consumer trust that a simple financial calculation can't fully capture.
