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Awesome. We really appreciate you watching your videos. Did that work?
No. Well, brands are hoping it does.
Over the past few years,
companies have begun using ASMR to market their products.
Let's all experience, something.
So is this just the latest trend,
or is there more?
Is that even ethical?
ASMR stands for autonomous sensory meridian response.
It causes a brain reaction that creates
a tingling sensation from listening to soft sounds,
or touching objects with different textures,
or the way you feel when you're watching Bob Ross.
Evergreens are normally darker than other trees.
So don't kill all the dark area in your evergreen.
ASMR type videos can be traced back to YouTube's early days.
But in 2010, a cyber security expert named
Jennifer Allen coined the term and it started to become a cultural phenomenon.
Today, if you type in ASMR on YouTube search bar,
you'll get over 43 million results.
Its growth and popularity has sparked interest from brands that like the appeal.
This oddly satisfying social cultural phenomenon
has become a new way for influencers to make a living,
and big brands are tapping in.
Gently pulling off the paper caps.
But brands want to do more than just sponsor these influencers.
Many brands pay ASMR artists to review their product,
or simply use their product as a prop.
It really is the ideal machine for any fitness enthusiast.
But it wasn't until 2016 that brands got directly involved.
This is IKEA series called Oddly IKEA.
They created six ASMR style videos,
including one long form that ran 25 minutes.
It featured back to school items for college dorms.
The video not only went viral,
but led to a 4.5 percent increase in sales in
stores and a 5.1 percent increase in sales online.
Other brands followed.
Brands are always looking to connect with the consumers.
ASMR allows them to connect more intimately.
In theory, this makes viewers feel more trusting,
which ideally for brands leads to sales.
But is this okay?
The soft tones, low voices, whispers,
all of this can aim to induce physical reactions in viewers, think tingles.
Although there has not been much research on the effects of ASMR,
a study by the University of Sheffield concluded that,
it does have a positive physiological effect
like lower heart rate and decreased levels of stress.
So are brands taking advantage of these reactions?
Well, this is all legal in the US.
But if you really think about,
it it's not much different from the way brands have
been using century tactics for decades.
But in 2018, the Chinese government banned ASMR from all major streaming platforms.
The government was suspicious of
its physiological effects and labeled it as pornographic material.
For now, it's still a niche that needs more exploration.
But so far, it's showing a lot of potential in the marketing world.
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