تدريب Shadowing: Why Brands Are Getting So Weird Online - تعلم التحدث بالإنجليزية عبر الفيديو
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You may have noticed brands are getting weirder online.
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They're joking with customers in the comments, jumping on memes and internet trends, and sometimes they're behaving more like influencers than actual companies.
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Food & Bev specifically, everyone tries to make all their imagery and everything look so delicious.
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We were doing things that were completely the opposite, like putting pickles in condoms and putting pickles on stilettos and things like that.
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It created a reaction.
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Gen Z's growing spending power is helping drive that shift.
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Gen Z, who's between the ages of 14 and 29, is projected to become the largest, wealthiest and highest spending generation in history.
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Even though many Gen Zers are still in school or early in their careers, they're already spending 16 % more than millennials did at the same age, adjusted for inflation.
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And Gen Z's spending power is only expected to grow as time goes on.
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Gen Z consumers are expected to spend a total of $12 trillion by the end of 2026.
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By 2036, that amount is projected to grow to over $22 trillion, surpassing Boomer's projected spending in the same time period.
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Brands that are really focusing on Gen Zs are in it for the long game, right?
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They know this generation is going to be gaining significant wealth, not only through, as we talked about,
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career progression, income progression, but also through pass on of generational wealth.
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But they're also highly influential.
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So if I'm a retailer or a brand, I want to focus on households that have those young consumers as well
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because even though they may not show up right in terms
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of they're the ones spending the money they're influencing those those decisions
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and so it's just more reason to really focus on
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that consumer as a result brands are changing how they look sound
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and even behave online to cater to an audience
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that has grown up bombarded by social media
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and advertisements historical tactics of retail have been about i have this product i'm going to tell you the features
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and function of this product or i'm going to tell you how much it costs or how much it's on sale
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that's not what gen z's are buying gen z gen z's
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are buying the cultural around those products you just can't get
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a gen z's attention you have to get this permission to be part of their story
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and that permission is somewhat granted through not only them
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but their peers and the interaction of how you show up in their social media circles in ways
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that are authentic and in ways that help them express who they are.
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Few companies have embraced that strategy quite like Duolingo.
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The digital education platform gained massive attention through its green owl mascot duo and its often chaotic social media presence.
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All the girls will go loca.
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Loca.
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All the girls will go loca.
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Loca.
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But its strategy wasn't even originally designed to appeal to Gen Z.
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Duolingo has sort of built over time this really authentic voice
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that frankly accidentally started speaking to Gen Z
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and early on actually we discovered
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that sending push notifications from the voice of duo our mascot
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that were like let's just say very mildly threatening was a
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really effective way to get people to learn hello you owe me money the internet kind of jumped on this
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and made their own memes based on the notifications and from
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that the duo mascot and all of his antics
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and social media were born today the company has built an entire marketing strategy around participating in internet culture
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but according to chan gen z branding isn't quite as simple as just copying the latest meme
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or learning the right slang there's like nothing less gen z than presenting a deck of like, here's how we're going to reach Gen Z.
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I try to resist codifying it too much, because I think really what it is, is that it should be something that you kind of entrust a strong creative team with,
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hopefully that is made up of Gen Z.
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But if I were to codify it, I think there's three things.
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Yes, one is like, be in conversation with the community, you should be participating with your audience and not just kind of preaching at them.
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Two is I think moving at the speed of culture
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so uh like gen z is more media savvy i think than any generation
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that has come before and is very aware of how much they're being marketed to
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and so you have to sort of jump into conversations
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that are already happening versus like just trying to make your own moment happen
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and then lastly sense of humor don't take yourself too seriously i think there's a real awareness
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that like behind every brand on social media is a social media manager like posting
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and trying to come up with ideas and winking at
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that is sort of like a self -awareness that I think Gen Z really appreciates.
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According to Duolingo, this type of marketing has brought in real results.
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Yes, it's like great to get millions of organic views on social media,
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but virality ultimately is meant to help drive the business and get more learners on the app to like accomplish our mission.
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And so we do look beyond the views and actually see
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that social media is a big driver of new user growth in the app, which we're really proud of.
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It's not just established companies that are leaning into these Gen Z branding methods.
