Pratique du Shadowing: Why Brands Are Getting So Weird Online - Apprendre l'anglais à l'oral avec la vidéo
Choisissez un mode d'entraînement
Chaque mode ouvre une salle d'entraînement en plein écran.
100 phrases
Si les phrases sont trop courtes ou trop longues, cliquez sur Edit pour les ajuster.
1
You may have noticed brands are getting weirder online.
2
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.
3
Food & Bev specifically, everyone tries to make all their imagery and everything look so delicious.
4
We were doing things that were completely the opposite, like putting pickles in condoms and putting pickles on stilettos and things like that.
5
It created a reaction.
6
Gen Z's growing spending power is helping drive that shift.
7
Gen Z, who's between the ages of 14 and 29, is projected to become the largest, wealthiest and highest spending generation in history.
8
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.
9
And Gen Z's spending power is only expected to grow as time goes on.
10
Gen Z consumers are expected to spend a total of $12 trillion by the end of 2026.
11
By 2036, that amount is projected to grow to over $22 trillion, surpassing Boomer's projected spending in the same time period.
12
Brands that are really focusing on Gen Zs are in it for the long game, right?
13
They know this generation is going to be gaining significant wealth, not only through, as we talked about,
14
career progression, income progression, but also through pass on of generational wealth.
15
But they're also highly influential.
16
So if I'm a retailer or a brand, I want to focus on households that have those young consumers as well
17
because even though they may not show up right in terms
18
of they're the ones spending the money they're influencing those those decisions
19
and so it's just more reason to really focus on
20
that consumer as a result brands are changing how they look sound
21
and even behave online to cater to an audience
22
that has grown up bombarded by social media
23
and advertisements historical tactics of retail have been about i have this product i'm going to tell you the features
24
and function of this product or i'm going to tell you how much it costs or how much it's on sale
25
that's not what gen z's are buying gen z gen z's
26
are buying the cultural around those products you just can't get
27
a gen z's attention you have to get this permission to be part of their story
28
and that permission is somewhat granted through not only them
29
but their peers and the interaction of how you show up in their social media circles in ways
30
that are authentic and in ways that help them express who they are.
31
Few companies have embraced that strategy quite like Duolingo.
32
The digital education platform gained massive attention through its green owl mascot duo and its often chaotic social media presence.
33
All the girls will go loca.
34
Loca.
35
All the girls will go loca.
36
Loca.
37
But its strategy wasn't even originally designed to appeal to Gen Z.
38
Duolingo has sort of built over time this really authentic voice
39
that frankly accidentally started speaking to Gen Z
40
and early on actually we discovered
41
that sending push notifications from the voice of duo our mascot
42
that were like let's just say very mildly threatening was a
43
really effective way to get people to learn hello you owe me money the internet kind of jumped on this
44
and made their own memes based on the notifications and from
45
that the duo mascot and all of his antics
46
and social media were born today the company has built an entire marketing strategy around participating in internet culture
47
but according to chan gen z branding isn't quite as simple as just copying the latest meme
48
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.
49
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,
50
hopefully that is made up of Gen Z.
51
But if I were to codify it, I think there's three things.
52
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.
53
Two is I think moving at the speed of culture
54
so uh like gen z is more media savvy i think than any generation
55
that has come before and is very aware of how much they're being marketed to
56
and so you have to sort of jump into conversations
57
that are already happening versus like just trying to make your own moment happen
58
and then lastly sense of humor don't take yourself too seriously i think there's a real awareness
59
that like behind every brand on social media is a social media manager like posting
60
and trying to come up with ideas and winking at
61
that is sort of like a self -awareness that I think Gen Z really appreciates.
62
According to Duolingo, this type of marketing has brought in real results.
63
Yes, it's like great to get millions of organic views on social media,
64
but virality ultimately is meant to help drive the business and get more learners on the app to like accomplish our mission.
65
And so we do look beyond the views and actually see
66
that social media is a big driver of new user growth in the app, which we're really proud of.
67
It's not just established companies that are leaning into these Gen Z branding methods.
68
Young startup founders don't really have to learn how Gen Z communicates because they're Gen Zers themselves.
69
Take Good Girl Snacks, for instance.
70
It was founded by two Gen Z entrepreneurs, and their flagship product has a very Gen Z name.
71
It's called Hot Girl Pickles.
72
We always kind of want people to feel like our brand is approachable.
73
So we speak to people like they're our best friends.
74
A lot of our content and behind the scenes kind of feels like we're on FaceTime, which, again, wasn't super on purpose.
75
It's just what felt natural to us being Gen Z.
76
That young audience on social media has helped the company grow without having to spend so much on traditional marketing.
77
Well, we post every single day on social media and we have for three years.
78
So we've been able to maintain for the majority of those three years a zero dollar CAC
79
because we didn't have to run ads.
80
We didn't have to pay influencers.
