Regardless, the powerful connection that ASMR creators forge with their audiences has left brands eager to sponsor personalities like Whispers to promote their products. And they’re willing to pay.
Depending on the views per video and the level of influence, brands might pay between $1,000 and $3,000 plus for a campaign, according to Savannah Newton, a senior talent manager for Ritual Network, a digital talent agency. The firm manages a roster of ASMR creators – it calls them “ASMRtists” –including Lily Whispers and Olivia Kissper.
It helps its clients with direct monetisation on platforms like YouTube, distribution of audio to Spotify and iTunes, and also helps secure branded content partnerships.
“Consumers of ASMR feel like they can relate to the creators on a personal level so they trust what they say when it comes to the promotion of brands,” says Newton.
The most successful ASMR creators can also monetise their talents via the Patreon app, which offers creative people, from podcasters to musicians, a way of generating funding directly from their fans, subscribers, and patrons. In exchange, artists can offer premium content for their fans.
Olivia Kissper lets these fans have early access to her videos, as well as a behind the scenes exclusives and live Skype sessions. Some ASMR creators have even created their own apps, like Ben Nicholls, a 20-year-old student at Liverpool University who goes by the online moniker of The ASMR Gamer. He whispers – to a predominantly male audience – about consumer technology, video games, football, and beer.