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

Transcriber: Leslie Gauthier Reviewer: Joanna Pietrulewicz

譯者: Lilian Chiu 審譯者: Helen Chang

More than 1.5 billion people around the world,

全世界有超過十五億人，

over half of them under the age of 24,

其中一半以上不到二十四歲，

regularly watch short videos:

經常會觀看短影片：

clips of 60 seconds or less

一分鐘以內的影片，

using Snapchat, TikTok, Instagram Stories

用的是 Snapchat、抖音、

IG 限時動態

and other smartphone apps.

以及其他智慧手機應用程式。

The market barely existed seven years ago,

七年前幾乎沒有這種市場，

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

但現今

每天創作者會上傳 七億零兩百萬支短影片。

As our attention span is falling to seconds,

我們的注意力長度 減少到以秒來計算，

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

短影片不只會繼續存在，

還會變成新的正常現象。

Unlike other social platforms such as Instagram,

不像其他社群平台如 IG，

where perfectly edited, polished images are the norm,

以經過完美編輯、 潤飾的影像為基礎，

short videos are more accessible,

短影片相對更容易接觸，

inviting imperfection and authenticity.

歡迎不完美和真實性。

And because each clip is so short,

因為每支影片都非常短，

content producers have to be creative and concise communicators.

內容製作人必須要是有創意 且簡潔扼要的溝通交流者。

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

但，這些小影片不只是趣味和娛樂。

For me personally,

對我個人而言，

as a consultant and mother,

身為顧問及母親，

short videos are where I get parenting tips.

我可以從短影片得到 養兒育女的小訣竅。

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

上班路上，

我可以快速學習在路上餵奶的秘訣，

while traveling

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

且找到一些好點子， 讓我女兒早點入睡。

企業也發現，

Businesses are also learning

that short videos are a great way to find new customers

短影片是找到新客戶的好方法，

and expand the diversity of their audiences.

並讓觀眾更多樣化。

Earlier this year, I led a project with TikTok,

今年初，我主導了 一個抖音的專案計畫，

the world's leading short-video platform,

抖音是世界領先的短影片平台，

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

計畫旨在評估這種小型經濟 會對經濟和社會有何影響。

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

我們的研究顯示，

這種年輕的媒體帶來的改變遠不只

than the way we spend our leisure time.

我們打發空閒時間的方式。

In 2019,

2019 年，

估計短影片產生出了

short video generated an estimated 95 billion US dollars

九百五十億美金的價值，

in goods and services sold

包括賣出的商品和服務，

and created roughly 1.2 million jobs globally.

並在全球創造出約 一百二十萬個工作機會。

Even within this short lifespan,

即使才出現沒多久，

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

短影片已經開始影響我們如何工作、

溝通，和學習。

In the age of COVID-19,

在新冠肺炎的時代，

while museums around the world are facing indefinite closure,

雖然全世界的博物館 都面臨到無限期關館，

many have acted quickly

許多博物館快速因應，

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

以遠端的方式吸引 新的、更年輕的觀眾族群。

The Uffizi Gallery in Florence,

佛羅倫斯的烏菲茲美術館

which just established its official new website three years ago,

在三年前才剛建立好 它的新官方網站，

is using short video to attract new audiences

現在就在用短影片來吸引新觀眾，

to their statues and paintings.

來看他們的雕像和畫作。

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

把展覽品搭配上表情符號、

音樂歌詞，或有趣的引述，

the museum is making its artwork more accessible

該美術館讓其藝術作品更適合

and relevant to the young generation of art lovers.

也更能連結年輕一代的藝術愛好者。

In one of its recent posts,

美術館近期有一篇貼文，

a cartoon coronavirus turned into a rock

一個卡通新冠肺炎病毒變成石頭，

and smashed in half

破成兩半，

in front of Caravaggio's painting "Medusa,"

背後就是卡拉瓦喬的 畫作《梅杜薩》，

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

梅杜薩有能力把 注視她的人變成石頭。

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

（影片）（音樂：第五號交響曲） （錄音）卡蒂 B：新冠肺炎病毒！

(Recording) Cardi B: Coronavirus!

(Voice-over) Qiuqing Tai: Uffizi also experimented

烏菲茲也實驗了網紅直播，

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

美術館直播，在短影片平台上發佈，

allowing viewers around the world to experience art

讓世界各地的觀眾體驗藝術，

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

他們無法親眼看見的藝術。

Since its appearance on TikTok in April 2020,

2020 年上了抖音之後，

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

該美藝術館的帳號已經吸引了 超過四萬三千人追蹤，

in three months.

且是在三個月內。

這成長速度比他們 在推特上的發展更快許多，

This speed is far quicker than their journey on Twitter,

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

推特上的粉絲數也差不多， 但花了四年才累積到。

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

小企業也在用短影片

來找新觀眾群，

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

這些觀眾以前可能從來沒有 聽過它們或它們的產品。

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

2018 年，

抖音，中國主要的短影片平台，

as part of a social responsibility initiative

參與一項社會責任計畫，

to alleviate poverty in China,

希望能減輕中國的貧窮現象，

launched a campaign to help individual farmers

推出了一個活動來協助中國

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

山區的農民和小企業銷售農產品。

As one of its pilot projects,

在其中一個前導計畫中，

Douyin invited content producers

抖音邀請了內容製作者，

to create four pieces of 15-second short videos

創作了四支十五秒的短影片，

showcasing the quality of their products.

