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  • TikTok is one of the most popular apps in the world.

    抖音是世界上最紅的 app 之一。

  • It's been downloaded over a billion times in the two years that it's been around.

    從它誕生的兩年來,下載次數已超過 10 億。

  • And it has produced countless memes.


  • Even Mark Zuckerberg sees TikTok as a threat.

    就連臉書創辦人 Mark Zuckerberg 也視抖音為威脅。

  • But its rise hasn't been seamless.


  • U.S. senators have criticized TikTok for censorship, privacy, and child safety.


  • So, what's going on with TikTok?


  • TikTok has a bit of a complicated history.


  • It's owned by a parent company called ByteDance, which is from China.

    抖音的母公司為 ByteDance (字節跳動),一間中國公司。

  • ByteDance is one of the most valuable startups in the world.

    ByteDance 是全球最有價值的新創公司之一。

  • It's thought to be worth about $75 billion, which is massive.

    該公司市值約 750 億美金 ( 約 22.5 兆台幣),非常龐大。

  • There are definitely concerns in the U.S. about TikTok being a Chinese app that has become hugely popular in America.

    美國內部的確對於抖音身為中國 app ,且在美國非常熱門而感到有疑慮。

  • And, frankly, that's probably a mix of Americans being worried that their own homegrown companies, like Facebook, Google, etc., being outdone by a Chinese firm.

    況且,再加上美國人擔心本土公司,如 Facebook、Google 等,被中國公司超越。

  • But secondarily, you know, this concern feeds into the wider backdrop of the U.S. - China trade war.


  • TikTok lets users easily share short, funny clips.


  • That means things can go viral quickly, and that virality has helped TikTok grow.


  • So, TikTok has about 1 billion monthly active users, which is about the same as Instagram, and TikTok, in terms of downloads, is absolutely besting the competition.

    抖音月活躍用戶約為十億,與 Instagram 差不多,而抖音在下載量方面,則高於競爭對手。

  • It's beaten Instagram, Snapchat, Facebook.

    它已經擊敗 Instagram、Snapchat 與 Facebook。

  • That's not to say in total TikTok is more popular than these apps; it's to say that it's growing really quickly.

    這並不是說抖音比這些 app 更多人用,而是它成長的速度非常驚人。

  • Part of the reason is because TikTok is relatively new, it's only been around properly for one or two years, and so there's a kind of natural newness bias there.

    一部分的原因是,抖音算比較新的 app,目前只存在一到兩年,所以有它的新鮮感在。

  • You know, the billions of people who were already going to download Instagram, WhatsApp, Facebook, they'll have probably already downloaded those apps.

    數十億人早就下載了 Instagram、WhatsApp 與 Facebook 等 app,因此他們的下載數已不太會成長了。

  • hereas TikTok, being new, the number of sort of growing installs we're seeing is about people downloading that app for the first time.

    然而抖音為新的 app,我們看到的下載數為第一次下載的人。

  • It's all about these short video clips, most of which are kind of snappy and funny and involve someone kind of dancing and lip-syncing to music.


  • These things go viral really quickly, and it's also really easy to share what you've made on TikTok to other platforms.


  • TikTok is sort of a natural successor to the once popular Vine.

    抖音可說是曾經紅極一時的 Vine 的繼任者。

  • But there's a lot that sets TikTok apart from its current competition.


  • One of the big criticisms of, let's say, Instagram is that everything feels very artificial on Instagram.

    Instagram 飽受抨擊的一點為,在它上頭的一切,感覺都非常地人工。

  • And it's not really an app about spontaneity or about posting spontaneously.

    且 Instagram 上的貼文一點也不自然或即時。

  • You know, it makes people feel kind of pressured to post the perfect picture, by extension show that they're living the perfect life.


  • Where TikTok comes in is it's a much more spontaneous, instantaneous, it's all about short clips, it's all about kind of goofing around.


  • It's not about looking great or perfect.


  • This is why it's so popular: people feel that they can just post immediately and they don't have to think too hard about the content.


  • I'm sure many of the more popular TikTok-ers do think very hard about what they post, but it feels much more instant than Instagram.

    我相信許多抖音上的名人,仍花了許多時間想影片怎麼拍,但還是比 Instagram 要來得快速許多。

  • It's pretty clear just from who's posting on TikTok that the user base is younger than your average, certainly younger than the kinds of people who use Facebook.

