||Because of the popularity of the internet and digital camera, shooting films becomes easily and people like to share whatever they create on the internet. The short life cycle of tech products makes people change their equipment frequently so that unboxing contents become popular. When the new products appear on the market, there are hundreds of online unboxing articles or unboxing videos shown on the internet. Marketing managers have known that unboxing is an influent advertising to market new tech products. However, there are no researches so as the impact toward the online flow or watching behaviors. This research seeks to study the unboxing videos, and what compositions will attract audience to watch, and what factors will make the video to get higher flows and make people to watch longer, in addition to the difference between online celebrities and amateurs’ videos. Online celebrities are the users who have more loyal subscribers than others, and the others are called amateurs. This research uses case study method by recording PlayStation 4 game console’s unboxing videos’ composition and real data to analysis.|
We have three findings from the research: 1. Unboxing videos’ posting date can significantly affect the flow of unboxing videos. 2. The length of unboxing videos and the appearing time of unboxing procedure so as the time duration can affect audience’s watching behaviors. 3. Celebrities are more likely to use third-person angle of shooting, and to make the composition of their unboxing videos easier.
The implication is to finding the compositions’ affecting to the unboxing videos and propose some suggestions of shooting unboxing video. The theoretical implication is that video advertising strategies may not totally suitable for unboxing videos. Finally, this study proposes suggestions for future researches, such as to investigate in unboxing videos’ compositions more detail, and to collect data in the days of new tech product release.