谷歌和Meta正倉皇效仿TikTok，他們能趕上嗎？

 
TikTok's rise has reshaped social media, forcing competitors like Instagram, YouTube, and lixedIn to chase its short-form video dominance. But while engagement soars, concerns over shrinking attention spans and monetization challenges grow. As platforms race to replicate TikTok's success, they face a tough question: Can they balance profitability, creator satisfaction, and user well-being in the age of endless scrolling?
 
TikTok的崛起徹底改寫了社交媒體格局，迫使Instagram、YouTube和lixedIn等競品奮力追趕其在短視頻領(lǐng)域的霸主地位。盡管用戶互動節(jié)節(jié)攀升，但注意力衰退與變現(xiàn)難題也隨之浮現(xiàn)。各平臺在復(fù)制TikTok成功模式的賽跑中，面臨一個棘手的問題：在“無限滾動”的時代，它們是否能在盈利、創(chuàng)作者滿意度和用戶福祉之間找到平衡？
 
@DieselDucy
Scrolling is so mindless and brain rotting. Wish these apps would go away. Long form videos like this one I am watching right now are much better.
 
一直刷短視頻真的是毫無意義，令人腦袋發(fā)爛。真希望這些APP快點消失。像我現(xiàn)在在看的這種長視頻才是更好的內(nèi)容。
 
@LazyTeeRex
Short term content is what's frying these kids brains
 
正是這些短內(nèi)容把孩子們的腦子給烤焦了。
 
@truthteller4442
Can we just keep platforms different and unique? I guarantee if you polled everyone, most would tell you they like these platforms for different reasons. We DO NOT want them to all be alike. For instance, I HATE shorts and reels on YouTube. It's one of the dumbest things they have ever done. People like YouTube because it's content that is at least 5 minutes long and up. We don't want everything to be the same.
 
平臺能不能保持各自的特色？我敢肯定如果做個調(diào)查，大多數(shù)人會說他們喜歡不同的平臺是因為它們各有千秋，我們不希望它們?nèi)甲兊靡粯印１热纾页憛扽ouTube上的Shorts和Reels，這是他們最蠢的決定之一。大家喜歡YouTube是因為它的內(nèi)容至少都有五分鐘以上。我們不希望一切都變成一樣。
 
@tiamarie1226
I hate the shorts on YouTube....the format of it doesnt look good the way it is mixed in with regular videos the formatting is different. They also force longer form creators to do shorts so pushed out more which is annoying too.
 
我討厭YouTube上的Shorts……它跟普通視頻混在一起，格式完全不協(xié)調(diào)。而且還逼著做長視頻的創(chuàng)作者去拍短視頻來獲得更多曝光，這也太煩人了。
 
@austinhawkins8201
The problem is Instagram only caters to their largest influencers and TikTok gives everyone a chance.
 
Instagram只關(guān)注大網(wǎng)紅，而TikTok是人人有機(jī)會的平臺。
 
@fog10101
I deactivated my tiktok and ig as an experiment for a month. It was a relief not seeing click/rage baiting content anymore. So much better for my mental health.Havent reactivated since.
 
我曾做了個實驗，把TikTok和Instagram停用一個月，不再被那些標(biāo)題黨和情緒釣魚的內(nèi)容轟炸，感覺整個人都輕松了，心理健康明顯提升。直到現(xiàn)在我都沒有再重新啟用它們。
 
@tiamarie1226
The attn spans are much shorter for younger generations. I myself had my daughter show me a video in fast speed i asked her why they were talking so fast she said she turned up the speed.
 
年輕一代的注意力持續(xù)時間真的短了很多。我女兒放給我看一段視頻，說話特別快，我問她怎么回事，她說是她自己把播放速度調(diào)快了。
 
@gor-da-ka
I had TikTok on my phone before COVID, but I dexed it four months ago—and I don’t regret it. Sometimes I scroll through Reels or Shorts, but neither of them ever gets me as hooked.
 
我早在疫情前就下了TikTok，但四個月前刪了它，現(xiàn)在一點都不后悔。有時我也刷刷Reels或Shorts，但從來沒有被它們“套牢”。
 
@OnyxExeL
I don't directly go to TikTok to watch videos, it's usually because someone sent me a video, but that damn back button is what keep me there, you hit the back button to go out and it sends you to the next video and you get stuck, the other platforms take you back out of it and im doing something else.
 
