There’s a chill in the air as the sounds of Christmas music echo everywhere you go. This can only mean one thing — the holiday season is now in full swing!
From toy unboxings for the kids to tech and beauty unboxings for grown-ups, there’s something universally appealing about unboxing videos, no matter your age or interests. On the flip side, brands and marketers love unboxings because they are perfect for building awareness, creating a sense of anticipation, and driving conversions — all the while helping shoppers fine-tune their holiday wish lists.
Why are Unboxings so Popular?
For the uninitiated, unboxing videos capture the process of opening a new product from a first-person perspective, often with the help of creative editing, fun music, and an engaging online personality, showing viewers what to expect if they buy the product themselves.
Unboxing videos have surged in popularity during recent years, and 62% of viewers use them as part of their decision-making process when deciding whether to buy a particular product. Unboxings are like a sneak peek, review, and product demo all rolled into one, making them irresistible for vicariously experiencing a product before you buy it.
Unboxings Are Part of the Buying Process Now
Unboxing videos have become a critical component of many people’s buying process and they even help drive purchase decisions. But they offer much more value than just influencing purchases. The structure of unboxing videos creates a stronger emotional connection with viewers (when compared to ads or reviews). Unboxings have an ingrained narrative that takes viewers on a journey, with a distinct beginning (unveiling the box), middle (opening the box), and end (interacting with the product).
The popularity of unboxing content is driven by influencers, who are seen as more trustworthy review sources in comparison to more traditional marketing efforts. In fact, 69% of consumers say they trust influencers’ recommendations. Influencer trust is a driving factor behind why 36% of marketers say influencer marketing outperforms brand-created content. With influencer marketing being a highly targeted and often much cheaper tactic than traditional marketing, it’s no wonder why brands are increasingly embracing influencers and unboxings for their ability to turn invested audiences into active consumers.
The 5 Most Popular Unboxing Categories
Unboxings are a dynamic and flexible category that can include practically anything — especially if it’s a limited or special edition. Consumers are inherently curious about rare and expensive finds, even if they don’t intend to purchase them.
The most popular product categories for unboxings include:
- Toys
- Tech
- Beauty
- Surprise eggs and blind bags
- Subscription boxes
Now that we have a better understanding of unboxing videos and why they are so popular, here are six top influencers that are perfect for holiday unboxings. These creators not only think outside the box – they also open it and share the process with the world. Let’s dive in!
6 Top Influencers to Watch For the Holidays
We’ve picked a few of our favorite influencers who create effective and unique unboxing videos across a variety of verticals. Whether you are a brand and marketer looking for talent to collaborate with, a creator looking to level up your own unboxing videos, or simply a consumer searching for the perfect holiday gift, these influencers have you covered.
1. Coffee Family: One of TikTok’s Biggest Family Creators
The Coffee family are aTikTok powerhouse. The father of the family, Jason Coffee, has over 21.4M followers on TikTok, while his daughter Peyton Coffee has 16.2M followers and his son Caleb Coffee has 11.4M followers.
The Coffee Family is also on YouTube, where their main channel has 1.69M subscribers and the Coffee kids also have their own channels, each with over 100K subs.
They’re known for their high-energy, fun family dynamic and charming prank videos where everyone’s having a good time, and the Coffee family’s posts regularly generate over 1 million views on TikTok. As someone in his early 40s, Jason stands out from your typical TikToker, and he’s a shining example that it’s never too late to be a creator.
The Coffee Family’s dynamics are perfect for both brands and audiences looking for aspirational, family-friendly content.
2. Karen Thi: Award-Winning Cookie Creator and True Crime Podcaster
Karen Thi is a woman of many talents. As @bakersmanncookies, she’s a 2x winner of the Food Network’s Christmas Cookie Challenge with over 2.5M followers on TikTok and 117K followers on Instagram. In addition to being an amazing, award-winning baker, she also has a true crime and baking podcast called Cookies & Crime, as well as Hair Tie Needed, a nature/lifestyle channel on Instagram.
Karen is popular for her gorgeous and artistic cookies that are anything but ‘cookie cutter’, with intricate designs like these ‘disgustingly delicious’ zombie cookies’ and her gigantic cookie snow globe (that’s 100% edible!) that won Food Network’s Christmas Cookie Challenge in 2021.
@bakersmanncookies A took me a year to get over the stress I felt on the show so I could finally remake this for y’all 💀 @Food Network #cookiedecorating
Karen shares a deep connection with her audience, evidenced in how she started her Cookies & Crime podcast. She originally began posting minutes-long videos of her decorating her cookies as she narrated a gripping true crime story, but it ended up becoming so popular that she officially launched the Cookies & Crime podcast due to popular demand — complete with branded merch.
Thi has collaborated with huge brands like Microsoft and also done cookie unboxings where she shares her favorite way to enjoy them. And who better to advocate for a cookie unboxing than the award-winning cookie connoisseur herself?
