Who would want to see an ad with a duration of 2 hours, six minutes and 13 seconds? You would think that no one at all. In a society in which ads are a kind of public enemy to beat and in which the satiety of consumers is getting louder (complaints about the number of ads and their ubiquity are recurrent), the less annoying the better.And yet a campaign by an American association, the National Cattlemen’s Beef Association, lasts those more than two hours, which they expect consumers to see on YouTube, social networks and even cinemas. Drool Log has been released in theaters in 10 US states and will be on screens between November 22 and December 5. Those who sit down to watch it will face two hours of crackling fire, a piece of meat turning in the oven and the image of how the main rib is roasting.And while the campaign doesn’t have millions of views on YouTube (yet), it does serve to exemplify a trend. If someone is willing to watch a rack of ribs roasting in the oven for a long time, it is because the sounds, the arrangement of the image and the construction of the message fit in with an emerging trend.
It is ASMR.The ASMR has served Bolivia Phone Numbers List to explain Brexit (the BBC has already done it), to sell products and to create – which is the important thing – a wide community of followers. The ASMR, which stands for autonomous sensory meridian response , is one of the growing elements in the relaxation market.Before the camera, the protagonists of these videos speak in whispers, make pleasant noises and try to relax those on the other side. These contents were born a few years ago (in 2016 Google already pointed out that it was one of the great emerging trends on YouTube) and since then they have multiplied on both YouTube and Instagram.It has become a very powerful fashion, so much so that brands have begun to take notice.
Brands are addedIkea, KFC or McDonald’s were among the pioneers that launched ASMR videos, but not the only ones that have joined the trend. The moment of glory of the brand ASMR came, in fact, in the last edition of the Super Bowl, when one of the commercials – in this case for the Anheuser-Busch brewery – was presented in that key and completely broke with what it was being done in that commercial break. Brands had discovered that they could sell using ASMR .For companies in the food universe, which were already present with their products in the ASMR universe due to the nature of their products, these videos are an element with great potential to position their products, as they recalled in an analysis this summer in The Grocer .
After all, there are already ASMR cooking channels on platforms like YouTube and many of the noises that are considered positive (such as crushing cookies or the bubbling of a soda) are associated with products. Coca-Cola even did a campaign in which it did not need sound: it was a press image of a bottle being opened. The relaxing sound was added by the consumer’s brain.The potential is very high, as long as brands understand the limits (they are videos associated with relaxation and, indirectly, with mental health) and their strengths. If you understand these points, the return can be very high. Apple introduced , for example, the ultra-high-quality capabilities of its latest iPhone model by putting its cameras to record ASMR videos.