除了好看，網(wǎng)紅還需要怎樣的基本素養(yǎng)

01 除了好看，網(wǎng)紅還需要怎樣的基本素養(yǎng)

全媒體時(shí)代，每個(gè)人都可以通過網(wǎng)絡(luò)把自己的影響力擴(kuò)大。網(wǎng)紅、直播播主、公眾號(hào)、大V……這些全新的名詞迅速躥紅，成為這個(gè)時(shí)代的標(biāo)志。

這些職業(yè)離我們并不遙遠(yuǎn)，那些“紅人”可能就是你的同事、朋友或者鄰居，草根和名人之間也不再是相去天淵的距離。

不過，你或許知道工程師的職業(yè)有關(guān)圖紙和建設(shè)，藝術(shù)家的工作有關(guān)音符和色彩，那網(wǎng)紅們是如何在互聯(lián)網(wǎng)瀏覽量里掘金的？你可能被papi醬的千萬級(jí)融資驚訝到，而外國網(wǎng)紅們收入情況一樣令人歆羨。

一起來看看FT記者Jonathan Margolis的文章，他來告訴你“網(wǎng)紅”是怎樣煉成的。

How to make money as a digital influencer

網(wǎng)紅的掘金之道

我曾經(jīng)采訪過一位醫(yī)生，地點(diǎn)就在他的家里。會(huì)話過程中，一位發(fā)型時(shí)髦、身上還帶著紋身的女孩走進(jìn)了房間。

醫(yī)生介紹道，這是他的女兒，Precious。于是我和她寒暄，詢問了她的職業(yè)。

“I'm an eBay trader,” said Precious.

我是一個(gè)eBay賣家，Precious告訴我。

不過他的父親好像對(duì)這個(gè)職業(yè)頗有偏見，補(bǔ)充道：

“That's south California for unemployed and still living at home.”

“在南加州，eBay賣家就是沒工作，還待在家里的人”。

我不禁考慮，這類依靠互聯(lián)網(wǎng)謀生的人究竟能賺多少錢？

We hear about gamers making six-figure earnings from their bedroom but sense dictates that these are exceptions.The same with bloggers and people who try to make a living posting to social media.

我們常聽說有的人在臥室打游戲，就能賺到六位數(shù)的工資——不過常識(shí)也告訴我們，那些只是少數(shù)。網(wǎng)絡(luò)上的博主和依靠社交媒體謀生的人同樣如此。

我有一個(gè)想走這條路的朋友，她就并不順利。

I have a friend in London who is smart, expert in Instagram, Snapchat and the rest, and — it's significant — very pretty.She started more than a year ago tirelessly trying to build up a commercially viable following as a lifestyle and nutrition coach.

這個(gè)朋友在倫敦。她聰明、是使用Instagram、Snapchat等社交工具的達(dá)人，以及最重要的——長得好看。大約一年前，她開始試著作為生活與營養(yǎng)導(dǎo)師，想要發(fā)展一批有商業(yè)價(jià)值的“粉絲”。

She has gathered only 3,500 Instagram followers, 750 on Twitter and is running out of the savings she hoped would fund her business.

她現(xiàn)在只有3500個(gè)Instagram粉絲，Twitter上750個(gè)。目前她花光了所有的積蓄，希望有人可以投資她的事業(yè)。

Even if she had done better, she may not have made money.Last year, Gaby Dunn, a social media star, wrote that she was barely making a living.She had walked a red carpet, she said, while having just $80 in her bank account.

就算能做得好一點(diǎn)，她可能也賺不到錢。去年，一個(gè)社交媒體名人Gaby Dunn表示她很難維持生計(jì)了。Gaby Dunn透露，她曾經(jīng)走著紅毯，銀行賬戶里卻只有80美元。

So when I received a PR email introducing two sisters in New York who work as “digital influencers” in fashion and lifestyle and have nearly 2m Instagram followers, I was sufficiently intrigued to want to go to meet them.I wanted to know what being a professional Instagrammer entailed but, most of all, how much they earn.

