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WTF is ASMR?

If you haven’t heard of the latest fad ‘ASMR’ or how other brands are currently using it for marketing – here’s a run-down of what you need to know!


Audio-visual triggers can include anything from caressing fabric, whispering, cutting hair, chewing or soap cutting just to name a few. Fans claim it brings a sense of bliss and mindfulness, among other benefits.


With over 5.2 million videos relating to ASMR on YouTube, it’s no wonder marketers have jumped on the bandwagon to connect with their audiences.


One of the breakthrough examples of marketers using ASMR to market their products is Beer brand Michelob ULTRA, who had Zoe Kravitz whispering and and tapping on their beer bottle in their latest TV advert.


Watch it here:



ASMR: What is it?


According to the 2018 study, More than a feeling: Autonomous sensory meridian response (ASMR) is characterised by reliable changes in affect and physiology, Autonomous Sensory Meridian Response (ASMR) describes the experience of tingling sensations in the crown of the head, in response to a range of audio-visual triggers such as whispering, chewing, or tapping.


ASMR can reduce heart rate, increase skin conductance, as well as elicit a tingling sensation in some viewers who are ‘hard wired’ to give such a response.


Given the sheer numbers of ASMR videos and its cult following, it is unsurprising marketers have jumped on the bandwagon and view it as a way to connect with vital audiences in a way perhaps beyond a typical emotional connection. Only time will tell if ASMR will find its way into mainstream marketing on a more-long term basis, but for now, expect to see it increasingly appearing in ads.


Examples of ASMR in Marketing:


Skittles:



Ikea:


Makeup Brands:



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