They capture the sounds these actions produce using high-quality recording equipment, often using a binaural microphone to create a 3-dimensional sensation.

Kissper’s own recent posts reveal a playful range of topics: one video bears the title “Eating Snake Eggs” – actually an exotic fruit – and another one called “Shsssssh! It’ll Be OK!” that is designed to induce restful slumber.

Ten years ago, whispering into a camera wasn’t exactly a career move, but now this kind of sound creation has become not only a social phenomenon but a way to make a living.

What started out as niche content is poised to become big business as brands and the marketing industry rush to tap into a cultural trend. For a content producer like Kissper, who plies her trade from Costa Rica, this evolution isn’t surprising.

“I think it’s inevitable,” she says. “It’s another platform for people to promote things. When you look at some of the [ASMR] channels, they’re humongous, so of course big companies will jump in.”

Type ASMR into YouTube’s search engine and it will throw out over 12.7 million results. Some of the most popular videos have been viewed more than 20 million times. With these sorts of numbers, content creators can start to generate thousands of dollars from advertising that YouTube places at the start of their videos.