What is ASMR marketing? Do companies use ASMR?

Just imagine you're sitting comfortably on the couch in the evening and your favorite show is about to come on TV. Suddenly you see an advertisement for a new type of chip, where a good-looking guy slowly opens the package, takes out a chip and bites it very slowly and loudly. No one is talking, no music is playing, you just hear the pleasurable sound of the crispy chips and see how delicious they taste to the guy. Would it make you hungry? Would you automatically feel like trying those crispy chips too? So my answer would definitely be - YES!

ASMR in advertising

For me, this form of advertising is long overdue. While there are a few spots that have a hint of ASMR in them, for me it's usually just too loud, too shrill, too aggressive. Sure, it's meant to sell something and therefore they want to wake us "on-the-couch-sleeping-people" up beforehand and grab attention, but in me it rather triggers a dislike. I feel "yelled at" by the advertising, so to speak.

A more pleasant advertisement for me is, for example, the shoe advertisement of Tamaris. These show only the beautiful, new shoe, without music in the background and after a few seconds whispers a pleasant female voice: "Tamaris". That's all it takes, in my opinion. The ice cream manufacturer Langnese also had a good advertising concept for its "Magnum" brand. However, it has lost quite a bit of the nice ASMR effect due to loud music or spoken text in the off. Only the special cracking of the chocolate shell, they have always been very in the foreground. And that is exactly what captivates us every time when the delicious chocolate is so wonderfully cold on the tongue and then melts there after we have bitten off a piece of ice cream with a loud crack. It's not just the sound alone that whets the appetite, but of course also the way someone bites off this ice cream. ASMR connoisseurs know that this is a form of "Mukbang" or "ASMR Eating" and incidentally achieves a relaxing effect.

For which industry is ASMR suitable?

It's not yet easy to answer this question, as there are simply too few companies that have switched to the trend yet. However, I would strongly argue that almost every industry can use this. From beauty experts, to food bloggers, to tech lovers, a relaxed ASMR vibe can be found for just about any field as well. Especially make-up tutorials are very popular on platforms like YouTube and quite a few people watch these videos to be able to relax a bit while doing so. Especially ASMR role-playing games, in which the viewer is involved, are becoming increasingly popular. And here, all doors are really open to you. The videos are becoming more and more elaborate and professional. If you look at the YouTube channel of 'Made In France ASMR', for example, you will find ASMR role-playing games that come close to real cinema quality, like the "The Tingle Taylor" video. In his video the ASMRtist shows with a lot of love for details the single tools of the tailor and he cares lovingly for his "customer" - the viewer. After a short time, you already have the feeling that you are really standing in front of a tailor and that he is advising you. I don't even need to mention the endless possibilities of product placement at this point, because they fall from your eyes like scales.

Especially in the food industry, interest in ASMR videos is booming. If you search for "ASMR beer", for example, you will find countless results on YouTube. Many fast food chains have also long been established here, such as Burger King, McDonalds, KFC, Taco Bell and many more. Not only in so-called "mukbang" videos, but also in the more enjoyable version, a new dish can thus be super marketed. Crackling packaging, the opening of sizzling cans or the crunchy bite into a juicy burger - all these things really make your mouth water.

If any company still doubts the reach of these videos, they should at least take a look at the YouTube channel of 'Zach Choi ASMR' and be amazed at more than 12 million subscribers. Even comedy star and actor Kevin James has already let himself be carried away by ASMR videos, albeit in a more humorously intended variant. All the other stars have also tried it out, including the cast of the Netflix series 'Sex Education', who had super fun trying it out.

ASMR for the music industry?

ASMR has slowly spread in people's minds and also in their ears. Therefore, it is not surprising that the phenomenon has already gained a foothold in music. Where once the painter Bob Ross unintentionally provided pure relaxation on TV, we can now also relax, for example, with the songs of Billie Eilish. In many of her songs, she practically whispers her verses, sometimes singing as softly as if she were whispering. In this way, she not only ensures a pleasant silence, but also a relaxed mind. Of course, only if you also like her music.

But also the young Aurora Aksnes from Norway, knows how to approach people gently and soothingly. You can also find these captivating and relaxed traits in her music. On her Instagram and TikTok channels, she sometimes simply tells something about her past or future in live streams, but also just about what she loves or what she had for breakfast and in such a soft voice that you could very easily fall asleep listening to it. She herself had recently warned that you should not listen to her during a car ride, because it can be dangerous. Soon Aurora also wants to surprise us with something special about ASMR.