Buzz
Amid the buzz surrounding Budweiser's controversial corn-syrup Super Bowl advertisement, another beer company, Michelob, made history by debuting the first-ever ASMR-inspired commercial in such a prominent arena.
ASMR is the latest cultural phenomenon. Standing for autonomous sensory meridian response, ASMR describes a unique sensation often starting as a tingling or static-like feeling on the scalp, traveling down the neck and spine. This calming trend has exploded on YouTube, though the scientific community continues to debate its origins and mechanisms.
Now, take a deep breath. Relax and let go. Here are 10 gentle, whispery, and glass-clinking insights into the world of ASMR.
10. ASMR Triggers a Physical Sensation—Not Just an Emotional Reaction
Commonly known as 'the tingles,' ASMR is a reaction that creates a shiver-like sensation, often beginning at the top or back of the head and spreading down the spine. Although the term 'ASMR' was only introduced ten years ago, research indicates that this phenomenon is a physical response to stimuli, rather than an emotional one (such as feeling energized by a favorite song).
A revealing study involved 110 participants who watched ASMR videos while connected to biofeedback equipment. Those with ASMR experienced a drop in heart rate by over three beats per minute on average. Additionally, their skin conductance levels—an indicator of physiological arousal—were notably higher compared to individuals in a non-ASMR control group.
In essence, ASMR is a physical sensation rather than a mental one. Many enthusiasts describe it as a form of relaxation similar to 'meditation with added benefits.' Ongoing scientific research aims to explore ASMR's potential therapeutic applications for stress-related conditions such as insomnia, depression, and anxiety disorders.
9. Despite This, the Exact Nature of ASMR Remains a Mystery
While the triggers for ASMR are widely recognized—such as soft sounds like whispering or tongue clicking, and soothing hand movements involving gentle scratching or crinkling—the precise physiological processes behind the experience are still unknown. Even ASMR University, a platform focused on validating the phenomenon through education and research, can only speculate on how ASMR 'might' function.
These interpretations are often tailored to the specific ASMR trigger in question. For instance, an individual who feels ASMR from a video featuring softly whispered words, delivered gently and at a slow pace, might be experiencing a rush of endorphins linked to the bond between a parent and child.
These endorphins subsequently activate dopamine, a neurotransmitter tied to pleasure and drive, and can even interact with opioid receptors, inducing a mild sense of euphoria without the use of prescription medications.
Another key player in most ASMR experiences is oxytocin, a hormone generated in the brain's hypothalamus. Often referred to as the 'love hormone,' oxytocin promotes feelings of calm, relaxation, and reduced stress.
It also enhances the tingling sensation characteristic of ASMR by making endorphin receptors more responsive. Together, oxytocin and endorphins are known to reduce cortisol levels, a hormone associated with prolonged stress.
8. Regardless of Its Nature, ASMR Is Massive—And Incredibly Diverse
One of the most renowned ASMR creators—commonly called ASMRtists—is the aptly named ASMR Darling. Her YouTube channel boasts over two million subscribers, with numerous videos surpassing 30 million views each. Other leading ASMR channels like FrivolousFox ASMR, Gibi ASMR, and the aptly titled Gentle Whispering ASMR also enjoy audiences exceeding one million subscribers.
However, the crown for the Most Viewed ASMR video goes to 'Crushing Crunchy & Soft Things by Car.' This video, showcasing various objects being run over by a car, has amassed an incredible 700 million views. In comparison, 'Playing with 10000 Mini Magnetic Balls' trails far behind with a modest 54 million views.
While ASMR videos often revolve around popular themes like tapping, microphone brushing, hand massages, and roleplays, the content can include virtually anything soothing. This ranges from eating sounds and domino games to typing noises and book readings. ASMR Academy, a dedicated site, offers over 50 creative ideas for budding ASMR artists.
There’s even a niche for reaction videos to ASMR content, with one such video racking up more than six million views.
7. ASMR Is a Lucrative Industry
Leading ASMR creators are making a fortune through their craft. Take Gibi ASMR, for example, who rakes in close to $500,000 annually from ad revenue—an impressive feat for a 24-year-old whose talents include scratching, tapping, and, oddly enough, roleplaying as a camper in Japan.
Gibi isn’t the only one cashing in, nor is she the youngest. Makenna Kelly, with over a million YouTube subscribers and nearly half a million Instagram followers, earns around $900 daily. Not bad for a 13-year-old whose ASMR skills have turned her into a social media sensation.
ASMR creators, alongside online gamers, are among the first internet-based niches to shatter the myth that YouTube fame can’t be profitable. Many have not only proven this wrong but have done so spectacularly.
It’s important to note that ASMRtists’ income isn’t limited to ad revenue. The intimate connection they share with their audience often leads to generous donations via PayPal or similar platforms. Some also sell albums—perfect for offline use, like on flights—and others market or endorse specialized tools like signature brushes.
6. The World of ASMR Includes Some Truly Bizarre Content
When a fresh and emerging trend like ASMR intersects with other niches, the results can be downright peculiar. Catering to ASMR’s often geeky fanbase, many creators have ventured into sci-fi roleplay videos. Some blend sci-fi with professional scenarios—like a space travel agent. This is where ASMR content ventures into uncharted territory.
ASMR is also infiltrating the online gaming world, sometimes through unconventional marketing. Known as ASMR trolling, this phenomenon has appeared on popular gaming platforms, including Fortnite.
What could be more unexpected than whispering over war sounds? Enter Call of Duty: ASMR. A prankster known as 'Best in Class' has built a reputation for ASMR trolling across various digital environments, alongside other comedic stunts.
Some ASMR content is simply too bizarre to categorize. For instance, over 60,000 viewers found a video of a woman stroking a giant stuffed pig oddly satisfying. And who would have thought a rough chiropractic session could be relaxing?
