Too many people want to be social-media influencers

太多人想成为社交媒体上的网红

That is good for companies but bad for “creators”

这对公司有益，但对创作者不利

Ask a young person what they would like to do with their life and increasingly often the answer will be to find fame and fortune online.

倘若问一个年轻人，他的一生想要做什么，越来越常见的回答是想在网上一炮而红，名利双收。

Fully 57% of Gen Zs in America would like to be a social-media influencer, according to Morning Consult, a pollster; 53% describe it as a “reputable career choice”.

根据民意调查机构晨间咨询（Morning Consult）的数据，美国足足有57%的 Z 世代想成为社交媒体网红；53%的人将其描述为一种“体面的职业选择”。

Those dreams may be understandable: examples abound of social-media superstars, from fashionistas and comedians to gamers, making tens of thousands of dollars for a post promoting the wares of some brand.

网红之梦或许可以理解：无论是时尚达人、喜剧演员还是游戏玩家，社媒里的巨星仅靠发一篇推广某个品牌商品的广告帖子，就能让他们赚上数万美元——这样的例子比比皆是。

As consumers spend more of their lives on social media, the amount of money companies are paying influencers is rocketing.

随着消费者在社交媒体上花费的时间越来越多，企业支付给网红的报酬也在飙升。

Yet as the industry has grown, it has also changed.

然而，随着网红行业的蓬勃发展，形势也发生了变化。

Spoiled for choice, companies have shifted their attention towards influencers creating content for narrower audiences, such as fashion tips for the over 60s or gardening advice for inner-city dwellers, to better target those consumers.

由于网红人选不计其数，企业已经将注意力转向那些为小众群体创作内容的网红身上，比如为60岁以上人群提供时尚秘诀、或为市中心的居民提供园艺建议的那些网红，从而更好地针对目标消费者进行营销。