Pimple popping and makeup slime. Two things that have absolutely nothing to do with each other, except that millions of viewers are watching these videos daily on Youtube, Tiktok, and Instagram. Follow the hashtag #oddlysatisfying and you'll find out.
The hashtag has 3.63 million posts on Instagram and counting. On average, at least one video with the #oddlysatisfying hashtag is posted on Instagram every minute. In 2020, Google Trends reported 24.6 million searches for such content globally versus 4.7 million in 2019 - that is a sixfold increase over two years.
There are myriad reasons why such videos draw so much attention. The global average for video consumption is 84 minutes per day, and it is believed that a number of those minutes are spent on video posts that trigger an Autonomous Sensory Meridian Response (ASMR) - a tingling static-like sensation stimulated by certain sounds and visuals - through visuals that range from the mundane to the weird, like crushing makeup to create bright and colourful slime.
THAT ODD FEELING OF CALM
The idea of "oddly satisfying" and ASMR are often discussed together. The term ASMR was coined in 2010 by healthcare IT consultant Jennifer Allen, who started a Facebook group dedicated to the stimuli.
In 2015, 80 percent of participants in a study of 475 volunteers watching ASMR videos found that their moods improved just by watching the content.
According to Dr. Craig Richard, a professor, and researcher at ASMR University, a resource and news centre based in the US, you can experience ASMR by watching videos and listening to ASMR sounds. The tingling sensations you feel in your scalp and at the back of your neck can also lead to deep soothing feelings of relaxation, calmness, and comfort.
This story is from the September 2022 edition of Her World Singapore.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 8,500+ magazines and newspapers.
Already a subscriber ? Sign In
This story is from the September 2022 edition of Her World Singapore.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 8,500+ magazines and newspapers.
Already a subscriber? Sign In
How Do I Show Someone I Care About Them At Work?
Jason Wee answers.
Hey Bosses,Get Ready For Gen Z
They're not lazy, entitled or difficult; their lives just don’t revolve around work how a new generation is reshaping the workplace and why employers should care.
Are You Feeling Anxious About Money?
You're not alone. With higher costs of living, increased GST and inflation, plus the real risk of being laid off, it’s no wonder that many individuals are worried about making ends meet. We speak to experts about how to recognise and manage the effects of financial anxiety.
THE BEAUTY OF SPEAKING UP
Why are we so afraid of sharing feedback at beauty establishments after an unsatisfactory experience? Instead of complaining on social media or leaving a bad Google review, one could consider a different and more constructive) approach.
"I SHARED MY BREAK-UP ON INSTAGRAM...AND MY EX TRIED TO SUE ME FOR IT"
How does one move on from a partner's infidelity? For Maya, domestic life could not have been more perfect, until the housewife discovered her husband's affair with their daughter's preschool teacher.
Not just a vessel
Behind social media's obsession with the Stanley water bottle.
INSPIRING INCLUSION
What does inclusion mean? We feature incredible individuals leading social enterprises that are championing the underrepresented and underserved. Their mission? To shatter societal stigmas and create pathways to equal opportunities for all.
Invest, don't trade
Managing funds for Asia's wealthiest families changed Stephanie Leung's relationship with money. The chief investment officer for Stashaway tells us how she takes a personal approach to her investment strategy.
Should you travel with your work bestie?
While not all trips result in ruined friendships, the potential fallout is even trickier to manage when your colleague's involved. Content strategist Cherry Tan learnt her lesson the hard way.
ROUGE AWAKENING
This month, Dior revives its beloved 2004 timepiece Chiffre Rouge, a much-missed design icon from the Noughties.