Taking a new laptop or other treasured purchase out of its packaging feels incredible. That’s why unboxing videos have become a phenomenon on YouTube. Hordes of those types of videos showcase the unwrapping of everything from children’s toys to Casper mattresses. And the videos are getting tons of views.
Opening your shiny new object is a huge payoff to months of research, social media queries, and studies of online reviews. It’s never been easier to research a purchase, and marketers now clamor to make sure you see their name first—in display ads, through paid search, or even in your friend’s Facebook post.