【中英双语】面向Z世代的品牌营销，离不开这五种策略
How the Best Brand-Influencer Partnerships Reach Gen Z
如果你尚未听说过阿利克斯·厄尔（Alix Earle），那可能只是时间问题。这位年轻的影响力人物——她刚从迈阿密大学毕业——在抖音（TikTok）上拥有500多万粉丝。最近她与联合精英经纪公司（United Talent Agency, UTA）签约，该机构是为全球媒体和娱乐生态系统人才代言的三大公司之一。她利用自己的个人品牌与Tarte和Rare Beauty等美容公司建立了合作关系。 If you haven’t heard about Alix Earle, it may simply be a matter of time. This young influencer — who just graduated from the University of Miami — has more than 5 million followers on TikTok and was recently signed by United Talent Agency (UTA), one of the top three firms that represent talent globally across the media and entertainment ecosystem. She has leveraged her personal brand to partner with beauty companies like Tarte and Rare Beauty. 在网上观看阿利克斯·厄尔的无数视频就可以对她的套路了解得一清二楚。她有模特般的美貌，符合纯粹的美学观。（除其他东西外）她完善了“跟我一起化妆”（get ready with me, GRWM）的格式。这是一种短视频，她在视频中从自然的美貌转变为完美无瑕，展示了专业但可复制的化妆技术和产品使用。当她在“自拍”视频中施用她的妆容时，她会以快言快语、毫不费力的独白方式将故事讲述、幽默、弱点、愿望、亲和力和产品提及杂糅在一起。她给人的感觉容易亲近，简直就是另一名大学生。 Watching the myriad of Alix Earle videos online makes her formula quite clear. She has model-like beauty, checking the box for sheer aesthetics. She’s perfected the “get ready with me” (GRWM) format (among others), a short-form video in which she goes from natural beauty to flawless perfection, displaying professional yet replicable makeup techniques and product use. As she applies her look during “selfie” videos, she offers a mix of storytelling, humor, vulnerability, aspiration, relatability, and product mentions in a fast-talking, effortless monologue. She feels just approachable enough to be just another college student. 这种亲和力是厄尔在Z世代中产生如此多共鸣的原因。
真实性是这一代人最重要的价值观之一。
正如安永（EY）最近的研究强调的那样：“在经历了一个假新闻和筛选后的照片展现‘完美生活’的时代后，Z世代已经不再与之有瓜葛。”他们觉得自己有能力在各种社交论坛上就任何话题提出并回答自己的问题——从美容到健康，到家居装修，到技术，到科学。他们对权威的看法已经从学术机构或知名编辑的声音等传统来源扩展到感知的影响力——就像厄尔迅速崛起所证明的那样。 That approachability is why Earle resonates so much with Gen Z. Authenticity is among this generation’s most important values. As recent EY research highlights: “After an era of fake news and filtered photos projecting the ‘perfect life,’ Gen Z is over it.” They feel empowered to ask and answer their own questions in a variety of social forums on any topic — from beauty to health to home improvement to technology to science. And their view of authority has expanded from traditional sources, like academic institutions or reputable editorial voices, to perceived influence — as demonstrated by Earle’s meteoric rise. 研究阿利克斯·厄尔的成功为品牌营销者提供了
五条强有力的经验
，用以借鉴如何利用这个影响力人物的时代——并与Z世代建立真实的联系。 Studying Alix Earle’s success offers brand marketers five powerful lessons for how to tap into this era of influencers — and make authentic connections with Gen Z.
为你的品牌找到合适的意见领袖
Find the right influencers for your brand
仅仅强行拟订顶级影响力人物排行榜并不是答案。各品牌应该找到可以打动他们目标受众的人。 Simply force-ranking top influencer lists is not the answer. Brands want to find the person or people who reach their target audience. 一旦各品牌明确了他们竞争所处的品类，营销人员就可以物色最能吸引人、声音和风格能与品牌产生共鸣的影响力人物。AI和其他分析数据的工具可以帮助你找到这个人物——比如，数据分析可以揭示影响力人物和品牌之间共同的粉丝、创意方法和社区。还有一些企业（比如，从Gallery Media到领先的人才机构）会为各品牌策划影响力人物，并对更复杂的关系和执行进行管理。 Once brands define the category in which they compete, marketers can look for the influencers who have the most engagement and who have a voice and style that resonates with the brand. AI and other tools to analyze data can help you figure this out — for example, data analytics can reveal followers, creative approaches, and communities in common between influencers and brands. There are also companies, from Gallery Media, for example, to leading talent agencies, who curate influencers and manage more complex relationships and execution for brands.
为移动消费创作品牌故事
Create brand stories for mobile consumption
Z世代通过滚动浏览他们手机上由算法驱动的、个性化的“为你”推送的内容来填补他们的空闲时间，里面充斥着照片、视频和表情包。在理想的情况下，各品牌应该授权与他们合作的影响力人物，让他们创造简短、引人入胜、针对移动设备制作的内容。 Gen Z fills their spare moments by scrolling through their algorithmically driven, personalized “for you” feeds on their phones, filled with photos, videos, and memes. Ideally, brands should empower the influencers they work with to create content that is short, compelling, and made for mobile. 就像厄尔在一到三分钟的简短故事中所做那样，拥抱弱点与率真让品牌能够以一种具有个人相关性和真实性的方式与年轻一代建立联系。然而，各品牌必须明白，这不是一个有脚本的30秒电视宣传片，影响力人物会把故事引致他们自己选择的方向。这是对其他品牌故事的补充——而不是替代。 Embracing vulnerability and openness, like Earle does in short one- to three-minute stories, enables brands to connect with younger generations in a way that’s personally relevant and authentic. However, brands must understand that this is not a 30-second scripted television spot, and the influencers will take the story in a direction of their own choosing. This is a complement to other brand storytelling — not a replacement.
