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第一篇（）Too manypeople wantto besocial-media influencers1/2太多人想成为“网红”（上）Ask ayoung person they wouldlike todo with their lifeand increasinglyoften theanswerwill beto findfame andfortune online.Fully57%of Gen Zs in America wouldlike to be a（.民意调查机构），social-media influencer,according toMorning Consult,a pollstern53%describe itareputable careerchoice.Those dreamsmay beunderstandable:examples aboundofsocial-media superstars,from fashionistasand comediansto gamers,making tensof thousandsof dollarsfbra postpromoting thewares ofsome brand.As consumersspend moreof theirlives on social media,theamount ofmoney companiesare payinginfluencers isrocketing.（）Yet asthe industiyhas grown,it hasalso changed.Spoiled forchoice,companies shifttheirattention towardsinfluencers creatingcontent fbrnarrower audiences,such asfashion tipsfor theover60s（居民），or gardeningadvice forinner-city dwellersn.to bettertarget thoseconsumers.Cultivating asmall（小众的）fan basein aniche adj.area mayearn hobbyistssome extracash,but itwill rarelybe enoughfbr（幻想）them toquit theirday job.Those fantasizeabout makingaliving asa social-media starmay thusbe headingfbr disappointment.Companies havebeen increasingshare of their marketingbudgets theyhandover toinfluencers.Over thepast fiveyears,American firmshave roughlytripled theirspending on influencermarketing,to$7bn,according toeMarketer,a researchfirm.In asurvey bythe Influencer Marketing Hub,another researchgroup,86%ofbrands globallysaid theyplan to spend oninfluencer marketingthis year,upfrom37%in2017,when thesurvey wasfirst conducted.Nearly aquarter intendtospendover40%of theirmarketingbudget oninfluencer campaigns.Companies realisethat influencers-or creators1*,as manyprefer tobe calledhave becomeintegral（必要的，不可或缺的）adj.to howconsumers shop.According toresearch byNorthwestern UniversityandLTK,a platformthat connectsinfluencers withbrands,nearly three-quarters ofGenZsinAmericahave（）relied oninfluencers tohelp themchoose productsbuy.More surprisingly,so havea thirdof consumers（婴儿潮一代”，通常指年至年间出生的人）who areboomers19461964or older.Influencers arepart ofevery bigcampaign nowadays,says MarkRead,the bossofWPP,which owns（）advertise agenciessuch asOgilvy andMind share.Walmart,a giantAmerican retailer,has workedwithTikTok starsCharli andDixie DAmelio.BOSS afancy clothingbrand,has collaboratedwith KhabyLame,a comedianwith morefollowers thananyone elseon TikTok.Louis Vuitton,a luxurystalwart,has runcampaignswith Emma Chamberlain,a YouTuber.For thepast fewyears,influencers haveeven starredinSuper Bowlads alongsideHollywood royaltyand charttoppingpop stars.The biggestinfluencers nowhire（大量的）legions ofstaff tohelp themcreate eye-catching posts,agencies andother middlemenhelp themlandand managebrand deals.