Can the chemistry of slime make its way through our phone screens?
What is ASMR?
Apparently, squishing, stretching or squeezing that gooey putty with our own hands is just as relaxing as watching a stranger do it for us. That pleasant, absorbing feeling that keeps our eyes glued to the post without really knowing why is called ASMR (Autonomous Sensory Meridian Response).
The trend is a hit on Instagram and TikTok, where the hashtag #asmr has more than fourteen million posts. You’ve probably found yourself lost in a sea of reels, paying close attention to a harmless-looking video of a bar of soap being sliced meticulously and perfectly with a craft knife, or a sponge being soaked and squeezed over and over.
This phenomenon has become the flagship of sensory marketing. Which leads us to the next question: COULD WE USE THESE POSITIVE EXPERIENCES TO SELL OUR BRAND?
Pleasure with your brand
Linking relaxation and pleasure with your brand can be an incentive that strengthens your company’s image. Adding evocative clips to your social media where beach sand takes centre stage (stepping on it, pressing it or letting it run through your fingers) will be spot on if you’re selling, for example, coastal holiday accommodation. The pleasant tingling some people, if not most, feel when they hear certain sounds or watch certain moving images has an addictive something that wins new followers every day.
This practice can be a good strategy to make your AUDIENCE FEEL YOUR BRAND. Attracting and holding attention, suggesting, hooking and escaping everyday worries: that’s the effect ASMR has, and by extension your brand too.
WITHOUT REALISING IT, we respond to its stimuli not just emotionally but physically. Our heart can beat more slowly, less oxygen reaches the brain, our muscles relax and there’s an increase in skin conductivity and euphoria.
We respond instinctively to sounds and images that transport us, like the sound of falling rain or crackling firewood, and that’s when calm washes over us, along with the urge to stay there a little longer. AT THAT POINT, as if by magic, your target audience or potential customer will be exactly where you want them: EXPERIENCING WHAT YOU GIVE THEM.
If you need to connect with your audience IN A DIFFERENT WAY and appeal to certain feelings and emotions, we recommend combining different strategies. At Conecta you’ll find professionals who can help your brand evolve. SHALL WE CONNECT?
