unboxings

Unboxings are a type of content that documents the opening of new products, typically presented as a video, though written posts and livestreams also exist. The central activity is the removal of packaging and the display of the product and included accessories, sometimes followed by initial setup or first impressions. Unboxings are common across categories such as consumer electronics, cosmetics, toys, and collectibles.

Though the practice existed before, it gained prominence with user-generated video platforms in the mid-2000s, with many tech-focused channels expanding into unboxings. By the 2010s, unboxings became a prominent content format on YouTube and other social platforms, often linked to product launches and influencer marketing. Some creators monetize through sponsorships, affiliate links, or sponsorship deals.

Typical structure includes a brief introduction of the product, a visual recap of packaging, removal of items, demonstration of included accessories, and close-up shots. Many videos include a quick setup, first impressions of design, fit and finish, and mention of included documentation or warranties. Some videos incorporate testing or quick performance checks, while others focus on the tactile experience and presentation.

Unboxings can shape consumer expectations and influence purchase decisions, functioning as a form of marketing and product discovery. Critics point to potential biases, sponsorship disclosures, staged or promotional content, and a lack of independent testing. Packaging waste and environmental concerns are sometimes cited in relation to the trend.

Variations include live unboxings, what's in the box videos, or first-impressions and full reviews produced separately. Platforms include YouTube as the dominant venue, with additional presence on Instagram, TikTok, Twitch streams, and written blogs.