Those endless influencer unboxing posts need to stop
Unboxing videos were once the domain of tech enthusiasts on YouTube, but the practice has finally made its way into the world of Instagram influencers. Here, Natalie Giddings explains why posting endless parcels isn’t the best use of your marketing budget.
Unboxing is a term that was once related to a video filmed by an individual to display the excitement of a highly anticipated, new product or product release, typically shared to their social media profiles.
These days, it’s more commonly when a social influencer has been sent a parcel by a brand in the hope they might share it on their channels. The resulting content follows a very common format – the influencer usually opens the box and exclaims their delight and how they can’t wait to try it or put it on.
So, what is so wrong with this type of arrangement?
Unboxing posts have reached a saturation point lately. It’s rampant.
Who is Steph Dixoni and why should I care that she eats Hello Fresh?
The sooner “influencers” are forced to obviously disclose when they are being paid or incentivised the better. You can’t by an article in a paper without disclosure
Still yet to see any proof through a verified study that using influencers has a positive ROI
Eventually everyone will jump on the “influencer” bandwagon and there will be a glut of new “influencers”, much like there is now with music and youtube creators. Then there will have to be an aggregator with curated playlists of “influencer’s” bleetings. Perhaps it will be called Spotifluencer, Panfluencer, iFluencer or some such thing. The real concern is that the upcoming punters are so dumbed down that the inane ravings of some vacuous bimbo (reclining in a box yet!) are actually worth any time at all. This shows success of the corporate’s (and society’s) overarching mission to create an army of mindless autonomous consuming machines who will dutifully swallow anything placed before them. We need a war to shake things back to reality again. Perhaps china could invade? … ooops… they already have…..
Google HiSmile
The majority now do, using the ‘paid partnership’ tag. The author selected posts for the HelloFresh influencer from before that was introduced (oct ’17). Remarkable that she couldn’t find something more recent..
The other day I got an unsolicited delivery to my place.
There were several large pieces around 150mm x 150mm and just under 2 metres long. And heavy.
So I videoed myself opening it.
Yep, I was unboxing posts.
Classic Gags!
Agree. I hadn’t supplied this image as the example but you do raise another point of the gaps in using unboxing in your strategy. Thank you!
#spon is still too misleading for consumers. I noticed a recent juice bar brand also tried on #brandnameparters. Again misleading.
It’s also time for Mumbrella to ask for the opinions of other writers on influencers. An article by Giddings is also currently featured on B&T and this is just the latest on Mumbrella.
Do you ever think that maybe its because Giddings is one of the very very few experts in the industry. Her company is a dedicated influencer strategy house – they live and breathe influencer marketing. Who else can they ask to write pieces like she does? A PR agency? Who aren’t specialists?
I wouldn’t want a GP commenting on the best way to perform open heart surgery over an actual heart surgeon. It would be the same thing if they got a non specialist in influencer marketing to provide specialist advice. Completely redundant.
There are plenty of others who live and breathe influencer marketing across many categories. Giddings is not one of the very few experts on the topic. My point is that it’s time to hear from them, too. Not just the same person so not sure what your point is
Maybe ask Mark Ritson?
Good call!
There’s plenty of others. The good call comment from Giddings herself proves that point.
Can’t help it that Giddings is an expert and is sharing her expertise to the wider audience. You should be sitting there thanking her rather than being jealous that you obviously aren’t asked for your opinions.
Perhaps don’t read the articles if you don’t want to hear her expertise anymore.
Sounds like you’ve swallowed the black pill.
….thats why he/she/it has elected to write their own expertise piece on influencers and submit it by COB today for Mumbrella judgement…
I have not submitted a piece on influencers to Mumbrella. Not sure where that accusation comes from. Or maybe I can take an accurate guess. The megajealous post sounds like it comes from the same quarters. Giddings is in no way the only expert on influencers in this country. Again – My first comment expressed the view that I would like to hear from the many other experts on the subject and I am sure many other readers would as well.
Lighten up Megazord!
Its advertising – not anything beneficial to humanity like… you know… cancer research.
And I expect that influencer piece on my desk by sundown!