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VueMetrics Breakdown: ASMR

VueMetrics / November 15, 2023

ASMR is a fairly niche category of YouTube that not all mainstream users are aware of. Despite its unique category, it is one of the most popular and sought-after categories on the platform. In fact, the term “ASMR” is the third most popular keyword searched globally on YouTube.

ASMR, otherwise known as autonomous sensory meridian response, refers to a tingling sensation that usually begins on the scalp and moves down the back of the neck and upper spine. Lots of viewers are able to experiences this feeling when watching a video that contains specific sounds, such as whispering, tapping, blowing on a microphone, etc. Since most viewers seek out ASMR content when they are looking to relax or decompress, this content category may be perfect for brand that offer selfcare services or products.

There are currently more than 5.3 million ASMR videos on YouTube featuring a variety of sound sub-categories. And while most users hadn’t heard of the term 5 years ago, the category is growing exponentially with 200% growth year over year.

Of the billions of views every year, 77% of ASMR viewers between 18 and 24  years old are looking for beauty and fitness content. This is a key stat for advertisers and marketers looking to tap into additional contextual targeting. Contextual targeting relies on intent-based marketing, meaning that consumers are targeting based on why they would be looking at that webpage or video. It shows user area of interest, increasing the chance of receiving a response.

Consumers who were targeted at the contextual level were 83% more likely to recommend the product or service in the ad, than those targeted at the audience or channel level. This is because reaching consumers in the right mindset in the right moment makes ads resonate more, and therefore raises purchase intent more then an irrelevant ad.

Our technology has identified tens of thousands of ASMR videos on YouTube that are monetizable, brand suitable, and VuePlanner recommended. Get in touch with our team today to learn how targeting YouTube categories like ASMR could be the ideal fit for your ads.