Unboxing

Unboxing refers to the act of removing a product from its packaging and presenting its contents to an audience. It is commonly filmed or photographed and shared online, often to showcase the design, build quality, included accessories, and initial impressions of the item.

The term gained prominence in the 2000s with consumer electronics and enthusiasts sharing videos on YouTube. Early unboxing videos focused on gadget reveals; over time, the format expanded to a wide range of products and became a genre, with creators emphasizing the sensory experience of unpacking.

Within marketing, unboxing can influence consumer perceptions by highlighting packaging, branding, and product features. Brands sometimes collaborate with creators, and unboxing videos can function as early reviews or first impressions. The practice is also linked to ASMR, with satisfying sounds of packaging and handling.

Criticism includes concerns about fakery, sponsorship, and disclosure, as some videos may be staged or overly scripted; platforms have guidelines for clear sponsorship disclosures. Environmental concerns focus on packaging waste. Critics argue unboxing can foster materialism and impulsive purchasing.

While the unboxing genre remains popular, it has diversified into teardown, setup guides, and in-box reveals for fashion or beauty products. It remains a lens on consumer culture, illustrating how packaging and first impressions can shape expectations before use.