Many established ASMR creators worry about the impact of such fringe content. They fear it could harm the reputation of an industry that risks being ridiculed if not carefully nurtured.
5. The Original Pioneer of ASMR: Landscape Artist Bob Ross
The man often hailed as the accidental founder of ASMR passed away 15 years before the term was even created.
From the mid-1980s onward, Bob Ross filmed over 30 seasons of his half-hour show, The Joy of Painting. Aimed at amateur artists, the public television program taught a straightforward painting method. However, Ross’s calming brushstrokes, soft scraping of the palette knife, and gentle voice turned the show into a source of relaxation rather than just art instruction.
The series became an unexpected sensation for reasons no one anticipated. (What other painting show produced over 400 episodes?) Audiences described an indescribable, tingling, euphoric feeling—a serene, trance-like state—as Ross painted his iconic mountains and 'happy little trees.'
Many viewers even claimed the show lulled them into a deep, peaceful sleep. The paintings, often strikingly similar across episodes, seemed almost incidental.
Even today, the iconic figure with unruly hair—whose program concluded only after his passing in 1995 due to cancer at 53—continues to introduce individuals to ASMR. With his episodes widely available on the internet, countless viewers first encounter ASMR through The Joy of Painting. This exposure often leads them to explore the peculiar, soothing sensations it evokes.
4. Certain ASMR Content Has Taken on a Sexual Tone
Given its interaction with the brain's pleasure centers, a natural link between ASMR and sexuality exists. Dr. Craig Richard, PhD, a leading ASMR researcher and the mind behind ASMR University, points out that the tingling sensations from ASMR videos might lead viewers to feel as though they are fetishizing the source of their pleasure.
“ASMR videos can elicit a sexual reaction, primarily due to the sexual content rather than the ASMR triggers,” he explains. In traditional ASMR, overt sexualization is rare, with Craig estimating that only around 10% of individuals experience arousal from ASMR.
However, some ASMR content verges on the pornographic. A specialized category, termed 'erotica ASMR,' blends sexual visuals and actions with ASMR techniques, aiming to engage viewers' minds as they engage in self-stimulation.
For those new to ASMR, certain signs often indicate if an ASMRtist is intentionally incorporating sexual elements. Revealing attire, such as cleavage, is a common indicator. Valeriya ASMR, a well-known figure in erotica ASMR, exemplifies this with her provocative use of feathers and suggestive mouth sounds, attracting over half a million YouTube subscribers.
3. A Significant Number of People Are Unfamiliar with ASMR
Sadly, a considerable number of individuals live without ever experiencing ASMR sensations. It's widely acknowledged that a portion of the population is inherently unable to feel these tingles.
Approximately 60% of people can experience ASMR, with 20% feeling it intensely and 40% mildly. This leaves a substantial group who are ASMR-incapable. Since ASMR is a physiological rather than emotional response, this inability is as randomly distributed as other physical traits like tongue rolling or ear wiggling.
While they may find typical ASMR videos relaxing, this group does not experience the physical tingling sensation. They might feel a sense of calm but miss out on the distinctive ASMR response.
Given the nature of some ASMR content—such as role-playing scenarios like facials or bank interactions—those unfamiliar with ASMR might find it strange. A notable British ASMR artist faced ridicule on a morning show, sparking backlash that highlighted both the host's insensitivity and ASMR's growing appeal.
Additionally, a small number of individuals are physically averse to ASMR. Those with misophonia, or sound rage, may react with anger or anxiety to certain ASMR sound effects.
2. ASMR Extends Beyond Video Content
While ASMR gained traction through videos, specialized equipment like high-end microphones isn't essential to create its effects. Everyday situations often serve as the inspiration for popular ASMR content on platforms like YouTube.
Interestingly, tactile sensations—something videos can't replicate—can serve as powerful ASMR triggers. Touch-based ASMR often focuses on the body's most sensitive areas. For instance, haircuts, as seen in the movie scene mentioned earlier, are closely tied to ASMR, and stimulating the soles of the feet or palms of the hands can also create tingling sensations on the scalp.
Gentle hand movements and subtle light effects can also evoke ASMR, with some finding these visual cues more impactful in person than through a screen. Even mundane activities, like observing a child at play, can trigger a tingling, trance-like state.
Live ASMR experiences are gaining popularity. One such event is described as an intimate, immersive theater performance with a one-on-one guide-to-guest ratio. However, not all reviews are glowing. These experiences are primarily available in progressive, affluent cities such as New York City, San Francisco, and Los Angeles.
1. Hollywood is Embracing ASMR
No trend is complete without celebrities jumping on board. To truly appreciate Jake Gyllenhaal's modern-day James Dean persona, you need to witness him whispering about his day, fiddling with vintage cameras, and popping bubble wrap. And the ASMR Oscar goes to...
Certain celebrity ASMR contributions, such as the Super Bowl ad, are driven by sponsorships. The YouTube channel for the fashion brand Miu Miu features a range of actors creating both solo and collaborative ASMR videos, crafted as 15-second advertisements.
Notable moments include Chloe Sevigny, known for Big Love, whispering seductively in glittering shoes, and Julia Garner from Ozark engaging in a whispered self-dialogue before playing with an ankle bow.
Other well-known celebrities are either intrigued by ASMR or actively creating their own content. Stars like Ashton Kutcher, Eva Longoria, and Russell Brand have joined the trend.
ASMR is also making its way into mainstream cinema.
In 2017, Battle of the Sexes, featuring Emma Stone and Steve Carell, became the first major film to include a scene specifically designed to trigger ASMR. The scene, set in a hair salon, highlights hair brushing, soft hand motions, soothing voices, and the rhythmic sound of scissors.
