TikTok, Instagram, Snapchat -- and the rise of bite-sized content | Qiuqing Tai

Transcriber: Leslie Gauthier Reviewer: Joanna Pietrulewicz

翻译人员: Yip Yan Yeung 校对人员: Helen Chang

全球超过 15 亿人，

其中半数低于 24 岁，

经常观看短视频——

More than 1.5 billion people around the world,

长度不超过 60 秒的 视频片段，

over half of them under the age of 24,

流传于Snapchat、抖音、 Instagram Story

regularly watch short videos:

等手机app上。

clips of 60 seconds or less

七年前，短视频市场 几乎还不存在，

using Snapchat, TikTok, Instagram Stories

而现在每天有 7 亿多条短视频被上传。

and other smartphone apps.

The market barely existed seven years ago,

随着人们的注意力时长 缩至以秒计算，

yet today creators are uploading 702 million short videos every day.

短视频不仅不会是昙花一现， 而且会成为新常态。

As our attention span is falling to seconds,

不像其他社交平台， 比如Instagram

short video is not only here to stay but will become the new normal.

那样遍布精美视频和精修图，

短视频更加接地气，

Unlike other social platforms such as Instagram,

让人们展示不完美和真实。

where perfectly edited, polished images are the norm,

由于时长有限，

短视频作者需要 更有创意，且表达精准。

short videos are more accessible,

inviting imperfection and authenticity.

这些短小精悍的视频 不仅仅是一种娱乐消遣。

And because each clip is so short,

content producers have to be creative and concise communicators.

对我个人来说，

作为一名咨询师和一位母亲，

But these bite-sized videos are more than just fun and entertainment.

短视频更是育儿经的来源。

我可以在通勤途中 快速了解母乳喂养的诀窍，

For me personally,

as a consultant and mother,

short videos are where I get parenting tips.

还可以发现快速 哄女儿入睡的好方法。

On my way to work I can quickly learn about the secrets of breastfeeding

商家们也发现了

短视频是一个吸引新客源

while traveling

and get great ideas about how to make my daughter sleep sooner.

和丰富受众的好途径。

Businesses are also learning

今年早些时候，我领导了一个

that short videos are a great way to find new customers

与全球顶尖短视频平台 抖音合作的项目，

and expand the diversity of their audiences.

评估了碎片经济 带来的经济与社会影响。

Earlier this year, I led a project with TikTok,

the world's leading short-video platform,

我们的研究表明这种新生媒体

to assess the economic and social impact of this bite-sized economy.

改变了我们娱乐休闲的方式和其他。

2019 年，

Our study shows that this young medium is changing a lot more

短视频产出了 约 950 亿美元的

than the way we spend our leisure time.

商品和服务收入，

In 2019,

并在全球范围内提供了 约 120 万个就业岗位。

short video generated an estimated 95 billion US dollars

仅仅在如此短的时间内，

in goods and services sold

短视频已经对我们工作、 交流、学习的方式产生了影响。

and created roughly 1.2 million jobs globally.

Even within this short lifespan,

新冠疫情期间，

short video is already impacting the way we work, communicate and learn.

全世界的博物馆面临无限期关闭，

但其中一些迅速地 采取了应对措施，

In the age of COVID-19,

通过远程方式吸引 更多、更年轻的观众。

while museums around the world are facing indefinite closure,

佛罗伦萨的乌菲齐美术馆

many have acted quickly

三年前才开设了官网，

to bring in an engage and new, younger audience remotely.

现在正用短视频吸引新观众来观赏

The Uffizi Gallery in Florence,

which just established its official new website three years ago,

他们的雕塑和绘画。

他们把展品与emoji、 歌词或有趣的名言配对，

is using short video to attract new audiences

让艺术品更加平易近人，

to their statues and paintings.

