It’s been around a long time, but is ASMR about to break through into mainstream marketing?
Let’s begin by exploring what it is. It stands for Autonomous Sensory Meridian Response (so, we’ll stick to ASMR then!). Usually in video form, ASMR is the term for the sensation people get when watching videos designed to create feelings of tingling or relaxation. They’re not sexual in anyway, so although stimulating a response, the purpose is to create a relaxing and soothing reaction. So, despite sounding incredibly complex, it’s actually just very simple – a video that makes you feel tingly and/or relaxed.
How you react to these videos will vary from person to person, it could be that you find yourself relaxed by a hushed tone of voice, or the sound of hair being cut, perhaps the spray of water or crinkling of wrapping paper. There are a lot of options and different videos out there testing out different techniques.
How do you react to this ASMR video below? We found it very relaxing! This was an advert shown during the Super Bowl 2019, by Michelob ULTRA Pure Gold.
By now, there are thousands of videos and clips online exploring ASMR, but we want to know just where is this popular tech going to land in terms of marketing. The video above is a simply fantastic example of how successful it can be done, and boy do we want to try some of that beer after watching that minute clip!
It appears that not everyone experiences ASMR, so it will remain a niche we think but still worth while tapping into if you have the resources. Depending on your business, or if you’re an influencer on social media, ASMR might be right up your street. We’re thinking apps for meditation can easily utilise ASMR…