If you’re not familiar with it, ASMR has been around for about nine years now.
The concept first showed up in a Facebook group in 2010 that set out to understand what would soon become an auditory phenomenon.
Since then, it has become so popular (I’m talking subscribers in the millions) on YouTube and Instagram, big brands have started to take notice, using the sensory elements of their products to appeal to a younger, techier (albeit millennial) audience.
ASMR stands for Autonomous Sensory Meridian Response, but it is referring to the static-like or tingling sensation you get on your skin that typically begins on the scalp and moves down the back of the neck and upper spine (typically described as “low-grade” euphoria) when you hear -- well, at this point, anything at a very high quality and through headphones.
At its surface, ASMR does not seem to possess much value to marketers.
But then why would brands want to do this? Is it because everyone else is doing it? Well, probably, but there’s more to it than that.
Why Do Marketers Care About The ASMR Audience?
ASMR is a new frontier for marketers. It gives you the opportunity to think about your product from a sensory perspective, rather than just features.
In other words, it’s not just a lighter, a beer, a bed sheet, or even a piece of chicken, but something that elicits a physical response.
ASMR taps into the sensory experience of using your product; the little things that make it memorable or delightful but may often go overlooked.
As marketers, we are constantly trying to connect the dots between the way the products or services we market and the way they make our customers feel.
Often times we rely on the anecdotal evidence to illustrate those points. However, now, with tactics like this, we're seeing brands uncover ways to truly explain and share the experience that is doing business with them before money is exchanged.