How These 5 Brands Are Tapping Into ASMR

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketing

ASMR videos rack up millions of views by serving up soothing sounds and visuals to stressed out young consumers—and brands are increasingly using the niche trend to create some calming marketing…

We’ve been tracking the rise of ASMR for some time, and the soothing trend shows no sign of slowing down. Millennials & Gen Z teens are relaxing with ASMR videos—short for autonomous sensory meridian response—that rack up hundreds of millions of views on YouTube, Facebook, and Instagram. In fact, according to Instagram’s annual report, ASMR made the biggest mark as a niche community in 2018 with viral trends like soap cutting and slime making a lot of noise for a mostly silent trend. The videos can feature a variety of activities that result in quiet, comforting sounds that for some result in a tingling feeling—whispering, soap cutting, paper cutting, and, of course, slime smooshing, are just a few.  We even talked to one startup that’s working to turn the internet sensation into a series of in-person experiences.

Why are they such a sensation? Gen Z and Millennials are the most stressed, anxious generations to date—and they’re looking for ways to escape the noise of the world and calm their minds. Our trend In Their Heads explored their increasing interest in mental health, mindfulness, and mini stress relievers. Watching or listening to these oddly satisfying snippets is just one way mental self-care needs are being met digitally (coloring books and meditation apps as just a couple of other examples.) The founder of Whisperlodge told Ypulse, “A lot of people…use ASMR to relax and calm their anxieties, so I imagine the stress and uncertainty of being an intersectional human in any country in 2018 also drives people to find an affordable and safe way to self-soothe.” In a recent survey, 15%…


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Quote of the Day: “Most social media is an echo-chamber for immaturity.”—Male, 30, MD

Violent video games don’t cause violent behavior, according to “one of the most definitive [studies] to date.” At a time when several states are considering tacking on extra taxes to violent video games, the Oxford Internet Institute’s study found that playing content considered violent did not cause 14-15-year-olds in the U.K. to act more aggressively. The study’s co-author says that previous studies have been influenced by “researcher biases” that led to studies that gave “undue weight to the moral panic surrounding video games.” (

A new rosé brand is winning over Millennials with its Instagrammable bottle. The Wonderful Company, known for brands like Fiji Water and Pistachios, brought a new wine brand to market just in time for Valentine’s Day—and it’s already outselling their other labels. JNSQ (an acronym for the French phrase “je ne sais quoi”) sells rosé and sauvignon blanc that come in glass containers designed to look like retro perfume bottles. Influencers and a national marketing campaign helped propel the brand. (Adweek)

Minecraft for mobile made more money than ever in 2018. According to Sensor Tower, the gaming sensation’s mobile version raked in $110 million last year, rising 7% from last year. In addition, 48% of that revenue came from the U.S., followed by just 6.6% from Great Britain. All eyes may be on Fortnite, but the Minecraft Effect still has a hold on young gamers, and Gen Z & Millennials still rank the game as one of their favorites. (Venture Beat)

Nostalgic Millennials can soon set sail on a Golden Girls-themed cruise. The experiential, adults-only cruise will include themed activities like a “One Night in St. Olaf Dance Party,” a game of Ugel and Flugel, and a costume contest for fans dressed up as the main characters. There will also be plenty of trivia, bingo, and cheesecake on this five-night experience aboard the Celebrity Infinity. This isn’t the only cruise ship catering to adults recently; Virgin’s first cruise ship is 18-and-up-only and even has a tattoo parlor on board. (People)

Daquan, the meme account with 12 million followers, is teaming up with All Def Media for a slate of original content. The premium videos will signal a departure from what Daquan is known for: gritty, homemade content that ranges like blurry SpongeBob SquarePants screenshots transformed into memes via clever captions. The new videos will debut across All Def Media and Daquan’s social channels, which include Instagram, Facebook, Snapchat, IGTV, and YouTube. (Tubefilter)

Quote of the Day: “I think social media can bring light to issues that are of importance such as animal rescue and environmental awareness.”—Female, 22, MI

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