From Mega to Microinfluencers 從「超級網紅」到「微型網紅」

音檔: https://www.instagram.com/p/CKP56XglXKQ/

Living the life of a famous influencer is the dream of many. Who wouldn’t want to spend their days enjoying delicacies, traveling to luxury resorts, and posing for photos while being paid by Instagram? In fact, according to an Awin study, “social media influencer" is the second most popular career choice, second only to being a doctor, among those between the ages of 11 and 16.

•live the life of… 過著⋯⋯的生活
•enjoy delicacies 享受美食
•a luxury resort 豪華的度假飯店
•pose for photos 擺姿勢拍照
•according to 根據⋯⋯
•social media influencer 網路紅人;社群媒體影響者
•between the ages of… 介於⋯⋯之間的年齡

成為知名網紅是許多人的夢想生活。誰不想每天品嚐美食、入住豪華的度假飯店、擺姿勢拍照,同時獲得Instagram的收益?實際上,根據Awin的一項研究,在11歲到16歲的年齡層中,「網路紅人」是第二受歡迎的職業選擇,僅次於醫生。

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Influencer culture is inextricably tied to consumerism and the rise of technology. An influencer refers to someone or something with the power to affect the consumption habits or actions of others by producing original content on social media platforms. Users of such platforms consider influencers more akin to a close friend than an advertiser or paid endorser, so much so that big brand names have done all they can to secure endorsements with so-called mega-influencers, online personalities commanding following into the millions.

•be inextricably tied to 與⋯⋯密不可分
•consumerism 消費主義;消費者主義
•refer to… 涉及⋯⋯;與⋯⋯相關
•consumption habits 消費習慣
•a social media platform 社群媒體平臺
•akin to 類似的;近於
•a paid endorser 有償的代言人

網紅文化與消費主義及科技的興起密不可分。網紅係指某人或某物有能力在社群媒體的平臺上,以其製作的原創內容來影響消費習慣或他人行為。此類平臺的用戶認為,網紅比廣告商或有償的代言人更像密友,因此大品牌想方設法以取得所謂超級網紅——也就是那些能影響上百萬追蹤者的網路名人——的代言。

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However, the age of mega-influencers seems to be coming to a close. Brands have begun to turn to micro-influencers, those with a few thousand or even a few hundred followers, seeing the value in their strong connection with their following.

•the age of… ⋯⋯的時代
•mega-influencer 超級網紅;超級影響者
•come to a close 即將結束
•turn to 轉向
•micro-influencers 微型網紅;微型影響者
•see the value in sth 看到某一個東西的價值
•have a strong connection with 與⋯⋯有緊密的關係

然而,超級網紅的時代似乎即將結束。品牌已開始轉向那些擁有數千或數百名追蹤人數的微型網紅,他們所看到的價值在於微型網紅與追隨者有著緊密的關係。

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圖片出處:http://bit.ly/2M6InQY

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