Have you ever stumbled upon an hourlong online video of someone folding napkins? Or maybe crinkling paper, sorting a thimble collection or pretending to give the viewer an ear exam? They’re called ...

I’m sitting on a futon in a stranger’s apartment with my friend Ashley. In front of us, Melinda Lauw—a slender, wide-eyed Singaporean woman—is crouched in a squat, holding a small flickering candle, ...

I don’t personally know YouTube ASMR host who calls herself Slight Sounds, 25, but for the next 26 minutes she will glow on my dark computer screen like friends and family often do when I’m on ...

Campaign Trail is our analysis of some of the best new creative efforts from the marketing world. View past columns in the archives here. When hair salon franchise Sport Clips wanted to promote its ...

Over the past few years, YouTube has exploded with videos aimed at making viewers feel relaxed, tingly, and even sleepy — a sensation known as autonomous sensory meridian response (ASMR). Within the ...

“It’s time for your lice check,” a woman who goes by “Ms. K” whispers directly into my ear as she starts running her fingers into my scalp and through each strand of hair. I’m in a dark room, Eastern ...

In the video below, a young woman picks up a brown leather wallet, rubs it between her hands, then shakes it. The zipper pull trembles against the rows of linking teeth with a tinny sound. These ...

The latest and best Asmr Culture news and articles from the award-winning team at Salon.com. Read more Asmr Culture breaking news, in-depth reporting and criticism.

ASMR has gained popularity over the past years for its potential effects on mood, cognition, and brain activity (Image: Canva) ASMR uses gentle sounds and movements to help people relax and reduce ...