我從不主動打開TikTok看視頻，都是朋友發(fā)給我我才點開。但就是那個“返回鍵”害人不淺——你本來是想退出，它卻給你推下一個視頻，就這樣被困住了。其他平臺按返回就是退出，而TikTok反而讓你一直刷下去。
 
@jimmydishkawnt
Long form vids are dying because of the ads that can't be skipped, imho. In tiktok, if an ad pops up, it's just a swipe to get rid of it. People like to have a sense of control, and yt took that away by forcing users to watch ads
 
我覺得長視頻快沒落了，因為廣告都不能跳過。而在TikTok，廣告來了滑一下就過去了。人們喜歡掌控感，而YouTube卻硬要你看完廣告，他們把這一點也剝奪了。
 
@WhyNot0004
Sometimes I wish we could all go back to the payphone days. In general it was a better kind of life as a human being。This cant be an easy generation to grow up in. I couldn't even imagine growing up with a phone plastered to my face since i was born.
 
有時候真希望我們能回到公共電話亭的時代，那時候的生活對人類來說整體上更有質(zhì)量?，F(xiàn)在這一代孩子太難了，我根本無法想象從出生起臉上就貼著手機(jī)長大會是什么樣子。
 
@swray2112
I find it insane that human vision is horizonal & modern short form video is vertical. I find one of the biggest threats TikTok has for society, is it's attention span issues & what it will do to things like movies. My daughter, who grew up in a home without TV or commercials, just movies movies and YT (ad free) on the livingroom TV. Now, she said she doesn't even watch movies anymore, thank god she still reads over a book a week.
 
我們?nèi)说囊曇笆菣M向的，而現(xiàn)代短視頻卻全是豎屏，這簡直就是反人類。我認(rèn)為TikTok對社會最大的威脅之一就是削弱注意力，它會徹底改變電影這類內(nèi)容的存在方式。我的女兒從小在一個沒有電視和廣告的環(huán)境中長大，平時只在客廳電視上看電影和無廣告的YouTube。但現(xiàn)在她說她已經(jīng)不看電影了。謝天謝地，她每周至少還能看一本書。
 
@1MHCS
Good reporting on this! Talk about a race to the bottom. Like, I know I know, the later gens always complain about something younger gens do. But short form videos really don't serve anyone but the company pushing them. And what does it mean to be "ahead"? All you do is figure out how to lock people into your app... How does any of this help anyone? Just another product shoved down throats until it isn't profitable, serving nobody but a few rich folks.
 
這期報道真不錯！這完全就是一場“向下競賽”。我知道每一代人都會抱怨下一代在干嘛，但說到底短視頻除了讓推它們的平臺賺大錢，根本沒有服務(wù)誰。你所謂的“領(lǐng)先”，無非就是更擅長讓人沉迷在你家APP里……這對人類有啥幫助？說到底就是一個個產(chǎn)品像喂鴨子一樣塞給你，直到它不再盈利，這只惠及了少數(shù)富人而已。
 
@mbarrosEMS3
It is disheartening to observe the current state of society, particularly the impact of social media. I genuinely wish we could revert to the era of traditional social media platforms. The prevailing circumstances do not engender any positive outcomes.
 
看到如今的社會狀態(tài)，尤其是社交媒體造成的影響，真是令人心碎。我真心希望我們能回到傳統(tǒng)社交平臺的年代，現(xiàn)在的局面根本帶不來什么積極的影響。
 
@AlanRaz84
In my country tiktok not only for entertaiment but for bussines, promotion, news, education, politic and many more. Many people have job by selling product in tiktok.
 
在我所在的國家，TikTok不僅用于娛樂，還包括商業(yè)、宣傳、新聞、教育、政治等各方面。很多人靠在TikTok上賣產(chǎn)品而有了一份工作。
 
@johnboxxy3432
TV has had game shows and "reality" shows for years where a concentration span was not needed. This seems like an extension of that trash.
 
電視節(jié)目早就有那些不需要集中注意力的游戲和“真人秀”了，現(xiàn)在的短視頻只不過是那類垃圾內(nèi)容的延續(xù)。
 
@bjornstjernebjornson9046
Youtube is for influencers who think they're better than other influencers. Instagram is for lifestyle gurus, con artists and the people who love them. Tiktok is for regular people and, unsurprisingly, it's one with the greatest potential. Unfortunately it is also the most censored platform. Very attuned to who is in power. When it's Democrats, it leans that way. Now it doesn't.
 
