被种了那么多草,你晓得“带货王”用英语怎么说丨夜听双语

2021.11.25 周日

理性种草

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理性

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你有没有买过视频up主举荐的产品，收到后发现，emmmm，如同不是视频里说的那么回事儿。

另外还不显着，美妆产品一般是这种情况的重灾区。

关于外行人来说，护肤就像形而上学。买齐了一桌子的瓶瓶罐罐，恭喜你，现已具有了薛定谔的好肌肤。

而且，汝之蜜糖，彼之砒霜。这句话用来描述产品受众的区隔再适合不过了。

给你的干皮女兄弟送神仙水，还不如送个热得快，多喝热水。

美妆品牌都喜爱找视频创造者，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.

洛迪记住出资者跟她说过，假定想要公司打开好，产质量量其实并不重要，顾客满足度也不重要——重要的是带货人。请带货人一点也不廉价。

She was told to expect to shell out $50,0

00 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预备好5万到6万美元。这笔钱关于一家草创公司来讲几乎疯了。推广就是这姿势的，除此之外没有另外办法。

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.

那个时分，洛迪觉得这个主张很荒诞，甚至有点厌烦。给互联网上的某个不晓得啥人几万美元就因为他有许多粉丝？她觉着这根柢不是她会做的事儿。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.

如今回想起来，洛迪知道到自个开始有多单纯。她可以的确没有为此花钱，可是她究竟仍是为自个的抉择付出了价值。

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.

交际媒体上带货人带的货远不止假睫毛这一类。文学类、安康类、时髦类、文娱类等等类意图推广者们都热心于找带货人做推广。因为品牌们都现已习气了交际媒体广告的操作，因而带货人推广现已生长为一个价值几十上百亿美元的工业。跟传统电视广告和打印广告还纷歧样，带货我们都有自个专门的细分受众，这些人把带货人的定见当作是必定真理。

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：尽管有挺多人觉得网红们就是收了钱的代言人或许是推销者，可是也有许多人都不这么想，他们觉得带货人是可信赖的专家、兄弟、“真实”的人。这种自带的真实度可以也就是为啥品牌方们情愿花大笔的钱来交流你交际媒体时刻线上的一次显露。

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参谋，他常与对带货人推广感快乐喜爱的品牌协作，他说，许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——然后你作为花费者，在被推销的时分有知情权。”

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.

美国联邦生意委员会对带货人推广持附和情绪。这种操作推而广之今后，委员会就采纳了一套打点交际媒体收费代言揭露的规则。规则原文很长也很凌乱，但可以浓缩成两个根柢观念：假定带货人收受了任何东西——不管是现金、免费产品，仍是其他可以对受众解读带货人提及某品牌产品的行为发生影响的东西，带货人都有必要揭露宣告；而且这种宣告有必要理解地杰出展示在视频、相片或许博客中。

网红内容中的广告并不是没有标准的，从业者也会碰到道德疑问。比方说，要不要为了捧A产品，而去喷A的竞赛对手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.

跨越十多个与带货人推广有关的从业人员在采访中说到了这个新式作业面临的道德疑问。品牌方常常花上跨越6万美元来交流一个评测视频——更有甚者，花8.5万美元让带货人揭露降低竞品。

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.

推广活动并不只需评测视频这一种。有许多粉丝的带货人很少需要自个收购所属细分商场的产品。美妆、服装、植物、书本，你能想到的——全都免费。这些产品常常是直接送到带货人家里或许单位，外面有着非常精巧的包装盒，可以直接发兄弟圈的那种。这就使得带货人推广多了一种玩法儿，有点像是电视节目或许影片里边的产品植入：品牌方给带货人钱，让他们把产品放在桌上、放在死后、放在任何可以不经意在画面里显露几秒的当地。

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.

假定带货人在推文里标示某品牌，或许加上品牌公司官网的联接，酬劳就得上涨。可是品牌方都仍是倾向于“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.

带货人的酬劳涨得太马上，致使于有些广告主根柢付不起价格。时髦美妆品牌Makeup Geek的老板玛蕾娜·斯黛尔也是Youtube上一位出名的美妆网红，2011年品牌发布时，她也曾雇佣带货人推广她的品牌。可是上一年，她削减了开支，因为内容出产者需求每个视频付出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.

据那十几位作业从业者称，这样的报价非常广泛。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相片，报价是1万美元起。Youtube那就更贵了。有3百万粉的内容出产者一般一条视频收费至少4万美元。假定品牌公司想要视频出产者对竞品宣告负面评价，那就要另外收费——一般1万到3万美元或许更高。当然了，带货人粉丝越多，报价越高。