We can't do without ASMR

Let's proceed step by step. ASMR stands for Autonomous Sensory Meridian Response, a phenomenon that instills a kind of tranquility in humans and is usually characterized by tingling sensations at the base of the head and neck and a slowing of the heartbeat. This phenomenon, which you've probably heard of thanks to the billions of hashtags on various social media platforms, especially TikTok, refers to videos, or rather, scenes or images captured within clips and accompanied by very specific sounds, such as whispers, sounds of objects tapping on surfaces, and much more. This hypnotic and soothing power of ASMR videos has, as expected, permeated various areas, including marketing, music, some fashion icons, and has even become a "signature" of some well-known social media personalities, among many other uses. For example, Calcutta leveraged the immense reach of this phenomenon to give us a preview of his album, aptly titled Relax. The singer-songwriter collaborated with Sara J ASMR to create a soft-spoken version of his album, which was released a few days later.

On TikTok, there are those who have made a fortune with their ASMR videos, allowing the general social media audience to explore areas they would never have considered. This is the case for some companies specializing in carpet cleaning or car detailing. How many times has a video of dirty carpet cleaning given you a soothing feeling? You must thank companies like C3 Laundry Services, specialized in carpet cleaning and sanitization, which entertains the audience daily by sharing ASMR videos and rightly has thousands of followers. Some have even turned ASMR into a profession, establishing themselves as ASMR artists. The skill of an ASMR artist (there are many on YouTube) is to generate so-called "triggers," which are stimuli intended to relax viewers/listeners. The potential triggers are endless, including Whispering, Soft Spoken, Tongue Clicking, Mouth Sounds, Stippling, Crinkling (the sound of crumpling paper), and many more. Among the various areas of ASMR content, there is also spirituality. Many ASMR artists specialize in Reiki, a practice that is already spiritually and therapeutically relaxing, becoming infinitely hypnotic in ASMR versions.

The story of John Butler, an 84-year-old former farmer who has become famous in the ASMR and spiritualism video sphere, leaves even the most sceptical speechless. Butler runs a YouTube channel called Spirtual Unfoldment with John Butler in which he talks about his lifestyle and how faith and meditation are an overwhelming tool for anyone who practices them. In one of his videos posted on YouTube and then shared on TikTok, we can learn from users' comments how his voice is said to generate the ASMR phenomenon to such an extent that listeners fall asleep with the sound of his lips smacking.

Taking inspiration from the success of online content creators, brands and magazines have made ASMR a bestselling marketing tool, such as the one on YouTube by WMagazine. An ingenious format because, while we are usually attracted to these bewitching sounds coming from the voice or gestures of 'ordinary people', when high-profile personalities are involved, the level of gratification could be even higher - proof of this was Cardi B's video, which to date has 58 million views. ASMR is on the rise, no doubt about it. Now that even Kylie Jenner has made use of it to sponsor Kylie Cosmetics products, the risk of relaxing so much that we spend all our savings without realising it becomes very high.