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class="container" id="main-content" tabindex="-1"><div class="post"><article class="post-block h-entry"><div class="post-meta p-author h-card visually-hidden"><img class="author-avatar u-photo" src="../favicon.png" alt="Cytrogen"><span class="p-name">Cytrogen</span><a class="u-url" href="https://cytrogen.icu">https://cytrogen.icu</a></div><a class="post-permalink u-url u-uid visually-hidden" href="https://cytrogen.icu/posts/c3f9.html">永久链接</a><div class="p-summary visually-hidden"><p>此文章记录了一些我对于现代年轻人创业，尤其是其宣传策略的观察和想法。</p></div><div class="visually-hidden"><a class="p-category" href="../categories/%E4%B8%AA%E4%BA%BA%E9%9A%8F%E6%83%B3/">个人随想</a><a class="p-category" href="../tags/%E5%88%9B%E4%B8%9A/">创业</a></div><h1 class="post-title p-name">创业宣传策略</h1><div class="post-info"><time class="post-date dt-published" datetime="2025-11-02T05:02:00.000Z">11/2/2025</time><time class="dt-updated visually-hidden" datetime="2026-02-09T17:16:55.009Z"></time></div><div class="post-content e-content"><html><head></head><body><p>此文章记录了一些我对于现代年轻人创业，尤其是其宣传策略的观察和想法。</p>
<span id="more"></span>
<p>我的一位创业者朋友想要将目标人群定在 Z 世代（指代 1997-2012 年出生的人，也就是现在的「年轻人」）。原因很简单：<strong>你是个年轻人，你要赚年轻人的钱</strong>。他找来了一位摄影师，拍了许多带有艺术氛围的照片作为宣传，还录制了一些宣传视频。重点在于这些宣传视频。他告诉我，现在能夺得 Z 世代目光的宣传视频必须是夸张、搞笑、刺激的。</p>
<p>作为例子，我被迫看了其他初创公司的宣传视频。它们都是在 Instagram 上投递短视频、具有着年轻人特有的欢快活泼耍宝风格。这些视频和产品没有丝毫关系，更多是创始人同员工们整活：招程序员要招有自闭症的、员工和创始人的关系要亲近到「一起搓澡」…… 这个时候我看到公司名称还没反应过来，看到创始人的名字才意识到他是 Cluely—— 七月份较有话题度的「AI 作弊工具」—— 的 CEO。</p>
<h2 id="roy-和-cluely"><a class="markdownIt-Anchor" href="#roy-和-cluely"></a> Roy 和 Cluely</h2>
<p>Roy 是一位辍学的 21 岁男生，干过许多奇奇怪怪的事情，例如靠作弊过了亚马逊的面试，却把作弊方式分享到了 YouTube，导致被亚马逊的员工发现。他因为现在这个 AI 初创公司 Cluely，在外网火了一把，公司也足足融资了 1500 万。我那会儿刷到过有人吐槽他新投放的广告的帖子，结果第二天就在路上看到了这个广告：一个巨大的广告牌上白纸黑字写着「我是 Roy，今年 21 岁，我开了个 AI 初创公司，快来看」。</p>
<p>我不否认，Z 世代购物者确实更信任网红，并且对「夸张、搞笑、刺激」的内容有着天然的亲和力。短视频平台上，60 秒以下的内容拥有最高的参与度，而那些展示真实性、幽默感和参与感的品牌更容易获得青睐。</p>
<p>当然，这是趋势观察，不是对个体的标签。</p>
<p>但这里存在一个危险的逻辑跳跃：<strong>理解 Z 世代的偏好，不等于可以用纯粹的表演代替产品价值</strong>。</p>
<p>Roy 的故事本身就是现代创业文化的极端标本。他因为开发帮助人们在面试中作弊的工具被名校开除，随后将这场争议本身转化为了病毒式营销的素材，从而获得 1500 万美元融资。他最初的策略就是创建争议，必须要让超过一半的观众讨厌视频，然后制作大量视频、像病毒一样投放出去。</p>
<p>这套玩法的核心在于，用极具话题性的「个人表演」来强行占据公众视野，从而让产品的实际价值在讨论中变得不再重要。当一条信息、一个事件在网络上足够火，各种监管、批评或惩罚措施就很难再对它产生任何影响了。换言之，公众注意力的放大效应还可以让事件本身变成一种护身符。</p>
<p>然而，Roy 也曾承认，这个「作弊工具」被设计出来就是等着被毁灭的，因为公司很快会调整面试流程，吸食原有面试流程的养分的作弊工具很快也会变得无用。</p>
<p>我现在再去看 Cluely，就会发现它已经转型成了面试辅助工具，可以在用户面试前策划好用户要准备什么等。这也让我产生了一个疑问：现在没有了争议，转型后的产品本身能否支撑起 1.2 亿美元的估值？在我看来，其长期价值仍然存疑。</p>
<h2 id="对流量的焦虑"><a class="markdownIt-Anchor" href="#对流量的焦虑"></a> 对流量的焦虑</h2>
<p>Cluely 只是当前时代、面向年轻人的无数个初创公司的其中一所。我在一次网上冲浪时，看到另一位辍学的年轻人创业。很有意思的是，他的主页里也近乎没有任何产品的内容，更多是尝试获取流量的帖子。</p>
<p>我作为一个无意间刷到帖子的人，无法从他的帖子里得知产品是什么，但是可以看出创始人在想办法「有趣」。我说他是想办法「有趣」而不是直接说他是个有趣的人，是因为我能从他的帖子里感受到他的焦虑，一种为了变得吸引人的焦虑。评论区时不时会出现一些尖锐的声音，差不多都是批评当下年轻人创业、什么都不懂只知道开会和 KPI，没有满腔热血只有歪门邪道。</p>
<p>这里还有一个问题：为了流量，然后呢？要如何变现？大家想看的是你这个产品，还是你努力表演出来的搞笑？</p>
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