An unboxing is a content format where a creator opens and reveals a product on camera — narrating the packaging, contents, first impressions, and initial reactions. Originating on YouTube, unboxing content has expanded to TikTok, Instagram Reels, and live-streaming platforms.

Why It Works

Unboxing content simulates the discovery experience. It satisfies curiosity, provides honest first impressions, and creates anticipation. For viewers, it's the next best thing to receiving the product themselves. For brands, it's a controlled reveal in an authentic, high-engagement format.

PR Strategy

Product seeding is the enabler — the PR team designs the package, selects the contents, and ships it with an experience worth filming. Premium packaging, surprise inserts, personalized notes, and launch-exclusive products all increase the likelihood that the recipient creates unboxing content. Some brands create dedicated "PR boxes" designed specifically for the unboxing moment — see PR Box.

Measurement

Views, engagement rate, comments (especially purchase-intent comments like "where can I buy this?"), link clicks, and earned media value. The best unboxing content generates secondary coverage — when media outlets embed or reference an influencer's unboxing in their own reviews.