Despite the ubiquity of ASMR content, some experts believe that only 10 to 20% of the general population can feel the intended response to this kind of content. According to psychology professor Giulia Poerio, preliminary studies on the phenomenon suggest that it prompts “a blended ‘activating’ and ‘deactivating’ state” in affected individuals, mobilizing areas of the brain that control both euphoria and relaxation.
In other words, it is a potent natural high. This makes it exactly the kind of thing that is tempting to specialize in as a social media creator. There are near-infinite possibilities for video ideas, and a committed core audience who will keep coming back for the sensations that they produce.
Fans of ASMR promote it as something that helps their well-being, helping them to calm down, feel happier, and sleep better. ASMR expert, Jennifer was the person who first coined the term for the experience in 2010. She claims the inspiration came from the community’s inability to open up about what they were feeling, unless, “it could be discussed in a way that was objective, [and] not tied to emotional terminology.” At the same time, she champions the ability of the ASMR community, “to make life better and more meaningful in even the seemingly most insignificant moments.”
Plenty of those who contribute to the world of ASMR take it seriously, akin to meditation or mindfulness in the way it can make a positive impact on their mental health. Respected content creators are often referred to as “ASMRtists” and numerous books and documentaries are dedicated to explaining the phenomenon and how people achieve it. Allen is even a proponent of experiencing it via “direct control,” prompting these pleasurable feelings without external triggers such as video content.
This level of involvement with ASMR is completely at odds with the social media perception of it. In fact, the diverse ways in which the content creation machine has approached it have made it, at best, a joke; and at worst, a symptom of the overconsumption mindset that many corners of the internet are guilty of cultivating.
“The environmental impact alone makes me feel sick,” complained one TikToker reacting to a video of “vacuuming ASMR,” where somebody throws decorative objects such as confetti ribbons and feathers on a carpet and then proceeds to vacuum it up. “You’re literally just playing in microplastics.”
Considering the relative rarity of true ASMR appreciators, it would be logical for the whole phenomenon to be a lot more low-key. However, many ASMR triggers are easily framed as absurd or fall under the umbrella of ‘oddly satisfying’ content. It is often made to be visually compelling to the extent that even those who don’t experience the intended sensations might watch for long enough that they count as a view and get the creator paid.
There are also creators who have gained a strong cult following not necessarily for the quality of their ASMR, but because of the camp way that they present themselves and the wild scenarios they whisper into the microphone. Young ASMRtist Life With MaK found viral fame by fitting into this category, with GIFs of her tapping a seltzer can or roleplaying as an impolite flight attendant. Notorious YouTuber and media personality Trisha Paytas also has a channel dedicated to the practice that currently stands at 660k subscribers.
Certainly, there is nothing wrong with pushing the boundaries of ASMR content as an art form. Plus, some of the ways in which this has gained the attention of the mainstream are a fun addition to internet culture. That said, its idiosyncrasies make it susceptible to being something that creates more waste and helps fewer people. It is no coincidence that ASMR-style videos are a favorite of AI video creators seeking a low-effort way to generate engagement and contribute to the barrage of slop content that proliferates the modern internet.
ASMR is one of those things that could have retained its charm if it had remained some quirky corner of internet culture that catered to a specific few. Instead, it has become a victim of its successful formula. Exposure has transformed it from a close-knit community to an easy way to pursue social media money. If you are looking for content to give your brain tingles, you’re spoilt for choice. If you want something that is made by somebody who is passionate, you have to be picky.
