I am not averse to paying a premium subscription price for a streaming service if it means I get to skip the 30-second commercials spliced into movies and TV shows.
Yet I have happily watched some of the unboxing videos that fill my social media feed, even if the person is oohing and ahhing over something I have no intention of purchasing.
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Perhaps it’s because those unboxing videos evoke the excitement of opening presents on one’s birthday or Christmas morning. Or maybe it’s the soothing sound of rustling boxes or fingernails clicking on products (yes, I admit it’s relaxing).
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Apparently, I’m not alone. YouTube alone has clocked around 4.8 billion views per year for unboxing videos, according to data from Zipdo.
The allure of unboxing videos
Where do all these unboxing videos come from?
Celebrities and social media influencers with high follower counts are often sent free, aesthetically pleasing PR packages by brands that encourage them to hit record as they open them. The mission, of course, is to convert those followers to paying customers.
Most content creators love getting free stuff, and they love posting about it even more. Brands dedicate staff and budgets to forging these influencer connections.
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It’s not just a shot in the dark, because social media users are giving unboxing videos more than just a cursory glance. The average watch time for unboxing videos is a whopping eight minutes long, per Zipdo.
Clearly unboxing videos work — to the tune of 84% of social media users stating that these videos influence their purchasing decisions. And 52% of consumers say they’ve gone ahead and bought a product after watching a video.
Capturing a sale from one out of every two social media users is a pretty big feat.
And now one Coca-Cola rival is hoping to find that same success with unboxing videos this summer.
Olipop’s newest PR drop with Amazon Ads is open to everyday consumers.
Image source: Shutterstock
Olipop to turn everyday consumers into influencers
Olipop better-for-you prebiotic sodas contain fiber and just 2-5 grams of sugar per can. Founded in 2018, the company has been valued at $1.85 billion and is the top non-alcoholic brand in the U.S. by dollar sales and unit growth, per Marketing Dive.
The big brand has even bigger summer plans. For starters, it’s running a “Time Travel Agency” sweepstakes, where entrants can win a stay in a flavor-themed retro motel suite in Austin this summer.
It is also teaming up with Amazon Ads to offer 5,000 VIP boxes containing cans of Olipop’s most popular flavors, along with a limited-edition cooler tote and a few other summer-related goodies.
But there’s something unique about the PR swag drop coming on June 30.
The boxes cost just five cents (the original price of a soda can, the company says), and they’ll be available to anyone who can grab one before supplies run out.
More beverage news:
- Coca-Cola finally brings viral soda mash-up
- Pizza Hut makes big menu change amid startling customer behavior
- Struggling brewery, beer scene reaches a sad milestone
Why is Olipop going for everyday consumers rather than established influencers?
The FAQs on the PR box signup page read: “Because where would we be without our fans? (Answer: absolutely nowhere.) This one’s for the people who made us — because you don’t need millions of followers to get our attention. Just love for great soda.”
Olipop is wise to try to stand out from the pre-/probiotic beverage crowd. PepsiCo announced in March that it will proceed with the nearly $2 billion purchase of Poppi, while Coca-Cola went ahead with its own version, called Simply Pop.
With that said, watching a video about soda is different than viewing one to see how a lipstick color looks, the way a shirt fits, or even how easy it is to use a gadget. For beverages, you have to rely on the person’s reaction to the taste, along with their description of flavors.
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That’s why the know-like-trust factor is so important with influencer marketing.
But how much of that factor exists with everyday social media users who don’t have much of a platform? Considering anyone with a nickel and good timing can get in on Olipop’s PR drop, the company’s strategy might be expecting too much from unboxing videos this summer.
Only time will tell whether this campaign will pop — or if it will be a bust.