Have you ever wondered why ASMR videos are all the rage on TikTok? These gentle, repetitive sounds, which provide a feeling of deep relaxation, have won over millions of users.
What is the meaning of the word ASMR and what are its origins? What explains such a craze? Does this trend have negative effects? How to make ASMR videos on social networks? In this article, our TikTok agency will decipher the secrets of the success of this phenomenon and show you how it can be used by brands.
ASMR TikTok: a sensation that vibrates… literally!
Have you ever felt shivers of excitement while listening to a song? This unique sensation, which manifests itself as tingling sensations starting from the scalp and spreading throughout the body, has a name: ASMR. This phenomenon, increasingly present on social platforms, is triggered by very specific visual and auditory stimuli. These can be soothing whispers, the sound of rustling paper, the ticking of a clock, etc.
But what exactly is ASMR on TikTok?
Behind this acronym is the “Autonomous Sensory Meridian Response”. In other words, it is a physical and mental reaction that plunges the listener into a state of deep relaxation, thanks to soothing sounds and images. On TikTok, this phenomenon has quickly become popular, offering creators the opportunity to share relaxing videos with an ever-growing community. Users can thus take advantage of it to relax by turning on their phone.
ASMR TikTok: short formats for immediate sensations
TikTok has propelled ASMR to the heart of trends. Gone are the long and contemplative videos like those on YouTube, making way for short and attractive formats for quick consumption. On this platform, ASMR creators (ASMRtists) compete in ingenuity to offer ever more original experiences. They have been able to adapt to this frenetic pace by offering varied and impactful content:
- Relaxing cooking sounds.
- ASMR mukbang (screen eating).
- Soothing gestures on the skin.
- Daily routines (ASMR beauty).
Do you prefer to be lulled by the sound of a brush caressing a fabric? Or maybe you want to relax while listening to the crackling of a fireplace? TikTok is full of ASMR videos, ranging from classic to more unusual sounds. This diversity allows everyone to find their happiness and quickly immerse themselves in a bubble of relaxation. Every day, new trends emerge, offering users an ever-renewed experience. Many advertisers have quickly understood the interest in exploiting the virality on TikTok by creating original ASMR content. This allows them to reach a wider audience and strengthen their brand image.
Who created ASMR?
The origins of ASMR date back to the 2010s. At that time, Internet users, always looking for new experiences, began to explore the corners of the web. This is how a community was born around a particular sensation: a kind of pleasant tingling caused by certain stimuli.
From a forum to a global phenomenon
It was Jennifer Allen who had the idea to create a Facebook group dedicated to this phenomenon, and thus coined the term ASMR as we know it today. Quickly, content creators began to emerge on YouTube, offering videos designed to evoke this unique sensation. Content creators, ASMRtists, seized this opportunity to offer videos dedicated to this sensory experience.
A meteoric rise
In just a few years, ASMR has gone from a niche phenomenon to a global trend. Millions of people, looking for moments of relaxation, have subscribed to ASMR channels on various video platforms. Today, ASMR is much more than just a trend. It is a cultural phenomenon that reflects our need for calm and serenity in an increasingly hectic world. It testifies to our quest for soothing and personalized sensations. 
ASMR, a balm for the mind? Should we be wary of it?
Scientific evidence
ASMR is a phenomenon that is increasingly interesting to scientists. Research is multiplying and the results are promising. Several studies have shown that watching ASMR videos can have beneficial effects on our mental health. For example, a 2018 study found that ASMR can help reduce heart rate, thereby relieving stress and anxiety. Other research has highlighted its potential to improve sleep quality, improve mood, and even relieve some chronic pain.
Why are we so drawn to ASMR?
ASMR’s success is undeniable. But why are we so drawn to these videos? It’s simple: they make us feel good! When we listen to an ASMR video, our brain releases dopamine, a hormone associated with pleasure and reward. It’s a bit like being doped up with happiness! This pleasant sensation naturally pushes us to seek out this relaxing experience again. And that’s not all. Many professionals use ASMR to improve their concentration during tasks that require a lot of attention.
ASMR, a safe practice? Yes, but…
ASMR is good for your mental health, but like all good things, you shouldn’t overdo it. While ASMR videos are generally safe, there are a few precautions to take. The dopamine release can make watching ASMR videos addictive:
- Screen addiction: As with any online content, it’s easy to get sucked into ASMR videos and spend hours watching them. It’s important to maintain balance and not neglect other aspects of your life.
- Sleep disturbances: While ASMR can help you fall asleep, watching videos on screens before bed can disrupt your circadian rhythm. It’s best to focus on apps dedicated to screen-free relaxation.
- Inappropriate content: The popularity of ASMR has unfortunately attracted some unscrupulous creators who misuse this practice for obscene purposes. Be vigilant and choose trustworthy creators.
- The tolerance effect: some people report a decrease in ASMR sensations over time. To avoid habituation, vary the pleasures and take regular breaks.
ASMR is a phenomenon similar to what happens with other behaviors like gambling or eating. However, unlike these behaviors, it has no known negative side effects. 
Behind the scenes of ASMR: how does it work?
Have you ever wondered how ASMR creators manage to give you these unique sensations? The secret lies in a combination of carefully selected sounds and images.
What are ASMR triggers?
- Breathing: Gentle, regular breathing can have a calming effect.
- Crinkles: paper, cardboard, plastic… so many materials that can trigger ASMR.
- The whisper: a soft, hushed voice that lulls you like a melody.
- Gadgets: mouse clicks, button clicks… so many little noises that can trigger tingling.
- Crushing: The sound of objects being crushed slowly and methodically can be very soothing.
- Brushing: Slow movements of a brush over the hair or skin are very relaxing.
- Tapping: small rhythmic noises (wood, glass) which create a feeling of well-being.
- Mukbang: Eating on screen may sound strange, but for some, it’s a real ASMR experience.
How to Create ASMR Videos?
Want to share your passion for ASMR? It’s easier than you think! To create your own ASMR videos, you’ll need a few things:
- A good microphone: Invest in a quality mic with a pop filter to record the subtlest nuances.
- A quiet environment: Choose a quiet place to record your videos.
- Creativity: Let your imagination run wild and come up with new ideas to trigger ASMR.
Feel free to experiment with different sounds and objects to create unique experiences. And there you have it, you’re ready to join the ASMR community!
Why should brands bet on ASMR?
TikTok is the realm of the ephemeral and sensory immersion. ASMR, with its soothing sounds and hypnotic visuals, has naturally established itself there. With this trend, branded content has diversified. Integrating it into your brand content strategy comes with many advantages:
- An engaged and receptive audience: ASMR enthusiasts are looking for unique experiences and are ready to immerse themselves in the world of advertisers who share their values.
- Subtle and effective communication: by integrating ASMR elements into your campaigns, you can promote your products in a natural and memorable way.
- A strengthened brand image: broadcasting ASMR content on TikTok allows you to position yourself as a responsible player who cares about the well-being of your customers.
- Fruitful collaborations: Partnering with influential ASMR creators allows you to reach a wider audience and increase your engagement rate on the Chinese platform.
For advertisers and B2B companies, ASMR is a golden opportunity to connect with a young and well-being-seeking audience. Do you want to strengthen your reputation and optimize your engagement on TikTok? Our expert social media agency supports you in integrating ASMR into your content strategy.
Par Nathan Elmaleh