展示他們的產品品質。

This is on top of other, regular PR initiatives,

先前還有其他一般的公關方案，

such as promotional articles.

比如推廣文。

Douyin wanted to leverage the large user base of short video

抖音想要善用短影片的 大量用戶基礎，

to find those customers who might be interested in those products

來找到可能對這些產品 有興趣的客人，

and then connected them with the e-commerce website

接著把他們和電子商務網站連結，

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

讓大家邊看影片可以邊買東西。

In just five days,

短短五天內，

這個方案協助了四川省 近四千個家庭，

the initiative helped nearly 4,000 families in Sichuan Province

sell an astonishing 120,000 kilograms of plums.

賣出了十二萬公斤的 李子，相當驚人。

Many brands that are interested in hiring and recruiting young people

許多想要僱用和招募年輕人的品牌

have been using short video as a fresh way to engage

也開始採用短影片這種新方式

來吸引 Z 世代。

with Generation Z.

For example,

比如，

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

麥當勞的員工有一半以上的 年齡在十六到二十四歲間。

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

在澳洲，

麥當勞近年來很難找到人，

so it launched something called "snaplication,"

所以它推出了「snaplication」，

which is a Snapchat lens that enabled users

它是 Snapchat 的鏡頭，

讓使用者可以拍攝十秒鐘的影片

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

來解釋為什麼他們 非常適合當麥當勞的員工，

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

接著提供他們一個工作應徵的連結。

Within 24 hours after launching the campaign,

活動推出後二十四小時內，

McDonald's received 3,000 "snaplications,"

麥當勞收到了三千份 snaplication 應徵影片。

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

是他們用傳統方法在一週內

收到的履歷數的四倍。

using traditional methods.

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

雖然還不清楚用短影片 來僱人是否能夠

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

找到最適任的人

或留住人才，

but judging solely from recruiting numbers,

但光看招募到的人數，

the campaign was a global hit.

該活動可說是轟動全球。

In Saudi Arabia,

在沙烏地阿拉伯，

麥當勞在二十四小時內

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

收到四萬三千份 snaplication 應徵影片，

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

接著，該公司在美國 也推出這個活動。

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

很像我喜歡從短影片 來取得養兒育女的訣竅，

many users also want to leverage the platform to learn,

許多使用者也想善用 這個平台來學習，

but in tiny, bit-sized doses.

但一次學一點點。

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

根據我們的研究， 全球短影片的使用者

認為該平台排名第一的益處

是發現新興趣和學習新技能。

as discovering new interests and learning new skills.

特別是在新興市場中，

In emerging markets especially,

short video for learning and education

學習和教育的短影片

has huge potential to change the status quo.

有極大的潛力可以改變現狀。

In 2019, TikTok launched a campaign in India

2019 年，

抖音在印度推出一個活動，

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

旨在將學習大眾化， 造福印度的數位族群。

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

雖然從 2020 年七月起 印度就禁止了抖音，

it launched a huge demand for educational short-video content

它仍然帶起了對於 教育短影片內容的大量需求，

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

其他平台便跳進來滿足這些需求。

TikTok was able to spark this trend

抖音能帶起這股潮流，

by collaborating with Indian social enterprises,

是因為其合作對象 包括印度的社會企業、

education startups

新創教育公司，

and popular creators

以及熱門的創作者，

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

這些合作夥伴製作的十五秒短影片

包含各種主題，

from school-level science to learning new languages.

從學校等級的科學， 到學習新語言都有。

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

隨著第一波短影片 在平台上廣為流傳，

audiences got inspired

觀眾受到鼓舞，

and some even began to create their own educational content.

有些人甚至開始自己創作教育內容。

By October 2019,

到了 2019 年十月，

the campaign had generated more than 10 million videos

該活動產生出的影片 高達至少一千萬支，

and garnered 48 billion views.

點閱率則高達四百八十億人次。

Through helping people learn

透過協助大家學習，

and participate in the process of content creation,

以及參與內容創作的過程，

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

事實上，短影片能協助準備

和訓練出能夠處理

that can take on the challenges of the future.

未來挑戰的技能人口。

Like all social media,

和所有的社群媒體一樣，

there are valid concerns around short-video platforms,

短影片平台也會有 許多讓人關切的議題，

including data privacy,

包括資料隱私、

the addictive nature of the format

這種形式本身會讓人上癮的特性，

and the lack of nuance and context in the content.

以及內容不夠細節且缺乏情境。

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

然而，我仍然認為短影片的正面成果

will outweigh its downsides.

仍然是利大於弊。

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

我相信，短影片在未來會成為重要的

經濟及社會力量。

in the future.

It is precisely because of this

正因為如此，

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

我們得要找出正確的方式，

來從這種年輕的媒體受益，

through collaboration among users,

透過使用者、平台，及政策制訂者

platforms and policymakers.

之間的合作來達成。

Thank you.

謝謝。