Unboxing 101 – How Insightful Influencer Engagement Can Build a Brand – Customer Relations and Marketing

Gali Arnon

  • Marketing Director, Fiverr

Gali has been Fiverr’s Marketing Director since October 2017. Prior to that, Gali was Managing Director of Brightcom Group, a digital and publicly traded marketing company in India, from 2015 to 2017. Between 2014 and 2015, she was Vice- Senior President of Marketing and Operations at SimilarWeb, a web analytics company. Other roles on his resume include VP at 888 Holdings, an online gaming platform and a listed company in London. Gali holds a BA and an MBA from Tel Aviv University in Israel.

The humble unboxing video is a powerful tool. Correctly executed, it harnesses consumer fandom, viral authenticity, and the magic of brand design to deliver a high-impact message to a narrowly targeted cohort of consumers.

If you had told a marketer 20 years ago that ordinary, un-famous people would film themselves taking your product out of the box at their homes and sharing it with strangers on the internet, they would have been baffled. The confusion would escalate into alarming confusion when you described this unusual behavior as a powerful marketing tool.

But the Internet is a strange beast. The cumulative YouTube viewing time of unboxing videos equates to 20 million feature films. Many of these videos are created in one way or another by the brands themselves, either through the provision of product samples or independent production by social media professionals, accessible at an affordable price on markets like Fiverr. Often times, once a brand has established itself, fans will start producing their own unboxing video organically, acting as a powerful carrier wave for your products.

There are a number of things that a marketer should consider incorporating unboxing videos into their digital strategy.

Despite the relative novelty of unboxing video, you still need to remember the fundamentals of consumer marketing to reach the right customer with the right message, in the right place, at the right time. You need to choose your influencers and their platforms carefully to make sure you reach your target audience.

Do some extensive research on the digital media consumption habits of your target market if you don’t already have a clear idea. Granted, there are truisms about large demographics – Facebook is for baby boomers, Instagram is for millennials, TikTok and Snapchat for younger groups – but these are just rules of thumb. The more in-depth and precise your consumer profile, the more effectively you can choose both your platform and your influencer.

You also need to identify where in the customer journey you meet your consumers. If you’re looking to educate young consumers, for example, TikTok is a good choice. The smart algorithm and endless feed can put your product in front of millions of good eyes for up to a minute at a time.

However, TikTok is a walled garden and does not easily allow off-platform shopping in many markets. It’s a great tool to educate hard-to-reach Gen Z consumers, but there’s a lot of friction for straight-out-of-the-box conversions.

If your efforts are focused further down the marketing funnel, it may be best to use Instagram Stories, which currently have greater ecommerce functionality that allows in-app purchase. If your product is relatively unfamiliar, you may want to consider a two-step process where you engage one platform for awareness and another for conversions.

Initially, you might want to use an online marketplace to ask influencers to produce unbox videos. This early work can lay the foundation for organic fan engagement with your products.

From there, you can move on to a contra arrangement. While influencers with extremely large subscribers can charge a steep fee, you can take a more cost-effective approach by identifying more newcomers with a smaller audience and offering them free products in exchange for videos. unpacking. Influencers who rise rather than reach heights often have a greater aura of authenticity than those who are already established, who may be seen by fashionable consumers as already being marketing spokespersons.

You also need to make sure that the influencers you choose, whether paid or in partnership, have the tools and skills to present your product in its best light. Of course, that means paying attention to the packaging and design of the products. It also means making sure you have the right editing, post-production, and graphic design elements in your unbox videos to make your product shine. After all, you only get one chance to make a first impression on customers.

Finally, be sure to send a thank you note to those who bring your brand to their followers. Including a personal touch like this is a small gesture that can deepen your relationship with fans of the brand.

I am convinced that a smart and narrowly focused digital marketing strategy using unboxing videos on social platforms is one of the best investments a small business marketer can make. The cost of each of the elements – whether it’s influencer engagement, post-production, graphic design, or even SEO that takes care of it all – is dropping fast. Marketers who can’t compete with wall-to-wall ad spend must be nimble, resourceful, and ready to take advantage of the healthy freelance marketplace to put their product in the phones and hearts of potential customers at worldwide.

Tags: digital marketing, digital advertising, influencer marketing, social media marketing, marketing campaigns


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