所以，當(dāng)收到了一封公關(guān)郵件，介紹了紐約兩位坐擁200萬Instagram粉絲、時(shí)尚生活方面的“網(wǎng)紅”的時(shí)候，我的好奇心一下子被勾了起來，想要見見她們。我想要知道，具備什么技能才能成為專業(yè)的Instagram博主，還有最重要的，她們能掙多少錢。

住在紐約的Amra和Elma Beganovich姐妹深諳運(yùn)營社交媒體之道。

Amra and Elma Beganovich might have worked with brands from Avon to Johnson & Johnson to Uber, but they are midsized compared with others who supposedly make a living putting photos of themselves on the internet.

Amra Beganovich和Elma Beganovich和各類品牌合作，包括雅芳、強(qiáng)生和優(yōu)步等。不過和其他依靠在網(wǎng)上分享自己生活的照片為生的人相比，她們的等級(jí)也只是一般而已。

The Beganoviches, posting separately, have 658,000 and 617,000 Instagram followers, and 148,000 and 271,000 on Twitter.The top three Instagram fashion bloggers in one breakdown have 2.84m, 1.76m and 1.6m devotees.

Beganovich姐妹在Instagram上分別擁有65.8萬和61.7萬位粉絲，在Twitter上有14.8萬和27.1萬位粉絲。在Instagram上排名前三的時(shí)尚類博主分別擁有284萬、176萬和160萬粉絲。

Elma Beganovich的Instagram首頁

I met the sisters at their small serviced office near Times Square.Aged 31 and 32, they are Bosnian Muslims from a professional family in Sarajevo.During the siege of that city in the 1990s they lived in a bomb shelter for eight months until, when they were 7 and 8, they were spirited away inside a UN tank.They were flown to Finland, where they went to school.They eventually settled in the US and went to university in Washington DC.

我在時(shí)代廣場附近的一個(gè)小工作室會(huì)見了Beganovich姐妹。她們分別31歲和32歲，來自薩拉熱窩的波斯尼亞穆斯林世家。在1990年代薩拉熱窩圍城戰(zhàn)期間，她們?cè)诜揽斩蠢锷盍税藗€(gè)月之久，直到七、八歲的時(shí)候，被一輛聯(lián)合國坦克營救。流亡芬蘭期間，她們接受了教育，最終在美國定居，在華盛頓讀了大學(xué)。

When, to the derision of family and friends, they left their jobs in 2013 to become fashion and beauty bloggers, Elma had been working as a lawyer in DC, Amra as an economist.They now employ 12 people in Bosnia who work both from an office and remotely, and regard themselves as a digital marketing company.

2013年，在親友的嘲笑中，Elma辭去了華盛頓的律師工作、Amra放棄經(jīng)濟(jì)學(xué)家職業(yè)，兩人成為專職時(shí)尚博主。她們現(xiàn)在在波斯尼亞雇傭了12個(gè)人，在辦公室或者遠(yuǎn)程工作，自稱為數(shù)字營銷公司。

她們的盈利機(jī)制其實(shí)并不復(fù)雜：

They choose some of the clothing and other brands they feature, including animal charities, because they like them; others they are paid to spotlight.

她們挑選一些服飾或者其它看中的品牌（包括動(dòng)物保護(hù)慈善機(jī)構(gòu)等，因?yàn)樗齻兿矚g小動(dòng)物）進(jìn)行宣傳，獲得酬勞。

The women are good at what they do and brands struggling with social media are turning to them for help.They are also famous and good-looking and get paid to be at fashion events.

兩位女孩非常擅長她們的工作。謀求在社交媒體有所突破的品牌，都期望得到她們的幫助。她們還很有名、很漂亮，出席時(shí)尚活動(dòng)也能掙得報(bào)酬。

The basis of their appeal, they explained, is understanding their audience (70 per cent in the US, 30 per cent in Europe; 90 per cent is female and most are aged 16 to 35).Authenticity is crucial — they cultivate an image as regular young women.