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Young startup founders don't really have to learn how Gen Z communicates because they're Gen Zers themselves.
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Take Good Girl Snacks, for instance.
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It was founded by two Gen Z entrepreneurs, and their flagship product has a very Gen Z name.
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It's called Hot Girl Pickles.
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We always kind of want people to feel like our brand is approachable.
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So we speak to people like they're our best friends.
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A lot of our content and behind the scenes kind of feels like we're on FaceTime, which, again, wasn't super on purpose.
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It's just what felt natural to us being Gen Z.
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That young audience on social media has helped the company grow without having to spend so much on traditional marketing.
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Well, we post every single day on social media and we have for three years.
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So we've been able to maintain for the majority of those three years a zero dollar CAC
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because we didn't have to run ads.
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We didn't have to pay influencers.
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All of our sales were coming from our own social media and our own short form content.
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So, yeah, that was a huge win for us and we were able to save a ton of money.
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We didn't have to raise as much money, things like that.
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The founders say the key to their success was understanding how Gen Z wants and expects brands to communicate.
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I think with Gen Z, we're a generation that really hates being advertised to in a very overt way.
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And so I think the more you can talk about your product and talk about your brand in just a very natural, authentic way, the more it'll resonate with people.
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Experts say that's why successful Gen Z branding isn't technically about a particular look or feel.
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It's about a brand's ability to convince a customer
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that using their products can help them express part of their identity to other people.
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The best Gen Z brands announce to us that they are Gen Z brands by being, in terms of their ethos,
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less like a billboard and more like a box of identity Legos.
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And it really is very clear that they're going to try to attempt to, in terms of how they're talking to Gen Zers, help these Gen Zers communicate something,
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whether it be, hey, I am creative, I'm iconic, I'm environmentally aware, health conscious, rebellious, inclusive, culturally informed,
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or, you know, just simply, hey, I'm in on this joke.
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Now, eventually, Gen Z is not going to be the youngest generations of consumers anymore.
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Gen Alpha is already beginning to develop their own unique tastes, senses of humor, and online culture.
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Instead, the biggest lesson from learning how to market to Gen Z may stick around longer.
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The brands
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that learn how to successfully interact with consumers instead of simply
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marketing to them may be better prepared to work with whatever generation comes next.
تنزيل التطبيق
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المفردات وملاحظات التحدث لهذا الدرس
هذا الدرس في المحادثة بمستوى B2 مبني على الفيديو “Why Brands Are Getting So Weird Online”. أكثر الكلمات تكرارًا في الفيديو: gen, brand, spending, generation, product. يحتوي هذا الفيديو على 100 جملة و1412 كلمة للتدرب على الترديد. مدة الكلام 7:55. يتكلم المتحدث بسرعة طبيعية، نحو 178 كلمة في الدقيقة، قريبة من المحادثة اليومية. 80% فقط من الكلمات ضمن أكثر 3,000 كلمة شيوعًا في الإنجليزية، فالمفردات صعبة نسبيًا.
