5 ways on how ASMR boosts your engagement on social media

What is ASMR?

ASMR (Autonomous Sensory Meridian Response) is traditionally known primarily for gentle whispering and soft tapping noises that people use to calm down or help them fall asleep. In the meantime, however, the phenomenon has changed dramatically. Thanks to the use of generative AI, ASMR is now staged not only aurally, but also visually and often with surreal elements. The content deliberately arouses our curiosity and plays with the appeal of the unusual. From hypnotic textures to AI-generated sound loops, these formats are changing how audiences engage with creatives and brands.

Figures clearly show the enormous popularity of ASMR online: In June 2025, "ASMR" was the most searched term on YouTube in the USA with around 48 million searches .

The IROIN® Influencer Marketing Suite database contains over 120,000 creators who produce ASMR content for Instagram, TikTok, Twitch or YouTube, including more than 95,000 on TikTok alone.

For marketing managers, this offers clear potential: ASMR formats encourage interaction, increase dwell time and can build positive brand associations. Used correctly, they influence how a product is perceived and remembered.

In the following, we will show you step by step how brands can integrate ASMR into their content planning, discover the right creators, brief content creatively and keep an eye on trends and performance with the tools from IROIN® by Stellar Tech.

1. understand what makes ASMR so effective in marketing?

ASMR content transports users into a sensory experience. Used successfully, it can trigger dopamine, oxytocin and serotonin reactions and thus combine clicks with a real physical feeling of well-being. ASMR is particularly convincing in marketing, not only because of its visual appeal, but also because it literally "stops" attention and directly activates emotions. It interrupts endless scrolling, invites the viewer to linger and shifts the focus from messages to haptic impressions: textures, movements and sounds become an experience in themselves.

For example, a skincare brand could emphasize the smoothness of a cream by applying it slowly and tapping it gently. A snack brand could emphasize the crunchy sound of the first bite or the hiss of a freshly opened can. Without any slogans, the product speaks through its sensory characteristics. Even without a voice or direct call to action, ASMR creates emotional memories that resonate longer than conventional forms of advertising.

ASMR campaign by DIY chain Hornbach
ASMR has also established itself in marketing in Germany: DIY chain Hornbach published several ASMRs as part of its spring campaign "Du lebst. Do you remember?", the DIY chain Hornbach published several ASMR clips on its YouTube channel.

In these short videos, materials such as gravel, nails or ivy are felt, rubbed or moved from a first-person perspective, creating soothing acoustic impressions.

This campaign is a perfect example of how ASMR can be used outside of classic beauty or food categories: Handcrafted sounds made from ordinary everyday materials create an unobtrusive atmosphere and anchor the brand emotionally in the memory.

2. select the right creator

ASMR content creators today are as diverse as their formats. Some still whisper softly into the microphone, others produce hour-long immersive sound journeys on YouTube. TikTok and Instagram, on the other hand, are dominated by short, visual trigger loops, while some creators use AI to create surreal textures or physically impossible movements.

The decisive factor in the selection process is not just how wide a creator's reach is, but whether he or she strikes the right note, both literally and figuratively. Sound design, timing and the ability to create an atmosphere are often more important than bare follower numbers. Look for creatives whose aesthetics match your brand: Sound designers, experimental food artists, CGI artists or others who can convincingly stage tactile stimuli and convey your brand identity.

To help you find the right creators efficiently, IROIN® by Stellar Tech supports you with an AI-supported search. Millions of profiles can be filtered according to demographics, number of followers, age structure and other criteria. Simply enter "ASMR" as a search term and the tool will immediately show you which creators are a perfect match for your campaign in terms of style and target group, thus avoiding expensive wastage before the first recording is even made.

3. feelings instead of facts: Your ASMR briefing

Create a briefing that focuses on sensory impressions. ASMR content does not follow the classic marketing script. Instead of conveying messages, it is about triggering a feeling or experience in the viewer. Your creator briefing must therefore be adapted accordingly. Instead of product benefits or campaign slogans, you can define a specific mood or sensory goal.

Examples: "Highlight the creamy consistency of the formula with slow hand movements" or "Capture the unboxing in a way that highlights the material sounds". Structure, editing speed and sound overlays are often more important than spoken content. Many successful ASMR campaigns even manage without any words at all.

For practical implementation, we have created a briefing template that you are welcome to use.

4. KPIs that really count

ASMR content does not always generate clicks immediately; its value lies in its emotional impact and long-term engagement. To measure success, you should choose the right KPIs and monitor qualitative signals in particular: Watch time, video completion rate, shares, saves or comments show whether awareness and consideration remain high. If someone watches the same video three times or writes "I can't stop replaying this", the content is performing just right.

With IROIN® by Stellar Tech, you can keep an overview at all times. The reporting function of the Influencer Marketing Suite provides detailed insights into all important KPIs, from reach and impressions to interactions and engagement rates. You can track the performance of your campaigns in real time, react quickly and optimize future campaigns in a targeted manner. Thanks to clear presentation and export options as PowerPoint or Excel, the data can also be easily integrated into your own structures.

5. always one step ahead

ASMR is not a fixed genre, it is constantly evolving, especially now that AI and generative tools are coming into play. Today's trend of cutting jelly cubes, tapping on curved glass or melting metallic paint may look completely different in a few weeks' time.

This is exactly where Relations from IROIN® by Stellar Tech comes into play. The feature within the Discovery Suite is effectively a social listening tool: You can see who is mentioning a brand, which influencers are active and how creators' networks are structured. The Relations Report gives you visual insights into organic mentions, sponsored content and unpaid advertising. This allows you to see which brands and influencers really have their finger on the pulse of the scene.

You can also discover trends early on, set benchmarks and even identify up-and-coming creators who are trying out new ASMR-like formats. With Relations, you can keep an eye on the competition and build strategic partnerships, all in real time, directly from your IROIN® Suite.

The most important insights

ASMR is no longer a niche thing for insomniacs. It is a creative format that combines emotion, aesthetics and sensory experience and shows that it is a real asset in influencer marketing. Especially on TikTok, YouTube and Instagram, ASMR scores with high engagement rates: longer watch times, more saves and strong emotional memories.

Understanding the effect. ASMR picks people up with emotions, interrupts the scroll flow and makes products tangible through sound, texture and rhythm.

Find the right creators. Tools like IROIN® by Stellar Tech help you find influencers who produce ASMR content and reach exactly your target group.

Briefing with feeling. A good, open and creative brief is crucial. Focus on sound, texture, rhythm and tempo. This often has a stronger impact than clear product messages.

Track the right KPIs. ASMR is particularly suitable for awareness and consideration; sales are not necessarily the main focus here. Success is therefore measured differently.

Always one step ahead. Keep an eye on the competition and the content landscape to find new ways to inspire your community. It's not about being louder, it's about being memorable. In a world of sensory overload, that quiet satisfaction can be your strongest signal.