她們解釋，自己影響力的根源，在于了解她們的受眾。這些人70%在美國，30%在歐洲，90%是女性，大多是16歲到35歲。至關(guān)重要的是真實(shí)感——她們的形象就和別的年輕女性一樣。

Elma說，

“From the start, we approached social media as we would a science.It was an experiment.”

“最開始我們把社交媒體看成是一門科學(xué)來接觸，就像是一個(gè)實(shí)驗(yàn)一樣?！?/p>

Amra補(bǔ)充道：

“The world we reflect, is everyday but with a touch of inspiration, a little bit of a dream world.We come across as cute rather than perfect, so it's a kind of organic content people can relate to, with everyday products in everyday settings.”

我們想要呈現(xiàn)的，是一個(gè)日常的，但是又帶一點(diǎn)小靈感、小夢幻的世界。我們要給人的印象是惹人喜歡，而并非完美的，日常生活的種種，感覺更接地氣，更容易引起共鳴。

Amra Beganovich的Instagram首頁

雖然有一點(diǎn)尷尬，不過我還是問了一下她們的收入情況。

They looked briefly at each other and said they would ask their office to send me the figures for their 2015 earnings.

她們兩個(gè)互相看了一眼，說會(huì)讓工作室發(fā)給我她們2015年?duì)I收情況數(shù)據(jù)。

不久我就收到了郵件：

“Total annual income for Elma, 2015: $714,000.Amra's was very similar,” it read.

“2015年Elma的總收入為71.4萬美元，Amra的也差不多”，郵件里說道。

“We factored in medians and averages to better represent the monthly variations:

我們?nèi)×酥虚g數(shù)和平均值，在月度變化的基礎(chǔ)上更好地反映經(jīng)營情況：

Blog earnings: $30,000, average per month $2,500;

博客收入：3萬美元，平均每月收入2500美元；

Instagram posts: $480,000, median per month $5,000 per post with eight posts per month on average;

Instagram收入：48萬美元，平均每月推送8次，每條收入5000美元；

Twitter posts, $60,000, median per month $2,500 per Tweet with two posts per month on average;

Twitter收入：6萬美元，平均每月推送2次，每條收入2500美元；

Event attendance: $144,000, median per event $6,000 with two events per month.

出席活動(dòng)收入：14.4萬美元，平均每月參加2次，每次收入6000美元。

The reasons why the women left pressurised careers in DC suddenly seemed a little clearer.

兩人離開華盛頓高壓工作的原因可見一斑。

But short of asking them for their tax returns, and given that I found the sisters credible, I still had to wonder if the figures were believable.I often find it hard in the US to know where refreshing transparency ends and bragging begins.So I asked a digital communication specialist, Mark Malone of the Communications Store in London, which uses digital influencers — Brooklyn Beckham being one.

不過因?yàn)闆]有找她們要納稅申報(bào)單，即使我本人覺得她們是可靠的，我仍舊懷疑這些數(shù)字的真實(shí)性。我通常覺得在美國很難分清什么是言符其實(shí)，什么是夸大其詞。因此我詢問了一位數(shù)字傳播領(lǐng)域的專家，在倫敦Communications Store就職的Mark Malone。他常常和網(wǎng)絡(luò)紅人們合作，包括貝克漢姆的大兒子Brooklyn Beckham。

It's not at all out of the realms of possibility,”Mr Malone said.

“真假參半”是Malone給我的答復(fù)。

“A big brand will pay from ￡5,000 to ￡250,000 for three pictures from a major influencer, and ￡10,000 to ￡20,000 is normal for a post if the audience is right.”

“大品牌通常會(huì)為大V的三張圖片宣傳支付5000英磅到25萬英磅不等，如果符合目標(biāo)受眾，每條一兩萬英磅也都是稀松平常的事情?！?/p>

兩人的博文常常收到上萬次的“贊”

Other things that rang true about the sisters, according to Mr Malone, are their office in New York, having been around a long time in social media terms, being invited to the right events and, most likely, being known for having a good proportion of quality, active followers.