    從抖音上的內容,可以輕易地看出上頭的用戶年齡平均較為年輕,絕對比 Facebook 的用戶年輕。

  • Probably younger than the 20- to 30-year-olds who are using Instagram.

    或許還比 Instagram 的用戶平均年輕 20 至 30 歲。

  • Having so many young users is a clear sign of TikTok's popularity.


  • But it's also gotten TikTok into trouble.


  • In February, the company had to pay a $5.7 million fine after the Federal Trade Commission accused of violating U.S. child-privacy laws.

    二月時,該公司得付 570 萬美金 ( 約 17 億台幣) 的罰款,因聯邦貿易委員會控告 (抖音) 違反美國兒童隱私法。

  • TikTok now requires users to verify their age in the app, although the age of TikTok's users isn't the only concern people have.


  • There are definitely concerns in the U.S. about TikTok being a Chinese app.

    美國對於抖音為中國 app,絕對有一定的擔憂。

  • And TikTok itself isn't really a Chinese app, per se; it was born out of an acquisition called, which was popular in the U.S. and the West.

    抖音其實並非完全是中國 app,它收購了曾經紅遍美國與西方國家的一款短影音app。

  • And ByteDance actually bought that in 2017 and re-skinned that to become what we now know as TikTok.

    ByteDance 在 2017 年收購了,將它重新包裝為現在我們所知的抖音。

  • But there's actually a sort of separate version of TikTok that is available inside China, but that's called Douyin, and that's slightly different.

    但中國的抖音與國際版的抖音 (TikTok) 其實並不一樣。

  • Recently, Republican Sen. Marco Rubio called for a committee investigation into TikTok over whether it should ever have been allowed to buy, which is not a Chinese company, and then sort of turn it into TikTok.

    近期,共和黨議員 Marco Rubio 要求成立委員會調查抖音,來看它是否該被允許買下並非中國公司的,並將之轉換為抖音。

  • Whether that investigation actually happens I think remains to be seen, and sort of dependent on the U.S. political environment.


  • Something to remember is that there's a much larger culture of fear, especially in the U.S., about China and Chinese companies.


  • There's still some criticism that TikTok, being owned by a Chinese company might succumb to some pressure by the Chinese government.


  • Either to hand over data on its users to the Chinese government or to kind of censor topics that, you know, would be fine in the West and in Europe but not sort of okay inside China.


  • We're not actually really conclusively sure that China does have an influence.


  • Recently, The Guardian got hold of some moderation guidelines that show that certainly, the parent company, ByteDance, was thinking about, you know, censoring videos that might be, that might cause offense to the Chinese government and other regimes.

    近期,衛報獲得一些抖音公司的指導方針,顯示了抖音的母公司 Bytedance 正在考慮審查可能會觸怒中國政府或其他政權的影片。

  • It wasn't just talking about moderating content offensive to China; it was talking about generally political content, too.


  • So we do know that there are some thoughts inside the company about censorship.


  • But what we don't really know is, you know, practically how this filters through.


  • There isn't an awful lot of proof that TikTok does take guidance from China in terms of what users can and can't post.


  • So far, the company has been quite good about explaining to journalists, or at least giving statements to journalists, about how it works.


  • But it's definitely gonna continue batting off those concerns.


  • There's really no easy answer to how TikTok can balance free speech with Chinese censorship.


  • It's gonna have to make calls on a case-by-case basis; it's probably gonna have to be really transparent about how and why it makes decisions.


  • But overall, other companies are really struggling with, you know, appeasing China and maintaining the balance with free speech, including American companies.


  • So, Apple has run into issues over banning an app related to the Hong Kong protests, and there's criticism that Apple has really kowtowed to China over that decision.

    Apple (蘋果) 近期下架了香港抗爭地圖的 app,有人批評 Apple 這個決定真的是向中國磕頭的表示。

  • And so, you know, even American companies are really struggling with keeping Chinese consumers and China's government happy while, you know, maintaining that balance with free speech.


  • Despite its rapid growth, TikTok hasn't developed a strong source of revenue.


  • TikTok has a lot of venture-capital backing, but it will have to generate a profit eventually, which could mean ads or pay-walled features.


  • But if TikTok wants to continue growing at its current rate, it's going to have to find a way to gain the public's trust outside of China.


TikTok is one of the most popular apps in the world.

抖音是世界上最紅的 app 之一。

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抖音到底在紅什麼?美國抖音與中國抖音不太一樣?! (What's Going On With TikTok? | Untangled)

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    Mackenzie 發佈於 2020 年 01 月 17 日