Name: TikTok日益增長的影響力和MrBeast的業務 (TikTok’s growing reach and the business of MrBeast)
Uploaded: 2022-10-29T17:13:28.000Z
Duration: 14 min 29 s

Hey Youtube john Saarland here with a new nightcap today we got a good show for you.

嘿，Youtube上的約翰-薩蘭在這裡，今天有一個新的夜總會，我們為你準備了一個好節目。

First up, Tiktok is becoming a major source of news.

首先，Tiktok正在成為一個主要的新聞來源。

Then we look into the business of mr beast and last, what does the housing market look like when mortgages are more than 7% click on the chapters below.

然後我們研究一下mr獸的業務，最後，當抵押貸款超過7%時，住房市場是什麼樣子的點擊下面的章節。

When you think of Tiktok, you might think of viral video sketches, restaurant recommendations.

當你想到Tiktok時，你可能會想到病毒式視頻素描、餐廳推薦。

But now it's also becoming a growing source of news.

但現在它也正在成為一個日益增長的新聞來源。

According to Pew 26% of Americans aged 18-29 regularly get news on Tiktok.

根據皮尤的統計，在18-29歲的美國人中，有26%的人經常在Tiktok上獲取新聞。

And Tiktok is growing as a new source as news, consumption falls on other social media platforms like twitter facebook and Youtube.

而Tiktok作為一個新的來源正在增長，因為新聞、消費落在其他社交媒體平臺上，如twitter facebook和Youtube。

Meanwhile, as Tiktok remains a topic discussed in the halls of D.

同時，由於Tiktok仍然是D.C.大廳裡討論的一個話題。

The chinese own platform is also facing questions about how it handles disinformation.

中國自己的平臺也面臨著關於它如何處理虛假資訊的問題。

Is Taylor Lorenz technology columnist at the Washington post.

泰勒-洛倫茲是《華盛頓郵報》的技術專欄作家。

I don't think most people associate Tiktok with news.

我認為大多數人不會把Tiktok與新聞聯繫起來。

Can you, can you explain what news on Tiktok looks like?

你能，你能解釋一下Tiktok上的新聞是什麼樣的嗎？

News on Tiktok usually takes the form of short form videos.

Tiktok上的新聞通常採取短視頻的形式。

Uh It's content creators in all different areas, entertainment, fashion, um Politics and they create these short videos that describe the news of the day.

呃 這是在所有不同領域的內容創作者，娛樂、時尚、呃 政治，他們創造這些短視頻，描述當天的新聞。

Often they pull up headlines behind them using the apps screen screen feature.

通常情況下，他們會使用應用程序的螢幕螢幕功能拉出背後的頭條新聞。

Um And news is a significant part of Tiktok.

嗯 而新聞是Tiktok的一個重要部分。

I mean most of the content on Tiktok at least that I see has to do with some sort of current events.

我的意思是，至少在我看到的Tiktok上的大多數內容都與某種當前事件有關。

You know whether it's pop culture news or hard news?

你知道它是流行文化新聞還是硬新聞？

Um there's tons of discussion, let's talk about some other concerns, which is disinformation right there.

嗯，有大量的討論，讓我們談談其他一些關注的問題，這就是虛假的資訊，就在那裡。

There continues to be a lot of focus on disinformation, on twitter on facebook, on Youtube.

在Twitter、Facebook和Youtube上，繼續有很多人關注虛假資訊。

We've seen that obviously for years now, according to a recent study from Global Witness in N Y U, that ranked social media platforms ability to detect and act against election misinformation, Tiktok came in last.

我們已經看到這一點很明顯了，根據紐約大學全球見證組織最近的一項研究，對社交媒體平臺檢測和打擊選舉錯誤信息的能力進行排名，Tiktok排在最後。

Do you think Tiktok is ready to become a major source of news and all the scrutiny that that entails?

你認為Tiktok已經準備好成為一個主要的新聞來源，以及由此帶來的所有審查嗎？

I don't think Tiktok is necessarily ready for the news spotlight.

我認為蒂克特不一定準備好接受新聞聚光燈。

I think that they've taken great steps to actually not involve themselves in the news ecosystem.

我認為，他們已經採取了很大的措施，實際上沒有把自己捲入新聞生態系統中。

I mean as far as I know, they don't even have a dedicated news partnerships manager and as you just mentioned, misinformation is rife on the app.

我的意思是，據我所知，他們甚至沒有一個專門的新聞合作關係經理，正如你剛才提到的，錯誤的資訊在應用程序上比比皆是。

I mean you can basically go on Tiktok and just say anything and um a lot of times what people are saying is untrue and so, um I think it can be a very dangerous platform for information also because of how personal it is.

