Summary

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Let’s be honest: Most unboxing videos are as thrilling as a IKEA builder's manual. But what if you could turn the unboxing process into a must-watch moment? Enter the “Plot Twist” Unboxing—a format that’s part game show, part product demo, and 100% addictive. Gone are the days of traditional unboxing, but let's explore how this can be changed:

How to generate UGC to change your unboxing

Instead of a predictable unboxing, creators receive a package with hidden surprises:

  • A mystery product (e.g., “Unreleased Prototype Inside!”)
  • Unexpected freebies (branded gifts, exclusive coupons, or a “Golden Ticket” for a year of discounted  products)
  • A challenge (“Unbox this blindfolded and guess what’s inside!”)

How can your brand leverage this?

  1. Target Micro-Influencers (10K-50K Followers)
    • Why? They’re constantly in search for content and have higher campaign engagement rates than mega-influencers.
    • Tools: Use TikToks Influencer hub to look for influencers who would be interested to unbox products in your niche.
  2. Script the “Oh Shoot!” Moment
    • Example: “I thought I was getting a skincare serum… but [Brand] hid a FULL-SIZE MOISTURIZER in here?!”
  3. Add a Viral Hook
    • Tell influencers to tag 3 friends to “pass the box” virtually. This leads to the strongest marketing campaign, which is word of mouth. This often a time can lead to more loyal engagements, leaving people wanting more.
    • Offer a prize (e.g., $500) for the most creative unboxing UGC video.
Image showing an influencer opening a mystery box.

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Why It makes sense

Real Example:The company CRED, sent influencers a mystery box containing hammers, with a note to destroy their phones and watches and use their platform to get brand new ones.

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2: Create UGC that shows product comparisons by your very own customers

Comparison videos don’t have to be dry spec battles. Turn them into entertainment that secretly sells and converts your consumers.

What It Is

A head-to-head “fight” between your brand's product and a competitor’s, framed as a dramatic showdown. Think: “Will Our Yoga Mat Survive a Hot Sauce Spill? Ready to find out.”

How to Execute

  1. Pick a Relatable “Villain”
    • Choose a popular competitor with a known flaw (e.g., “The Amazon Best Seller That Cracks in Cold Weather”).
  2. Design a Brutal (But Fair) Test
    • Example for a backpack: Load both products with 50 lbs, drag them behind a car, then inspect damage.
  3. Film Like a Reality TV Producer
    • Add suspense: “I bet $20 the cheap one fails… am I right?”
    • Use slow motion shots of the competitor’s product breaking to showcase why yours is better.

Pro Tip: Partner with a comedian or viral influencer to narrate. Their roasting skills will make the video pop.

Image showing influencers comparing products.

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Why It Works

  • Shoppable Drama: Most buyers prefer to watch comparison videos before purchasing.
  • Emotional Impact: Viewers root for your product like it’s the underdog in a boxing match.
  • SEO Gold: Rank for “[Your Product] vs [Competitor]” keywords.

Case Study: A hiking boot brand filmed a creator hiking 10 miles in their boots vs. a competitor’s. The rival boots literally fell apart mid-hike. The video racked up 8M views and boosted sales by 41%.

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3: The “Secret Agent” Day-in-the-Life Video

Most “day in the life” videos feel staged. Fix it by turning customers into undercover reviewers.

What It Is

Send your product to customers without context and ask them to use it for a week. Then request them to film their raw, unfiltered recap: “How This Random Product Became My Lifesaver.”

How to Nail It

  1. Recruit “Normal” People, Not Influencers
    • Target: Everyday users who match your buyer persona (e.g., busy moms for meal kits).
    • Tools: Utilise shoppable video platform to showcase these videos in a creative manner on your PDP's
  2. Give Zero Instructions
    • Email: “Here’s a free gift—no strings attached. Utilise it however you want!”
  3. Film the “Aha” Moment
    • Ask: “When did you realize you couldn’t live without this?”
    • Example: A skincare customer films her chaotic morning routine, accidentally showing your serum calming her toddler’s meltdown.
Image showing a fun way to test the durability of the bagpack.

Why It Works

  • Authenticity Over Polish: Majority of consumers trust UGC over ads.
  • Niche Storytelling: Reveals utilities you never imagined (e.g., your planner used by a firefighter to track shifts).
  • Emotional Connection: Real struggles = relatable content.

Example: A pet brand sent GPS trackers to dog owners without explaining them. One creator filmed finding her runaway bulldog in 3 minutes flat. The video has the potential to build more authenticity and credibility.

Why UGC campaigns work: People are your best marketing assets for reviews

Your customers can be the best individuals to create your content for you, let them get real and build authenticity behind your brand. Stop asking for sanitized reviews. Start selling stories and watch your conversion rates soar.

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