What is ASMR?

ASMR stands for autonomous sensory meridian response. This response is characterized by a feeling of well-being combined with a tingling sensation in the scalp and down the back of the neck, as experienced by some people in response to a specific gentle stimulus, often a particular sound. ASMR is triggered by things such as whispering sounds, tapping on hard objects, chewing food, and scalp massages.

There really isn’t any science behind ASMR. However, it is believed that endorphins are responsible for sensations. Some people like it, others absolutely hate it.

“I have only seen one of these videos, and it made me feel so uncomfortable because it was weird and gross.” said freshman Ian Vance.

There are several types of ASMR for different moods. Some ASMR videos help the viewer get focused and concentrated perhaps for a test. Other ASMR videos are used as a sleep aid and help the viewer doze off into a deep sleep. These videos range in topics: makeup ASMR, nail ASMR, eating ASMR and the list goes on.

One of my favorite YouTube ASMRist would have to be Life With Mak. Mak is a young girl who does ASMR for literally anything. At just 14 years old, Life With Mak has racked up 1.3 million subscribers.

As for viewers, there are currently about 5.2 million ASMR videos on YouTube, and there are viewers and videos coming from all corners of the globe. YouTube searches for ASMR grew over 200% in 2015 and are consistently growing. One video alone can garner over 16 million views. Regardless of how ASMR works, there is clearly a huge, engaged, and growing audience that responds to it.

ASMR was actually used for a commercial during the 2019 Super Bowl. In the commercial, Zoe Kravitz taps a beer bottle softly and whispers into a microphone.

“A beer company using this approach and making ASMR the star of their commercial is pretty cool and unique. I’ve never seen anybody else do this.” said senior Alycia Celia.

The 60-second ad was posted to YouTube on January 28 and online alone has garnered about 13 million views. Anheuser-Busch was behind this ASMR Michelob Ultra ad.