The rise of ASMR and unboxing videos
In recent years, two digital phenomena have captured the attention and the ears of millions: ASMR and unboxing videos. While they may seem unrelated at first glance, both types of content share a surprising number of similarities. They’re slow-paced, immersive, and strangely satisfying. What happens when they merge? A new form of content emerges, and we simply can’t look away.
Before diving into this hybrid format, it’s important to understand how each trend developed and why they’ve become such mainstays in online culture.
What is ASMR and why is it so addictive?
ASMR, or autonomous sensory meridian response, refers to the tingling, pleasurable sensation that some people experience in response to specific auditory or visual triggers. Common examples include soft whispering, tapping, crinkling, and brushing. These sounds can produce a relaxing effect, often described as a « brain massage. »
For many, ASMR content offers a moment of calm in an overstimulated world. It’s often used to relieve stress, combat insomnia, or simply unwind after a long day. The intimacy and intentionality of ASMR videos where creators speak gently and interact closely with the microphone can also create a deep sense of personal attention that viewers crave.
The evolution of unboxing content on YouTube and TikTok
Unboxing videos began as simple product showcases, often shot by tech reviewers or toy enthusiasts. Over time, they evolved into an entire genre with millions of devoted followers. From luxury gadgets to subscription boxes and even mystery packages, the appeal lies in the anticipation and the discovery process.
What started on YouTube has now found a new home on TikTok, where short-form unboxing clips reach viral status daily. These videos tap into a universal curiosity: what’s inside, and how does it feel to open it? The experience is both vicarious and visceral especially when sound is front and center.
When two trends collide: the birth of ASMR unboxing
At the intersection of visual storytelling and auditory pleasure lies the ASMR unboxing video. These videos combine the best of both worlds: the visual excitement of unveiling a new product and the sensory satisfaction of soothing sounds.
By carefully controlling every aspect of the unboxing down to the angle of the camera and the texture of the packaging creators turn routine product openings into immersive experiences.
How creators combine sound and suspense
The success of an ASMR unboxing video relies on the delicate balance between tension and tranquility. The suspense of what’s inside the box is paired with the calming effects of carefully crafted sounds. Every piece of tape peeled, every zipper unzipped, and every layer of bubble wrap becomes part of a sensual narrative.
Creators often slow down their movements and speak softly, if at all, to maintain a peaceful tone. The rhythm of the video becomes almost meditative, drawing viewers into a hypnotic state.
Popular triggers in ASMR unboxings: from crinkles to clicks
Each ASMR unboxing includes a range of popular triggers. Crinkling packaging, tapping on cardboard, the metallic click of a clasp these sounds are not accidental. They’re meticulously planned and often exaggerated with sensitive microphones.
These auditory cues are so effective that some viewers don’t even care what’s being unboxed. The product becomes secondary to the experience of unwrapping and the symphony of sounds it produces.
The psychology behind the obsession
It’s easy to dismiss ASMR unboxing videos as mere internet fluff, but psychology offers compelling reasons for their popularity. These videos strike a deep, primal chord in the human brain, mixing comfort, anticipation, and pleasure in a unique way.
The role of anticipation and sensory gratification
One of the key drivers behind the appeal of ASMR unboxing is anticipation. Watching someone slowly open a package builds tension and curiosity. That anticipation is then rewarded by satisfying visuals and sounds, creating a feedback loop that keeps viewers engaged.
The pleasure doesn’t just come from seeing what’s inside it comes from the slow reveal, the textures, and the rhythmic sounds that accompany each movement. It’s a multi-sensory experience that simulates the joy of unwrapping something ourselves, without spending a dime.
Dopamine hits and parasocial intimacy
Neurologically, ASMR and unboxing videos both tap into the brain’s reward system. Dopamine the « feel-good » chemical—is released not only in response to sensory pleasure but also in moments of surprise and discovery. This makes ASMR unboxings especially potent.
There’s also a social element. ASMR creators often speak directly to the viewer in a whisper, establishing a one-on-one connection that feels personal and genuine. Over time, fans form parasocial relationships with their favorite creators, heightening the emotional impact of each video.
The art of the perfect ASMR unboxing video
Not all ASMR unboxing videos are created equal. The most successful ones follow an unspoken formula that combines technical skill, storytelling, and a deep understanding of audience psychology.
Production techniques: sound, lighting, and pacing
High-quality sound is essential. Many creators invest in binaural microphones that capture 3D audio, making viewers feel like they’re right there in the room. Background noise is eliminated, and each sound is amplified for maximum effect.
Lighting is soft and warm, eliminating harsh shadows and highlighting the textures of packaging materials. Pacing is slow and deliberate, giving each movement room to breathe. There’s no rush every moment is drawn out for sensory effect.
The importance of voice and personality
In ASMR, the creator’s voice can be just as important as the sounds of the unboxing itself. A calm, steady tone sets the mood and enhances the feeling of closeness. Some creators narrate the process with gentle commentary, while others remain silent to let the sounds speak for themselves.
Personality also plays a role. A creator who conveys warmth, care, and authenticity can elevate the video from simple product content to a full sensory experience that feels deeply personal.
The impact on consumer behavior and brand marketing
Brands have taken notice of the power of ASMR unboxing. What began as a grassroots trend is now a marketing tool used to drive engagement, build anticipation, and convert passive viewers into active consumers.
How ASMR unboxings influence purchasing decisions
When viewers watch an ASMR unboxing, they’re not just seeing a product they’re feeling it, hearing it, and imagining themselves owning it. This immersive exposure can lead to increased interest and trust in a brand, especially when the experience is positive and pleasurable.
Unlike traditional ads, ASMR unboxings don’t feel like hard sells. They’re subtle, sensory-driven experiences that build desire through emotional and physical responses.
Brands jumping on the sensory bandwagon
More companies are now sending products in « ASMR-friendly » packaging, with textured materials and layered wrapping that enhance sound. Some even partner with influencers known for their ASMR content, tailoring product launches to fit the genre.
Whether it’s luxury cosmetics, tech gadgets, or artisanal snacks, brands see the value in tapping into this trend not just for visibility, but for emotional connection.
Criticisms and cultural conversations
Despite their popularity, ASMR unboxing videos are not without critics. Some argue that the genre feeds into consumerism, while others question the authenticity of the experience.
Is it just mindless consumption?
Critics point out that many unboxing videos, including ASMR versions, glamorize materialism. The focus on packaging and presentation can overshadow the actual utility of the product. For some, it raises questions about whether the content encourages compulsive buying behaviors or fosters unrealistic expectations.
Still, fans argue that it’s less about buying and more about experiencing. For them, it’s a form of relaxation and digital escapism, no different from a movie or a playlist.
The line between relaxation and manipulation
There’s also a debate about the ethics of using ASMR techniques to sell products. The immersive nature of these videos can make it hard for viewers to distinguish between organic enjoyment and strategic marketing.
While many creators are transparent about sponsorships, others blur the lines. As the genre continues to grow, questions around authenticity, influence, and responsibility will likely intensify.
