If I were to ask you what is currently the most popular YouTube channel, would you know? Or, what genre of internet videos could earn one stay-at-home mom between $2 million and $13 million in advertising per year? What is your guess? What is the fastest growing genre of internet videos? Cute kitty videos? D-I-Y demos? Pornography?
The answer is none of the above.
The fastest growing genre of YouTube videos is a phenomenon known as unboxing. Yep. Unboxing. Have you heard of it? For the benefit of those who are not Millennials, I will explain. Unboxing is a video genre where the subject of the video is a product that is unpackaged or “unboxed” before the viewer’s eyes. The one doing the unboxing is normally not shown, except for the hands. But her voice is heard as she explains the opening of the new product step-by-step. The viewer hears a description of box quality, what the tissue paper feels like, the amount of plastic around a product, how many ties are holding it in place. In detail, the viewer is invited into the serotonin-driven experience that we all have felt when we get something new. [...]