ASMR stands for Autonomous Sensory Meridian Response, and refers to that euphoric tingling sensation you get on your skin when you hear something right against your ear or at a very high quality through headphones. You know, the tapping of keys on a keyboard, or the slow crunch of a brush running through your hair — that sort of thing.
Since then, it's become the source of millions of subscribers on TikTok, Reddit, YouTube and Instagram, and brands have started to take notice. Now, many brands are using the sensory elements of their products to increase promotional video engagement and appeal to this new kind of sensory selling.
ASMR gives Marketers the opportunity to think about their products from not just a feature perspective, but a sensory one too. It turns your product into more than just a product, but something that elicits a physical response. Plus it makes your video really, really hard to look away from or skip.
I mean, aren't we always saying we want to make our target audience feel something? And because ASMR taps into the sensory experience of using your product; it zeros down on the little, perhaps overlooked things that make your product satisfying, enjoyable, different or memorable.
So, let's look into some examples:
1. Hublot | Samuel Ross
This slick product video for Hublot really gets across the idea that these are intricately made products. Thanks to the slow build-up, the lighting, the soundtrack which mimics the ticking of the watches, and the timepieces being manufactured in increasingly high-tech ways. It's a feast for the eyes and ears and absolutely impossible to look away from or skip. *chefs kiss*
2. Oddly Satisfying - Caulking
This 30-second ad from home service brand Angi was likely inspired by /r/oddlysatisfying, a subreddit full of subscribers who enjoy little things that are inexplicably satisfying — such as caulking!
It zooms in on the sound of the caulk as it perfectly glides across, without making any mess (miraculous, have you ever tried caulking yourself?).
Again, it's hard to look away from, so Angi can get away with putting their 'the oddly satisfying feeling when you don't do it yourself' message at the end of this promo video, which tells us that they're all about providing a perfect finish for their customers.
3. "Oddly IKEA": IKEA ASMR
IKEA has gone all in on the ASMR for this mammoth product video. Here, they're targeting students looking to make a home out of their dorms. And since 18-24-year-olds comprise about 50% of the ASMR-interested audience, they've clearly done the research.
The top comment on this ad? "Give the marketing department a raise. They just devised a way to make people willingly listen to a 25-minute ad. Absolute genius."