81
All of our sales were coming from our own social media and our own short form content.
82
So, yeah, that was a huge win for us and we were able to save a ton of money.
83
We didn't have to raise as much money, things like that.
84
The founders say the key to their success was understanding how Gen Z wants and expects brands to communicate.
85
I think with Gen Z, we're a generation that really hates being advertised to in a very overt way.
86
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.
87
Experts say that's why successful Gen Z branding isn't technically about a particular look or feel.
88
It's about a brand's ability to convince a customer
89
that using their products can help them express part of their identity to other people.
90
The best Gen Z brands announce to us that they are Gen Z brands by being, in terms of their ethos,
91
less like a billboard and more like a box of identity Legos.
92
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,
93
whether it be, hey, I am creative, I'm iconic, I'm environmentally aware, health conscious, rebellious, inclusive, culturally informed,
94
or, you know, just simply, hey, I'm in on this joke.
95
Now, eventually, Gen Z is not going to be the youngest generations of consumers anymore.
96
Gen Alpha is already beginning to develop their own unique tastes, senses of humor, and online culture.
97
Instead, the biggest lesson from learning how to market to Gen Z may stick around longer.
98
The brands
99
that learn how to successfully interact with consumers instead of simply
100
marketing to them may be better prepared to work with whatever generation comes next.
Télécharger l'application
Tout pour parler couramment
Prononciation IAChaque phrase notée
Phonétique (IPA)Maîtrisez chaque son
VocabulaireEnrichissez votre lexique
Jeu de vocabulaireApprenez en jouant
📺 Même chaîne
B21
How I Retired Early At 49 With $1.3 Million In Ohio
Daily ConversationWorking Adults
B21
How AI Is Ruining Job Interviews
Interview EnglishWorking Adults
B21
My Pumpkin Farm Brings In $2 Million In Only 7 Weeks
Daily ConversationWorking Adults
B21
Crumbl: How We Built A Cookie Company That Brings In $1 Billion A Year
Business EnglishDaily ConversationWorking Adults
B24
I Quit My $250K Tech Job — Now I Make $33K Selling Matcha
Daily ConversationWorking Adults
B25
Is Renting Better Than Buying In The U.S.?
Daily ConversationWorking Adults
B13
I Left The U.S. For Shenzhen, China – Here's How Much It Costs
Travel EnglishDaily ConversationWorking Adults
B24
How Jeni's Splendid Ice Cream Is Taking Over One Scoop At A Time
Business EnglishUniversity StudentsWorking Adults
B23
Why Finland And Denmark Are Happier Than The U.S.
Daily ConversationUniversity StudentsWorking Adults
B216
I Left The U.S. For Japan — Here's How Much It Costs
Travel EnglishDaily ConversationUniversity Students
B2Living On $210K A Year In NYC | Millennial Money
Daily ConversationWorking Adults
✨ Vidéo recommandée
C11
271 phrases
How to Stand Out in a Saturated Market (Brand Playbook)
Business EnglishWorking Adults
B21
24 phrases
Preventing generational stereotypes at work
Business EnglishWorking Adults
B210
104 phrases
Why ‘Making It’ Feels Impossible In The U.S. Now
Business EnglishUniversity StudentsWorking Adults
B28
22 phrases
The rise of China’s global brands
Business EnglishUniversity StudentsWorking Adults
B21
255 phrases
Don't build a social media account. Build a personal brand instead.
Business EnglishDaily ConversationWorking Adults
B27
84 phrases
Sneaky Ways Fast Food Restaurants Get You To Spend Money
Business EnglishUniversity StudentsWorking Adults
B21
83 phrases
What Should Marketers Do If Social Media Disappears Tomorrow? l Keynote In 5
Business EnglishWorking Adults
B21
252 phrases
15 Psychological Marketing Triggers to MAKE PEOPLE BUY From YOU!
Business EnglishWorking Adults
B25
24 phrases
Walmart is overhauling packaging for 10,000 Great Value products
Business EnglishWorking Adults
B22
52 phrases
How Apple and Nike have branded your brain | Your Brain on Money | Big Think
Business EnglishUniversity StudentsWorking Adults
B24
128 phrases
Please get a job...my advice to Gen Zs and young millennials...
Business EnglishInterview EnglishUniversity Students
B21
236 phrases
how I built a $2.7M brand using a.i (my actual product, website, ads, viral videos)
Business EnglishWorking Adults
Vocabulaire et conseils d’expression pour cette leçon
Cette leçon d’expression orale de niveau B2 s’appuie sur la vidéo « Why Brands Are Getting So Weird Online ». Les mots qui reviennent le plus souvent : gen, brand, spending, generation, product. Cette vidéo contient 100 phrases et 1412 mots à répéter en shadowing. La partie parlée dure 7:55. Le locuteur parle à un rythme naturel d’environ 178 mots par minute, proche d’une conversation courante. Seuls 80 % des mots font partie des 3 000 mots les plus courants en anglais, le vocabulaire est donc exigeant.