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3. Nicesetupdude: Home, Office, and Tech Inspo
Colin Smith, aka nicesetupdude or NSD Media, is one of the best creators for taking your home office or gaming setups to the next level. There is beauty in tech and design, and you can tell Colin has an appreciation for it all, with a sharp eye for detail that can really tie a room together. Colin has over 325K followers on Instagram and 25.9K on YouTube. Along with his technical expertise and hardware know-how, Smith helps viewers stay productive, stylish, and, most importantly, comfortable, with his clean, minimalist aesthetic and zero clutter.
It’s a stereotype that men don’t care about interior design or decorating their spaces, but Colin breaks the mold by helping you add a touch of class and elegance to your apartment, office, or man cave.
One of his most popular posts is his beautiful office setup featuring a brand new double-display with everything within arms reach. Following Colin might actually make you proud enough to show off your real background in your next Zoom meeting (no virtual background necessary), and his beautiful unboxing videos only add to the chill vibe.
4. Zoe Lee: Fashionable Mom and Content Creator
Zoe Lee is an LA-based creator who frequently features her family, outfits, and everyday life on her socials. She’s a fashion stylist, nurse, and mother of two who’s fluent in Korean with over 454K followers on her zoeandjoon TikTok account.
Though Zoe is the influencer of the family, her young son Joon is quickly becoming renowned in his own right, often co-starring in his mom’s content while bringing his signature adorable personality. But Zoe’s entire family is quite stylish, as evidenced in this family outfit vlog that generated over 5.5M views.
@zoeandjoon today’s family outfit 😆🤍🤍
Fans of Korean cuisine will enjoy this video (below) of Zoe trying out the Kkini Kit, a microwaveable home meal replacement set that will have you eating delicious Korean food in as little as 20 minutes — no recipe or cooking required! As a young and busy mother of two, she’s always looking for ways to make daily tasks more efficient, easy, and simple. She’s the perfect partner for showcasing time-saving products and parenting hacks with her large following of women in the coveted 18 to 34-year-old demographic.
5. Dani DMC: Big-Girl-Approved Beauty and Fashion
Dani DMC is a content creator, plus-size model, and confidence activist — and if you’re wondering what ‘confidence activist’ means, then check out her TikTok account (which has over 329.5K followers) where she states, “size is not a limitation, it’s an accessory.” Dani embodies a sense of self-assuredness because regardless of her outfit, she always effortlessly pulls off any look.
She affectionately refers to her audience and fans as ‘big body baddies’ and she’s great at brand collaborations and partnerships related to fashion and beauty and not shy about letting you know whether it’s ‘big girl approved’.
Dani is also active on Instagram and YouTube, where she has an additional 557K and 492K followers, respectively. She’s done unboxings for the Klassy Network where she models a variety of different looks and in the video below, she gives you some fall fashion inspo with her latest jacket haul.
Many plus-size people can relate to the challenge of finding clothes that fit due to inconsistent sizing between brands. Dani is great at being transparent about what she’s trying on so viewers can get a better idea of how it looks in real life. Her transparency as a confidence activist has helped her build a dedicated and engaged fan base that trusts her brand suggestions and styling recommendations.
6. Unbox Therapy
Lewis Hilsenteger, better known as Unbox Therapy on social media, has dominated the tech unboxing world for over a decade. With over 24.8 million YouTube subscribers, Lewis has built a loyal following by providing viewers with engaging and honest reviews of the latest gadgets. Lewis’s signature style features minimalist sets and close-up shots that put the product front and center, making every unboxing video feel sleek and polished.
Unbox Therapy’s content isn’t just about showcasing the latest smartphones, laptops, or tech accessories; Lewis also dives deep into the features and design of these products, offering his expert insights while keeping his videos approachable for tech enthusiasts and casual viewers alike. His unboxing of the PlayStation 5, which has garnered over 6.9 million views, is one of his most popular videos, offering a firsthand look at one of the most anticipated consoles in recent years.
Whether it’s the newest iPhone or a quirky gadget, Lewis brings a level of professionalism and excitement that keeps his audience coming back. With a predominantly male audience in the 18 to 34-year-old age range, Unbox Therapy remains a go-to source for tech lovers looking for thorough, unbiased reviews before making their next big purchase.
Think Outside the Box This Holiday Season with Viral Nation
Looking to create engaging holiday campaigns that resonate with your audience? Viral Nation’s influencer marketing services can help you harness the power of unboxing videos to elevate brand awareness, drive conversions, and build authentic connections with consumers. Whether you’re launching a new product or capitalizing on holiday excitement, our team connects you with the perfect influencers to bring your unboxing experiences to life. Don’t miss the opportunity to leverage the season’s most impactful content strategy—let’s unbox success together.
