In the realm of jewelry sales, unboxing a new item for your collection is about a lot more than gaining access to a ring or necklace. It's a pivotal moment in the entire customer journey. Unboxing videos have become a major trend precisely for this reason. They showcase and share personal experiences with the products to a wide audience.
Consumers watch their favorite fashion and jewelry influencers unbox the latest design to join in the fun of getting expensive products and to get all-important product reviews from people they trust. From a jeweler’s perspective, it's possible to leverage the power of detailed unboxing videos to boost your brand and get the recognition it deserves.
What are unboxing videos?
The simplest description comes from the title itself. A person orders a product online and, when it arrives, they set up their lighting, microphone, and video camera and film themselves opening the box and showing what's inside. Usually this gets done by influencers and brand advocates who have already gained popularity in particular industries like jewelry or the social sector. They share their first impressions in a way that makes other people want to buy the product or avoid it completely.
According to YouTube data analysis, unboxing videos got more than 25 billion views in 2023, and the number continues to rise. Product review videos that do not include opening the box are also quite common, but they don’t create the same level of enthusiasm and anticipation in general.
How the entire unboxing process attracts potential buyers
In the jewelry industry, these popular videos offer viewers a chance to see products before they invest their money on a new ring or pair of earrings. The popularity of unboxing videos is undeniable. However, jewelry retailers may wonder if they actually translate into sales.
Creating enthusiasm for a specific product or a brand always helps with marketing. This is something that unboxing videos do very well. They create a sense of anticipation and build emotional connections by demonstrating how the jewelry is presented and perceived the moment it is unwrapped. They offer reassurance of the value, the authenticity, and the care that the company puts into every item they sell. Of course, with the right influencer giving great product reviews, these videos offer powerful social proof too.
The role of product packaging
These impressions begin to form before the viewer even catches a glimpse of the exciting products inside the box. While companies have little control over how the Postal Service or other shipper handles the package, they do decide what type of container to put their products in. This is the first opportunity to make a great impression.
Inside the mailer or cardboard box, things get even more intriguing. A skilled unboxing video expert will take their time folding back the tissue paper or shifting colorful cardstock out of the way. The public packaging reflects the value of the jewelry and creates a sense of luxury and exclusivity.
High-end jewelry brands should always invest in their own branded boxes with padded interiors and stylish printing. Not only does this make for a more luxurious and entertaining unboxing experience, but also ensures that the jewelry is in place when the box finally opens. No one wants to see their brand-new gold necklace knotted up in the corner or their jeweled brooch flipped upside down and backward.
Give shoppers a more detailed description
Amidst all the oohs and ahhs of the video audience, they get something more practically important than an emotional sense of excitement. Being able to see the piece of jewelry clearly is much different than viewing professional photos on a website. Usually, the person making the video will hold the item up or even put it on to showcase how it looks and feels when they are wearing it. This is only one step down from a potential customer trying it on themselves.
Unboxing videos come with honest reviews
Anyone can leave a text review online gushing about the beauty of a new pair of earrings or complimenting the customer service they received after a sale. Unboxing videos take the review process to another level due to their spontaneous nature and sheer honesty. If the person doing the video says something negative about your product, packaging, or presentation, it will be very difficult to recover, especially if they are an influencer in the jewelry market with a high number of followers.
Since you already know the importance of exceptional quality throughout all your product selection and sales activities, you can trust that the unboxing will include a more positive review. People trust what influencers say about the products they receive. These honest reviews can do more to drum up excitement about a new product line or special seasonal offer than many other types of marketing.
Attract unboxing influencers for social proof marketing
If you are lucky, prominent online personalities will seek out your jewelry brand to create unboxing videos on their own. In most cases, you do have to do something to attract their attention first. Unboxing videos offer powerful social proof marketing.
Identify ones whose audiences align with your brand identity and general customer focus. Match things like demographics, shopping habits, jewelry-specific interests, and specific styles. Then, contact them to see if they would be interested in featuring one of your necklaces, bracelets, or other accessories on their video channel. Many brands offer incentives like early access to new collections, special affiliate earning opportunities, or even free gifts to get this type of marketing.
During the video research stages and following up after the unboxing video is live, stay true to your commitment to collect all the data you can about potential customers, and uptick in site traffic, and sales information. A robust customer relationship and business strategy platform like Clientbook can make all this simple and more powerful than ever before.