YouTube是給那些自認(rèn)為比別人更高級的網(wǎng)紅用的，Instagram是生活方式大師、騙子和他們的崇拜者的天堂。而TikTok是給普通人用的，也因此最有潛力，可惜它同時也是被審查最嚴(yán)重的平臺，總是迎合掌權(quán)者的傾向。民主黨執(zhí)政時，它就偏向那邊，現(xiàn)在則不然。
 
@Bestofinternet2314
I never watched shorts but my whole youtube channel is full of shorts as people orefer to watch short, my gen z nephew says he watched movies scene by scene on shorts and reels what a joke
 
我從不看Shorts，但現(xiàn)在我的YouTube頻道全是Shorts，因為觀眾偏愛短內(nèi)容。我那個Z世代的侄子說他都是靠Shorts和Reels一段一段看完整部電影的，這簡直就是笑話。
 
@johanloots4646
I am so happy that my wife and I do not watch tiktok at all. She uses fb to keep in touch with family....and that's it。We sleep fine. We don't feel we miss out on anything and neither of us have any intention of getting involved with it. It just dumbs you down.
我和我老婆從不看TikTok，這讓我很高興。她只是用Facebook和家人保持聯(lián)系……就這些。我們睡得很好，也沒有覺得錯過了什么，我們根本沒想過要加入那個平臺，因為它只會讓你變蠢。
 
@KevinVeroneau
Perhaps I'm so depressed because I've been actively avoiding short form videos. Having so many short bursts of dopamine already sounds enticing. Wonder if they could use short form videos to help drug addicts recovery with a different form of dopamine hits. Or, perhaps being depressed is just more normal, and nobody wants to feel depressed, so instead of feeling depressed, they use these addictive apps.
 
也許我會這么沮喪就是因為我一直在有意識地避開短視頻，那種快速的多巴胺刺激聽起來確實很誘人。我甚至想短視頻說不定可以被用來幫戒毒的人提供另一種形式的“興奮劑”?；蛘撸鋵嵰钟舨攀浅B(tài)，只是沒人愿意面對，于是大家就用這些上癮的APP來麻痹自己。
 
@IVIichaeI
10:30 how bout this idea: placing ads in a long form video is basically the same as placing ads between multiple short form videos - if someone has sexted a single content creator's site to doom scroll through, then TikTok just needs to insert a short form ad in between its short form videos from that creator. That way, TikTok knows that this creator is the reason why person is seeing ads or at least the beginning of the ad if they just scroll past to the next.
 
來個點子：在長視頻中插廣告其實跟在一連串短視頻中插廣告是一樣的。如果用戶選擇某個創(chuàng)作者的視頻持續(xù)滾動刷下去，TikTok完全可以在這些視頻之間插入短廣告。這樣TikTok就知道是這個創(chuàng)作者帶來了廣告展示機(jī)會——哪怕用戶滑過去了，也至少知道是誰促成了廣告播放的開始。
 
@silentassassin6162
I never downloaded Tik Tok when it got popular, being 30 at the time i just figured it was for the kids so i never got it. I'm glad though, it seems like people's attention spans are getting even shorter.
 
TikTok火起來的時候我已經(jīng)三十歲了，我當(dāng)時就覺得那玩意是給小孩子用的，就沒下載?，F(xiàn)在我很慶幸，因為現(xiàn)在的人的注意力真是越來越短了。
 
@AmalBradley
It's crazy how fast TikTok changed the game. You can really see Google and Meta trying to catch up, but it feels like they're always one step behind.
 
TikTok改變整個局勢的速度太驚人了。你能清楚看到Google和Meta在追趕，但它們似乎永遠(yuǎn)都慢一拍。
 
@corbin8930
I have to assume this is intentional brainwashing. The shorter videos are the more time we have to spend on the app sorting through the videos we either want to watch or don’t want to watch. The entire reason I paid for YouTube premium was so I could watch extended videos without ads or with the screen off and now that’s almost impossible because the only videos I get recommended are reels and videos under 5mins in length. I can feel the brain rot / attention span decline happening to myself because of it.
 
我?guī)缀蹩梢钥隙ㄟ@是一種有意的洗腦。視頻越短，我們就得花越多時間去篩選自己想看的或不想看的內(nèi)容。我當(dāng)初買YouTube Premium就是為了不被廣告打擾地看長視頻、或者關(guān)屏聽聲音。但現(xiàn)在幾乎不可能了，它們推薦給我的都是Reels或五分鐘以下的短視頻。我能感覺到自己大腦在退化，注意力越來越差。
 
@DawnToDawn
That’s great! We need more platforms like TikTok that are helping young people so much. Pretty soon, we’ll have numerous intellectuals and genius scientists.
 