给年轻一代的艺术爱好者 提供了接触的机会。

By matching exhibits with emojis, music lyrics or funny quotes,

博物馆最新的一条短视频中，

the museum is making its artwork more accessible

新冠病毒的卡通形象在

and relevant to the young generation of art lovers.

卡拉瓦乔的画作《美杜莎》前

变成了石头并碎成了两半，

In one of its recent posts,

a cartoon coronavirus turned into a rock

因为美杜莎可以把 盯着她的人变成石头。

and smashed in half

（视频）（音乐： 《c小调第五交响曲》）

in front of Caravaggio's painting "Medusa,"

（音频）卡迪·B：“新冠！”

who has the power to turn those who gaze at her into stone.

（画外音）秋青泰： 乌菲齐美术馆也试验了

让网红在短视频平台上 直播游览美术馆，

(Video) (Music: "Symphony No. 5")

(Recording) Cardi B: Coronavirus!

让全世界的观众有机会欣赏

(Voice-over) Qiuqing Tai: Uffizi also experimented

with influencers livestreaming from the gallery on short-video platform,

无法亲自一睹的艺术品。

自从 2020 年 4 月 登陆抖音以来，

allowing viewers around the world to experience art

乌菲齐美术馆在三个月内吸引了

that they've never been able to see in person.

超过 43000 个关注者。

Since its appearance on TikTok in April 2020,

这个速度比在推特上快多了，

the museum's profile has attracted more than 43,000 followers

在推特上花了 4 年 才达到了差不多的粉丝数量。

in three months.

This speed is far quicker than their journey on Twitter,

小商家也把短视频当作一种

where it built up a similar number of fanbase during the past four years.

吸引从未听说过他们产品的 新顾客的一种方法。

Small businesses are also using short video as a way to find new audiences

2018 年，中国顶尖 短视频平台抖音，

who might have never heard of them or their products before.

作为中国扶贫计划的一部分，

In 2018, Douyin, the leading Chinese short-video platform,

推出了帮助中国山区 农民个人和小企业

销售农产品的企划。

as part of a social responsibility initiative

to alleviate poverty in China,

在这个试点项目中，

launched a campaign to help individual farmers

抖音邀请内容创作者们

and small businesses in China's mountainous areas sell farm produce.

创作四段 15 秒的短视频

As one of its pilot projects,

展示农产品的高质量。

Douyin invited content producers

除此之外，还有常见的公关企划，

to create four pieces of 15-second short videos

比如一些软文。

抖音想利用短视频的庞大用户群来

showcasing the quality of their products.

This is on top of other, regular PR initiatives,

寻找可能对这些产品 感兴趣的顾客，

such as promotional articles.

Douyin wanted to leverage the large user base of short video

并把他们导向电商网站，

to find those customers who might be interested in those products

可以在观赏视频的时候购物。

短短五天之内，

and then connected them with the e-commerce website

这个企划已经帮助了 约四千个四川家庭

so that people can buy things as they watch the videos.

销售高达 12 万公斤的李子。

In just five days,

the initiative helped nearly 4,000 families in Sichuan Province

很多喜欢雇佣年轻人的公司

sell an astonishing 120,000 kilograms of plums.

通过短视频

与Z世代的年轻人交流。

Many brands that are interested in hiring and recruiting young people

比如说，

超半数麦当劳的员工 在 16 至 24 岁之间。

have been using short video as a fresh way to engage

with Generation Z.

在澳大利亚，麦当劳近年来 一直面临“招工难”，

For example,

more than half of McDonald's employees are aged between 16 to 24.

于是它推出了 “Snaplication”——

一款Snapchat镜头， 让用户

In Australia, the brand was struggling to recruit in recent years,

用十秒短视频陈述为什么 他们会是优秀的麦当劳员工，

so it launched something called "snaplication,"

which is a Snapchat lens that enabled users

然后把他们指向申请岗位的链接。

to shoot 10-second videos explaining why they'd be a perfect McDonald's employee

这个活动推出 24 小时以内，

麦当劳收到了三千份 “snaplication”，

and then prompted them to a link with a job application.

