YouTube, the Attention Economy and Digital Audience Interest in Sponsored ASMR Videos

Main Article Content

Eduardo Portas Ruiz
https://orcid.org/0000-0001-9117-0061

Abstract

Although the Autonomous Sensory Meridian Response (ASMR) phenomenon has grown notably in Mexico in recent years, local YouTube channels lack effective and continued use of digital marketing strategies and tactics as reflected in their sponsored videos, in contrast to the most popular YouTube ASMR channels, which are essentially English-speaking. After completing a detailed review on YouTube, this article compares both groups and argues that, with a few changes, Mexican ASMR creators can benefit from marketing strategies used by the more popular creators from other countries. By doing this, Mexican creators could ride the nascent wave of attention economy that posits that cognition is a commodity that can be monetized. The analysis of both groups of channels found that Mexican ASMR creators display, more often than not, lower production quality, little knowledge of basic marketing concepts, as well as lower posting frequency than English-speaking videos when compared to their more popular international counterparts. These findings are discussed under the marketing concepts of reach, relevance, and resonance as well as the attention economy construct.

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How to Cite
Portas Ruiz, E. (2022). YouTube, the Attention Economy and Digital Audience Interest in Sponsored ASMR Videos. The Anáhuac Journal, 22(2), Págs. 12–41. https://doi.org/10.36105/theanahuacjour.2022v22n2.01
Section
Artículos
Author Biography

Eduardo Portas Ruiz, Universidad Iberoamericana, México

Eduardo Portas Ruiz specializes in the print and digital media academic fields, as well as the effects of information technologies on people. As a professional, he has worked in various media outlets, including Reforma and Grupo Expansion. He teaches Bachelor’s and Graduate courses at Universidad Iberoamericana Mexico City and Universidad Anahuac. Founder of https://capitalsocialmexico. org, a social media research project. He holds a PhD in Communication and Strategic Marketing by Universidad Anahuac Mexico, a Master’s degree in Modern Mexican History by Casa Lamm, a Master’s diploma in Journalism by Universitat de Barcelona-IL3, and a Bachelor’s degree in Communication by Universidad Iberoamericana Mexico City.

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