The Illusion of Calm: When Control Becomes Content
The Shift
In a world that feels unpredictable, people are turning to small, repeatable rituals that create a sense of order. Across TikTok and YouTube, videos of cleaning, restocking, organizing, and daily routines have become one of the biggest digital behaviours of the post-pandemic era. What began as niche “ASMR cleaning” has evolved into a global search for calm through control.
The Signal
The numbers are staggering. TikTok’s #ASMR tag has reached 785 billion views (Statista, 2024). #CleanTok now exceeds 79 billion views (Unilever, 2023), while #Restock has crossed 25 billion and #SundayReset more than 5 billion. Google Trends shows searches for “daily routine” videos have more than doubled since 2021. These aren’t passing fads—they show a consistent rise in calm, orderly content where everything looks manageable, predictable, and under control.
The Psychology
Post-pandemic life heightened feelings of uncertainty and instability. These videos offer a counterweight—small digital spaces where cause and effect still make sense. A shelf is restocked, a drawer closes neatly, a sink shines. Psychologists studying ASMR have found that repetitive visual and auditory cues can lower stress and create a mild sense of relief. Even without touching anything, viewers experience the satisfaction of completion and control.
Why It Matters
For a moment, these videos do make people feel calmer. Studies show that ASMR and repetitive visuals can lower stress and steady the mind. But underneath that calm, the same algorithm keeps running—repackaging the dopamine loop in softer colours and quieter sounds. What looks like mindfulness is still part of the attention economy. It soothes, but it also sells.
If peace itself becomes another form of content, are we really relaxing—or just learning new ways to stay engaged?
Data Sources:
Statista (2024); Unilever (2023, CleanTok Report); Google Trends (2021–2024); Frontiers in Psychology (2024 ASMR study).
Photo by Carrie Allen www.carrieallen.com on Unsplash
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