A masked woman rustles around, pulling on medical gloves, then holds what looks like a long Q-Tip up to the camera.

“I’m just going to take a swab at the back of your throat, so open up wide for me,” she says gently. “Very good, very good.”

Strange as it may seem, this YouTube video simulation of a coronavirus PCR test has attracted more than 1.2 million views over the past eight months. With its soft narration and intimate air, the aim is to trigger something known as autonomous sensory meridian response. ASMR is a psychological reaction experienced by some people when they are exposed to certain sounds or visuals. Whispering, scratching surfaces and even cutting soap can all prompt what many describe as a pleasant tingling sensation that begins at the back of the scalp.

ASMR is big business on social media. YouTube, Instagram and TikTok host a huge number of related videos, some of which attract tens of millions of viewers. Interest in these calming clips has spiked during the pandemic and a new strand of Covid-19-inspired content has emerged — much of it with a secondary aim of educating people and dispelling misinformation surrounding the virus.