The unboxing trend is making its way to Snapchat. Videos of people unwrapping packages have pulled in impressive numbers on YouTube, and brands looking to draw in a younger audience are taking their unboxing videos to Snapchat to provide a more “behind-the-scenes” look. Benefit Cosmetics taps into beauty influencers to unbox products and focus on personalization to make the content more “Snapable.” Including customized details on packaging “let[s] influencers fall in love with your packages and keep them going through the layers.” (Digiday)
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