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被种了那么多草,你知道“带货王”用英语怎么说?丨夜听双语

双语君 中国日报双语新闻 2019-03-30



2018.11.25 周日

理性种草


理性

冲动




你有没有买过视频up主推荐的产品,收到后发现,emmmm,好像不是视频里说的那么回事儿。


别的还不明显,美妆产品一般是这种状况的重灾区。



对于门外汉来说,护肤就像玄学。买齐了一桌子的瓶瓶罐罐,恭喜你,已经拥有了薛定谔的好皮肤。



而且,汝之蜜糖,彼之砒霜。这句话用来形容产品受众的区隔再合适不过了。


给你的干皮女朋友送神仙水,还不如送个热得快,多喝热水。



美妆品牌都喜欢找视频创作者,也就是英文中说的influencer,来打广告。


这事儿,中外几乎是一个样儿的。


Lotti recalls the investor saying that if she wanted Lashify to succeed, quality didn’t matter, nor did customer satisfaction — only influencers. And they didn’t come cheap.

洛迪记得投资者跟她说过,如果想要公司发展好,产品质量其实并不重要,顾客满意度也不重要——重要的是带货人。请带货人一点也不便宜。


She was told to expect to shell out $50,000 to $70,000 per influencer just to make her company’s name known, an insane amount for a new startup. There was no way around it; that’s just how things worked.

有人告诉她,单是请一个带货人把她的公司推广出去就要准备好5万到6万美元。这笔钱对于一家初创公司来讲简直疯了。推广就是这样子的,除此之外没有别的办法。



At the time, Lotti found the suggestion absurd, bordering on offensive. She thought paying some random person on the internet tens of thousands of dollars just because they had a lot of followers was beneath her, so she brushed off the suggestion.

那个时候,洛迪觉得这个建议很荒唐,甚至有点讨厌。给互联网上的某个不知道什么人几万美元就因为他有很多粉丝?她觉着这根本不是她会做的事儿。所以她就没管这茬儿。


Looking back now, Lotti realizes how horribly naive she was. She may have avoided forking over cash, sure, but she ended up paying for her decision nonetheless.

现在回想起来,洛迪意识到自己当初有多幼稚。她可能的确没有为此花钱,但是她终究还是为自己的决定付出了代价。



Social media influencers ply their trade in realms far beyond fake lashes. Marketers of literature, wellness, fashion, entertainment, and other wares are all hooked on influencers. As brands have warmed to social-media advertising, influencer marketing has grown into a multibillion-dollar industry. Unlike traditional television or print ads, influencers have dedicated niche followings who take their word as gospel.

社交媒体上带货人带的货远不止假睫毛这一类。文学类、健康类、时尚类、娱乐类等等类目的营销者们都热衷于找带货人做推广。因为品牌们都已经习惯了社交媒体广告的操作,因此带货人营销已经成长为一个价值几十上百亿美元的产业。跟传统电视广告和印刷广告还不一样,带货人们都有自己专门的细分受众,这些人把带货人的意见当作是绝对真理。



There’s another plus: Many users don’t view influencers as paid endorsers or salespeople — even though a significant percentage are — but as trusted experts, friends, and “real” people. This perceived authenticity is part of why brands shell out so much cash in exchange for a brief appearance in your Instagram feed.

还有一点是:虽然有挺多人觉得网红们就是收了钱的代言人或者是推销者,但是也有很多人都不这么想,他们觉得带货人是可信赖的专家、朋友、“真实”的人。这种自带的真实度可能也就是为什么品牌方们愿意花大笔的钱来换取你社交媒体时间线上的一次露出。



Many influencers with substantial followings “are not promoting products without being compensated,” said Kevin James Bennett, a cosmetics developer and consultant who works with brands interested in influencer marketing. “That doesn’t make them bad people, it makes them salespersons — and you, the consumer, deserve to know when you’re being ‘sold’ something.”

凯文·詹姆斯·本内特是一名美妆产品开发者和顾问,他常与对带货人营销感兴趣的品牌合作,他说,很多有大批粉丝的带货人“不给钱是不会推产品的”,“这并不是说他们就是坏人,他们是推销者——然后你作为消费者,在被推销的时候有知情权。”


The Federal Trade Commission agrees. As the practice has become more popular, the agency has adopted rules governing the disclosure of paid endorsements on social media. The text is long and complicated, but can be reduced to two essential concepts: If an influencer has received anything — be it cash, free products, or something else — that could affect how a viewer interprets their mention of a brand or product, they must disclose it; and the disclosure must be displayed prominently, and plainly, in the video, photo, or blog.