據(jù)Malone的分析，這對(duì)姐妹在紐約辦公、是社交媒體圈的資深從業(yè)者、常常應(yīng)邀出席相關(guān)活動(dòng)等都應(yīng)該是真實(shí)可靠的。她們最廣為人知的是擁有大比例的高質(zhì)量“活粉”。

So, yes, it seems the cliché about a picture being worth a thousand words might be an understatement.And that if you get a few things right, you can make a living from posting photos of yourself online.

所以，那些傳濫了的“一張圖片抵得上一千個(gè)字”的說法真的還算是保守的。只要掌握對(duì)了方法，你完全可以依靠分享自己的圖片為生。

From what I learnt in a couple of hours with the sisters, I worked out what might be holding back my clever friend in London from becoming a superstar digital influencer.

和這對(duì)姐妹在一起的幾個(gè)小時(shí)，受益匪淺。我想明白了，我的那位聰明的朋友之所以沒能成為“網(wǎng)紅”，受制于以下幾點(diǎn)。

One factor is photography.Amra and Elma use professional, high-quality photos taken on a DSLR camera rather than sketchy [[img_c]]images snatched on a phone.Another is expertise: they have been to coding school to fully understand their medium.

第一個(gè)因素是照片。Amra和Elma用專業(yè)的高質(zhì)量照片，全部由單反相機(jī)拍攝，而不是那種粗糙的手機(jī)拍攝照片。另外一點(diǎn)是專業(yè)性：她們倆都在編程學(xué)校里學(xué)習(xí)過，非常了解她們的媒介。

Above all, though, the sisters speak to a universal desire for women to look “a better version of themselves”, as they put it.

除了以上，這對(duì)姐妹迎合了女性普遍的渴求：讓自己看起來更美一些。

My friend's yoga tips and recipes for green vegetable juices are perfectly good as “content” goes.But Amra and Elma's glossy execution and granular understanding of their audience clearly propels them into a higher orbit.

我朋友的瑜伽小貼士和蔬菜果汁食譜就內(nèi)容而言是很棒的，不過Amra和Elma姐妹的更完善的運(yùn)營和對(duì)其受眾更細(xì)膩的了解，讓她們更勝一籌。

詞匯總結(jié)

derision [d?'r??(?)n]

n.嘲笑；嘲笑的對(duì)象

When, to the derision of family and friends, they left their jobs in 2013 to become fashion and beauty bloggers.

2013年，在親友的嘲笑中，Elma辭去了華盛頓的律師工作、Amra放棄經(jīng)濟(jì)學(xué)家職業(yè)，兩人成為專職時(shí)尚博主。

factor in

將…納入；包括，把…計(jì)算在內(nèi)

We factored in medians and averages to better represent the monthly variations

我們?nèi)×酥虚g數(shù)和平均值，在月度變化的基礎(chǔ)上更好地反映經(jīng)營情況。

bragging

n.吹牛

vi.夸口

v.夸耀（brag的ing形式）

I often find it hard in the US to know where refreshing transparency ends and bragging begins.

我通常覺得在美國很難分清什么是言符其實(shí)，什么是夸大其詞。

hold back

隱瞞；退縮；抑制；阻止

I worked out what might be holding back my clever friend in London from becoming a superstar digital influencer.我想明白了，我的那位聰明的朋友之所以沒能成為“網(wǎng)紅”，受制于以下幾點(diǎn)。

sketchy ['sket??]

adj.寫生風(fēng)格的；寫生的；概略的

High-quality photos taken on a DSLR camera rather than sketchy mages snatched on a phone.

用專業(yè)的高質(zhì)量照片，全部由單反相機(jī)拍攝，而不是那種粗糙的手機(jī)拍攝照片。