评论
打印
Faceless influencers are spreading on social media
社交媒体上不露脸的网红越来越多
The most successful influencers put their lives in the limelight—and their faces all over your social-media feed. They are relentless at self-promotion.
最成功的网红把自己的生活置于聚光灯下，他们的脸会出现在你所有的社交媒体推送中。他们坚持不懈地自我推销。
But a new kind of creator is upending the internet’s traditional model of success. Meet faceless influencers, who are attracting millions of followers and are quietly conquering social media, turning their anonymity into commercial gains.
但是一种新型的创作者正在颠覆互联网的传统成功模式。来认识一下不露脸的网红，他们吸引了数百万粉丝，正在悄然征服社交媒体，将自己的匿名身份转化为商业收益。
Their aesthetic is usually soothing, minimalist and domestic. Hands with glistening, manicured nails clasp iced coffees; nondescript figures lounge in cosy bedrooms.
他们的美学风格通常是治愈的、极简主义的、居家的。双手握着冰咖啡，指甲闪闪发亮、修剪精致；看不清脸的身影懒洋洋地躺在舒适温馨的卧室里。
Two things changed to give rise to the new faceless trend. One was the success of Asia’s unnamed “silent vloggers”, whose cinematic videos of daily life while stuck at home during the pandemic went viral.
两件事情发生了变化，从而催生了这种不露脸新趋势。一个是亚洲的匿名“无声视频博主”们的成功，他们在疫情期间被困在家时拍摄的如电影般的日常生活视频迅速走红。
The second was the desire of people to make money as influencers without devoting their whole lives to it. Faceless influencers emerged when “The Gen Z corporate girl wanted to make money on the side of her nine-to-five without the effort of getting camera-ready,” says Fallon Lowery, a talent manager for influencers.
第二个是人们希望在不投入全部生活的情况下通过成为网红来赚钱。网红经理人法伦·劳厄里说，不露脸网红兴起的原因是“上班的Z世代女孩想在朝九晚五的工作之外赚点外快，但又不想费力气打扮上镜”。
Faceless influencers were also drawn to the incognito existence to avoid some of the harassment and hateful comments with which recognisable influencers are barraged.
不露脸网红也希望通过匿名形式而避免骚扰和恶意评论，能被人认出的网红常常遭受这些困扰。
“The biggest advantage has been the freedom it provides,” says Victoria Ortega, who goes by Elysian Living and has around 6m followers across Instagram, TikTok and YouTube. (She posts about oven deep cleans and even her skincare routine, but without ever showing her whole face.)
“最大的优势就是不露脸能提供自由。”维多利亚·奥尔特加说，她的账号名字是“极乐生活”，在Instagram、TikTok、YouTube上有约600万粉丝。（她发布关于烤箱深度清洁的内容，甚至分享她的护肤步骤，但从未展示过她的整张脸。）
Brands, including Adobe and Amazon, have taken note of the appeal. “We have seen a huge uptick in brand collaborations with faceless creators,” says Karim Nasri of Digital Streamers, an influencer marketing agency.
包括Adobe和亚马逊在内的一些品牌已经注意到了这种吸引力。“我们已经看到品牌与不露脸创作者的合作大幅增加。”网红营销经纪公司“数字流媒体”的卡里姆·纳斯里表示。
Such deals are most common with consumer-product lines, including technology and home organisation, because they let the items—instead of the people showing them—take centre stage.
这类合作在消费产品线中最为常见，包括科技用品和家居收纳，因为这些类型让产品而不是展示产品的人占据中心舞台。
Faceless influencers may be thriving today, but they are not immune to pressures. Some wonder whether they are more likely to be displaced by accounts that use artificial intelligence to create content cheaply.
不露脸网红或许在当下正蓬勃发展，但他们也不是没有压力。一些网红在想，他们是否更有可能被使用人工智能、低价创作内容的账号所取代。
“It can be challenging to differentiate myself since there’s no physical identity attached, so it’s important for me to always add a personal touch,” such as a playful tone in her captions, says Ms Ortega.
奥尔特加说：“由于没有实体身份，要让自己有辨识度是很有挑战性的，因此对我来说，每次都添加一些个人色彩是很重要的。”比如她的文案总会有俏皮的语气。
