原創(chuàng)翻譯：龍騰網(wǎng) http://www.ltaaa.com 

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

編者按：
抖音這款軟件最初是出現(xiàn)在Raddi上面的，這是一個(gè)新的媒體平臺(tái)。Radii里面含蓋了當(dāng)今中國的流行文化，產(chǎn)品創(chuàng)新以及生活等各個(gè)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:

根據(jù)美國市場研究公司Sensor Tower的一份研究報(bào)告，Douyin應(yīng)用軟件（它的英文名字是Tik Tok）在2018年的第一季度登上IOS下載排行榜的首位，那抖音究竟是一款什么樣子的軟件呢？抖音是一款短視頻音樂app，這是今日頭條創(chuàng)始人張一鳴在2016年秋季發(fā)布的一款應(yīng)用。她主要是用來進(jìn)行生產(chǎn)和瀏覽短視頻的一款軟件。這有點(diǎn)類似于Vine在關(guān)閉之前那樣的運(yùn)作模式。但是，抖音的關(guān)鍵區(qū)別在于他的視頻編輯功能。它通過添加大量的附加組件，音樂主題以及動(dòng)畫等等成功的滿足了中國年輕用戶的偏好。下面的這些視頻可以為你提供一個(gè)了解這款軟件的一個(gè)視角。

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.

一個(gè)很嚴(yán)肅的問題——玩抖音會(huì)上癮嗎？抖音有一個(gè)非常重要的特點(diǎn)，那就是你真正的像一個(gè)旁觀者一樣。具體的來說，很多視頻平臺(tái)包括你現(xiàn)在正在看的YouTube需要你去點(diǎn)擊才能夠開始播放視頻，在抖音則不同，你只要滑到它的那個(gè)位置，他就會(huì)自動(dòng)的進(jìn)行播放。如果別人提供了你不敢興趣的東西，或者是你覺得在15秒鐘之內(nèi)不能看完，你可以快速的移動(dòng)界面到達(dá)一個(gè)新的位置，瀏覽新的感興趣的內(nèi)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:

事實(shí)上，玩抖音確實(shí)會(huì)上癮。抖音的監(jiān)管者已經(jīng)開始對(duì)用戶發(fā)出警告，避免他們過分沉浸其中。該提示警告用戶如果已經(jīng)連續(xù)看了90分鐘的話，應(yīng)該稍微休息一下。

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在報(bào)告中所展示的那樣，這些措施并沒有減緩抖音用戶的增長速度。根據(jù)搜狐的報(bào)道，今年2月，抖音已經(jīng)擁有6600萬的日活躍用戶，而Sensor Tower的報(bào)告顯示，今年頭三個(gè)月，該應(yīng)用的下載量已經(jīng)達(dá)到4500萬次。

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團(tuán)隊(duì)開發(fā)出來的產(chǎn)品，花費(fèi)的時(shí)間也不過就200天左右而已，但是卻取得了如此巨大的成功，這個(gè)成果可以說是相當(dāng)?shù)牟诲e(cuò)了。那么，抖音的快速成長還能夠繼續(xù)嗎？對(duì)于抖音來說，這注定不會(huì)一帆風(fēng)順的。除了玩抖音會(huì)導(dǎo)致高度的成癮以外，它還面臨著很多其它的壓力。在本月的早些時(shí)候，抖音應(yīng)用還登上了國際新聞的頭條。因?yàn)樵谀侵埃撈脚_(tái)發(fā)布了“禁令”，禁止卡通人物“小豬佩奇”在該平臺(tái)出現(xiàn)。抖音駁斥了這個(gè)說法，但是這個(gè)故事本身也反映出來了一些問題，當(dāng)前中國正在加強(qiáng)在線應(yīng)該用軟件的管理。之前該公司曾經(jīng)有一款app產(chǎn)品“內(nèi)涵段子”，其結(jié)局就非常不妙。目前來看，抖音避免了它的前輩所遭受的那樣的命運(yùn)。據(jù)報(bào)道，“內(nèi)涵段子”因?yàn)閭鞑サ退變?nèi)容，最后被下架了。在非游戲類的全球IOS排行榜上，抖音的排名是相當(dāng)靠前的。我們看看抖音是否能夠繼續(xù)平衡其爆紅的人氣，避免遭受到進(jìn)一步的相關(guān)法規(guī)的限制。這將是一件非常有趣的事情，讓我們拭目以待。

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