One of my favorite things to do when researching advertising + studying human behavior (or natural phenoms) is to pair seemingly unrelated things or facts together in order to grab attention when presenting these ideas to peers and clients. Wireless usage + the sleeping habits of ants, Responsive design + Bruce Lee, YouTube content + ASMR.
ASMR. What is THAT? Autonomous Sensory Meridian Response is a euphoric experience characterized by a static-like or tingling sensation on the skin that typically begins on the scalp and moves down the back of the neck and upper spine. So, those who have ASMR feel a tingling sensation when they hear certain tones or sounds.
And, who are these audio-affected individuals, you ask? Lets ask YouTube.
YouTube searches for ASMR video content grew over 200% YoY in 2015. This audio-seeking audience is comprised largely of 18-24 year old gamers and techies, mostly tuning in via mobile and likely to be in bed: The majority of all ASMR video views occurs at 10:30pm (across all time zones) and "ASMR sleep" ranks highest among searches.
What are these spine-tingling sounds? The most common triggers are nail tapping, crackling and the dulcet tones of soft-spoken painter Bob Ross. Although, cracking open a beer can is apparently a sleep-inducing sound for some as well.
What does any of this have to do with advertising? GREAT question.
Some brands are addressing this audience segment head on. Check out Colonel Sanders cashing in on the ever popular sound of biting into crispy fried chicken while discussing pocket squares.
Of course, some brands are capitalizing on the trend without having to develop their own content. Go to YouTube and search: ASMR tic tacs, ASMR Taco Bell... even, ASMR Swedish Fish.
It's discoveries like these that keep me exploring, asking questions and geeking out over what I do day in and day out. And, remind me that what's new or next in this digital age isn't necessarily someTHING that needs to be produced, but someONES who need to be heard.
Thanks for listening.