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一年赚进20万美元的全职旅行玩家

更新时间:2017-11-20 11:32:06 来源:纽约时报中文网 作者:佚名

The couple paid $200K a year to travel
一年赚进20万美元的全职旅行玩家

Collette and Scott Stohler have what looks like the dream career. They travel the world for six months a year and are paid to post photos, videos, newsletters and blogs on their website and social media channels.

柯莱特·斯托勒(Collette Stohler)和斯科特·斯托勒(Scott Stohler)拥有令很多人梦寐以求的职业。他们每年出门旅行6个月,然后在自己的网站和社交媒体上发一些照片、视频和文章就能赚钱。

Their Instagram feed (@Roamaroo) is a brightly coloured montage of perfect moments – kayaking in turquoise waters, clinking glasses on balconies or snuggling on pristine beaches. But, Collette says, behind the scenes “it’s not as glamorous as you see in a feed. Just know that we’re on the beach only for a moment to take a photo.”

他们的Instagram帐号(@Roamaroo)用色彩鲜艳的照片记录了许多美好时刻——在蓝绿色的海水中泛舟畅游,在阳光明媚的露台上共饮美酒,或者在纯净的沙滩上惬意放松。但柯莱特表示,幕后的制作过程"不像你们在网上看到的那么迷人。你要知道,我们在沙滩上只待了一会儿,就拍了一张照片而已。"

While the average cubicle-dweller may find it hard to sympathise, she says the life of an “influencer” requires relentless hard work: thousands are competing for the same marketing dollars.

虽然普通的办公室上班族很难与之产生共鸣,但她表示,网红的生活也需要艰苦的努力:同一笔营销资金会吸引成千上万的网红争夺。

The number of social media influencers – people like the Stohlers with huge audiences and companies eager to piggyback on their success – is growing, and the industry is evolving rapidly. But only a tiny minority are able to make a living doing so. Philip Trippenbach, head of influencer at marketing firm Edelman, says that while “the best” can command astronomical fees, “those who are merely pretty good, get nothing, essentially.” The cost of the average sponsored post, according to Adweek, is around $300.

网红指的是像斯托勒夫妇这种拥有大量粉丝的社交媒体用户,他们能够吸引企业的赞助。网红越来越多,网红行业也在快速发展。但只有很少人能够借此维持生计。营销公司Edelman网红业务负责人菲利普·特里彭巴赫(Philip Trippenbach)表示,虽然顶尖网红收入惊人,但"那些只能达到优秀水平的网红几乎赚不到钱。"Adweek的数据显示,平均每篇商业赞助的“软文”费用在300美元左右。

Collette and Scott – who are based in Los Angeles and aged 30 and 34, respectively – charge around $2,000 per post, and earn around $200,000 per year, most of which is ploughed back into the business. But, Scott says, “it doesn’t just happen. You need to hustle. For every 50 pitches we’ll only hear a couple of yeses. You have to have that grit and that passion.”

柯莱特和斯科特来自洛杉矶,他们今年分别30岁和34岁。这对夫妇每篇软文收费2,000美元,年收入约20万美元,多数都会投入企业运营。但斯科特表示,"客户不会自动找上门来,你需要主动出击。我们每拉50单业务只能成功2单。你必须充满勇气和激情。"

The couple, previously an engineering manager and an ad producer, launched Roamaroo two years ago. They had come to the end of a seven-month, round-the-world trip they decided to take with money saved for a second home, after listening to a podcast about adventurous sabbaticals. Towards the end of their journey, they realised that their social media following had been growing, and decided to turn their nomadic lifestyle into a business.

这对夫妇原先的职业分别是工程经理和广告制作人,他们两年前成立了Roamarroo。在听到一个介绍探险式旅行的播客后,他们用原本攒下来买第二套房子的钱完成了一场历时7个月的环球旅行。那段旅程结束后,他们发现自己在社交媒体上的粉丝一直在增长,于是决定把这种旅行生活变成一家公司。

Now, they work together with tourist boards, hotel groups and other brands to plan trips that they document and publish on their website and social media accounts.

现在,他们与旅游局、酒店和其他品牌合作规划线路,然后记录下来,并发表在自己的网站和社交媒体帐号上。

Posting for profit

发软文

The Stohlers began by approaching potential clients and working out deals for writing, photographing and filming their holidays.

斯托勒夫妇开始联系潜在客户,还会签订一些合约,用文字、照片和视频记录自己的假期。

Now, when working with a destination company such as a hotel, this involves all-expenses-paid trips to exotic locations, plus a “content creation fee”.  Other companies simply ask their products to be featured in photos that they might take, for instance while hiking near their home in California.

现在,当他们与目的地的公司(例如酒店)合作时,就可以享受免费旅行,还能额外获取一笔"内容制作费"。其他公司会要求自己的产品出现在这对夫妇拍摄的照片里,例如他们在加州的住宅附近徒步时拍摄的照片。

While the clients can dictate how many Instagram posts are in the deal, for example, the couple gets final say on what they write and what photos to publish.