比通过传统途径一整周收到的申请

Within 24 hours after launching the campaign,

多四倍。

McDonald's received 3,000 "snaplications,"

虽然我们无法确定通过短视频招聘

four times more than the number they received in a whole week

是不是为岗位找到最合适人选 和留住人才的最佳方法，

using traditional methods.

While it's unclear whether hiring over short video is the best way

但是单从招聘数量来看，

这个活动引发了全球热潮。

to find the right people for the job or to retain talent,

在沙特，

麦当劳在 24 小时内

but judging solely from recruiting numbers,

收到了 43000 份 snaplication。

the campaign was a global hit.

麦当劳也随后 在美国推出这个活动。

In Saudi Arabia,

McDonald's received 43,000 snaplications within 24 hours,

就像我从短视频获取育儿经，

and the company launched the campaign again later in the US.

很多用户想利用这些平台

进行碎片化学习。

Much like how I like to get parenting tips from short video,

我们的研究表明， 全球的短视频用户

many users also want to leverage the platform to learn,

but in tiny, bit-sized doses.

把探索新兴趣、学习新技能 视作短视频带来的首要益处。

In our study, short video users globally ranked the top benefits of the platform

教学视频

有改变现状的巨大潜力，

as discovering new interests and learning new skills.

尤其是在新兴市场。

In emerging markets especially,

2019 年，抖音 在印度推出一个企划，

short video for learning and education

has huge potential to change the status quo.

目标在印度的数字社区普及学习。

In 2019, TikTok launched a campaign in India

虽然 2020 年 7 月 抖音在印度遭禁，

with the aim of democratizing learning for the Indian digital community.

但是它激发了对教育类 短视频内容的巨大需求，

While the app has been banned in the country since July 2020,

很多其他平台争先恐后 进入这个市场。

it launched a huge demand for educational short-video content

抖音引领了浪潮，

与印度社会企业、

and other platforms are jumping in to fill in the space.

教育类创业公司、

人气网红合作，

TikTok was able to spark this trend

创作 15 秒短视频， 涵盖各种各样的话题，

by collaborating with Indian social enterprises,

education startups

从在校教育的科学课 到新语言学习。

and popular creators

to produce 15-second short videos that covered a range of topics

当第一波短视频 在平台上广泛传播，

from school-level science to learning new languages.

观众们受到启发，

有些甚至开始 自己创作教育类内容。

As the first wave of short video became widely spread on the platform,

截止 2019 年 10 月，

audiences got inspired

这个企划已经产生了 超过一千万条视频，

and some even began to create their own educational content.

积累了 480 亿观看量。

By October 2019,

the campaign had generated more than 10 million videos

通过帮助人们学习、

参与内容创作的过程，

and garnered 48 billion views.

短视频实际上帮助人们 准备好、训练好技能，

Through helping people learn

and participate in the process of content creation,

以迎接未来的挑战。

short videos are in fact helping prep and train the skilled population

如同其他类型的社交媒体，

短视频平台也有很多 值得担心的地方，

that can take on the challenges of the future.

比如数据隐私，

对这种短视频形式上瘾、

Like all social media,

there are valid concerns around short-video platforms,

内容缺乏差异性和上下文背景。

但是，我依旧认为短视频

including data privacy,

the addictive nature of the format

and the lack of nuance and context in the content.

利大于弊。

However, I still think that the positive outcomes of short video

我相信短视频会在未来 成为一股重要的

will outweigh its downsides.

经济和社会力量。

正因如此，

I believe short video will become a more vital economic and social force

我们需要通过找到鼓励用户、

平台、政策制定者的合作来

in the future.

It is precisely because of this

从这种新生媒体获益的正确方式。

that we need to find the right way to benefit from this young medium

谢谢。

through collaboration among users,

platforms and policymakers.

Thank you.