ASMR – Is it Right for Your Brand?
If you haven't heard of ASMR yet, you're not alone, but it's time to get acquainted. ASMR might just be the marketing strategy you never knew you needed.
ASMR is an acronym that stands for Autonomous Sensory Meridian Response…and I only know that because I looked it up! It's a term used to describe the tingling sensation that some people experience in response to certain visual, auditory, or tactile stimuli like whispering, tapping, scratching, crinkling, and other soft, soothing sounds or movements.
The triggers for ASMR can vary widely from person to person and some individuals are highly responsive to it, while others may not experience it at all.
Full disclosure – my kids were the first ones to introduce me to ASMR a few years ago and while I thought it was super weird (and still kinda do), it can have strong marketing power for your business.
Recently, a YouTube channel dedicated to creating content about cars unleashed an unexpected ASMR sensation. This channel featured a video of a scantily clad woman gently whispering "Bentley" as she caressed, tapped, and interacted with one of the luxury cars. The video, to say the least, was met with mixed reactions, with some finding it cringe-worthy and others strangely captivated. Honestly, I felt both – I couldn’t look away!
What's fascinating is that this video, despite its unconventional nature, quickly transcended the realm of mere marketing content and morphed into a full-blown meme.
Everyone including military personnel and a ship captain, jumped on the bandwagon, creating their own versions of the viral video with a tank, helicopter and cruise ship. I even had fun created a version of it with my boys and our new Mini Countryman…I think we crushed it! check out the video here
The result? Millions and millions of views, shares, and recreations. From a business perspective, this was nothing short of marketing gold for both the YouTube channel and Bentley.
ASMR for Your Brand: Should You Dive In?
The unexpected success of this video raises the question: Is ASMR right for your brand? Should you consider incorporating elements of ASMR into your marketing strategy?
The answer isn't a simple yes or no but rather a consideration of your brand's personality and how you want to be perceived by your clients and audience.
If your brand is fun, funny, quirky, playful or approachable, ASMR could be a creative way to connect with your audience. It can help humanize your brand by showing its playful side. However, if your brand is more serious, academic, or conservative it might not align well with ASMR's often whimsical nature.
My advice - it shouldn't feel forced or out of place. If there's a natural way to integrate ASMR into your content that enhances the viewer's experience, reinforces your brand message and show off your brand personality, it's worth exploring.
If your brand prides itself on innovation and thinking outside the box, experimenting with ASMR can be a testament to your commitment to trying new things.
While it may not be a fit for every brand, the Bentley video serves as a reminder of the viral potential of creative and unexpected marketing approaches. You might just create content that resonates with millions and propels your brand into the spotlight.
I’m willing to explore it. Are you?