Table of Contents
How would you explain ASMR to someone who has never heard of it? “So, there are these videos where people whisper into microphones, tap on objects or pretend to be your doctor… and somehow, it feels amazing?”
On paper, it sounds bizarre. But in practice, ASMR has become a digital sensation, captivating many and reshaping how people unwind, focus and manage stress.
Whether you love it, hate it or simply don’t get it, there’s no denying that ASMR is one of the most intriguing trends of our time. But what exactly makes it so effective?
Objective
Recently, we set BoltChatAI on a mission to explore the rise of ASMR, uncovering how social media platforms fuel its popularity and shape viewing habits!
By analysing the sensory triggers that captivate digital-age consumers, our research explores ASMR’s psychological and physiological effects, uncovering its role in self-care, mental well-being and everyday digital consumption.
Audience & Methodology
We engaged UK-based social media users aged 16 to 35, who regularly incorporate ASMR into their routines.
Through a focused screening process, we identified those who actively seek sensory content, allowing us to explore the behaviours, motivations and impact of ASMR on relaxation and well-being in an increasingly digital world.
Preferred ASMR Consumption Time and Duration
For most ASMR fans, evenings and bedtime are the preferred moments to tune in, using sensory content to unwind and transition into relaxation mode. YouTube is the go-to for longer, immersive sessions while TikTok and Instagram offer quick bursts of ASMR for a more instant relaxation experience.
On average, viewers spend 20 to 30 minutes watching, though some sessions stretch past an hour, providing just enough time to feel the full calming effect before drifting off to sleep.
Visual vs Auditory ASMR Preferences
Relaxation and sleep-focused ASMR is the most preferred category among viewers, with a diverse range of triggers shaping individual preferences.
Auditory elements take centre stage, with soft vocal sounds like whispering being the most popular, followed by tapping, crinkling and natural ambient noises. These sounds are known to evoke calmness and relaxation, often triggering tingling sensations that enhance the immersive experience.
While some viewers rely solely on sound, appreciating its ability to foster deep focus and leave room for imagination, others find visual components equally important. Watching the source of the sounds or engaging with aesthetically pleasing visuals can build trust and amplify relaxation.
Scenario-based content, such as spa treatments or everyday activities, is also highly valued for its realistic and escapist qualities, allowing viewers to fully immerse themselves and momentarily disconnect from daily stress.
ASMR Content Interaction and Sharing
Interacting with ASMR content is a common practice, with many viewers liking and saving content to fit their relaxation needs while also showing support for their favourite creator.
Sharing ASMR, however, is more of a personal choice. Some introduce it to friends or family who might find it beneficial while others prefer to keep it as a private tool for unwinding and stress relief.
Stress Relief and Well-Being
For many, ASMR has become a go-to escape, providing a simple yet powerful way to unwind. Whether managing work-related stress, anxiety or sleep difficulties, viewers rely on its calming effects to reset, recharge and find moments of peace in their daily lives.
Many believe this growing interest in ASMR reflects a broader need for accessible and immediate relaxation techniques in today’s fast-paced, high-stress world.
In Videos vs. Real Life
Why do sounds that feel soothing in ASMR videos become irritating in everyday life? Participants highlighted this contrast, explaining that while tapping, eating noises and other triggers create a relaxing experience in ASMR content, they often feel disruptive in real-world settings.
Many attributed this to the controlled, edited nature of ASMR, which enhances these sounds, making them more enjoyable.
Others noted that mindset also plays a role, as actively seeking ASMR fosters a more immersive and calming experience whereas unexpected exposure to the same sounds can have the opposite effect.
Curious to dive into the full report? Access it here! Want to learn more about BoltChatAI? Click the ‘Book a Demo’ button in the top right to get started!
