Have you ever found yourself minutes deep watching ASMR content on social media? Thinking to yourself, why am I watching someone squish their fingers into slime, or listening to someone whispering into a microphone? The content itself is fairly basic, so what about it is so intoxicating that you can’t help but stop the scroll, watch and listen? 

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Let’s dive into it.  

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First and foremost - what is ASMR, this so-called “brain orgasm” content? 

ASMR stands for Autonomous Sensory Meridian Response. Videos which tack onto the trend often consist of simulating sensory content through sound, like whispers or crisp sounds, or visually through slow movements and repetition. 

ASMR is a trend that has been taken up across social media, particularly on YouTube, Instagram and TikTok. While a trend will typically last 1-2 years and then begin to die out, ASMR content has managed to disrupt the typical trend lifespan for several years now. It was actually first termed in the social media space in 2010 by YouTuber Jennifer Allen and we’re still seeing content referring to it over a decade later. 

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The science behind it - yes there really is some there! 

While not everyone gets a pleasant feeling from ASMR content, a lot of people find it to be soothing and calming, and some even report experiencing a tingling sensation. Researchers suggest that ASMR may cause the brain to release certain neurohormones, dopamine, oxytocin, and endorphins, which are closely associated with these feelings as described. 

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How popular is it? 

On Instagram alone, there are 17.8M posts hashtagged with #ASMR and a term often used alongside ASMR is #oddlysatisfying which has 4.1M posts. 

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So how can marketers jump on the trend and utltise this success? Here are a few examples! 

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Product Demos: Use ASMR techniques to highlight the sensory aspects of your products, like the sound of unboxing, packaging rustling, or using the product.

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Branded ASMR Content: Create dedicated ASMR videos that feature your products, using soothing sounds like whispering, tapping, or gentle handling.

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Influencer Collaborations: Partner with popular ASMR influencers to feature your products in their videos, reaching their engaged audience.

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Social Media: Share short, engaging ASMR clips on platforms like Instagram, TikTok, and YouTube Shorts to capture attention and provide a relaxing experience.

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ASMR Ads: Design advertisements incorporating ASMR elements such as crinkling paper, pouring liquids, or other relaxing sounds to create a unique sensory experience.

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Customer Experience: Enhance in-store or event experiences with ASMR elements, allowing customers to interact with products in a sensory-focused environment.

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