（吸弓）Such storieshave luredv.I agrowing numberof people to trytheir handat beingan influencer.（）Goldman Sachs,a bank,estimates that as oflast yearthere bemore than50m influencersglobally,and（估计）（扩大）（）reckons v.their ranksare swellingv.by between10%and20%annual.第二篇（）Too manypeople wanttobesocial-media influencers2/2太多人想成为“网红”（下）Source:The Economist（优势）The surgingsupply of influencers hasbeen aboon n.fbr companiesthat usethem tosell theirproducts.Celebrity influencersmay behelpful fbrbuilding awarenessa brandor（）altering howit isperceived byshopper,but whenit comesto persuadingpeopleto buy something,marketers lookto thelong tailof creatorswith smallbut engagedgroups offollowers.Since2021the shareof spendingoninfluencermarketing inAmerica taken by creatorswith more（）than Imfollowers fallfrom15%to8%;the sharetakenbythose withfewer than20,000followers havesurgedfrom20%to45%.Marketing agencieshelp companiesmanage contractswith manysuch（）influencers,sometimes usingartificial intelligenceAl toscout outthose whoseaudiences bestmatch theirneeds.（）（For thosehope to make acareer outof theirsocial-media presence,however,the proliferationn.（数量的）激增）of social-media influencersshould bea causefor concern.Only4%of creatorsearn（）$100,000a yearor morefrom thework,according toGoldman Sachs.Al couldworse thesituation,asHvirtual influencers”begin tocrowd social-media feeds:Aitana Lopez,a gamerand fitnessguru（n.专家）（对称的）with pinkhair anda faceso symmetricaladj.it couldonly havebeen generatedby acomputer,has330,000followers onInstagram.（（商品）供过于求；大量）（）The glutn.ofinfluencersbe alsomaking onlinefame yetmore fickle（变幻无常的）.adj.Even ifa postgoes viral,that doesn*t meanan influencefscareer isset,says JoeGagliese,co-founder ofViral Nation,a marketingagency.HIf theyrenot carefultomakethe mostof that,（）（易变的，动there isanother creatorright behindthem,he says.This industryis extremevolatile adj.荡不定的，反复无常的）J pointsout Vanessa Chen,a fashioninfluencer betterknown byher InstagramnameVivacious Honey.To diversifyher income,she recentlylaunched herown clothingline.Many othershavedone somethingsimilar.There isanother problemwiththeflood ofinfluencers online:consumers aregrowing weary厌倦的adj.of allthose adsdressed upas entertainment.In asurvey lastyear McKinsey,a consultancy,that68%of fashionconsumers globallywere unhappywith amountofsponsored contentonsocialmedia.Influencers firsttook off突然成功consumers thoughtof themas npeoplethey couldtrust”,saysAnita BalchandaniofMcKinsey.To remaininfluential theyneed tostrike abalance betweengetting paid，.