我的意思是，你基本上可以在Tiktok上說任何事情，而且很多時候人們所說的都是不真實的，所以，我認為這可能是一個非常危險的資訊平臺，因為它是多麼個人化。

I mean, you watch somebody telling you something falls in a Tiktok video, it can feel very intimate often you're hearing it from a creator that you follow and really trust.

我的意思是，你看某人在Tiktok視頻中告訴你一些事情，它可以感覺非常親切，往往你從一個你關注和真正信任的創作者那裡聽到。

Um, and it's this really closeness of seeing the person's face, it almost feels like you're facetime with someone.

嗯，看到對方的臉真的很親近，幾乎感覺到你在和某人面對面。

So, you know, it can be a very dangerous platform in that way when it comes to misinformation.

所以，你知道，當涉及到錯誤信息時，它可能是一個非常危險的平臺。

Do you think that Tiktok's emergence as a news platform will increase its scrutiny in D.

你認為Tiktok作為一個新聞平臺的出現是否會增加其在D的審查。

Yeah, I definitely think that, you know, being perceived as a news platform is going to put them under more scrutiny.

是的，我絕對認為，你知道，被認為是一個新聞平臺，會使他們受到更多的審查。

I just find it so hilarious that they get all this scrutiny when facebook literally, you know, has played a key role in uh swaying, you know, different outcomes in our democracy.

我只是覺得很搞笑，他們得到了所有這些審查，當Facebook字面上，你知道，在呃搖擺，你知道，我們的民主的不同結果中發揮了關鍵作用。

Um and instagram remains this pervasive platform where there's also tons of, you know, disa information, misinformation and news content.

嗯，Instagram仍然是這個無孔不入的平臺，那裡也有大量的，你知道，DISA資訊，錯誤信息和新聞內容。

Um so I think if we want to take a look at our news ecosystem, we have to look beyond Tiktok Youtube as well, by the way, I mean, youtube is a huge source of news and information and we know that there's plenty of extremist Youtubers, Youtubers that are not responsible with news content.

嗯，所以我認為，如果我們想看看我們的新聞生態系統，我們也必須看看Tiktok Youtube以外的地方，順便說一下，我的意思是，YouTube是一個巨大的新聞和資訊來源，我們知道有很多極端主義的Youtubers，Youtubers對新聞內容不負責。

So I think we need to look at this new media environment and and see that we live in this creator content, creator driven world and and think about that from a more systemic way.

是以，我認為我們需要看看這個新的媒體環境，並看到我們生活在這個創造者內容、創造者驅動的世界中，並從一個更系統的方式來思考這個問題。

I mean, we need to fix media literacy and things like that.

我的意思是，我們需要解決媒體素養和諸如此類的問題。

I don't know how much policing just one out of these many platforms is going to make a difference.

我不知道在這些眾多的平臺中，只對其中一個平臺進行監控會有多大的作用。

Next up Mr Beast, aka Jimmy Donaldson is a 24 year old who has become one of the most famous Youtubers with videos like this.

接下來是野獸先生，又名吉米-唐納森，24歲，憑藉這樣的視頻成為最著名的Youtubers之一。

I recreated Willy Wonka's Chocolate Factory in real life and one of these 10 people is gonna walk away with this Chocolate factory.

我在現實生活中重現了威利-旺卡的巧克力工廠，這10個人中的一個將帶走這個巧克力工廠。

And with Youtube fame comes, Fortune Axios is reporting that Mr Beast is looking to raise $150 million from venture investors for his business.

而隨著Youtube的成名，《財富》雜誌Axios報道，Beast先生正尋求從風險投資者那裡為其業務籌集1.5億美元。

That would peg mr Beast empire and roughly $1.5 billion.

這將把魔獸帝國和大約15億美元掛鉤。

So how did Mr Beast go from views to VCS here to discuss as Sarah fisher media reporter at Axios and brand new media analyst for CNN Sarah, you reported on this $1.5 billion what is he doing that's worth so much money?

那麼，Beast先生是如何從觀點到VCS在這裡討論的，作為Axios的媒體記者和CNN的全新媒體分析師Sarah Fisher，你報道了這個15億美元他在做什麼，值得這麼多錢？

I mean, first of all, his business has diversified a lot over the past few years, he started out making these very viral Youtube videos, like the one that you showed, which would make a ton of ad revenue.

我的意思是，首先，在過去幾年裡，他的業務有了很大的多樣化，他開始製作這些非常具有病毒性的Youtube視頻，就像你展示的那個視頻，這將會有大量的廣告收入。

Remember creators can take 55% cut in ad revenue from their videos, but in more recent months he's diversified.

