शैडोइंग अभ्यास: Why Brands Are Getting So Weird Online - वीडियो के साथ अंग्रेजी बोलना सीखें
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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.
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इस पाठ की शब्दावली और बोलने के सुझाव
यह B2 स्तर का स्पीकिंग पाठ वीडियो “Why Brands Are Getting So Weird Online” पर आधारित है। सबसे ज़्यादा दोहराए गए शब्द ये हैं: gen, brand, spending, generation, product। इस वीडियो में शैडोइंग के लिए 100 वाक्य और 1412 शब्द हैं। बोला गया हिस्सा 7:55 लंबा है। वक्ता लगभग 178 शब्द प्रति मिनट की स्वाभाविक गति से बोलता है, जो रोज़मर्रा की बातचीत के करीब है। केवल 80% शब्द अंग्रेज़ी के 3,000 सबसे आम शब्दों में से हैं, इसलिए शब्दावली कठिन है।
इस वीडियो की मुख्य शब्दावली
वीडियो के 15 सबसे कठिन शब्द, उच्चारण और अर्थ के साथ:
| शब्द | उच्चारण | अर्थ |
|---|---|---|
| pickle संज्ञा | /ˈpɪkəl/ | अचार |
| meme संज्ञा | /miːm/ | मीम |
| authentic विशेषण | /ɔˈθɛn.tɪk/ | आधिकारिक, प्राधिकृत |
| influencer संज्ञा | /ˈɪnflu.ənsə(ɹ)/ | इन्फ़्लुएंसर |
| notification संज्ञा | /ˌnoʊtɪfɪˈkeɪʃn̩/ | अनुज्ञापन, ज्ञापन |
| behave क्रिया | /bɪˈheɪv/ | आचरण करना, बर्ताव करना |
| learner संज्ञा | /ˈlɜɹnəɹ/ | शिक्षार्थी |
| chaotic विशेषण | /keɪˈɑtɪk/ | अस्त-व्यस्त, अव्यवस्थित |
| retailer संज्ञा | /ˈɹiteɪlɚ/ | खुदरा |
| advertisement संज्ञा | /ˈædvɚˌtaɪzmənt/ | विज्ञापन |
| threaten क्रिया | /ˈθɹɛt.n̩/ | धमकाना |
| entrepreneur संज्ञा | /ˌɑn.tɹə.pɹəˈnɝ/ | व्यवसायी, उद्यमी |
| accomplish क्रिया | /əˈkɑm.plɪʃ/ | सफलता, उपलब्धि |
| influential विशेषण | /ɪnflʊˈɛnʃəl/ | प्रभावी |
| peer संज्ञा | /pɪɹ/ | समकक्ष |
इस वीडियो का व्याकरण
वक्ता जिन संरचनाओं का सबसे अधिक प्रयोग करता है, वीडियो के असली शब्दों के साथ:
| संरचना | वीडियो में |
|---|---|
| Passive voice be + past participle — ज़ोर इस पर कि क्या होता है, न कि कौन करता है | is projected · is only expected · are expected |
| Present perfect have/has + past participle — बीता हुआ काम जिसका असर अभी भी है | has grown · have been · have embraced |
ध्यान देने योग्य उच्चारण
वक्ता 33 बार संक्षिप्त रूपों का प्रयोग करता है, जैसे they're, I'm, we're। इन्हें वैसे ही छोटा बोलें जैसा आप सुनते हैं।
- “th” की ध्वनियाँ: authentic /ɔˈθɛn.tɪk/, threaten /ˈθɹɛt.n̩/
- “sh” और “zh” की ध्वनियाँ: progression /pɹəˈɡɹɛʃən/, notification /ˌnoʊtɪfɪˈkeɪʃn̩/, flagship /ˈflæɡʃɪp/, accomplish /əˈkɑm.plɪʃ/, influential /ɪnflʊˈɛnʃəl/
- लंबे शब्द — बलाघात सही रखें: influencer /ˈɪnflu.ənsə(ɹ)/, notification /ˌnoʊtɪfɪˈkeɪʃn̩/, approachable /əˈpɹəʊ.t͡ʃə.bəl/, millennial /mɪˈlɛn.ɪ.əl/, advertisement /ˈædvɚˌtaɪzmənt/
हिंदी भाषियों के लिए मुश्किल ध्वनियाँ:
- /v/ और /w/ का फ़र्क़ — /v/ में ऊपर के दाँत निचले होंठ को छूते हैं, /w/ में होंठ गोल होते हैं: behave /bɪˈheɪv/, savvy /ˈsæv.i/, advertise /ˈædvɚˌtaɪ̯z/, advertisement /ˈædvɚˌtaɪzmənt/, inclusive /ɪnˈkluːsɪv/
- /z/ — इसे “ज” (/dʒ/) न बनाएँ: resonate /ˈɹɛz.əˌneɪt/, advertise /ˈædvɚˌtaɪ̯z/, advertisement /ˈædvɚˌtaɪzmənt/, resist /ɹɪˈzɪst/
- शब्द की शुरुआत में s + व्यंजन — पहले “इ” न जोड़ें: stiletto /stɪˈlɛtoʊ/, startup /ˈstɑɹtˌʌp/
इस वीडियो से अभ्यास कैसे करें
- पहले बिना बोले पूरा वीडियो एक बार सुनें और जो शब्द नहीं आते उन्हें लिख लें।
- 0.75× गति से शुरू करें, एक-एक वाक्य की शैडोइंग करें, और सहज लगने पर सामान्य गति पर लौटें।
- अपनी आवाज़ रिकॉर्ड करें और मूल से तुलना करें, ख़ासकर pickle, meme, authentic जैसे शब्दों पर ध्यान दें।
शैडोइंग तकनीक क्या है?
शैडोइंग (Shadowing) एक विज्ञान-समर्थित भाषा सीखने की तकनीक है जो मूल रूप से पेशेवर दुभाषिया प्रशिक्षण के लिए विकसित की गई थी। विधि सरल लेकिन शक्तिशाली है: आप मूल अंग्रेज़ी ऑडियो सुनते हैं और तुरंत इसे ज़ोर से दोहराते हैं — जैसे वक्ता की छाया 1-2 सेकंड की देरी से। शोध से पता चलता है कि यह उच्चारण सटीकता, स्वर, लय, जुड़ी हुई ध्वनियाँ, सुनने की समझ और बोलने की प्रवाहशीलता में काफ़ी सुधार करता है।