流彳亍and convincingfollowers theyare stillauthentic”one of the industry*s favouritebuzzwords n术语.Being popular,it seems,is harderthan ever.第二篇More PeopleInstantly ConnectedWith aPet ThanTheir Partner越来越多人与宠物的情感联系超越伴侣It turnsout thatpuppy lovemay bemore commonthan lovefirst sight.A recentsurveyfinds thatmore dog owners hadinstantconnectionn withtheir petsthan withtheir significantother.The surveyof2,000dog ownersin seriousrelationships revealedthatawhopping80%had animmediateconnection withtheir dog,compareto just69%who said the samefor theirpartner.The surveyalsofound thatpet ownerswere morelikely tobelieve inlove atfirst sightnwith animalsthan people87%vs.62%.Still,one infive19%said tooktime to build abond withtheir dog,and,of thoserespondents,20%questioned theymade theright decisionin adoptingtheir petbecausethey didn*t havean instantconnection.However,the waitbeworth it:74%said thebond betweenthemand their dog isstronger becausethey hadtobuildit overtime.Commissioned byThe HonestKitchen andconducted byTalker Research,the researchersalso askeddogowners ifthere wasanything theywished theyhad knownbeforeadopt their dogs.一A varietyof theseanswers centeredaround foodmay notbe surprising,as76%said foodis theirlove languageand theytake greatcare infeeding theirdog nonlythe best.nOver halfthe poll53%even saidthey feedtheirdogbetter thanthey feedthemselves.nI wishI knewthe differenttypes of dog foodonthemarket andwhich oneswere thebest fbrmydog.It tooka lotof researchto findthe perfectone,one dogowner says.Another wishedthey knewHwhat brandofdogfood wasgood fbrhis stomach.nOther respondentswould haveliked toknow thetrue investmentof time”that comeswith havinga.真正的，确实的dog-and howthey areliteraladjlike raisingchildren.^^The lovepeople havefor theirdogs alsosurprisesome newdogowners,admitting thatif theyknewthe amountof joythey bring,I wouldhave gottenone sooner.nDespite thechallenges andthe surprises,83%of respondentssaidthepet ownershipexperience isevenbetter than.The samenumber agreedthat whileits messyand notalways easy,they wouldn*tchange theirexperience withtheirdogfbr anything.Theres somuch tolook forwardto whenyou havea dog,but wewouldnt behonest ifwe didntacknowledgehow hardit canbe,too,Dosen says.n Atthe endoftheday ifsthe fullexperience一bothhighs andlows-that makeit oneofthemost meaningfulrelationshippeople havein theirlives.”