The Magic Behind Unboxing on YouTube – Cenk Bulbul, Google

The holidays are just around the corner which means the anticipation for giving and getting gifts is building with each day we cross off the calendar That anticipation can be felt on YouTube too where unboxing video views have grown 57 in the last yearUnboxing is a genre of video on YouTube where people quite literally unbox a product to get a feel for it Many are usergenerated videos but brands are starting to get in on the action too These videos not only document the experience of opening a product but they often dramatize it playfully showcasing products in all of their freshly unopened gloryTo explore how marketers can use this intriguing genre of videos to better connect with their consumers on YouTube we turned to the data behind YouTube unboxing videos looking at watchtime and views for 2013 and 2014 to characterize trends The results combined with Google Consumer Surveys of 1500 consumers conducted in October 2014 show that the magic behind unboxing videos is that they tap into the childlike anticipation we all feel for something shiny and newUnboxing videos are mostwatched during the holiday season when giddy anticipation is running high anyway In fact 34 of the views for unboxing videos related to food electronics toys and beautyfashion happen in the OctoberDecember time frame thatamp8217s 15 times higher than the average volume of unboxing video views in other quarters Thereamp8217s an opportunity to think about them playing a role for brands yearround too While toys food and electronics unboxing videos see a definite holiday spike we see pretty steady viewership of unboxing videos throughout the yearUnboxing videos are practical too giving consumers a look into what exactly they can expect when they get a product off the shelf and into their hands According to the recent Google Consumer Surveys 62 of people who view unboxing videos do so when researching a particular product In this sense unboxing videos can help marketers build anticipation and provide useful product information during the holiday season and even beyondUnboxing videos for electronics are wildly popular but there are now unboxing videos for just about any imaginable category Brands that are interested in taking advantage of the unboxing phenomenon should keep the following tips in mindUnboxing is Relevant for Nearly Any ProductChances are if you have a tangible product you should be thinking about how you can create unboxing videos to connect with your audience From the supersimple to overly dramatic unboxing videos run the gamut of styles Take for example the recent amp8220Experience the power of a bookbookamp8221 video by IKEA This parody video is a great example of a brand leveraging the unboxing genre in a fresh new wayThink Outside the Holiday BoxLook for occasions when people feel excited about your brand definitely around the holidays but also beyond Spring break summer vacation Valentineamp8217s Day and even BackToSchool are just a few moments you might consider Donamp8217t forget about your product launches Sony for example created a cinematic unboxing video for the release of its eagerly awaited PlayStation 4 to connect with their audience in a highly relevant and anticipatory moment Source 20132014 Oct amp8211 YouTube data videos with unboxing in the titleCenk Bulbul is the Head of Strategy and Insights for Brand Advertiser Marketing team at Google where he is responsible for the B2B marketing strategy for YouTube as well as publishing insights based on case studies and research It is a good day on Cenk39s team if their strategy and insights helped brand advertisers build successful marketing campaigns leveraging YouTube and other Google Brand Ad Solutions Cenk can be reached at cenkgooglecomRead all Cenk39s MediaBizBloggers commentaries at YouTube InsightsCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates at MediaBizBloggerThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggerscom management or associated bloggers MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentariesImage at top courtesy of freedigitalphotosnet

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The Magic Behind Unboxing on YouTube – Cenk Bulbul, Google

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