ASMR content focuses on triggering the autonomous sensory pleasure response (ASMR) to provide viewers with psychological relief and pleasant stimulation through auditory and visual stimuli. It has become popular among young people, especially on video platforms such as YouTube, and has gained enough social and cultural attention to warrant a variety of studies. However, there are also problems such as copyright infringement, over-stimulation desensitization, and the rise of low-quality content, which requires careful consumption.
Private broadcast media and video platforms are becoming the main outlets for video media consumption, and ASMR content is gaining attention as a new consumer culture trend. With the emergence of platforms such as ‘Africa TV’ and ‘Youtube’, various types of video content are being actively produced and consumed, and the demand for ASMR content is surging, especially among the younger generation. ASMR (Autonomous Sensory Meridian Response) translates to “autonomous sensory pleasure response” and is defined as content that provides pleasurable stimulation to the viewer to induce a sense of psychological well-being and relaxation. According to statistics from 2017-2018, ASMR-related content was one of the most searched for content on YouTube, second only to dance cover videos. Research to understand this phenomenon is also being actively conducted in Korea and abroad, especially studies that analyze the motivation for ASMR consumption by applying the use and gratification theory and studies that address the psychological and cultural effects of ASMR.
The term ASMR was first defined by Jennifer Allen in 2010 and has since spread rapidly through private broadcasting platforms. ASMR content uses auditory stimulation to provide the viewer with a sense of pleasure or psychological relaxation, with the main triggers being various acoustic stimuli such as nature sounds, eating, scratching, etc. These stimuli are subtle, not loud, and are typically presented in stereo audio, with distinct left and right sides. As such, ASMR content is characterized by the auditory-centered mechanism of hypnosis, which induces a pleasant sensation called tingling.
Types and characteristics of ASMR content
ASMR content uploaded to YouTube is composed of auditory and visual stimuli due to the limitations of the device, and may also indirectly evoke taste or touch through sounds or descriptions. Binaural microphones are used to maximize the sensation of sound, and ASMR content can be categorized into different types depending on whether it is situational or conversational. The most common types of ASMR triggers include
1. Sounds made by specific objects: rattling, rustling, and tapping (tapping) of objects such as paper or wood, or tapping of nails or fingers. These sounds can have a calming or focusing effect.
2. voices and whispering: whispering or low-voiced talking sounds that include a trigger word that repeats a specific word. For example, repeating a specific syllable, such as the sound “sksk,” can be used to relieve tension. Ear blowing: whispering and gently blowing air into the ear to provide auditory stimulation.
3. Mouth sounds: Various sounds made by the mouth without using the voice. Examples include the smack of lips after applying lipstick and the natural sounds of eating. Eating sounds, especially gurgling, can be offensive to some listeners, so a warning is often added to the video title.
4. Personal care: ASMR content often sets up a situation where the listener is being noticed and cared for, and this personal attention provides psychological comfort to the listener. Situations such as psychological counseling, massage, hair care, etc. can be used to create a sense of intimate care.
5. Visual triggers: Provide visual stimulation, such as moving your hand in front of the camera or cleaning the lens with a brush. This creates a sense of security for the viewer and works well with auditory stimulation.
6. Making and organizing sounds: Combining visual and auditory stimuli, such as building Lego, transforming toys, and organizing, especially repetitive motions and sounds that provide satisfaction and comfort to the listener.
7. Everyday noises: ASMR utilizing everyday noises, such as environmental sounds and sounds of nature, is also on the rise. Natural sounds, such as relaxation sounds, white noise, and rain, can help calm emotions and aid in sleep.
ASMR content can be broadly categorized into intended ASMR and unintended ASMR. The latter refers to content that is not intended to be ASMR by the creator, but is perceived as ASMR by the viewer and is immersive. For example, a scene in a movie or a video of a doctor performing an actual medical test.
Copyright issues with ASMR content
While ASMR content is usually shared for non-profit purposes, the copyright belongs to the organization or individual who originally created the sound, so you’ll need to pay a fair fee to use it commercially. Some users set up a system where they offer free samples and charge for them, and some countries, such as Japan, distribute ASMR content commercially through web stores. However, unauthorized copying and theft is a frequent problem. It is illegal to re-upload or modify someone else’s ASMR recordings without the copyright holder’s permission, and even when such content is reported, it is often re-uploaded under a new account.
Medical benefits of ASMR content
Many people believe that ASMR content can help with psychological relaxation and induce sleep. In an article analyzing the brain’s response to sound, the UK’s The Guardian reported on a study that found that sound stimulates the nucleus accumbens, which induces feelings of pleasure. The nucleus accumbens is the center of the reward system, such as drugs and achievements, and it is believed that ASMR induces pleasure by stimulating the release of dopamine. However, not everyone responds to ASMR, with studies showing that about 47% of the general population doesn’t experience goosebumps from the sounds. While ASMR doesn’t directly induce sleep, the psychological calmness it creates can help you fall asleep. However, it’s important to note that frequent use of ASMR content can lead to desensitization to the stimuli.
Quality of ASMR content
As ASMR has grown in popularity, so has the amount of low-quality content. Poorly recorded ASMR can be off-putting, and there’s a growing number of content that simply uses the name ASMR for the sake of views. Some of this content has taken on a similar character to food videos, or attempts to entice subscribers with stimulating material. These are not the original purpose of ASMR and may not have the desired effect on listeners.
Outlook and caveats for ASMR content
ASMR content is gaining popularity around the world for its stress-relieving and psychological benefits, and it’s being used in a variety of fields, including advertising. In 2019, the most popular ASMR channels on YouTube had more than 600,000 to 1 million subscribers, and in 2018, ASMR ads ranked first in YouTube ad views. According to an OECD survey, the average Korean sleeps 7 hours and 42 minutes, ranking last among OECD countries. With sleep deprivation and psychological instability on the rise, ASMR, similar to white noise, can help relieve insomnia and stress.
However, there are a few caveats to ASMR content. First, you need to avoid copyright issues due to unauthorized copying, and it’s important to choose quality content that works for you. Second, repeated use of ASMR content can lead to desensitization to the stimuli, which can lead to psychological dependence. Third, unorthodox content that only uses the name ASMR can backfire by stimulating the listener’s brain. By fully understanding the positive effects of ASMR and utilizing it appropriately, you can achieve psychological relief and experience the right sleep aid.
