The popularity of ASMR has resulted in its adoption into brands' campaigns
Trend - The popularity of 'autonomous sensory meridian response" (or ASMR) on social media has remained pervasive, and brands are taking note of the consumer interest in such videos by creating ads that mimic the same sensorial responses. Incorporating ASMR into commercials allows for brands to connect with what's now familiar to consumers, but via unlikely platforms that have a history of "playing it safe."
Insight - Gen Z's online habits have carved their own space both on social media, and in how they actually connect to companies trying to reach them. The virtual social habits of this generation often revolve around viral content, and having brands tap into that authentically creates automatic connections with those who partake.
Insight - Gen Z's online habits have carved their own space both on social media, and in how they actually connect to companies trying to reach them. The virtual social habits of this generation often revolve around viral content, and having brands tap into that authentically creates automatic connections with those who partake.
Workshop Question - Conceptualize an ASMR-based commercial for one of your products/services.
Trend Themes
1. ASMR Advertising - Incorporating ASMR into commercials is a growing trend, allowing for brands to connect with consumers in a unique way that resonates with Gen Z's social media habits.
2. Meditative Marketing - More brands are incorporating meditative and relaxing techniques into their marketing, redefining what we perceive as comfort food or drinks.
3. Hyper-focused Imagery - Visual ads that hyper-focus on specific auditory sensations, such as fizziness, are becoming a more popular technique for brands, who can leverage customers' familiarity with their product experience.
Industry Implications
1. Food and Beverage - ASMR and meditative marketing techniques are offering unique branding opportunities for food and beverage businesses to create emotional connections with customers.
2. Marketing and Advertising - Brands are incorporating new techniques into their advertising strategies to stand out in a crowded marketplace, in order to offer customers more memorable experiences with their products.
3. Consumer Goods - Hyper-focused imagery and auditory sensations are becoming more prevalent in advertising for consumer goods as companies look for new ways to emphasize the unique features that make their products stand out.
5 Featured, 38 Examples:
86,543 Total Clicks
Date Range:
Aug 17 — May 19
Trending:
Mild
Consumer Insight Topics:
