The proliferation of platforms and formats like short-videos have changed the influencer marketing game for marketers, brands and creators. In this fast-evolving space, keep up with the big trends and hot topics that matter in Storyboard18’s Weekly Shorts in collaboration with affable.ai, an end-to-end AI-powered influencer marketing platform. Track how creators, communities and brands are engaging with users and disrupting marketing to get a sharp and fast insight into present and future trends.
Although ASMR has become the hottest trend in America, South Korea and some parts of Southeast Asia, India just discovered the relaxing effect of ASMR a couple of years ago.
ASMR or Autonomous Sensory Meridian Response is a phenomenon where people feel tingles moving from the crown of their head to the spine, leaving a calming sensation. People whispering softly, tapping and scratching on surfaces, or making crunching noises while eating, can trigger ASMR responses in people.
The younger generations tune into ASMR content for entertainment and relaxation from their fast-paced lifestyle. They also use it as a therapy to calm anxiety, especially when the 2020 Covid-19 pandemic increased mental health issues by 25 percent globally. ASMR content provides a sense of calmness and relaxes the nerves giving a similar feeling you get from meditation.
Many ASMR artists use social media channels like YouTube and Instagram to share such content with their followers, bonding with people with similar interests. According to affable.ai‘s findings, the number of ASMR influencers in India has boomed by 167.90 percent in the last four years.
With the booming growth of ASMR, brands have picked up the trend to connect with their audience on a deeper level. Swiggy, Vistara, Skoda and Nescafe are some brands across industries that have experimented with ASMR to position their brands in the market.
How brands across industries make use of ASMR influencers
ASMR content is addictive and can be used to promote any product or service, as it makes the brand more memorable. Brands in food, technology, beauty, fashion and multiple industries leverage ASMR content to reach their target demographic.
Here are some examples from well-known brands to inspire your ASMR campaign strategies:
1. Schwarzkopf – Hair is Limitless
Schwarzkopf collaborated with Bollywood actors and divas to leverage ASMR triggers in its latest “Hair is Limitless” campaign. The ads launched in December 2022 featured Mira Kapoor, Dolly Singh, Diipa Khosla, Rohit Saraf, and more pronouncing the brand’s name along with ASMR triggers like the sound of hair dryer, scissors, and more.
2. Nescafe – Warm up to the rains with Nescafe
Nescafe’s ‘Warm up to the rains with Nescafe’ ad released in 2022 efficiently used ASMR triggers like spoon tapping on mug and pouring rain to position its product as an alternative to drinking tea during the rainy season.
3. Vistara – #TheSoundtrackOfTravel
Vistara airlines recreated the joyous experience of travelling through their airlines. The campaign featured the sounds people hear at an airport and on the Vistara flight. #TheSoundtrackOfTravel is a 360-degree campaign that captures the attention of its customers while creating a sense of nostalgia in them.
Here are quick steps on how you can incorporate ASMR in your campaigns:
1. Identify brand-relevant ASMR influencers
Find popular ASMR influencers whose content aligns with your brand and collaborate with them to create sensory-appealing content that entices your customers to try out your products. Trust influencers on how they want to represent your brand in front of their followers to maximise the campaign’s effectiveness.
2. Sponsor ASMR videos on social media
Work with ASMR influencers to create sponsored videos and live streams featuring product reviews and descriptions while unboxing, unpacking, or stocking your product. It can include using ASMR triggers like gentle whispers, tapping, scratching, or other sensory experiences along with promoting your product or service in a subtle and non-intrusive manner.
3. Ask customers for user-generated ASMR content
Encourage your audience to create and share their ASMR-inspired content related to your product. You can host contests, challenges, or campaigns encouraging users to create their own ASMR videos, stories, or experiences using your product or brand and share them on social media using a branded hashtag or tag your brand’s account. #TikTokchallenge is a great place to begin.
This week’s Weekly Shorts is written by the editorial desk of affable.ai.