Vocabulaire clé de cette vidéo
Les 15 mots les plus avancés de la vidéo, avec leur prononciation et leur sens :
| Mot | Prononciation | Sens |
|---|---|---|
| pickle nom | /ˈpɪkəl/ | pickles |
| mascot nom | /ˈmæsˌkɑːt/ | mascotte |
| meme nom | /miːm/ | mème |
| authentic adjectif | /ɔˈθɛn.tɪk/ | authentique |
| codify verbe | /ˈkɑ.dɪˌfaɪ/ | codifier |
| influencer nom | /ˈɪnflu.ənsə(ɹ)/ | influenceur, influenceuse |
| humour nom | /ˈhjuːmɚ/ | humour |
| progression nom | /pɹəˈɡɹɛʃən/ | progression |
| notification nom | /ˌnoʊtɪfɪˈkeɪʃn̩/ | notification |
| behave verbe | /bɪˈheɪv/ | se comporter |
| approachable adjectif | /əˈpɹəʊ.t͡ʃə.bəl/ | approchable, abordable |
| bombard verbe | /ˌbɑmˈbɑɹd/ | bombarder |
| entrust verbe | /ɪnˈtɹʌst/ | confier |
| environmentally adverbe | environnementalement | |
| generational adjectif | générationnel |
Les verbes à particule que vous entendrez
| Mot | Sens |
|---|---|
| come up with verbe | inventer, imaginer |
| grow up verbe | grandir |
| show up verbe | apparaître, se montrer se pointer |
La grammaire de cette vidéo
Les structures que le locuteur utilise le plus, avec les mots exacts de la vidéo :
| Structure | Dans la vidéo |
|---|---|
| Voix passive be + participe passé — l’accent est mis sur ce qui arrive, pas sur qui le fait | is projected · is only expected · are expected |
| Present perfect have/has + participe passé — une action passée qui compte encore maintenant | has grown · have been · have embraced |
Prononciation à surveiller
Le locuteur utilise 33 contractions et formes réduites, comme they're, I'm, we're. Prononcez-les sous leur forme courte, telles que vous les entendez.
- Les sons « th »: authentic /ɔˈθɛn.tɪk/, threaten /ˈθɹɛt.n̩/
- Les sons « sh » et « zh »: progression /pɹəˈɡɹɛʃən/, notification /ˌnoʊtɪfɪˈkeɪʃn̩/, flagship /ˈflæɡʃɪp/, accomplish /əˈkɑm.plɪʃ/, influential /ɪnflʊˈɛnʃəl/
- Mots longs — placez bien l’accent: influencer /ˈɪnflu.ənsə(ɹ)/, notification /ˌnoʊtɪfɪˈkeɪʃn̩/, approachable /əˈpɹəʊ.t͡ʃə.bəl/, millennial /mɪˈlɛn.ɪ.əl/, advertisement /ˈædvɚˌtaɪzmənt/
Les sons difficiles pour les francophones :
- /h/ — il se souffle, il n’est pas muet: humour /ˈhjuːmɚ/, behave /bɪˈheɪv/
- /tʃ/ et /dʒ/ — à ne pas adoucir en « ch » et « j »: approachable /əˈpɹəʊ.t͡ʃə.bəl/, preach /pɹit͡ʃ/, imagery /ˈɪmɪd͡ʒɹi/, joking /ˈd͡ʒoʊkɪŋ/, adjust /əˈd͡ʒʌst/
- /r/ anglais — langue recourbée, sans frotter la gorge: influencer /ˈɪnflu.ənsə(ɹ)/, progression /pɹəˈɡɹɛʃən/, approachable /əˈpɹəʊ.t͡ʃə.bəl/, bombard /ˌbɑmˈbɑɹd/, entrust /ɪnˈtɹʌst/
Comment s’entraîner avec cette vidéo
- Écoutez la vidéo en entier une fois sans parler et notez les mots que vous ne connaissez pas.
- Commencez à la vitesse 0,75×, répétez phrase par phrase, puis revenez à la vitesse normale quand cela devient facile.
- Enregistrez-vous et comparez avec l’original, en faisant attention à des mots comme pickle, mascot, meme.
Qu'est-ce que la technique du Shadowing ?
Le Shadowing est une technique d'apprentissage des langues fondée sur la science, développée à l'origine pour la formation des interprètes professionnels. Le principe est simple mais puissant : vous écoutez de l'anglais natif et le répétez immédiatement à voix haute — comme une ombre suivant le locuteur avec un décalage de 1 à 2 secondes. Les recherches montrent une amélioration significative de la précision de la prononciation, de l'intonation, du rythme, des liaisons, de la compréhension orale et de la fluidité.