The multiple disclaimers

Everyone starts from somewhere, whether it’s livestreaming, podcasting or doing video content. Matteo made it absolutely clear, in no uncertain terms, that this was his first unboxing. He repeated that fact so often it almost sounded like an apology for having made no attempt to study good unboxing videos. [Psst, Matteo: YouTube is free! — Editor]

Having nothing interesting to say

Matteo continued rambling talking about getting his brother a PlayStation 4. He talked about his first PlayStation “back when I was 7, 8, 9, 10” and cited this little factoid as “trivia,” when really it’s just personal information nobody cared about. Unboxing videos aren’t just about products and brands — they’re important — but they’re also about having something to say to your audience about what you are about to receive.

Knowing nothing about the games 

Look, you don’t need to be some kind of expert to unbox everything but show your audience how interested you are in the product by at least doing a little bit of research. Mumbling that you “heard” God of War is good and grunting indifference towards the Final Fantasy VII remake isn’t really going to get anyone interested in the PlayStation brand.

Tearing up the sleeve 

Been watching unboxing videos way back since Youtube made it a thing. Never seen anybody trashed it the way Matteo did. Literally and figuratively. pic.twitter.com/6MmzM2PDhX

— Michael Lagera (@Micol216) June 21, 2020

This is the ripping noise that rendered the entire Internet aghast. Matteo here was so cavalier about getting to the goods that he treats the sleeve like extremely thick wrapping paper. When it dawned on him that he also just voided the warranty, he can barely mutter a sorry. That definitely ain’t treating the product with respect.

Not highlighting the brand 

If you’ve watched other unboxing videos before, then you’d know that core to the whole experience is showing off the brand. Whether it’s lovingly panning over the logo or holding up the goods for a hot second, it’s important people recognize what your video is about. Matteo barely mentioned “PlayStation,” so thank God there are giant “PS4” letters on the box.

Careless handling of peripherals

At its heart, unboxing videos are consumer porn. That means you crack a box open and treat each component with a reasonable degree of reverence. Matteo shoved his man paws into the box and clunked the controllers and cables onto the table without a care in the world, causing viewers to flinch at the jarring sound of carelessness.

Failing at *~aesthetic~*

The very best of unboxing videos are a e s t h e t i c. Which is to say they try to look and feel as good as being in the presence of the real thing, triggering all sorts of sensory-related thrills. The sound of protective plastic being peeled, extreme close-ups of fiberglass and bezels, and a loving look at the controller that hints at power. Matteo’s video did none of these things, it was an extremely unsatisfying caveman-style presentation.

Barely thanking the sponsors

Early in the video, Matteo picked up an envelope and mutters, “papers” before dismissively setting them aside. Then, at the end of the video he remembered he has to thank his sponsors and checks his papers. This is why you do prep work before you unbox. You don’t want to be flat-footed the entire time about what you’re opening, what you have to show, how you excite viewers and the thanks you’re obligated to give. Here’s hoping he does better in his next video.

Do you think the backlash to Matteo’s video was warranted or not? Sound off in the comments below!