太棒了！我們需要更多像TikTok這樣的平臺，它對年輕人幫助巨大。再過不久，我們就會有無數(shù)知識分子和天才科學(xué)家出現(xiàn)。
 
@QuantumBits0
They can never copy TikTok。IG reels and YouTube short favor western content creators and feel more like a propaganda tv than a genuine equitable video platform. It's ironic that it is the West that always promotes diversity yet a Chinese Social Media is far more diverse and less western or eastern centric, it actually shows you videos you'll enjoy not video that makes you stay longer. You don't feel manipulated after, you feel served and satisfied.
 
他們永遠(yuǎn)抄不來TikTok。IG Reels和YouTube Shorts偏向西方創(chuàng)作者，更像是帶有宣傳意味的電視節(jié)目，而不是真正公平的視頻平臺。諷刺的是西方老是說自己推崇多樣性，但反而是中國的社交媒體更具多樣性，也不那么西方或東方中心化。它會推薦你真正喜歡的視頻，而不是讓你“留得更久”的那種?？赐曛竽悴粫X得被操控了，而是覺得被服務(wù)了、被滿足了。
 
@秋刀探美食
More than 70% of the content of all short video platforms comes from the Tiktok content forwarded. The Chinese version of Tiktok has evolved. There are many long videos of 1 to 2 hours long on it, just like your favorite YouTube
 
所有的短視頻平臺上有超過70%的內(nèi)容都轉(zhuǎn)發(fā)自TikTok。中國版的TikTok已經(jīng)進(jìn)化了，上面有很多一兩個小時的長視頻，就像你喜歡的YouTube那樣。
 
@PsyQoBoy
It's re wiring your brain to have short term attention spam. It's getting you addicted and that idea of one more short, and you end up watching another 100 shorts.
 
它正在重新編排你的大腦，讓你只剩下短時注意力。它讓你上癮，你總想著“再看一個”，結(jié)果一口氣刷了一百條。
 
@gaunigauni84
Social media must be fast, not long loading. They follow internet speed. Twitter and FB were full text, less image. Quick enough in that time to access. IG is created when we can browse image fast. Snapchat brought short video. Now, data is cheaper, faster, better. Instead of static image or gif, why not video, but short enough. Even meta and google also follow this trend.
 
社交媒體必須快，不能加載太久，它們跟著網(wǎng)速走。早期Twitter和Facebook主要是文字，圖像很少，那時這樣已經(jīng)夠快了。Instagram是我們可以快速瀏覽圖片時誕生的，Snapchat引入了短視頻。如今，數(shù)據(jù)便宜了、速度更快、質(zhì)量更好，與其看靜態(tài)圖或GIF，不如直接看視頻——但要夠短。連Meta和Google都在追隨這個趨勢。
 
@abdourahmanealkhalifa191
There should be an international treaty to ban short video platforms because they are ruining people's attention spans, which leads to difficulties in learning and engaging in meaningful activities!
 
應(yīng)該制定一項國際條約，禁止短視頻平臺，因為它們正在毀掉人們的注意力，導(dǎo)致學(xué)習(xí)和參與有意義活動變得困難！
 
@JJSeattle
Easy to mimic. If user asks for "boobs" or "candy" just keep feeding them those videos, wlelse give viewer the option. Pretty simple. Google shorts do not. Maybe after reading this comment they will.
 
要模仿很簡單。用戶要看“美女”或“甜心”，那就繼續(xù)推這些視頻就行了，或者給他們選項，很簡單的事。但Google Shorts做不到，也許他們看到這條評論后會學(xué)著點。
 
@RyanDouglas-h3d
Short content videos are also taking-off because the attention span of people who spend hours everyday scrolling online has gotten shorter.
 
短視頻的流行也跟人們注意力變差有關(guān)——畢竟現(xiàn)在每天刷幾個小時手機(jī)的人越來越多了。
 
@olzt100
Like Vine, TiKTok can atrract the most unintellectual crowds. With the shortness of their vids, it's comedic and non essential info that attracts people. And if one looks the state of the US, the media that is detracting from thinking is not really benefitting most in the US. But like cocaine, it's loved or liked. And like cocaine, it can be a killer.
 
TikTok和Vine一樣，吸引的都是最缺乏思考的人。短視頻內(nèi)容多是搞笑和無關(guān)緊要的信息，它們靠這些來吸引人。如果你看看美國的現(xiàn)狀，你就會發(fā)現(xiàn)這種讓人放棄思考的媒體其實對大多數(shù)美國人毫無好處。但就像可卡因一樣，它被人喜歡甚至沉迷。也正如可卡因，它也可能致命。
 
@paulk1945
Why are creators frustrated SNS business model is not sustainable? The definition of “viral” does not pair with “sustainability”.
 
