You pay an influencer $2,000 for a post. They take a quick photo, mention your product, and move on. You get decent reach but mediocre engagement.
Now picture this: the influencer receives your product in packaging designed for content creation. They film the unboxing. They show off the premium details. They create stories, reels, and posts because the packaging itself gives them content ideas.
Same $2,000. Triple the content. Better engagement rates. That’s the difference packaging makes. Here are some tips on how to do that.
Why Influencers Care About Your Packaging
Influencers are content creators first. They need visually interesting material that keeps their audience engaged.
Generic packaging gives them one option: take the product out and photograph it. Premium, thoughtful packaging gives them unboxing videos their audience loves, multiple angles and details to showcase, background elements for product shots, and reasons to create more posts than you paid for.
The math changes fast: An influencer contracted for one in-feed post might create two stories and a reel if your packaging is interesting enough. You paid for one piece of content and got four. Your cost per impression drops 60-75%.
Design Packaging That Creates Content
Make the unboxing sequence work on camera
Influencers film unboxing vertically for stories and reels. Your packaging needs to reveal itself in layers that work on camera.
Good unboxing sequences start with an outer box with clear branding, then branded tissue paper that adds color, followed by product wrapped or nested rather than just sitting there, then a card that adds story, and finally a sample that creates surprise. Each layer is another moment of content.
Film yourself unboxing your current packaging vertically on your phone. Does it create 3-4 distinct moments worth filming?
Use colors and textures that photograph well
Matte finishes photograph better than glossy. Bold colors stand out in feeds. Textures add visual interest.
Avoid pure white (washes out in photos), high-gloss finishes (create glare), tiny logos (don’t read on mobile screens), and busy patterns (compete with the product). Prioritize matte or soft-touch finishes, brand colors with good contrast, large clear logos, and clean design that frames the product.
Include shareable elements
A beauty brand includes quote cards with motivational messages, branded stickers influencers can use in flatlays, a small mirror that appears in background shots, and product education cards worth sharing. These elements extend content creation beyond unboxing into lifestyle and tutorial content.
Set Up Influencer Packages Different from Retail
Your retail packaging serves customers. Your influencer packaging should serve content creators.
For influencer shipments, increase premium details by using higher-end materials and finishes than retail packaging. Add content prompts by including a card with suggested content angles, your brand hashtags, and key messages. Include extras by sending full product lines, not just one item.
The cost structure makes sense: If you send 50 influencer packages monthly and each costs $8 more than retail packaging, that’s a $400 monthly investment. If those packages generate 30% more content per influencer, you’re getting 15 extra posts worth of content. At average influencer rates of $100-300 per post for micro-influencers, that $400 investment returned $1,500-4,500 in additional content value.
Track the Real ROI
Start with content multiplier rate: how many pieces of content does each influencer create? An influencer contracted for one post who creates three pieces has a 3x multiplier. Before premium packaging, you might average 1.2 pieces per influencer. After premium packaging, that jumps to 2.8 pieces per influencer. Your cost per content piece just dropped 57%.
Track engagement rate by content type since unboxing content typically gets 15-25% higher engagement than standard product posts. Break down engagement rates by format: unboxing videos, flatlay photos, lifestyle shots, and tutorial content.
Don’t forget organic reshare value. When influencers create great unboxing content, their audience reshares it. A beauty brand found that influencer unboxing videos generated 4x more audience reshares than standard product reviews. Each reshare is free reach.
Build a tracking sheet: Influencer name, contracted content pieces, actual content pieces delivered, total impressions, engagement rate, audience reshares. Calculate cost per impression before and after packaging upgrades.
Category-Specific Packaging for Influencer Success
Beauty influencers create unboxing content, tutorials, and shelfies. Your packaging appears in all three. Optimize for unboxing with multiple reveal moments, products that display well together on shelves, premium materials that signal quality on camera, and mirrors or applicators that become content props.
Food influencers focus on lifestyle and consumption moments. Prioritize clean design that doesn’t compete with food styling, resealable features they can show on camera, and origin or ingredient stories they can share.
Wellness influencers educate their audiences. Include clear benefit statements on packaging, usage instructions worth filming, and science or ingredient education cards.
Fashion influencers create styling content and haul videos. Balance compact design that doesn’t create waste, premium finishes that justify the product price, and reusable packaging that appears in future content.
Fix These Influencer Packaging Mistakes
Sending influencers the same packaging you send customers means you’re not optimizing for content creation. Create an influencer-specific version with enhanced details, content prompts, and shareable elements.
Overpackaging looks wasteful. An influencer unboxing a tiny product from a huge box filled with plastic creates negative brand perception. Right-size packaging. Use paper-based or compostable filler.
Sending products without guidance means most influencers create whatever’s easiest. Include a content brief card. Suggest 2-3 content angles. Provide your brand hashtags.
If your packaging looks cheap in an unboxing viewed by thousands, you’ve wasted the opportunity. Watch unboxing content from competitors. Note what looks premium on camera.
Build This Into Your Influencer Strategy
Before campaign launch, design packaging specifically for the campaign. Include campaign-specific hashtags or messaging. A skincare brand launching a new serum sent influencers packaging with “glow up” messaging and content prompt cards focused on transformation stories. Result: 85% of influencers created transformation content. Average 2.4 pieces per influencer versus 1.1 pieces in previous campaigns.
During campaign execution, monitor what content influencers create. Track which packaging elements appear most often. If influencers consistently feature one specific element, double down on it.
After campaign completion, calculate total content pieces delivered versus contracted. Measure engagement rates by content type. Use this data to justify packaging investment for future campaigns.
Start With Your Next Campaign
Pick your next influencer campaign. Before you send anything, audit your current packaging through an influencer’s lens. Film an unboxing. Is it interesting? Does it create multiple content moments?
Test with 10-20% of campaign influencers first. Send them enhanced packaging. Send the rest standard packaging. Compare content volume and engagement rates.
Influencer marketing is expensive. You’re already spending the money. Packaging that costs $5-10 more per send but generates 2-3x more content is the easiest ROI improvement you can make.
Stop treating packaging and influencer marketing as separate line items. Connect them and watch your return multiply.
Disclosure: The author is CEO of Paking Duck, a packaging manufacturing company. The strategies discussed are applicable regardless of packaging provider and are based on broader industry trends in influencer marketing and content creation.
About the Author:
Jason Wong is CEO of Paking Duck, a packaging manufacturer serving consumer brands including Quest Nutrition and Fiji Water. Connect with him on LinkedIn: https://www.linkedin.com/in/imjasonwong
