除了好看，网红还需要怎样的基本素养
01 除了好看，网红还需要怎样的基本素养
全媒体时代，每个人都可以通过网络把自己的影响力扩大。网红、直播播主、公众号、大V……这些全新的名词迅速蹿红，成为这个时代的标志。
这些职业离我们并不遥远，那些“红人”可能就是你的同事、朋友或者邻居，草根和名人之间也不再是相去天渊的距离。
不过，你或许知道工程师的职业有关图纸和建设，艺术家的工作有关音符和色彩，那网红们是如何在互联网浏览量里掘金的？你可能被papi酱的千万级融资惊讶到，而外国网红们收入情况一样令人歆羡。
一起来看看FT记者Jonathan Margolis的文章，他来告诉你“网红”是怎样炼成的。
How to make money as a digital influencer
网红的掘金之道
我曾经采访过一位医生，地点就在他的家里。会话过程中，一位发型时髦、身上还带着纹身的女孩走进了房间。
医生介绍道，这是他的女儿，Precious。于是我和她寒暄，询问了她的职业。
“I'm an eBay trader,” said Precious.
我是一个eBay卖家，Precious告诉我。
不过他的父亲好像对这个职业颇有偏见，补充道：
“That's south California for unemployed and still living at home.”
“在南加州，eBay卖家就是没工作，还待在家里的人”。
我不禁考虑，这类依靠互联网谋生的人究竟能赚多少钱？
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.
我们常听说有的人在卧室打游戏，就能赚到六位数的工资——不过常识也告诉我们，那些只是少数。网络上的博主和依靠社交媒体谋生的人同样如此。
我有一个想走这条路的朋友，她就并不顺利。
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.
这个朋友在伦敦。她聪明、是使用Instagram、Snapchat等社交工具的达人，以及最重要的——长得好看。大约一年前，她开始试着作为生活与营养导师，想要发展一批有商业价值的“粉丝”。
She has gathered only 3,500 Instagram followers, 750 on Twitter and is running out of the savings she hoped would fund her business.
她现在只有3500个Instagram粉丝，Twitter上750个。目前她花光了所有的积蓄，希望有人可以投资她的事业。
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.
就算能做得好一点，她可能也赚不到钱。去年，一个社交媒体名人Gaby Dunn表示她很难维持生计了。Gaby Dunn透露，她曾经走着红毯，银行账户里却只有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，当收到了一封公关邮件，介绍了纽约两位坐拥200万Instagram粉丝、时尚生活方面的“网红”的时候，我的好奇心一下子被勾了起来，想要见见她们。我想要知道，具备什么技能才能成为专业的Instagram博主，还有最重要的，她们能挣多少钱。
住在纽约的Amra和Elma Beganovich姐妹深谙运营社交媒体之道。
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和各类品牌合作，包括雅芳、强生和优步等。不过和其他依靠在网上分享自己生活的照片为生的人相比，她们的等级也只是一般而已。
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上分别拥有65.8万和61.7万位粉丝，在Twitter上有14.8万和27.1万位粉丝。在Instagram上排名前三的时尚类博主分别拥有284万、176万和160万粉丝。
Elma Beganovich的Instagram首页
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.
我在时代广场附近的一个小工作室会见了Beganovich姐妹。她们分别31岁和32岁，来自萨拉热窝的波斯尼亚穆斯林世家。在1990年代萨拉热窝围城战期间，她们在防空洞里生活了八个月之久，直到七、八岁的时候，被一辆联合国坦克营救。流亡芬兰期间，她们接受了教育，最终在美国定居，在华盛顿读了大学。
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，在亲友的嘲笑中，Elma辞去了华盛顿的律师工作、Amra放弃经济学家职业，两人成为专职时尚博主。她们现在在波斯尼亚雇佣了12个人，在办公室或者远程工作，自称为数字营销公司。
她们的盈利机制其实并不复杂：
They choose some of the clothing and other brands they feature, including animal charities, because they like them; others they are paid to spotlight.
她们挑选一些服饰或者其它看中的品牌（包括动物保护慈善机构等，因为她们喜欢小动物）进行宣传，获得酬劳。
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.
两位女孩非常擅长她们的工作。谋求在社交媒体有所突破的品牌，都期望得到她们的帮助。她们还很有名、很漂亮，出席时尚活动也能挣得报酬。
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.
她们解释，自己影响力的根源，在于了解她们的受众。这些人70%在美国，30%在欧洲，90%是女性，大多是16岁到35岁。至关重要的是真实感——她们的形象就和别的年轻女性一样。
Elma说，
“From the start, we approached social media as we would a science.It was an experiment.”