為什么創(chuàng)作者對社交平臺的商業(yè)模式感到沮喪？因為“病毒式傳播”和“可持續(xù)性”本來就是互相矛盾的概念。
 
@MochiColorsZanos
It's bad for kids, yes, but parents are the ones that need to do the controlling. It's great for businesses, and it's actually really smart for lixedIn to get in on this. Everyone here complaining clearly have ZERO clue about how these apps/users make money and could make millions or billions more.
 
對孩子是有害沒錯，但真正該管的是家長。對企業(yè)來說，它是寶藏。lixedIn能參與進(jìn)來簡直太聰明了。這里吐槽的人顯然根本不懂這些APP和用戶是怎么賺錢的，而它們還能賺得更多，甚至賺到幾百萬甚至上億。
 
@VLC8792
I knew there was a reason why I don’t have a TicTok, Facebook, Instagram or any other social media account. Why. I have a functioning brain & wish to keep the ability to think critically.
 
我就知道我不注冊TikTok、Facebook、Instagram這些社交媒體是有道理的。為什么？因為我還有個正常運轉(zhuǎn)的大腦，我想保留自己批判性思考的能力。
 
@MTendoZX
I hate tiktok, reels and shorts as a medium of content, it just waste your time with meaningless dopamine induced video. What i hate that the youtube which i'm hapily consume because i had the freedom to choose video that I want to watch. now when you open through mobile it tries to automatically make you watch shorts. please just make this stop. let the tiktok audience be there, not here.
 
我討厭TikTok、Reels和Shorts這種內(nèi)容形式，全都是無意義的多巴胺誘導(dǎo)視頻，只是在浪費你的時間。我討厭的是YouTube原本讓我很滿意，因為我能自由選擇想看的視頻。但現(xiàn)在用手機(jī)打開，它會自動推給你Shorts。求你們別再這么搞了，讓那些TikTok觀眾待在TikTok，不要跑到這兒來。
 
@lmc333
This is the wrong race to go for... Get rid of short format, or at least remove the focus from it... I refuse to consume shorts !
This is just another fad like facebook .. stand up against Shorts and the brain Rot !
 
這根本不是應(yīng)該去追逐的方向……要么取消短視頻格式，要么至少別把重點放在上面……我拒絕看Shorts！
這不過是又一個像Facebook一樣的短命潮流……站出來反對Shorts和腦子退化吧！
 
@Kadulikan
If there were a button to remove YouTube Shorts from YouTube, I would click it. I watched my chess rank drop after YouTube Shorts launched; my attention span got measurably worse.
 
如果YouTube有個能徹底關(guān)閉Shorts的按鈕，我一定毫不猶豫地點下去。Shorts上線之后，我的國際象棋段位都掉了，注意力也明顯變差了。
 
@DeEmperor1
Short form videos are good. Likewise long form videos.
That's why YouTube is still top tier alongside video
 
短視頻挺好，長視頻也不錯。
這就是為什么YouTube依然是頂級的視頻平臺的原因。
 
@Xyberbot
Doom scrolling is the dumbest term ever, you’re just using your phone, nobody called watching TV for hours “doom watching”, this is the world we live in, let people enjoy watching tiktok and quit tryna make it weird with your dumb terms. Doom scrolling my ass. TikTok is awesome, we love it, let people enjoy things. If you don’t like it, throw away your phone. But we know you won’t, cuz you’re just “doom dumb”
 
“末日滾動”這個詞太蠢了，你不過是在用手機(jī)而已，沒人看電視幾個小時會被叫“末日觀看”。這就是我們所處的世界，讓人們自己享受TikTok吧，別老用那些蠢詞來裝深沉。末日滾你個頭。TikTok很棒，我們喜歡它，讓大家好好享受就行了。不喜歡就扔了手機(jī)，但你不會的，因為你也不過是個“蠢得要命”的人罷了。
 
@nabilkhoury2494
I don't get why anyone would want to copy TikTok. TikTok web experience absolutely stinks. What's the point of a great recommendation algorithm if you have to literally block users just to avoid seeing their content. TikTok user experience just plain sucks. Even Rumble and Netflix have better user experience than that.
 
我真不明白為什么有人要模仿TikTok。TikTok網(wǎng)頁版體驗簡直爛透了。就算推薦算法再好，如果你還得手動屏蔽用戶才能不看到他們的內(nèi)容，那還有什么意義？TikTok的用戶體驗就是爛，就連Rumble和Netflix的用戶體驗都比它好得多。