The Brand Whisperers.

Content Utopia

Shhhhh, quite. I will write softly so that I can trigger the calming sensation of ASMR, and brands should listen up. Come closer to your screen so I can tell you a secret. I need to whisper softly and touch your ear a little, not in a weird kind of way either. I’m just letting you in on a cool trend that I think you should be aware of. You see there’s a trend that is producing a lot of viewership on YouTube. It’s ASMR (autonomous sensory meridian response) is a relaxing, often sedative sensation that begins on the scalp and moves down the body. Also known as “brain massage,” it’s triggered by placid sights and sounds such as whispers, accents, and crackles.

“Basically, it feels like the amazing chills you get when someone plays with your hair or traces your back with their fingertips,” says Heather Feather, a popular “ASMRtist” with nearly 400,000 YouTube subscribers. Creators like Heather Feather are making videos that create the tingly ASMR effect. In fact, there are currently about 5.2 million ASMR videos on YouTube, and there is interest coming from all corners of the globe (see chart below). YouTube searches for ASMR grew over 200% YoY in 2015 and are consistently growing. On its own, a top ASMR video can garner over 16 million views.



Listen, brands

You don’t have to create your own ASMR videos to capitalize on this trend; because that’s left up to us.

At C/W/I/P [cee-whip], we help brands tap into the full potential of YouTube by creating a living media ecosystem for your brand. There’s an enormous engaged audience to tap; that’s already using your brand. This is the perfect time to show and whisper to your consumers about why you are unique, better & different. We help brands actively plan for content agility, so they can be ready for the right moment. We can get you closer to the consumer with content through smart technology and we use data in order to know what to create, when to create it and where to put it.

In this case; who in particular? Both men and women are interested in ASMR content, with viewers skewing young—18-to-24-year-olds comprise around half of the interested audience. Most (77%) are also looking at beauty and fitness content.

Beauty products, in fact, play a starring role in the trend. Makeup tutorials have long been popular on YouTube, but after viewers realized how relaxing they were, many tutorials now double as ASMR videos. Some creators take the role-play approach, simulating the feeling of being in a makeup artist’s chair, while others use makeup brushes to create soothing noises.

Perhaps less obvious, a large majority of the ASMR audience also skews technophile and gamer. People interested in ASMR across the web are more than twice as likely to be in the market for consumer tech products like laptops, mobile phones, and game consoles. There’s even an ASMR gamer YouTube channel. ASMR may be an antidote to fast-paced video games; research has shown that your brain on video games can heighten your senses.

Regardless of how ASMR works, there is clearly a huge, engaged, and growing audience that responds to it. And as a brand, you don’t have to “get it” to benefit from it. You just have to engage this unique and largely untapped community in any number of creative ways.

Creativity is at the core of everything we do, we channel “the force” from deep cosmic dimensions to connect your brand with your audience’s inner child; quietly and creatively.

Written by: Jimmy Wardlaw, Jr., Chief Creative Officer, C/W/I/P, [cee-whip] digital agency, Atlanta