美国联邦贸易委员会对带货人营销持赞同态度。这种操作推而广之以后,委员会就采取了一套管理社交媒体收费代言公开的规定。规定原文很长也很复杂,但可以浓缩成两个基本观点:如果带货人收受了任何东西——不管是现金、免费产品,还是其他可能对受众解读带货人提及某品牌商品的行为产生影响的东西,带货人都必须公开披露;而且这种披露必须清楚地突出展示在视频、照片或者博客中。



网红内容中的广告并不是没有规范的,从业者也会碰到道德问题。比方说,要不要为了捧A产品,而去喷A的竞争对手B产品。


In interviews, more than a dozen people involved in influencer marketing expressed concerns over the ethics of the burgeoning industry, where brands routinely shell out well over $60,000 in exchange for one video review — or upwards of $85,000 to publicly disparage a competitor’s product. 

超过十多个与带货人营销相关的从业人员在采访中提到了这个新兴行业面临的道德问题。品牌方常常花上超过6万美元来换取一个评测视频——更有甚者,花8.5万美元让带货人公开贬低竞品。



The activity is not confined to reviews. Influencers with a sizable following rarely have to purchase products in their niche. Makeup, clothing, plants, books, you name it—all come free, often delivered to the influencer’s home or office in a highly Instagrammable box. That’s given rise to a new variation of the influencer game, similar to product placements in movies or television: Brands pay influencers to position products on their desks, behind them, or anywhere else they can subtly appear onscreen for a few seconds. 

营销活动并不只有评测视频这一种。有大量粉丝的带货人很少需要自己购买所属细分市场的产品。美妆、服装、植物、书籍,你能想到的——全都免费。这些商品常常是直接送到带货人家里或者办公室,外面有着非常精美的包装盒,可以直接发朋友圈的那种。这就使得带货人营销多了一种玩法儿,有点像是电视节目或者电影里面的产品植入:品牌方给带货人钱,让他们把产品放在桌上、放在身后、放在任何可以不经意在画面里露出几秒的地方。



Payouts increase if an influencer tags a brand in a post or includes a link to the company’s site, but silent endorsements are often preferred.

如果带货人在推文里标注某品牌,或者加上品牌公司官网的链接,报酬就得上涨。但是品牌方都还是倾向于“静默代言”。


Payments for influencers are rising so fast that some advertisers feel priced out of the market. Marlena Stell, the owner of cult cosmetics brand Makeup Geek and a popular beauty influencer on YouTube, used influencers to promote her brand when it launched in 2011. However, over the last year or so, she’s cut back, as content creators demand $50,000 to $60,000 for a video.

带货人的报酬涨得太快了,以至于有些广告主根本付不起价格。时尚美妆品牌Makeup Geek的老板玛蕾娜·斯黛尔也是Youtube上一位知名的美妆网红,2011年品牌发布时,她也曾雇佣带货人推广她的品牌。但是去年,她削减了开支,因为内容生产者要求每个视频支付5万到6万美元。



These rates are common, according to more than a dozen people involved in the industry. For a single photo post with a product, prices for an influencer with a million followers on Instagram start at $10,000, they say. YouTube is more expensive. A content creator with 3 million subscribers will usually charge at least $40,000 per video. If the company wants the YouTuber to produce a negative review of a competitor’s product, that’ll cost extra—often from $10,000 to $30,000 more. And, of course, rates increase with the influencer’s follower count.

据那十几位行业从业者称,这样的报价十分普遍。比方说Instagram上一个有百万粉的带货人,发一条给某产品拍的单张照片,报价是1万美元起。Youtube那就更贵了。有3百万粉的内容生产者通常一条视频收费至少4万美元。如果品牌企业想要视频生产者对竞品发表负面评价,那就要另外收费——通常1万到3万美元或者更高。当然了,带货人粉丝越多,报价越高。



消费与广告总是不分家的,我们以为自己是在主动选择,其实早就被广告主们包围了。


值得表扬的是,现在看到的绝大多数自媒体视频都会明确说明自己的金主爸爸是谁。


作为粉丝的消费者拥有知情权,至少给浪费钱设下了一道防线。


你走过哪些弯路,掉过哪些坑,欢迎留言分享,让大家高兴高兴。


今天的节目就到这儿,晚安,好梦。

Notes

niche :/niːʃ/ (有特定的要求、顾客群和产品的) 专营市场

recall:v. 想起;回忆起

beneath:prep.(对某人来说)不够好

brush off:拒绝,不理睬

fork over:付(钱)

realm:n. 领域;场所

prominently:adv. 显眼地,显著地,突出地

shell out:为......花费一大笔钱

主播:拉面

编辑:唐晓敏

来源:《连线》(Wired)


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