Lights, Camera, Unboxing! Designing Packaging for the Social Generation
In an age where "unboxing" is a full-blown entertainment genre and a single TikTok post can launch a brand into viral stardom, packaging has evolved into so much more than a way to ship products. It’s now a stage, a moment, a vibe. If you want your customers to hit that record button and share your product with their followers, you have to give them something worth sharing.
Over on YouTube, entire channels are dedicated to the unboxing experience, with some creators reaching millions of subscribers simply by opening packages on camera. YouTube reported in 2023 that there have been more than 25 billion views of videos with the word “unboxing” in the title. Translation? If your packaging isn’t camera-ready, you might be missing out on massive, free exposure.
Here’s how to design packaging that isn’t just functional but fabulous—the kind that makes it onto the grid, the feed, and the For You Page.
Why Packaging Matters More Than Ever
The scroll is real. Your packaging isn’t just arriving at someone's door, it’s potentially landing in front of hundreds or thousands of eyeballs via Instagram Stories, YouTube hauls, and TikTok unboxings. And those eyes? They notice. A dull brown box might get opened and tossed. A clever, colorful, textured, layered experience? That gets filmed. That gets shared.
We live in a visual-first digital world, and packaging is a key part of the customer experience. It should reflect your brand, tell a story, and spark joy. Because when people feel joy, they reach for their phones.
That’s a huge opportunity to turn your packaging into a social media marketing tool.
Key Elements of Share-Worthy Packaging
1. Bold Visuals
Don’t be shy. Go for colors that pop, patterns that intrigue, and textures that invite touch. Try:
Foil stamping that catches the light
Embossing or debossing for added dimension
Illustrations or doodles that spark curiosity
Branded patterns inside the box lid
Your packaging should look like it belongs in someone’s curated aesthetic—whether that’s cottagecore, bold minimalism, or Y2K chaos.
It takes less than 7 seconds to make a solid impression, and some research suggests it takes a tenth of a second to start making judgements (that’s basically how long it takes to blink). So, make that first look count!
Pro tip: Check out our blog posts on Specialty Coatings and Specialty Inks for ideas on how to make your packaging stand out by looking and feeling amazing!
2. Branding That Feels Personal
Make it feel like it's from a friend, not a warehouse.
Use things like:
Branded tissue paper
Custom stickers
Witty tape
A handwritten note (or one that looks handwritten)
A punny thank-you card
A message printed inside the box that says something like, “You’ve got great taste.”
These little touches feel intentional and crafted, not mass-produced.
Fun idea: add a message under the lid that says, "Warning: May cause excessive smiling." Because why not make your customer chuckle before they even see what’s inside?
3. A Layered Unboxing Experience
The best unboxings are like opening a treasure chest, one exciting reveal after another.
Consider including:
Inner boxes or compartments
Tissue wrapping, fabric pouches, or reusable bags
Nested inserts that gradually reveal the main item
Make the customer feel like they’re part of a performance. Every layer is a beat in the story.
Bonus points if you make the packaging materials that sound good on video. Think crinkly tissue, satisfying rips, or peel-away seals. ASMR moments = more engaging content.
4. Photogenic Inserts
Slip in a little something extra that’s just begging to be posted.
Think:
Mini art prints
Exclusive discount cards
QR codes that open to a playlist, video message, or a personalized thank-you note
A holographic sticker pack
These inserts can spark surprise and delight—and give customers another reason to hit share.
Another genius idea? Use double-sided cards. One side can have the usual thank-you or instructions. The other side? Something quirky, funny, or meme-worthy that customers will want to show off.
Pro tip #2: Check out our blog post on Packaging Inserts!
Encouraging User-Generated Content
Creating gorgeous packaging is only half the equation. You also have to encourage customers to show it off.
1. Make It Easy to Share
Don’t assume customers will think of sharing, you might have to nudge them! Try this:
· Print your hashtag and Instagram handle on the box interior
· Add a call-to-action like: “Share your unboxing moment and tag us for a chance to be featured!”
· Include a card that walks them through how to post (snap, tag, share)
Make it feel fun, not pushy. Something like: “Ready to show off your style? #MyBrandUnboxed”
Better yet? Turn it into a game. Offer a chance to win a gift card or exclusive product every month just for tagging your brand in an unboxing post.
2. Use Influencers and Micro-Creators Wisely
Send PR packages or special edition boxes to creators who love your niche. But here’s the key: go for authenticity. Micro-influencers often have higher engagement and more loyal communities. Create packaging that makes them want to organically rave about you with no script needed.
According to Shopify, micro-influencers (those with 1,000 to 100,000 followers) generate 60% higher engagement rates than mega-influencers. That’s a lot of bang for your branded-box buck.
Tips:
· Send exclusive PR boxes with fun extras
· Personalize their packages (include their name or handle)
· Let them experience the packaging naturally with no heavy-handed briefs
3. Lean Into Aesthetic Trends
From Barbie pink to sleek monochrome to cozy neutrals, the social media aesthetic winds shift fast. You don’t need to chase every trend, but staying aware of what your audience is vibing with helps. Packaging that aligns with those aesthetics is more likely to get noticed and posted.
Check out trending hashtags like #unboxing, #packagingdesign, or #aestheticpackaging for inspiration. Or better yet, create your own branded tag and start your own trend.
Bonus Strategies for Going Viral
Want to take your packaging from shareable to unforgettable? Try layering in these strategies:
Include a surprise gift: Unexpected items create delight (and content!)
Gamify the experience: Hide a golden ticket, create a puzzle, or turn packaging into an interactive moment
Create collectible packaging: Limited edition designs encourage people to buy again, and share each one
Make it recyclable or reusable: Sustainability matters especially to younger audiences
Final Thoughts
Your packaging is more than a protective shell. It’s your brand’s first impression, its personality, and its chance to go viral. When you design with storytelling, aesthetics, and shareability in mind, you turn a moment of delivery into a digital event.
Packaging that sparks curiosity, tells a story, feels personal, aligns with social aesthetics, and encourages interaction is packaging that gets posted.
So go ahead—design the kind of packaging that lights up someone’s camera roll, their feed, and their followers. Because in 2025, good packaging doesn’t just protect your product. It promotes it. It surprises. It connects. And if you do it right, it turns everyday customers into unofficial brand ambassadors, one unboxing video at a time.
