“抖音”是如何登顶全球最热app榜首的？ [美国媒体]

Editor’snote: A version of this originally appeared on Radii,a new media platform covering culture, innovation, and life in today’s China.

编者按：
抖音这款软件最初是出现在Raddi上面的，这是一个新的媒体平台。Radii里面含盖了当今中国的流行文化，产品创新以及生活等各个方面的信息。

ByteDance’sDouyin app—or Tik Tok, to give it its official English name—has just topped theiOS download charts for non-game apps for the first quarter of 2018, accordingto a report from Sensor Tower, an American market research company.What is it? Douyin(抖音, or “vibrato” in English) is a short video andmusic video app that was launched by news app Jinri Toutiao founder ZhangYiming in autumn 2016. It’s generally used to produce and browse quick-firevideo clips, in a similar way to how Vine used to operate before that platformwas shut down. But one of Douyin’s key differentiators has been its editingfunctions, which have tapped into young Chinese users’ preferences by adding awhole host of add-ons, music themes, animations, and more.This videocompilation gives you a fair idea of what you can find on the app:

根据美国市场研究公司Sensor Tower的一份研究报告，Douyin应用软件（它的英文名字是Tik Tok）在2018年的第一季度登上IOS下载排行榜的首位，那抖音究竟是一款什么样子的软件呢？抖音是一款短视频音乐app，这是今日头条创始人张一鸣在2016年秋季发布的一款应用。她主要是用来进行生产和浏览短视频的一款软件。这有点类似于Vine在关闭之前那样的运作模式。但是，抖音的关键区别在于他的视频编辑功能。它通过添加大量的附加组件，音乐主题以及动画等等成功的满足了中国年轻用户的偏好。下面的这些视频可以为你提供一个了解这款软件的一个视角。

Is itdangerously addictive?Perhaps one of Douyin’s most important features, however,comes as a viewer. While most video platforms (including YouTube as you can seeabove) require you to hit play on their videos, on Douyin you simplyscroll/swipe between clips. If it serves up something you’re not particularlyinterested in or if you can’t make it through the 15 seconds that each cliplasts for, you can move to another piece of content with a quick flick of yourscreen.

一个很严肃的问题——玩抖音会上瘾吗？抖音有一个非常重要的特点，那就是你真正的像一个旁观者一样。具体的来说，很多视频平台包括你现在正在看的YouTube需要你去点击才能够开始播放视频，在抖音则不同，你只要滑到它的那个位置，他就会自动的进行播放。如果别人提供了你不敢兴趣的东西，或者是你觉得在15秒钟之内不能看完，你可以快速的移动界面到达一个新的位置，浏览新的感兴趣的内容。

It’saddictive. In fact, for regulators, it’s too addictive and last month the appwas forced to include an alert that tells you when you’ve been doing nothingbut watch mind-numbing selfie clips for 90 minutes:

事实上，玩抖音确实会上瘾。抖音的监管者已经开始对用户发出警告，避免他们过分沉浸其中。该提示警告用户如果已经连续看了90分钟的话，应该稍微休息一下。

AsSensor Tower’s report shows, such measures haven’t slowed the app’s growth.According to report on Sohu, in February this year, Douyin already boasted 66million active daily users, while Sensor Tower’s report shows it was downloaded45 million times in the first three months of this year.

正如Sensor Tower在报告中所展示的那样，这些措施并没有减缓抖音用户的增长速度。根据搜狐的报道，今年2月，抖音已经拥有6600万的日活跃用户，而Sensor Tower的报告显示，今年头三个月，该应用的下载量已经达到4500万次。

Notbad for an app that was reportedly developed in just 200 days by a team ofeight at ByteDance, Jinri Toutiao’s parent company.Can its growth continue?It’snot been all smooth sailing for Douyin however. In addition to coming underpressure for being highly addictive, the app made international headlinesearlier this month after it supposedly “banned” kids cartoon character PeppaPig from its platform. Douyin refuted such claims, but the story reflects someof the issues such a quick-fire, user-driven app faces in the midst of anapparent online clean-up effort by the authorities. However, Douyin has so faravoided the fate that befell ByteDance’s other flagship short video app NeihanDuanzi, which was axed after reportedly spreading “vulgar content”. As it sitspretty atop the worldwide iOS charts for non-game apps, it will be interestingto see whether Douyin can continue to balance its exploding popularity withavoiding further interference from the censors.

抖音是一款由八人的团队开发出来的产品，花费的时间也不过就200天左右而已，但是却取得了如此巨大的成功，这个成果可以说是相当的不错了。那么，抖音的快速成长还能够继续吗？对于抖音来说，这注定不会一帆风顺的。除了玩抖音会导致高度的成瘾以外，它还面临着很多其它的压力。在本月的早些时候，抖音应用还登上了国际新闻的头条。因为在那之前，该平台发布了“禁令”，禁止卡通人物“小猪佩奇”在该平台出现。抖音驳斥了这个说法，但是这个故事本身也反映出来了一些问题，当前中国正在加强在线应该用软件的管理。之前该公司曾经有一款app产品“内涵段子”，其结局就非常不妙。目前来看，抖音避免了它的前辈所遭受的那样的命运。据报道，“内涵段子”因为传播低俗内容，最后被下架了。在非游戏类的全球IOS排行榜上，抖音的排名是相当靠前的。我们看看抖音是否能够继续平衡其爆红的人气，避免遭受到进一步的相关法规的限制。这将是一件非常有趣的事情，让我们拭目以待。