From tingling to trending: How ASMR is redefining brand strategy

Brands in food, beauty, lifestyle, and beyond are embracing the power of ASMR—and for good reason. From TikTok’s viral fruit-slicing clips to Crumble Cookie with over 395.5M related posts, audiences can’t seem to get enough of the mesmerising sensory-driven sounds of sizzling, crunching, and pouring.

Short for Autonomous Sensory Meridian Response, ASMR triggers a tingling sensation often associated with relaxation and comfort. Research by Dr. Craig Richard, founder of ASMR University, has shown that ASMR activates regions of the brain rich in oxytocin receptors—yes, the ‘love hormone’ linked to trust and connection. With the science to back it, ASMR isn’t just another fleeting trend— it’s quickly becoming part of a larger social strategy for brands looking to enhance engagement and deepen brand affinity.

We spoke to Ellenor Betts, Senior Creative at our social-first agency BEING.to find out more:

“ASMR isn’t just about sound; it’s about emotion, nostalgia, and those little satisfying details that make people feel something. Whether it’s the crisp bite of an apple, a whispered word, or the oddly addictive snap of product packaging, sensory-driven content is pulling audiences in like never before. It’s immersive, it’s intimate, and—let’s be honest—it’s weirdly satisfying.”

When you have on average 3 seconds to capture attention on social media, it’s a strategy worth investing in. ASMR offers a way to break through the noise, making content feel less like an ad and more like an experience.

Looking for inspiration? Check out some recent ASMR BEING. shot for haircare brand KERASILK. https://www.youtube.com/watch?v=AHN8N5SAxHA