ASMR: The Secret Content of Successful Marketing
If I said life is pretty stressful, it would be a very mundane analysis. What if we talked about how we started with this… Would you say walking, writing, taking a deep breath? An unconventional analysis must be handled to take it for service.
The 2022 Ipsos survey revealed that 83% of Gen Z watch soothing content on YouTube. ASMR for those who don’t know; It is the expression of autonomous sensory meridian response, expressing a phenomenon defined as “brain massage”. (This was not easy to write.) ASMR videos are usually heavy calming videos with still images and sounds. This can create a sweet chill in the head and meeting.
In recent years, it has gained popularity as a relaxation and stress relief tool, especially on social media platforms, and its popularity continues to increase . In 2021 alone, ASMR-related videos on YouTube received more than 65 billion views.
You may not be interested, but if you are doing a job related to marketing and communication, it should not be overlooked that both the consumption and culture of the Z generation are very large in their managers.
Omit potential impact on digital and marketing advertising, ASMR can be used as a tool to keep awareness of awareness alive. For example, brands are showing ads or product promotions of ASMR assets that use certain sounds or visual elements to trigger the ASMR response in their appearance. This can be particularly effective for products or services aimed at relaxation or stress reduction.
Let’s shape the seriousness of the event with a little format in the marketing relations, I intend to convince after these minutes;
- KFC was the first brand to associate this trend with its product. In fact, Kevin Hochman, the company’s CMO, said of ASMR followers, “This community loves and is enthusiastic about the sensory audio experience. These videos give people a lot of relief, and we give them the same feeling when they’re hungry.” He talked about the contribution of the project to the brand.
- BMW reached a high reach by sharing an ASMR type car wash video. (Vehicle gallery owners here?)
- The Victoria and Albert Museum in London has a video playlist called “ASMR at the museum”, where relaxing ASMR sounds are created with the artifacts in its collection.
Examples can be multiplied, of course, let’s focus on the lesson we can learn from these marketing activities. This generation, whose development is shaped by the returns of the changing world, pandemic and environmental problems, is very familiar with tension and anxiety. For this reason, while coping with stress with relaxing videos, they also create their own safe spaces.
But, it should be noted that ASMR is still a niche interest and may not appeal to all audiences. Thus, while incorporating ASMR elements into their marketing efforts, they will need to incorporate them into their strategies in a commercial way.
Finally; It is clear from the examples and data that the interest in ASMR is increasing day by day.
Hoping to see original and extraordinary projects!
