ASMR Video Production: How Brands Create Relaxing and Engaging Content

Amid the constant barrage of loud ads and rapid-fire videos, the most effective messages often arrive in whispers. A subtle sound or gentle visual can capture attention far more deeply than any bold shout. This is the understated strength of ASMR in video marketing.

ASMR, which stands for Autonomous Sensory Meridian Response, is often described as a kind of "brain massage" that's induced by specific triggers. For many, it's akin to the shivers you get when listening to a particularly moving piece of music, but the sensation is more localised and can be invoked more deliberately.

At its core, ASMR is a pleasant tingling sensation that begins in the scalp and can ripple down the spine, sometimes extending to the limbs. It's a deeply personal experience and, interestingly, not everyone is susceptible to it. Those who are, however, describe the feeling as deeply relaxing and even euphoric.

These sensations come from subtle auditory or visual cues that are deliberate and repetitive. Common triggers include gentle whispers into a binaural microphone for that intimate feel, rhythmic tapping on different surfaces like wood or glass, and slow hand movements that mesmerise when paired with soft sounds. Other popular ones are paper crinkling, hair brushing, or everyday actions like folding fabric.

Photos by Karola G

The diversity of triggers means brands have plenty of room to experiment with what fits their products best.

The Sustained Popularity of ASMR

Many marketers initially view ASMR as a passing fad or niche interest, but current data tells a different story of enduring appeal. On YouTube alone, "ASMR" ranks as one of the most searched terms, attracting tens of millions of monthly searches worldwide. Top channels boast subscriber counts in the millions, some exceeding 30 million, with individual videos regularly hitting millions of views.

Beyond YouTube, the format thrives on other platforms. TikTok has seen explosive growth in ASMR clips, while Instagram Reels and Spotify podcasts offer shorter or audio-only experiences that fit busy lifestyles.

Brands recognise this shift too. From beauty giants amplifying product application sounds to food companies highlighting crisp crunches and fizzes, more campaigns incorporate sensory elements. Early adopters gain an edge by aligning with consumer preferences for calming, immersive content.

Why Brands Are Embracing ASMR Elements

Interest in ASMR content remains strong, with "ASMR" consistently ranking as one of the most searched terms on YouTube, reaching millions of monthly searches globally. Research backs up its relaxing effects: a study published in PLOS ONE found that people experiencing ASMR showed significant reductions in heart rate, an average drop of around 3 beats per minute, when watching triggering videos, along with increased feelings of calm and connection.

Many viewers use these videos to unwind, manage stress, or drift off to sleep, creating an opportunity for brands to associate their products with genuine well-being and respite.

Successful campaigns prioritise authenticity and high-quality audio. Beauty and skincare brands frequently shine here, using close-ups of application with sounds like soft brushing or serum drips to highlight textures and position products as part of self-care routines.

Food and drink companies amplify natural noises, the fizz of a pour, crisp snaps, or satisfying crunches, making viewers feel comfort and familiarity. Luxury goods focus on precise clicks or material rustles to emphasise quality.

One particularly effective and growing style is "silent" or no-talking ASMR, where pure sounds and visuals take centre stage without any narration. This approach works brilliantly for products with appealing real-world noises, such as outdoor gear demos. Popular examples include solo camping setups, where viewers hear tent zips pulling smoothly, fabric rustling in the breeze, a crackling fire starting up, or rain pattering on a tarp. These natural, immersive sounds create deep relaxation and let the product's inherent qualities shine through. It's especially valuable for non-beauty brands in lifestyle, adventure, or hardware sectors, offering a fresh way to showcase functionality while providing that sought-after calm escape.

This silent style cleverly taps into kinesthetic engagement by evoking a sense of touch and physical movement through sound alone, making viewers almost feel the textures and actions. It's a subtle yet powerful way to engage kinaesthetic learners, those who respond best to tactile and motion-based experiences, even in standard video formats. Extending this idea further into emerging technologies like haptic feedback or VR can create even more immersive tactile sensations.

Ideas for Marketing Teams and Content Creators

If your brand wants to explore sensory elements in video production, here are practical starting points:

• Match triggers to your product: Use pouring and bubbling for beverages, tactile brushing for skincare, or assembly sounds for gear like camping kits.

• Prioritise sound quality: Invest in binaural mics and clean editing to avoid jarring noises.

• Highlight details: Close-up shots reveal textures, fizz in drinks, weave in fabrics, or precise mechanisms in luxury items.

• Experiment with formats: Try full whispered narration, soft-spoken guidance, or completely silent versions focused on natural sounds.

• Test and iterate: Introduce different triggers, track watch time and comments, then refine based on what holds attention longest.

• Collaborate wisely: Partner with experienced creators for authenticity and wider reach within dedicated communities.

• Focus on calm pacing: Slow movements and no abrupt cuts help viewers fully relax into the experience.

• Consider silent styles: For products with appealing real-world sounds, let them speak for themselves, great for unboxings, setups, or routines.

• Monitor performance trends: Use tools like YouTube Analytics or Google Trends to spot which triggers drive longer watch times and higher retention.

• Stay audience-focused: Review viewer feedback regularly to adapt and ensure content continues to provide that genuine moment of respite.

The key is to approach ASMR with genuine intent and a clear understanding of its nuances, since the community quickly spots anything that feels forced. Remember too that not everyone experiences the signature tingles, and certain sounds can even irritate some viewers, so it's wise to balance these elements with broader appeal. When handled thoughtfully, ASMR video production gives brands a distinctive edge through sensory storytelling, transforming simple viewing into a deeply felt experience that lingers and builds authentic, lasting connections.