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炎炎夏日的燥热如何驱赶?前段时间,TOP君看到一条有意思的夏至广告,来自凉茶品牌和其正的《最美萂声致夏至》。
广告片采集了自然界夏日的各种声音,邀请人们用耳朵感受夏天热闹非凡的氛围。
相比于用视觉攫取受众的眼球,和其正在视频中聚焦于自然声音的放大和切换,风雨雷声、蟋蟀蝉鸣在耳膜上有节奏地跳动,让人闭上眼睛,仿佛就能体会到一整个盛夏的清凉。

这种专注于耳膜刺激,致力于为受众带来美好听觉享受的行为,其实有个专属的名字,叫做ASM,也称“颅内高潮”。
或许它目前在国内还属于小众范畴,但在海外,ASMR已经成为YouTube全球第四大搜索词汇。

那么ASMR究竟是什么?它为何如此受人追捧?又是怎样应用于商业化营销的?

有关这一现象的讨论最初起源于2007年一位21岁的网友在健康网站上发表的留言,她表示“当朋友用记号笔在自己的手掌上画画,或用自己用手指描摹皮肤,甚至是看木偶戏和读故事的时候,身体便会出现特殊且良好感觉。这种感觉没有真正触发的因素,只是随机发生。”
该帖子发布后,引发了众多网友在留言区跟帖,并描述了各自相近的心理感受,但没有人能够真正将其准确概括出来。直到2010年,一位名叫詹尼佛·艾伦的女生根据这一现象在Facebook建立了一个名为“Autonomous sensory meridian response Group”的小组,聚集了一大批有过相似经历的人,在持续的向内加入和向外传播中,一个世界性的社区就此形成。
关于ASMR,医学范畴内将其定义为自发性知觉经络反应,它是一种对于视觉、听觉、触觉、嗅觉等其他知觉、颅内、头皮、后背以及四肢等周边部位受到刺激而产生愉悦反应的感知现象。通俗来说,可以概括为一种头皮起鸡皮疙瘩,后背轻微发麻的感觉。
通常来说,ASMR的触发因素有很多,最常见的包括耳语、白噪音、轻敲、咀嚼、挠痒等不寻常的声音。对这一感觉的接受程度也同样因人而异,有的人能够从中顺利诱发出ASMR,获得舒适和放松,有的人则深感怪异无聊,而这一阈值的限制,或许也是导致ASMR目前仍不为广泛受众所熟知的根本原因。
那么,这一感官现象有何实际意义?
在一项对475名经历ASMR的人的研究中发现,ASMR能够对情绪产生积极的影响,使抑郁和慢性疼痛症状得到短暂的改善。此外,另一项调查显示,有80%的人认为他们在试图入睡时最容易进入这种状态。结合这两项调查结果,我们不难发现,ASMR能够在某种程度上实现“解压助眠”的功效。

2010年以来,不少视频创作者洞察到这一机遇,也抓住了这一风口,通过创作不同种类的ASMR视频博得了大量关注和粉丝的追随。
在国外youtube视频网站上,以“ASMR”为关键词的视频在近年来层出不穷,其热度也一直居高不下,最高播放量甚至可达2.2亿。这足以说明,ASMR尽管小众,但仍能收获一批粘性极高的粉丝群体。

在国内,大众对ASMR的关注大致从2016年逐渐开始,此后其搜索指数持续稳定在6000—9000之间,伴有小范围的波动。起初,国内的ASMR相关视频往往搬运自YouTube平台,原创者也很少,随着对这一概念了解和关注的人越来越多,ASMR领域的主播也在不断涌现。

目前,抖音平台上“一菲”、“NeNe啊”等声控助眠博主已经积累了数百万粉丝,b站相关助眠视频最高热度也稳定在百万播放上下,喜马拉雅、斗鱼此前更是开通了ASMR专区,聚集了大量相关内容爱好者。

值得一提的是,此类视频不同于火爆一时的热点视频,由于其目标受众相对固定,且有相应需求的人群稳定存在并增长,质量优异的ASMR视频不仅能够在发布初期获得大量点击和关注,在后期也可以凭借长尾效应持续累积播放,从而使视频创作者长久获利。
此外,直播也是ASMR变现的渠道之一。
对于抖音ASMR博主“一菲”来说,每天晚上十一点到凌晨一点是她的固定直播时间。直播间的布置很简单,就在她居住的房间内,到达约定的时间点,一菲会坐在房间里的桌子前,带上连接一台录音设备的耳机,利用塑料膜、酒瓶、固体胶等日常可见的各种道具通过咀嚼、敲击、摩擦等动作发出令人舒适的声音。
与此同时,一菲还会实时注意评论区粉丝的留言建议,并用气声进行回答调整。粉丝在观看过程中玩梗给予好评,一菲以独特的性格魅力给予反馈,在二者的往来互动之中,粉丝粘性就此进一步形成。

