The strategy paid off in a big way, according to Homsher. “But we wanted to ensure that we were approaching our videos as authentically as possible to attract the ASMR community.” “Since this content was such an untapped market for brands, we didn’t know what to expect,” says Kerri Homsher, a media specialist for IKEA USA. With these sorts of numbers, content creators can start to generate thousands of dollars from advertising that YouTube places at the start of their videos. Some of the most popular videos have been viewed more than 20 million times. Type ASMR into YouTube’s search engine and it will throw out over 12.7 million results. When you look at some of the channels, they’re humongous, so of course big companies will jump in.” “It’s another platform for people to promote things. For a content producer like Kissper, who plies her trade from Costa Rica, this evolution isn’t surprising. What started out as niche content is poised to become big business as brands and the marketing industry rush to tap into a cultural trend. Ten years ago, whispering into a camera wasn’t exactly a career move, but now this kind of sound creation has become not only a social phenomenon but a way to make a living. Kissper’s own recent posts reveal a playful range of topics: one video bears the title “Eating Snake Eggs” – actually an exotic fruit – and another one called “ Shsssssh! It’ll Be OK!” that is designed to induce restful slumber.

They capture the sounds these actions produce using high-quality recording equipment, often using a binaural microphone to create a 3-dimensional sensation.

Funny sounds