You’re not alone.

你並不孤單

The first thing to know, Snapchat isn’t just about sending selfies anymore.

第一件要知道的事情是：它已經不再只是用來傳自拍了

Now they’re pitching themselves to investors as a camera company,

現在它以照相公司的身份向投資者推銷自己

and unlike Facebook and Twitter,

而且不像 Facebook 和 Twitter

Snap isn’t just about ads and a native feed.

Snap 不只是廣告和動態

In fact, core to their concept is creating content

事實上，它的核心概念是「創造內容」

And that's what its five revenue generators are all about:

這也就是它五個主要功能的用處

Lenses, Geofilters, Snap stories, Discover and Spectacles.

鏡頭、地標濾鏡、故事館、Discover 和 Spectacles（智能眼鏡）

First up, Lenses

首先呢，鏡頭

Open up the app, and BOOM!

當你打開 APP，就「咻」！

You’re straight into the camera

你馬上就開啟了你的相機

Brands can then pay up for filters

品牌可以購買濾鏡

that you can overlay onto your photos or videos

讓你放在你的照片或是影片上面

and then send them to a friend or to a group.

傳給你的朋友或是傳到群組中

Geofilters do something similar,

地標濾鏡也是一樣的道理

overlaying the “where” and “when” that businesses or people can pay to include in an app.

你可以在照片或影片上疊加你自己或公司買到 Snapchat 中的地標濾鏡，標出你所在的時間和地點

Now I can also send my Snaps to my Snap Story,

現在我也可以把我的快照加到我的 Snap Story（故事館）裡面

a feed that friends can see before a Snap disappears after 24 hours,

這是一個朋友在24小時內可以看到你的快照的功能

which brings us to our third revenue generator:

這也帶我們認識Snapchat的第三個功能

“Our Story.” It’s basically a group feed that Snap goes through

Our Story，在這個功能中，基本上 Snap 會掃過當天所有公開的快照

and grabs publically posted Snaps and puts it into one video feed.

接著把它們整合起來，變成一個單一的短片

You’ve seen this around events like the Women’s March or Trump's inauguration.

我們可以在之前的女性向華盛頓進軍和川普總統就職當天看到

And everyday people aren’t the only ones uploading to Snapchat.

而一般的民眾不是唯一上傳快照到 Snapchat 的人

Enter “Discover.”

一起來看看 “Discover” 這個功能吧

Starting in 2015,

從2015開始

brands including People, BuzzFeed, ESPN started uploading mobile magazines that

人物、BuzzFeed、ESPN 等雜誌開始上傳手機板的雜誌

create stories in more millennial-friendly versions

創造出對千禧世代比較友善的版本

with ads slotted in between, of course.

當然也有廣告參雜於其中

And you can’t forget the “Spectacles.”

你也不可以忘記 “Spectacles” 這個功能

You can grab these suckers for 130 bucks

你可以用130美金從 Snapchat 在各大城市設置的臨時販賣機

at the pop-up vending machines that Snap has put around major cities.

買到這玩意兒

You take ten second videos with them

你用它拍攝10秒鐘的影片

like I did on the mountain last weekend,

像我上週末在山上拍攝的一樣

and then it goes straight to your Snapchat app

當你連接到 wifi 的時候

as soon as you connect to wifi.

它就會自動傳到你的 Snapchat 裡面

And let’s just mention for a second

就讓我們順帶一提

that advertisers for a while have been pretty weary about using Snapchat

廣告業者們長久以來對於 Snapchat 都有點厭煩

because they are so insistent on vertical video ads

因為 Snapchat 很堅持要用垂直的介面

when advertisers are much more used to the horizontal shape of TV,

而廣告業者都比較習慣橫向的介面

but they’re warming up to it.

但 Snapchat 正在努力了

Has it worked?

成功了嗎？

Well, the true test will come in the years after Snap goes public

真正的成果驗收會在 Snapchat 走入大眾的幾年後才會看得出來

because their revenue model is still only a couple of years old.

因為它現在的收入模式只有少少幾年而已