You’ve probably seen them: close-up videos where an AI-generated knife slices glass like butter, where shimmering textures fold and melt in total silence, or where a hand taps on neon objects with eerie calm. These forms of ASMR are taking over social platforms, blending generative visuals and satisfying sounds to captivate audiences.
But for marketers, it’s not just a viral aesthetic; it’s a strategic opportunity to connect differently with their audiences. This article explores how brands can integrate ASMR into their content strategy and how Stellar can support them to find strong creators.
TL;DR: Once focused on whispers, ASMR has evolved through generative AI into a high-engagement visual and tactile format dominating TikTok, YouTube, and Instagram. Used strategically, it boosts watch time, strengthens emotional recall, and builds positive brand associations. Key levers: target creators skilled in sound and pacing (e.g., Stellar Discovery), craft briefs focused on sensory intent, track qualitative KPIs (watch time, completion rate, sentiment), and leverage social listening to anticipate trends.
What is ASMR and why leverage it in your campaigns?
ASMR (autonomous sensory meridian response) has long been associated with whispered voices and tapping sounds, used mainly for relaxation or sleep. But lately, the trend has evolved dramatically.
Thanks to generative AI, ASMR is now more visual, more surreal, and more shareable than ever since it plays with our human curiosity and our fascination for absurdity. From oddly satisfying textures to algorithmically curated sound loops, this content is reshaping how audiences engage with creators and with brands.
And recent data actually confirms how massive ASMR is online: in June 2025, “ASMR” was the most searched term on YouTube in the US, with 48 million searches on the platform. Also within Stellar’s database we can find almost 130,000 creators referencing ASMR across Instagram, TikTok and YouTube – 90,000 TikTokers alone!
For marketers, the opportunity is clear: ASMR formats boost engagement, increase watch time, and create positive brand associations. When used strategically, they can transform how people perceive and remember a product.
@kyuri_84 Let me know if you want more like this#asmr #ai #fyp #veo3 #cuttingfruit ♬ original sound - Kur
1. Understand what makes ASMR effective
ASMR content is about sensory immersion. Properly executed, ASMR taps into dopamine, oxytocin, and serotonin responses in the brain, driving not just views, but actual, physiological comfort.
What makes it stand out in marketing isn’t just the aesthetic, but the way it holds attention and triggers emotion. It slows down the scroll. It invites the viewer to pause and engage. It shifts the focus from message to sensation, turning textures, movements, and sounds into memorable experiences.
A skincare brand might highlight the softness of a cream through slow scooping and gentle taps. A snack brand might focus on the crunch of a first bite or the fizz of a freshly opened can. No tagline needed: the product speaks for itself.
Even without voiceovers or direct calls to action, ASMR can create emotional recall that lasts longer than a polished ad.
2. Choose the right creators
Not all ASMR creators whisper into microphones. Today’s ASMR landscape includes YouTubers who create immersive, hour-long videos, TikTok & Instagram creators who loop visual triggers into 10-second hits, and creators who rely on AI to generate surreal textures and impossible movements.
When looking for influencers, what matters most is the creator’s ability to master sound and pacing. It’s not about reach alone, but about style, atmosphere, and audience engagement. Look for creators whose aesthetic fits your product category. Think sound designers, experimental food creators, CGI artists who simulate tactile satisfaction… or any kind of creator that fits your brand vibe and values.
➡️ On Stellar, the Discovery module and its AI-powered search allows you to filter through a catalog of 100 million creator profiles, by audience demographics, followers count, age, and more, so you can identify creators who naturally align with ASMR formats. Simply type in your query (for example, “ASMR”), and the tool will show you all the relevant profiles for your campaign. Also ensure to filter for your target audience, since it would be a waste of money to support an international creator who does stunning content, but doesn’t reach your potential customers.
3. Write a brief that focuses on sensory intent
ASMR content doesn’t follow a traditional marketing script. Instead of pushing messages, it invites the viewer to feel something. That means your creator brief needs to evolve. Rather than listing product benefits or campaign slogans, you might specify a mood or a sensory goal.
For example: “emphasize the creamy texture of the formula with slow hand movements,” or “film the object being unwrapped to highlight the sound of the material.” The structure of the video, the pacing of the edits, the layering of sound… All of this matters more than the spoken message. Many successful ASMR campaigns are wordless.
4. Track the right KPIs
ASMR content doesn’t always generate instant clicks. Its value lies in emotional impact and long-term engagement.
To measure success, choose the right KPIS, and focus on qualitative signals: watch time, video completion rate, shares, saves, and comments are all good indicators to see if awareness and consideration are held up high. When someone watches the same video three times or comments “I can’t stop replaying this,” you know the content is working.
➡️ Stellar’s Reports module lets you go beyond surface metrics. You can analyze content resonance, compare formats across creators, and even monitor audience sentiment using the Comment Analysis feature to understand emotional reactions, which is especially useful for ASMR content.
5. Stay ahead of evolving ASMR formats
ASMR is not a fixed genre: it evolves rapidly, especially now that generative tools are involved. The trend you see today (slicing jelly cubes, tapping on curved glass, melting metallic paint) may shift in a few weeks.
That’s why social listening matters. Use it to monitor what’s gaining traction in your category, whether it’s AI-generated textures, whisper product demos, or silent unboxings. It’s also useful to reveal what your competitors are doing and to see how you may need what you can do to tap into new content niches.
➡️ On Stellar, social listening can help you spot early signals across platforms. You can follow industry-specific triggers, benchmark competing brands, and identify emerging creators who experiment with ASMR-like formats without calling them that.
Key takeaways
ASMR is no longer a niche for insomniacs. It’s a creative format that blends emotion, aesthetic, and sensory experience, and it’s proving to be a valuable asset in influencer marketing.
- ASMR is a high-engagement format, especially on TikTok, YouTube, and Instagram, where it boosts watch time, saves, and emotional recall.
- Scout suitable and strong creators. Use tools like Stellar to find influencers who create ASMR content and reach your target audience.
- Write a good, open, and creative brief. Focus on sound, texture, rhythm, and pacing as it matter more than clear product claims.
- Track the right KPIs. ASMR content is good for awareness and consideration, but is potentially not driving sales. Hence the success is measured differently.
- ASMR is a high-engagement format, especially on TikTok, YouTube, and Instagram, where it boosts watch time, saves, and emotional recall.
- Stay ahead of competitors. Make sure to monitor your content landscape to find new ways to engage with your audience.
It’s not about being louder. It’s about being more memorable. And in a world of overstimulation, that quiet satisfaction might just be your most powerful signal. Stellar is supporting brands all over the world to find strong creators and identify the top of the top for new trending topics.
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