Ask any brand running ads in Brazil which UGC format they order most, and unboxing videos will almost always be near the top of the list. The format is simple: a creator receives a product, opens it on camera, and shares genuine first impressions. Behind that simplicity there is real craft, and Brazilian creators have turned it into something of an art form. This guide covers why unboxing works so well in the Brazilian market, how to structure your videos, and what brands actually expect when they pay for one.
Why unboxing works so well in Brazil
Brazil is one of the largest e-commerce markets in Latin America, with platforms like Mercado Livre, Shopee, Amazon and Magalu competing hard for shoppers. Buying online still involves a moment of doubt: will the product look like the photos, will it arrive intact, is the brand trustworthy? An unboxing video answers those questions visually, before the purchase happens.
There is also a cultural layer. Brazilian creators popularized the "recebidos" tradition: showing followers the packages they received from brands, often with excitement, humor and detailed commentary. Audiences grew used to watching products being opened, touched and tested by real people. Unboxing UGC simply channels that habit into content brands can use in their ads and product pages.
What makes a great unboxing UGC video
A strong unboxing is not just "open box, show product." The best Brazilian creators treat it as a mini story with a beginning, a peak and a verdict.
The elements that consistently work:
- A hook in the first seconds: a question, a bold claim or the package itself ("look what arrived today")
- Real sensory details: the sound of the tape, the texture of the packaging, the first touch of the product
- Genuine reaction: surprise, curiosity, even mild skepticism reads as authentic
- A first test on camera: apply the cream, taste the snack, turn the gadget on
- A clear verdict or call to action at the end
Filming tips that raise your quality
You do not need studio gear. Most successful unboxing UGC in Brazil is filmed on a phone. What matters is the execution.
Film vertical in 9:16 for TikTok, Reels and Shorts. Use natural light near a window, or a simple ring light. Capture clean audio: packaging sounds are part of the appeal, so avoid noisy fans and street noise. Keep your hands and nails presentable, since they are on camera constantly. Show the shipping experience too: Brazilian buyers care a lot about how a product travels, so an intact, well-packed box is a selling point worth showing.
Record more than you need. Brands often ask for a 30 second cut plus a 15 second version, and extra b-roll of the product makes editing much easier.
What Brazilian brands actually want
When a brand pays for an unboxing video, it is buying ad material, not a personal vlog. That changes a few things.
They want spoken Portuguese that sounds natural for their audience, with captions, because most people watch without sound. They want the product name pronounced clearly and shown up close. They want honesty within reason: highlight what genuinely stands out instead of inventing praise. And they almost always want usage rights defined upfront, so they can run the video as an ad on Instagram or TikTok.
Read the brief carefully. If the brand sells on Shopee or Mercado Livre, they may want the video to fit those product pages. If they run TikTok ads, they may ask for specific hooks or formats. Delivering exactly what the brief asks, on time, is what turns a first order into a monthly collaboration.
Common mistakes to avoid
- Talking for a full minute before opening the box
- Filming against a dirty or cluttered background
- Over-editing until the video no longer feels authentic
- Skipping the product demonstration and only showing the packaging
- Forgetting captions in Portuguese
Turning unboxing into steady income
Unboxing is often the first paid format new creators land, because the barrier to entry is low: one product, one phone, one honest reaction. Done well, it becomes a portfolio piece that proves you can follow a brief, deliver clean footage and sell without sounding like a commercial. If you are just getting started, our guide on how to become a UGC creator walks through building that portfolio from zero, and UGC MATCH lets you offer unboxing packages directly to brands looking for creators in Brazil.