請記住創作者可以從他們的視頻中抽取55%的廣告收入，但在最近幾個月，他已經實現了多樣化。

He's now opened up a ghost kitchen business called Mr Beast burgers.

他現在開了一家名為 "野獸先生漢堡 "的幽靈廚房生意。

It also now has physical locations, He has his own snacks business called festivals and so I think when you're an investor looking at this business, what you see is at the top of the funnel of viral video empire that can bring people down to spend money on some of these retail and consumer packaged goods experiences now whether or not it's worth $1.5 billion.

它現在也有實體店，他有自己的零食業務，叫做節日，所以我認為當你是一個投資者在看這個業務時，你看到的是在病毒視頻帝國的漏斗頂部，可以把人們帶下來在這些零售和消費包裝商品的一些體驗上花錢，現在無論它是否值15億美元。

Obviously, when you're valuing a company, you want to take a look at how fast it's growing its revenues and its profits.

顯然，當你對一家公司進行估值時，你想看看它的收入和利潤的增長速度。

Mr Beast hasn't fully disclosed his numbers, but he's given a few hints that suggests that they're making pretty good money.

野獸先生沒有完全披露他的數字，但他給出了一些暗示，表明他們的收入相當不錯。

So when people talk about Mr B's business, they highlight that he hasn't gone the traditional route of celebrity endorsements, he's launched his own companies like Beast burger and festivals zooming in.

是以，當人們談論B先生的業務時，他們強調他沒有走傳統的名人代言路線，他推出了自己的公司，如野獸漢堡和節日的放大。

Is that really different than the traditional endorsement models?

這真的與傳統的代言模式不同嗎？

Is he really owning and operating these businesses?

他真的擁有和經營這些企業嗎？

He is really owning and operating these businesses and what's important to remember is that the way that his model is structured, he's taking the capital that he's making from some of his more lucrative businesses and pouring it back into grow the other franchises.

他真正擁有和經營這些業務，重要的是要記住，他的模式的結構方式，他從一些更有利可圖的業務中獲得的資本，並將其重新投入到其他特許經營權的發展中。

So, for example, when he does that Willy Wonka Chocolate Factory video for Youtube, you saw, you saw there was a feast of ALS tie in, right?

所以，比如說，當他為Youtube做威利-旺卡巧克力工廠的視頻時，你看到了，你看到了有一場ALS的盛宴，對嗎？

That's a marketing vehicle that's actually an investment for his snacks business.

那是一個營銷工具，實際上是對他的小吃業務的投資。

And so yes, it is an independent venture that he's running and he's managing, but I think the reason he's raising money is because with this momentum, you want to capitalize on it and achieve real scale, and the way to do that is to get capital up front, especially, you know, we're heading into a little bit of a bear market so that you can grow these businesses really fast, You can obviously bring a return to your investors, but you can make this empire explode in a way off of Youtube in the similar way that it has on Youtube.

是以，是的，這是一個獨立的企業，他正在運行和管理，但我認為他籌集資金的原因是，在這種勢頭下，你想利用它，實現真正的規模，而做到這一點的方法是在前面獲得資本，特別是，你知道，我們正在進入一個有點低迷的市場，這樣你就可以真正快速增長這些業務。 你顯然可以給你的投資者帶來回報，但你可以使這個帝國在Youtube之外以類似於Youtube上的方式爆炸。

Do you have any idea what he's planning on doing with this cash, where does he expand to next?

你是否知道他打算用這些現金做什麼，他下一步會擴展到哪裡？

I think the three pillars of his business, the core pillars right now are Mr Beast burgers, which is the ghost kitchen slash retail restaurant franchises, the Feast of als snack business, which I know he wants to expand out from just doing, you know, start out with chocolate bars now he's doing other things and then of course the Youtube business, which people think it's just his channel, that's not the case.

我認為他業務的三大支柱，現在的核心支柱是野獸先生漢堡，也就是幽靈廚房斜線零售餐廳的特許經營權，Feast of als零食業務，我知道他想從只做，你知道，從巧克力棒開始，現在他在做其他事情，然後當然是Youtube業務，人們認為這只是他的頻道，事實並非如此。

You know, he's one of the most followed, fifth most followed channel on Youtube In the world, but he also with 107 million followers, he also has channels worth 88 million followers that are affiliated with him that are not his main one.

你知道，他是Youtube上最受關注的頻道之一，在世界範圍內排名第五，但他也有1.07億粉絲，他也有價值8800萬粉絲的頻道與他有關聯，但不是他的主頻道。

And he has over 30 million followers across his Spanish language channels.

而且他的西班牙語頻道有超過3000萬的粉絲。

So I think those three pillars, the snacks business, the ghost kitchens and the video business are going to be where he's going to continue.