虽然客户可以通过交易指定他们在Instagram上的发帖数量,但这对夫妻对他们发表的文字和照片内容拥有最终决定权。

The Stohlers say branded posts make up around 25% of their social media feed, and now, while they still pitch for work, the companies also come to them.

斯托勒夫妇表示,他们的社交媒体上大约有25%的内容是软文,虽然他们现在仍会出去拉订单,但也有公司主动找到他们。

This means planning travel around client destinations most of the time, rather than picking their own destinations. When they’re away, Collette says, “the majority of our time is spent shooting. We rarely have time to ‘kick back’ on work trips, but sometimes we're able to add a day at the end (on our own expense) to explore.”

这意味着他们多数时候都要围绕客户的目的地规划行程,而不能选择自己想去的地方。柯莱特表示,当他们出发时,"多数时候都在拍照。我们出差时很少有时间'放松',但有时候可以在结束时(自费)增加一天的行程。"

‘Middle class’ income

"中产阶级"收入

Kit Whistler and J.R. Switchgrass, another Southern Californian couple with a love for travel, have accumulated more than 150,000 Instagram followers as they document their nomadic lifestyle on the handle @IdleTheoryBus, which involves swimming naked in creeks, hiking in America’s natural parks, and star-gazing in the wilderness.

另外一对热衷旅行的南加州夫妻吉特·惠斯勒(Kit Whistler)和J·R·斯威齐格拉斯(J.R. Switchgrass)已经在Instagram上吸引了超过15万粉丝。他们在@IdleTheoryBus帐号上记录了自己的旅行生活,包括在小溪里裸泳,在美国自然公园里徒步,在野外观看满天繁星。

They experimented with supporting themselves as influencers in 2015, after three years on the road in the orange VW camper van that doubles as their home. But the couple, who are now in their late twenties, became disillusioned fast. “You can’t make a living selling 150,000 followers to brands,” Kit says. “Not unless every post is a sponsored post, or unless you want to live at the poverty level.”

他们从2015年开始尝试把网红当做生计来源,在此之前,他们开着一辆大众Camper完成了三年的旅行生涯,甚至把那辆车当成了自己的家。但这对年近而立之年的夫妇现在却感觉梦想破灭。"光靠着15万粉丝向品牌企业兜售无法维持生计。"吉特说,"除非每篇帖子都是软文,或者,除非你活得很穷。"

Now they have just one long-term deal, with a water-bottle company that they’re obliged to place in photos once a month, and which provides about 10% of their income.

他们手上现在只有一份长期协议,对方是一家水壶公司,要求他们每个月发布一些有关的照片。这大约占到他们收入的10%。

The rest of their income, which they describe as “middle-class”, comes from sales of their self-published book of photos and stories, as well as real-estate photography for marketing brochures and manual labour. “We have built real relationships online, across years, with people who respect our art and want us to make more of it,” Kit says. “Companies can't really pay enough for that.”

其余的收入都来自他们自己出版的图集和文集,以及给房地产营销手册拍摄的照片和一些体力劳动,他们形容这些收入大概就是"中产阶级"水平。"这些年来,我们在网上跟那些尊重我们作品的人建立了真正的关系,他们希望我们能创作更多的作品。"吉特说,"企业给的钱根本不够用。"

Although making a living as an influencer can be hard, the industry is evolving fast, and there are no hard-and-fast rules about anything right now, especially involving pay. The effectiveness of influencer marketing can be hard to measure – a study by Rakuten Marketing found 38% of brands are unable to tell whether influencer activity actually drives sales, and 86% are unsure how influencers calculate fees. Despite this, 75% were planning on increasing their influencer spend in the next year. “This is really the Wild West right now,” Trippenbach says.

虽然把网红作为维持生计的手段并非易事,但这个行业的确在快速发展,而且目前仍然没有固定规则,尤其是在付费方面。网红营销的效果很难衡量——Rakuten Marketing的一项研究发现,38%的品牌无法判断网红的活动是否对他们的销售起到了促进作用,86%不确定网红如何计算费用。尽管如此,还是有75%的企业计划在今后一年增加网红开支。"现在真是拓荒时代。"特里彭巴赫说。

“Is this a way you can make money?” he asks. “Yes. And the source of that money is going to increase. But if you really want to do this, you have to be amazing. You’ve got to stop my thumbs when I’m waking up in the morning and scrolling through Instagram. You’re competing with the video of my niece walking for the first time. You have to match that emotional intensity.”

"真的能靠这个赚钱吗?"他问,"确实能,资金来源越来越多。但如果你真的想干这行,就必须表现卓越。当我早晨起来浏览Instagram时,你必须能够吸引我的注意。你要跟我侄子第一次走路的视频竞争,你所引发的共鸣必须与此不相上下。"

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