أهم المفردات في هذا الفيديو
أصعب 15 كلمة في الفيديو، مع النطق والمعنى:
| الكلمة | النطق | المعنى |
|---|---|---|
| meme اسم | /miːm/ | مِيم |
| influencer اسم | /ˈɪnflu.ənsə(ɹ)/ | مُؤَثِّر |
| humour اسم | /ˈhjuːmɚ/ | فُكَاهَة, دُعَابَة |
| progression اسم | /pɹəˈɡɹɛʃən/ | مُتَتَالِيَة |
| notification اسم | /ˌnoʊtɪfɪˈkeɪʃn̩/ | إِشْعَار, إِخْطَار |
| behave فعل | /bɪˈheɪv/ | تَصَرَّفَ |
| rebellious صفة | /ɹəˈbɛliəs/ | عَاصٍ |
| stiletto اسم | /stɪˈlɛtoʊ/ | خُنَيْجِر |
| surpass فعل | /sɚˈpæs/ | فَاقَ, تَجَاوَزَ |
| savvy صفة | /ˈsæv.i/ | الدهاء |
| chaotic صفة | /keɪˈɑtɪk/ | فَوْضَوِيّ |
| preach فعل | /pɹit͡ʃ/ | خَطَبَ, وَعَظَ |
| flagship اسم | /ˈflæɡʃɪp/ | سَفِينَةُ الْقَائِد, سَفِينَةُ الْقِيَادَة |
| advertisement اسم | /ˈædvɚˌtaɪzmənt/ | إِيذَان, إِعْلَان |
| billboard اسم | /ˈbɪlˌboɹd/ | أَفِيش, لَوْحَة |
الأفعال المركبة التي ستسمعها
| الكلمة | المعنى |
|---|---|
| come up with فعل | جَاءَ بِـ, أَتَى بِـ |
| grow up فعل | كَبُرَ, ْنَشَأ |
القواعد في هذا الفيديو
أكثر التراكيب التي يستخدمها المتحدث، مع العبارات نفسها من الفيديو:
| التركيب | في الفيديو |
|---|---|
| المبني للمجهول be + اسم المفعول — التركيز على ما يحدث لا على من يفعله | is projected · is only expected · are expected |
| المضارع التام have/has + اسم المفعول — حدث ماضٍ ما زال له أثر الآن | has grown · have been · have embraced |
نطق يحتاج إلى انتباه
يستخدم المتحدث 33 من الصيغ المختصرة، مثل they're, I'm, we're. انطقها بصيغتها القصيرة كما تسمعها.
- أصوات “th”: authentic /ɔˈθɛn.tɪk/, threaten /ˈθɹɛt.n̩/
- أصوات “sh” و“zh”: progression /pɹəˈɡɹɛʃən/, notification /ˌnoʊtɪfɪˈkeɪʃn̩/, flagship /ˈflæɡʃɪp/, accomplish /əˈkɑm.plɪʃ/, influential /ɪnflʊˈɛnʃəl/
- الكلمات الطويلة — انتبه لموضع النبر: influencer /ˈɪnflu.ənsə(ɹ)/, notification /ˌnoʊtɪfɪˈkeɪʃn̩/, approachable /əˈpɹəʊ.t͡ʃə.bəl/, millennial /mɪˈlɛn.ɪ.əl/, advertisement /ˈædvɚˌtaɪzmənt/
أصوات يجدها متحدثو العربية صعبة:
- /p/ — ليس /b/: انطقه مع نفخة هواء: pickle /ˈpɪkəl/, progression /pɹəˈɡɹɛʃən/, approachable /əˈpɹəʊ.t͡ʃə.bəl/, surpass /sɚˈpæs/, preach /pɹit͡ʃ/
- /v/ — ليس /f/: مع اهتزاز الأوتار الصوتية: behave /bɪˈheɪv/, savvy /ˈsæv.i/, advertise /ˈædvɚˌtaɪ̯z/, advertisement /ˈædvɚˌtaɪzmənt/, inclusive /ɪnˈkluːsɪv/
- تتابع الصوامت — لا تضف حركة بينها: influencer /ˈɪnflu.ənsə(ɹ)/, humour /ˈhjuːmɚ/, progression /pɹəˈɡɹɛʃən/, bombard /ˌbɑmˈbɑɹd/, entrust /ɪnˈtɹʌst/
كيف تتدرب بهذا الفيديو
- استمع إلى الفيديو كاملًا مرة واحدة دون أن تتكلم، ودوّن الكلمات التي لا تعرفها.
- ابدأ بسرعة 0.75×، وردّد جملة جملة، ثم عُد إلى السرعة العادية عندما يصبح الأمر سهلًا.
- سجّل صوتك وقارنه بالأصل، مع الانتباه إلى كلمات مثل meme, influencer, humour.
ما هي تقنية التظليل الصوتي؟
التظليل الصوتي (Shadowing) تقنية تعلم لغة مدعومة علمياً، طُورت أصلاً لتدريب المترجمين الفوريين المحترفين. الطريقة بسيطة لكنها قوية: تستمع لصوت إنجليزي أصلي وتكرره فوراً بصوت عالٍ — كظل يتبع المتحدث بتأخير 1-2 ثانية. تُظهر الأبحاث تحسناً كبيراً في دقة النطق والتنغيم والإيقاع وربط الأصوات والاستماع والطلاقة.