What changed
Five years ago, an "unboxing" was 8 minutes of someone slowly pulling a box apart. Today, that's a skip.
The new unboxing:
- Under 45 seconds — first impressions are the post
- Honest hot-take — the creator tells you what's wrong with it too
- In context — they're using the product, not just showing it
The format that works
Maya's review of The Performance Lab launch is the template: 30 seconds of demo, 15 seconds of honest critique, link in bio. Brands win when creators are free to be themselves.
