Creator marketers reconsider their approaches as hauls and unboxings lose their cool
For years, creators showed off heaps of products on social media. But watching influencers detail their latest splurge is starting to wear thin.
The era of influencers showcasing their latest purchases through haul and unboxing videos seems to be fading. These types of content, often sponsored by brands to generate sales, once served as an affordable entry point into the creator economy. However, it appears that the "bigger the bag in the thumbnail, the higher the views" mantra is losing its appeal.
Lucy Kruszynski, global head of brand at Buttermilk, notes that the sheer volume of products being displayed was the main draw. But now, marketers are steering clear of these videos. Grace Murray Vazquez, EVP at influencer marketing platform Fohr, confirms that brands and creators are focusing more on integrating products into a narrative rather than presenting a simple sales pitch.
Data from influencer marketing platform Traackr, exclusive to Business Insider, shows a decline in sponsored hauls and unboxing videos. The share of sponsored posts in this category dropped from 2.4% between January and September 2025 to 1.2% in the same period of 2026. Sponsored unboxing videos saw an even steeper decline, from 1.3% to 0.7%.
This shift could be attributed to audience fatigue. CreatorIQ data, exclusively for Business Insider, reveals that engagement (likes, comments, and shares) for haul and unboxing posts has leveled off over the past year, following a period of growth. Sponsored haul posts saw a significant drop in average monthly engagements, from 2,633 in 2025 to 1,780 in January through October 2026.
Even more telling, the volume of sponsored posts overall has increased, but haul and unboxing posts now make up a smaller percentage of the total.
The trend suggests that as social media feeds become more crowded, audiences are becoming more discerning. Brands are recognizing the importance of audience trust, which raises the bar for sponsored content. However, this could also make creators more valuable in the long run.
As the holiday season approaches, it will be a crucial test for the longevity of this format. The prevalence of haul and unboxing videos typically spikes during this time, potentially signaling whether the trend is merely a passing phase or a lasting evolution in creator commerce.
Written by urgent.news from Business Insider's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
