It’s 1 A.M. and you can’t fall asleep. Twisting and turning doesn’t do the trick. Finally, you reach for your phone and type into the search bar: ASMR.
ASMR, short for Autonomous Sensory Meridian Response, is used by many as a relaxing solution to fall asleep with an assortment of triggers such as whispering, tapping, eating, and role-playing actions. Initially popularized on YouTube for eliciting a tingling sensation in viewers, it has now broadened its scope to other platforms.
According to the Associated Press, no clinical studies have confirmed ASMR as an evidence-based treatment for anxiety or insomnia. Still, a lot of self-reporting in published studies conveys that it does help people relax and calm down.
Emma L. Barratt and Nick J. Davis published the first peer-reviewed ASMR research study in 2015 disclosing participants’ self-report results. “ASMR helped 98% of participants to relax, 82% to sleep, 70% to cope with stress, and 80% to have a positive effect on mood.”
ASMR also has benefits to the mental health community. A present study led by Hessel Engelbregt, a neuropsychologist and researcher, demonstrated that individuals who are sensitive to AMSR experienced decreased feelings of depression.
Many advertisements now utilize ASMR to enhance a product, brand, or service. Companies like Pizza Hut, Pepsi, Dove Chocolate, and IKEA have used ASMR to advertise their products.
Most prominently, ASMR was featured in a Michelob Ultra Pure Gold Beer advertisement for the Super Bowl in 2019. Zoe Kravitz whispered, tapped, and scratched throughout the beer advertisement, reaching 10 million views. Since then, ASMR has become a better-known phenomenon.
Many Hampton Bays High School students have heard of ASMR and discovered it on YouTube. Maria Pineda described her introduction to ASMR due to beauty influencer Jeffree Star posting an ASMR video on his channel in 2017.
When asked if ASMR was relaxing, Maria stated, “It depends on the different types of ASMR.” She believes that some can be relaxing and others can be annoying.
Emma Downs and Emary Theiling, seniors at Hampton Bays High School, were introduced to ASMR by ASMR Darling and SASasmr, YouTubers whose content is primarily ASMR but use different trigger styles. Downs described ASMR content to be relaxing but ASMR didn’t do anything for Theiling.
Similarly, Edwin Castillo stated ASMR was not really for him but he can see why people like hearing the sounds.
Lilia Tuminski and Ashley Bedoya, also seniors at Hampton Bays High School, described watching ASMR as “peaceful” and have personally used it to fall asleep in the past.
Through sound or visual stimulation, ASMR has gathered a wide appeal over the years. While ASMR has yet to be confirmed as an actual mediator of insomnia or anxiety, those who can experience the “tingles” are content with the benefits.