答案第一篇what ashave shiftedwho thetobuyadvertising whilewere annually第二篇of shoppershas fallenhoping worsenis extremelyfound thebecause第三篇at ancompared itwhether wasadopting whichliterallysurprised expectedrelationships译文第*扁问一个年轻人他们想要如何度过自己的一生，答案越来越常是要在网上获得名望和财富根据民意调查机构的数据，足足有的美国世代希望成为社交媒体影响者，Morning Consult57%Z的人认为这是一种“体面的职业选择”这些梦想或许可以理解社交媒体上的超级明星比53%比皆是，从时尚达人、喜剧演员到游戏玩家，通过为某些品牌推广产品，每发布一条内容就能赚取数万美元随着消费者越来越多地将生活花费在社交媒体上，企业支付给网红的费用也在迅速飙升然而，随着行业的发展，它也在发生变化选择众多的企业将注意力转向了面向更小众受众的内容创作者，比如为岁以上人群提供时尚建议，或为城市居民提供园艺指导，以便更好60地定位这些消费者在小众领域培养一小批粉丝可以让一些业余爱好者赚取额外收入，但很少能足够让他们辞掉日常工作因此，那些幻想以社交媒体明星为生的人可能会失望企业不断增加其营销预算中分配给网红的比例根据研究公司的数据，在过去eMarketer五年中，美国企业在影响者营销上的支出大约增加了三倍，达到了亿美元另一家研究机构70的调查显示，全球的品牌表示今年计划在影响者营销上投入预算，InfluencerMarketingHub86%而在年首次进行该调查时，这一比例仅为近四分之一的品牌打算将超过的营销201737%40%O预算用于网红推广活动企业意识到，网红一或许多网红更喜欢称自己为“创作者”一一已成为消费者购物方式中的重要一环根据西北大学和连接网红与品牌的平台的研究，近四分之三的美国世代依赖LTK Z网红来帮助他们选择购买的产品更令人惊讶的是，三分之一的婴儿潮一代及更年长的消费者也同样如此“如今每个大型营销活动都少不了网红的参与，”拥有奥美和传立等Ogilvy Mindshare广告公司的首席执行官马克•里德表示美国零售巨头沃尔玛曾与明星查理和迪克WPP TikTok西•达梅利奥合作高端服装品牌也曾与喜剧演员、上粉丝最多的卡比•拉梅BOSS TikTokKhaby联手奢侈品牌路易威登则邀请了艾玛•张伯伦参与宣传活Lame YouTuberEmmaChamberlain动过去几年里，网红们甚至与好莱坞巨星和流行歌手一同亮相超级碗广告如今，最顶尖的网红会雇佣大量员工帮助他们创作吸引眼球的内容，而经纪公司和其他中间人则帮助他们敲定并管理品牌合作这样的故事吸引了越来越多的人尝试成为网红投资银行高盛估计，截至去年，全球有超过万网红，并预计这一数字每年增长到500010%20%o弟一^扁网红数量的激增对于利用他们来推销产品的公司而言是个福音明星级网红有助于提升品牌知名度或改变消费者对品牌的看法，但在真正促使人们购买时，营销人员更看重那些拥有数量不多却高度互动粉丝群体的长尾创作者自年以来，美国网红营销支出中，拥有超过万粉丝的网红所占比例已从降至202110015%；而粉丝少于万的小型网红所占比例则从飙升至营销机构帮助企业管理与众多8%220%45%此类网红的合作合同，有时甚至利用人工智能来筛选那些受众最符合企业需求的网红AI然而，对于那些希望将社交媒体变成职业的人来说，网红数量的激增应引起警惕根据高盛的数据，只有的创作者年收入能达到万美元或以上人工智能可能会让情况更加严峻，4%10因为“虚拟网红”开始充斥社交媒体例如，拥有粉色头发和极为对称面孔的游戏玩家兼健身达人艾塔娜•洛佩兹在上已拥有万粉丝，而她的形象显然是由电脑生成Aitana LopezInstagram33的网红过剩也让网络名气变得更加难以捉摸即便一条帖子爆火，也不意味着网红的职业生涯就此稳固，营销公司的联合创始人乔•加利斯表示“如果他们不小心利用好机会，Viral Nation马上就会有另一个创作者在后面赶上”时尚网红上名为VanessaChenInstagram VivaciousHoney指出“这个行业非常不稳定”为了多样化收入,她最近推出了自己的服装品牌，许多其他网红也采取了类似的举措网红泛滥带来了另一个问题消费者对那些伪装成娱乐的广告感到厌倦咨询公司麦肯锡去年的一项调查显示，全球的时尚消费者对社交媒体上的赞助内容数量感到不满68%麦肯锡的表示，网红最初之所以流行，是因为消费者认为他们是“可以Anita Balchandani信任的人”要保持影响力，网红需要在赚钱与让粉丝相信他们依然“真实”之间找到平衡，“真实”是该行业的流行词之一看来，要保持受欢迎比以往更难了第三篇事实证明，“狗狗之爱”可能比“一见钟情”更常见最近的一项调查发现，与宠物相比，更多的狗主人与宠物有“瞬间联系”对名有亲密关系的狗主人的调查显示，高达的人与他们的狗有直接联系，而只200080%有的人说他们的伴侣也是如此这项调查还发现，宠物主人更有可能相信人与动物之间的69%“一见钟情”87%vs.62%o尽管如此，五分之一的受访者表示，他们花了很长时间才与他们的狗建立联系,19%在这些受访者中，的人质疑他们是否做出了正确的决定，因为他们没有立即建立联系然而，20%等待是值得的的人说，他们和他们的狗之间的联系更牢固，因为他们必须随着时间的推移74%建立联系在的委托下，由进行的研究中，研究人员还询问狗主人The HonestKitchen”Talker Research在收养狗之前是否希望知道些什么这些答案的各种各样都围绕着食物--这可能并不令人惊讶，因为的人表示食物是他们的76%“爱语言”，他们在给狗喂食时非常小心，“只吃最好的”超过一半的民意调查甚至表示，53%他们喂狗的方式比喂自己的方式好一位狗主人说“我希望我知道市场上不同类型的狗粮，哪种最适合我的狗我花了很多研究才找到最完美的”另一个人希望他们知道“什么牌子的狗粮对它的胃好”其他受访者想知道养狗带来的“真正的时间投资”，以及他们是如何“真正地，确实地”喜欢抚养孩子的人们对狗狗的爱也让一些新养狗的人感到惊讶，他们承认，如果他们知道“狗狗带来的快乐，我早就得到了一只”尽管存在挑战和意外，但的受访者表示，养宠物的体验甚至比预期的还要好同样的人83%数同意，虽然它很混乱，并不总是容易，但他们不会用任何东西来改变他们与狗的经历“养狗有很多值得期待的事情，但如果我们不承认养狗有多难，我们就不诚实了，”多森说，“归根结底，是完整的经历--包括高潮和低谷-一让养狗成为人们生活中最有意义的关系之一。
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