在ASMR主播发展至较为专业化的商业模式之时,品牌也开始注意到这一偏小众的兴趣领域,利用其成为新的内容增长引擎。
宜家可以说是贯彻这一策略最为彻底的品牌。
2017年8月,针对学生“返校季”,宜家拍摄了一支长达25分钟的ASMR视频。画面中,一个女生以手出镜介绍宿舍内部的家居布置,那些不时摩擦布料、敲打桌面的声音被刻意放大,在安静的环境中直接触达受众的听觉器官,营造出奇特的舒适氛围。

在之后的2020年,宜家也延续了这一宣传策略,分别在台湾和澳大利亚地区推出了两支ASMR广告片。前者以冬日居家日常生活为背景,打造了四种不同场景下的声音片段:在毯子上打滚的狗狗、火锅开锅时的咕噜冒泡声、冬日午后泡杯暖心茶、夜晚窝在被窝里舒服地躺着。在对这四种声音的细微刻画中,品牌唤起了受众的听觉刺激,并将这种刺激与幸福舒适的感受相连,从而激发用户的购买欲望。

后者则与第一支广告无差,以主人整体卧室房间为叙事策略,在15分钟内通过整理柜子、叠被子、衣服,从听觉层面向大众呈现宜家家居的舒适性。

声音营销本就是品牌通过声音刺激大众心理,引发购物联想的重要营销方式,而ASMR专注于对声音的塑造,并能够深度影响用户情绪,给人以平静舒适的感受,自然在声音营销层面拥有得天独厚的优势。更何况,这一兴趣圈层的受众往往是20岁出头,对新鲜事物好奇的年轻人,作为努力打造年轻化的家居品牌,这一策略显然吸引了不少用户的注意。
据了解,宜家返校季广告发布后,在YouTube获得了超过236万次的播放,从转化上来看,宜家店内销售额同比增长4.5%,在线销售额同比增长5.1%。可见,ASMR不仅是网红博主收割粉丝的法宝,也同样具有为品牌拉动销量增长的妙用。
除了宜家,近些年来,还有一些大品牌也在ASMR营销方面下了不少功夫。
2018年,肯德基推出了一支别出心裁的ASMR广告,它通过雨打树叶和炸鸡的画面切换将雨声与炸鸡声交融,让受众在舒适的状态下激发对二者之间的自然联想,不经意间为受众扩展了食用炸鸡的多重场景;


宝马在2020年发布的「Calm Wash」的ASMR中,以YouTube上热门洗车视频为灵感,展示了BMW X7的自动洗车过程带给受众颅内高潮的体验;
可口可乐这组广为流传的经典平面海报也运用了ASMR的元素,呈现了起瓶器开瓶、拉开罐环、可乐气泡蒸发的三种形态,尽管是静态画面,却很容易使人联想到打开可乐时的舒畅感,配上海报上的文案“Try not to hear this”,更是有些欲擒故纵之意了。

观照以上案例,我们不难发现,品牌在运用ASMR元素的时候,逃脱不开场景两个字。不同于单纯的ASMR声音塑造,品牌的目的是运用声音放大感官刺激,并通过场景铺设链接用户想象,从而实现品牌或产品宣传。
在宜家案例中,房间内部的家居陈设和冬日温馨日常是场景;肯德基案例中,下雨天、吃炸鸡也是场景。在多重场景塑造中,品牌为用户营造了一个安逸舒适的氛围,使其在放松愉悦的心情下对品牌产生好感。与此同时,ASMR广告弱化了广告的商业性,由于能带给用户直接的利益体验,削减了其对广告的排斥心理,从而通过重要元素的露出加深了品牌记忆。
在世界卫生组织关于人类睡眠状况的调查中指出,全球有27%的人存在睡眠障碍,我国近3亿人存在不同程度的失眠,而ASMR视频刚好为这些人群提供了一个舒缓身心的出口。因此,无论是对于个人性质的视频创作者,还是对于有内容增长需求的品牌来说,ASMR都是一个极具增长潜力的风口。
不过从另一面来说,入局ASMR也有其风险所在。此前,ASMR曾因不少主播的不恰当使用被打上了“擦边”的标签,并在B站及各大直播平台遭到封禁,也错过了在国内发展的黄金期。因此,品牌在利用ASMR营销时,需要把握好适度原则,以免一着不慎直接翻车。
总的来说,ASMR有其独特而吸引人的魅力,至于是否能够利用这一感官现象为品牌锦上添花,最终还要看各自的本领。
文章转载自TopMarketing