是以，我認為這三個支柱，即小吃業務、幽靈廚房和視頻業務將是他要繼續的地方。

It's just at this point now about scaling those three efforts.

現在只是在這一點上，關於擴大這三項工作的規模。

So, you know what with, with Youtubers, I think fans feel a deep personal connection that might not be there for, like, you know, an upcoming movie star or a singer.

所以，你知道嗎，對於Youtubers，我認為粉絲們感到一種深刻的個人聯繫，而這種聯繫可能不存在，比如，你知道，一個即將到來的電影明星或一個歌手。

It has this unvarnished connection with fans when from an investor's perspective, how valuable is that when they're looking at Mr B's business valuation.

它與粉絲有這種不加修飾的聯繫，而從投資者的角度來看，當他們在看B先生的商業估值時，這有多大價值。

如此有價值的語言甚至無法描述。

I was interviewing ESPN chairman jimmy petero and he said authenticity and access is so important for gen z, that's what they crave and that's what MR Beast delivers.

我在採訪ESPN主席Jimmy Petero時，他說真實性和訪問對Z世代非常重要，這就是他們所渴望的，這就是MR Beast所提供的。

Not only are these videos authentic, right?

這些視頻不僅是真實的，對嗎？

It's it's not him wearing a suit, it's him wearing his everyday clothes, it's him hanging out with his friends, he has the money now that he's able to bring viewers access to places to see.

這不是他穿著西裝，而是他穿著日常的衣服，這是他和他的朋友一起出去玩，他現在有了錢，他能夠把觀眾帶到可以看的地方去。

And I were talking about a video that he did on the most expensive hotel in the world versus the cheapest.

我和他正在談論他做的一個關於世界上最昂貴的酒店與最便宜的酒店的視頻。

I was just watching it in the break time and you know, that's an interesting model because you're giving video viewers access to something they would never get to see in real life.

我只是在休息時間看了一下，你知道，這是一個有趣的模式，因為你讓視頻觀眾看到他們在現實生活中永遠無法看到的東西。

Who who do you know, that gets to stay in a million dollar hotel.

你認識的誰，能住進一百萬美元的酒店。

And so I think that this model of taking Youtubers that are super engaged with fans and scaling them is the next big investment and by the way, Mr Beast isn't the only one here, take a look at what candle media, the Disney former Disney execs holding company have done, you know, they put $3 billion into acquiring moon bunk Entertainment, which is the parent company to Coco melon.

是以，我認為這種將與粉絲有超級接觸的Youtubers和擴大他們的規模的模式是下一個大的投資，順便說一下，野獸先生不是這裡唯一的一個，看看燭光媒體，迪斯尼前迪斯尼執行官的控股公司做了什麼，你知道，他們投入30億美元收購了月亮邦克娛樂，這是可可瓜的母公司。

That's also one of the biggest youtube franchises in the world.

這也是世界上最大的YouTube專營權之一。

And so I think you're gonna see investors pay a lot more attention to hot Youtubers as investments for other businesses down the line.

是以，我認為你會看到投資者對熱門的Youtubers給予更多關注，將其作為其他企業的投資。

And last, the Federal Reserve is hiking interest rates to slow the economy and it appears to be working at least in one really noticeable place.

最後，美聯儲正在加息以減緩經濟，至少在一個非常明顯的地方，它似乎正在發揮作用。

The housing market, the 30 year fixed mortgage just topped 7%.

房地產市場，30年固定抵押貸款剛剛突破7%。

That's a fresh 20 year high and sky high mortgage rates are starting to crush demand.

這是20年來的新高，天價的抵押貸款利率開始壓制需求。

Let's bring in CNN's matt egan to discuss matt mortgage rates have more than doubled since the start of the year.

讓我們請來CNN的Matt Egan，討論Matt抵押貸款利率自今年年初以來已經增加了一倍多。

What is that doing to the housing market, john really is crushing the housing market.

這對住房市場有什麼影響，約翰真的是在壓制住房市場。

And what's so interesting here is that this is a feature, not a bug of the Fed policy.

而這裡最有趣的是，這是美聯儲政策的一個特點，而不是一個錯誤。

I mean, even the Fed realizes that the housing market was just flying way too close to the sun.

我的意思是，即使是美聯儲也意識到，房地產市場只是飛得太靠近太陽了。

I mean, think about how hot this housing market was.

我的意思是，想想這個住房市場有多熱。

I mean, we had these relentless bidding wars, all cash offers.

我的意思是，我們有這些無情的競價戰，所有現金報價。

Uh, and you, Some people buying homes before they ever even stepped foot in them.

呃，還有你，有些人在還沒踏進去的時候就買了房子。

And of course price spikes, none of that was sustainable.

當然還有價格飆升，這些都是不可持續的。