In this article we explore unboxing, the strange but wildly popular video phenomenon that’s exploding with over 6X year-on-year growth…
Can’t wait to open those presents? You’re not alone. Viewers are turning to unboxing videos for the answer – and creators are coming up with the goods. So far, 22.9K unboxing videos have been uploaded to YouTube in the UK alone this year. However, while the genre has seen 639% year on year growth, it looks like a white space for most brands, who are producing less than 1% of the UK’s unboxing content.
That’s not to say brands have missed a trick. In fact, many have partnered with channels to tap into viral trends similar to unboxing (like Cadbury’s effort here): check out the highest reaching sponsorships this Christmas below.
UK Top Sponsored Creators: Christmas 2018
Proper Tasty takes top spot in a leaderboard dominated by food and drink sponsors for their work with Frank’s Red Hot and Gordons, while Lydia Rose’s work with Boohoo and Motel gets her onto the podium.
VT take third with a strong presence on Facebook alongside sister channel Twisted with David Beckham’s partnership with Haig Club continuing on Facebook and Instagram. See the breakdown of the highest reaching sponsored videos below (ranked by V3).
UK Top Sponsored Christmas Videos on Facebook
Many of the best performing publishers also make an appearance on the top videos: Twisted x Baileys, VT x GumTree and Proper Tasty x Frank’s Red Hot all clearing over a million in total views. Arron Crascall’s intense Christmas celebration at Subway drives less views but higher engagements, with Pretty 52 x Cadbury not far behind.
UK Top Sponsored Christmas Videos on YouTube
YouTube’s top five feature less consumable brands, and more beauty influencers, with Red Hare Digital representing SaffronBarkerVlogs x Dyson, sophdoesnails x Beauty Bay and Hermione Chantal x ALDI USA. Fleur DeForce x HelloFresh saw the lowest engagement rate, while Niomi Smart x Oral B saw the highest, with her practical gift guide proving a hit.