激励消费者，将品牌内容变成他们自己的内容
Motivate consumers to make brand content their own
与前几代人不同，Z世代不会将他们的帖子大肆“散播”到各社交网络。他们更频繁地通过“私人故事”与更少的人分享。由于这些帖子的频率和亲密性，参与度要高得多。由于这样的转变，我们也看到Z世代一改前代人在社交媒体账户上广泛散播自己快乐时刻的行为，转而在更私密的圈子里分享个人危机和眼泪等真实的时刻。 Unlike previous generations, Gen Z does not “broadcast” their posts to social networks writ large. They share more often with far fewer people via “private stories.” Engagement is much higher because of the frequency and the intimacy of these posts, and with this shift, we also see Gen Z moving away from prior generational behaviors of broadcasting their happy moments widely on their social media accounts to sharing more raw moments like personal crisis and tears in more private circles. 一个年轻人在抖音上看到厄尔的GRWM视频中的美容产品，随后会在Snap上的私人故事中向其朋友群组宣传该产品，这就是一个实例，说明品牌旅程会从高调的社交媒体影响转变为深刻的个人影响。一个品牌必须赢得进入这个神圣空间的权利——它必须了解这些更个人化的亲密场所具有的不透明性和新风险。 A young person who sees a beauty product in a GRWM video from Earle on TikTok who subsequently endorses that product with their friend group in their private story on Snap is an example of how the brand journey goes from high-profile social media influence to deeply personal influence. A brand must earn the right to access this sacred space — and it must understand the opacity and new risks of these more personally intimate venues.
跨越界线，脱颖而出
Cross boundaries to stand out
随着生成式和对话性AI大规模应用于创意环境，未来需要新的灵感和创造力之源才能脱颖而出。由于所有影响力人物现在都有机会使用相同的技术来推动研究，加强创意，并加速生产，有远见的品牌将通过人类的原创性或真正的名人来寻求差异。真正的创造力标准只会越来越高，需要各品牌向消费者发出新的邀请来共同创造。我们目前对影响力的定义可能会迅速转变，因为AI会操纵目标定位算法和创造性驱动算法。 It’s going to take new sources of inspiration and creativity to stand out as generative and conversational AI are applied in creative contexts at scale. As all influencers now have access to the same technology to drive research, enhance ideas, and accelerate production, forward-thinking brands will look to differentiate through human originality or true celebrity. The bar for real creativity will only get higher, requiring unorthodox juxtapositions of brands or new invitations to consumers to co-create. Our current definition of influence may shift rapidly as AI manipulates both the targeting and creative driving the algorithms.
避免克隆文化
Avoid clone culture
作为营销人员，我们可能会珍惜这一机会，不惜一切代价推动消费，通过策划潮流趋势，利用影响力人物来获得速度。可是，如果我们在这一切的科学上过于成功，我们正在创造的潮流回音室是否会有悖于我们对多元化和包容性的承诺，或者是在某些社会原型中克隆重复的行为？如果影响力至少依赖于原创性这一外衣，那么随着每个人都使用AI驱动的类似见解，事情是否会变得更加困难？品牌会综合利用创造力和数据（或者说艺术和科学）精确地推动他们的商业抱负，但他们可能会越来越多地寻求扩大战略，寻找新的受众、声音和灵感，以使他们的消费者群体和创意多元化。 As marketers, we may prize the opportunity to drive consumption at all costs by engineering trends to have velocity through influencers. But if we succeed too much on the science of it all, are we creating trend echo chambers that contradict our commitments to diversity and inclusion, or cloning repeat behaviors within certain social archetypes? And if influence relies on at least the veneer of originality, will it be harder as everyone uses similar AI-driven insights? Brands drive their commercial ambition with precision using a combination of creativity and data (or art and science), but increasingly, they may seek to broaden strategies to find new audiences, voices, and inspiration to diversify their base of consumers and ideas. 创客经济方兴未艾，富有创造力和价值，尤其是当技术支持的经济模式促使强大的人才将其作为真正的专业努力之际。利用其新动力来创造价值的品牌会让自己与众不同，并推动指数级的增长。成功的关键是倚靠最新的影响力来源，以及所有最新的风险与回报的动态。 The creator economy is thriving, creative, and valuable, particularly as technology-enabled economic models motivate strong talent to make it a true professional endeavor. Brands that harness its new dynamics to create value will differentiate themselves and drive exponential growth. The key to success is to lean into the newest sources of influence along with all the latest dynamics of risk and reward. 珍妮特·巴利斯负责领导安永在美洲的咨询专业人员，专注于客户议程和收入增长，包括商业卓越、客户体验和产品创新，同时也负责安永的CMO业务。她还曾担任过《赫芬顿邮报》（
The Huffington Post
）的出版商Betaworks公司的合伙人，并在Martha Stewart Living Omnimedia担任过媒体销售与营销执行副总裁。她还是移动营销协会（Mobile Marketing Association）和国际电视艺术与科学学院（International Television Academy of Arts and Sciences）的全球董事会成员，哈佛商学院数字行动计划（Harvard Business School Digital Initiative）的顾问。 时青靖 | 编校