“最开始我们把社交媒体看成是一门科学来接触，就像是一个实验一样。”
Amra补充道：
“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.”
我们想要呈现的，是一个日常的，但是又带一点小灵感、小梦幻的世界。我们要给人的印象是惹人喜欢，而并非完美的，日常生活的种种，感觉更接地气，更容易引起共鸣。
Amra Beganovich的Instagram首页
虽然有一点尴尬，不过我还是问了一下她们的收入情况。
They looked briefly at each other and said they would ask their office to send me the figures for their 2015 earnings.
她们两个互相看了一眼，说会让工作室发给我她们2015年营收情况数据。
不久我就收到了邮件：
“Total annual income for Elma, 2015: $714,000.Amra's was very similar,” it read.
“2015年Elma的总收入为71.4万美元，Amra的也差不多”，邮件里说道。
“We factored in medians and averages to better represent the monthly variations:
我们取了中间数和平均值，在月度变化的基础上更好地反映经营情况：
Blog earnings: $30,000, average per month $2,500;
博客收入：3万美元，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：48万美元，平均每月推送8次，每条收入5000美元；
Twitter posts, $60,000, median per month $2,500 per Tweet with two posts per month on average;
Twitter收入：6万美元，平均每月推送2次，每条收入2500美元；
Event attendance: $144,000, median per event $6,000 with two events per month.
出席活动收入：14.4万美元，平均每月参加2次，每次收入6000美元。
The reasons why the women left pressurised careers in DC suddenly seemed a little clearer.
两人离开华盛顿高压工作的原因可见一斑。
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.
不过因为没有找她们要纳税申报单，即使我本人觉得她们是可靠的，我仍旧怀疑这些数字的真实性。我通常觉得在美国很难分清什么是言符其实，什么是夸大其词。因此我询问了一位数字传播领域的专家，在伦敦Communications Store就职的Mark Malone。他常常和网络红人们合作，包括贝克汉姆的大儿子Brooklyn Beckham。
It's not at all out of the realms of possibility,”Mr Malone said.
“真假参半”是Malone给我的答复。
“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.”
“大品牌通常会为大V的三张图片宣传支付5000英磅到25万英磅不等，如果符合目标受众，每条一两万英磅也都是稀松平常的事情。”
两人的博文常常收到上万次的“赞”
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.
据Malone的分析，这对姐妹在纽约办公、是社交媒体圈的资深从业者、常常应邀出席相关活动等都应该是真实可靠的。她们最广为人知的是拥有大比例的高质量“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，那些传滥了的“一张图片抵得上一千个字”的说法真的还算是保守的。只要掌握对了方法，你完全可以依靠分享自己的图片为生。
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.
和这对姐妹在一起的几个小时，受益匪浅。我想明白了，我的那位聪明的朋友之所以没能成为“网红”，受制于以下几点。
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.
第一个因素是照片。Amra和Elma用专业的高质量照片，全部由单反相机拍摄，而不是那种粗糙的手机拍摄照片。另外一点是专业性：她们俩都在编程学校里学习过，非常了解她们的媒介。
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，这对姐妹迎合了女性普遍的渴求：让自己看起来更美一些。
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.
我朋友的瑜伽小贴士和蔬菜果汁食谱就内容而言是很棒的，不过Amra和Elma姐妹的更完善的运营和对其受众更细腻的了解，让她们更胜一筹。
词汇总结
derision [dɪ'rɪʒ(ə)n]
n.嘲笑；嘲笑的对象
When, to the derision of family and friends, they left their jobs in 2013 to become fashion and beauty bloggers.
2013年，在亲友的嘲笑中，Elma辞去了华盛顿的律师工作、Amra放弃经济学家职业，两人成为专职时尚博主。
factor in
将…纳入；包括，把…计算在内
We factored in medians and averages to better represent the monthly variations
我们取了中间数和平均值，在月度变化的基础上更好地反映经营情况。
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.
我通常觉得在美国很难分清什么是言符其实，什么是夸大其词。
hold back
隐瞒；退缩；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，我的那位聪明的朋友之所以没能成为“网红”，受制于以下几点。
sketchy ['sketʃɪ]
adj.写生风格的；写生的；概略的
High-quality photos taken on a DSLR camera rather than sketchy mages snatched on a phone.
用专业的高质量照片，全部由单反相机拍摄，而不是那种粗糙的手机拍摄照片。
