then you may have tried various strategies to slip into a peaceful slumber – from classic remedies such as warm milk, a hot bath or a consistent bedtime routine to the more unconventional, such as cherry juice, acupressure, or sleep shots containing an ostensibly sleep-inducing cocktail. But what if watching a particular kind of YouTube video could relieve insomnia? Millions of people are avid viewers of ASMR YouTube videos, which promote feelings of calm, relaxation and well-being. ASMR stands for autonomous sensory meridian response and describes a relaxing, tingling sensation that starts at the top of the head and spreads down the neck, spine and sometimes throughout the rest of the body. Although many people report experiencing ASMR in response to certain triggers (e.g. whispering and tapping) since childhood, the past decade has seen a growing number of YouTube videos dedicated to inducing ASMR in viewers for rest and relaxation. For many, these videos can provide a much-needed antidote to insomnia, stress and even relief from depression and anxiety.[2] ASMR videos are eclectic, but examples include: towel-folding tutorials, simulations of haircuts, massages and medical examinations, careful dissections of fruit and vegetables, the squishing of packets of Haribo sweets, and the fondling of bubble wrap. In this chapter, I describe what ASMR is and track the emergence of both the sensation and the online community over the past decade. I argue that we now need scientific research into the phenomenon and suggest how this could be achieved by drawing parallels with research on synaesthesia.
THE UNEXPLAINED FEELING: WHAT IS ASMR?
ASMR occurs in response to certain triggers that involuntarily elicit a tingly, relaxing and pleasant feeling. Although people’s specific ASMR triggers are idiosyncratic, there appear to be a number of common ASMR audiovisual triggers, which include: whispering, soft speaking, tapping, scratching, crinkling, slow deliberate hand movements, watching repetitive tasks being completed and close personal attention. In a Hubbub public engagement event at Wellcome Collection in London, we invited members of the public to watch one of ten ASMR YouTube video clips and report on their experience of ASMR. A summary of the results from the 91 people who took part is displayed in Fig. 15.1. Over half the people asked reported experiencing ASMR. Although this may suggest that ASMR is prevalent, the high rates of ASMR in this sample may be biased (e.g. people who experience ASMR may have been more likely to take part).
