字节跳动旗下应用“抖音短视频”自上线以来便迎来大规模的用户增长。这一定位为适合中国年轻人的音乐短影片社区，支持用户录制15秒钟短片，轻易完成对口型，并内置特效，深受年轻用户的青睐。在占据国内市场的同时，抖音也在逐步推进自身的国际化进程。据悉，其国际版TikTok是今年戛纳国际创意节上最受期待的首次亮相，这款应用正在筹划一场针对Instagram、Snapchat和YouTube广告收入的突袭。
Photo credit: FTC
全文共878个单词。
The most hotly anticipated debut at this year’s Cannes Lions festival will be TikTok, a Chinese viral video app that is plotting a raid on the advertising dollars flowing to Instagram, Snapchat and YouTube.
今年戛纳国际创意节(Cannes Lions festival)上最受期待的首次亮相将是TikTok，这一中国热门流媒体应用正在筹划一场针对Instagram、Snapchat和YouTube广告收入的突袭。
The app, which has now been downloaded more than 1bn times according to third-party estimates, will address advertisers from the main stages, where Stefan Heinrich, its US brand director is speaking, and in a series of invitation-only roundtables.
据第三方估计，TikTok迄今的下载量已突破10亿。该公司将在其美国品牌总监斯特凡•海因里希(Stefan Heinrich)发表演讲的主舞台、以及一系列凭邀请参加的圆桌会议上面向广告主发言。
As it plans its push into the US and Europe, TikTok has made a series of high-profile hires, including Blake Chandlee and Vanessa Pappas, from Facebook and YouTube.
在计划进军欧美之际，TikTok高调地挖来了不少高管，包括Facebook的布莱克•钱德利(Blake Chandlee)和YouTube的瓦妮莎•帕帕斯(Vanessa Pappas)。
Owned by the $75bn private Chinese company ByteDance, TikTok lets users watch, create and share quick-fire videos, usually set to pop music, of anything from dances to songs to make-up tutorials. It has become hugely popular with younger users, and is now attracting the attention of brands including Burberry and Pretty Little Thing.
TikTok由估值750亿美元的中国民营企业字节跳动(ByteDance)所有，其用户可以观看、创建和分享短视频，这些短视频通常配有流行音乐，囊括舞蹈、歌曲、美妆教程等各种内容。这款应用非常受年轻用户的青睐，目前也吸引了博柏利(Burberry)及Pretty Little Thing等品牌的关注。
Photo credit: Getty Images
“It’s a platform that has spiked the interest of a lot of advertisers not just because of their scale but also because of the type of volumes they have: Generation Z,” said Simona Marmina, senior director of paid social at WPP’s Mindshare.
“该平台吸引了众多广告主的兴趣，不仅是由于其规模，还由于其用户类型：‘Z世代’(Generation Z)。”WPP旗下传立媒体(Mindshare)的付费社交业务高级主管西蒙娜•马米纳(Simona Marmina)表示。
① spike [spaɪk] v. 使增添风味（或趣味）
例句：His writing is spiked with humour. 他的文章中带有幽默诙谐的味道。
“The engagement on the platform is insane,” she said, adding that the company boasted 37bn monthly video views and average daily user time on the app of 46 minutes.
她说：“人们对该平台的参与简直疯狂。”她还表示，该公司声称其每月视频浏览量为370亿次，用户每日平均使用该应用的时间为46分钟。
Until now, TikTok has kept its strategy under wraps, as it focused on building its audience, often advertising on rival platforms such as Snapchat and Instagram. “TikTok is playing a customer acquisition [game] right now — driving engagement around the product,” said Greg Bettinelli, a partner at LA-based Upfront Ventures.
到目前为止，TikTok一直聚焦于聚拢人气（经常在Snapchat和Instagram等竞争对手的平台上做广告），并对其战略保密。“TikTok现在正在玩一场获取客户的游戏——围绕产品吸引客户参与。”总部位于洛杉矶的风险投资机构Upfront Ventures的合伙人格雷格•贝蒂内利(Greg Bettinelli)表示。
But the app is now ready to address Cannes with more details about its advertising offer, and has been testing a range of different products, according to several people familiar with its plans.
但据几位知情人士透露，该应用现已准备在戛纳上更详细地介绍自己的广告产品，并一直在对一系列不同产品进行测试。
These include standard vertical video ads typically offered by rivals such as Instagram, ads that splash across the screen before the main content feed loads and branded camera filters, similar to those available on Snapchat.
这些广告包括Instagram等竞争对手通常提供的标准垂直视频广告、在视频正片加载前播放的广告、以及类似Snapchat上那种带有品牌标记的滤镜。
Another novel advertising format known as a “hashtag challenge”, where advertisers can attempt to start their own viral video campaign, has been generating plenty of interest, according to two people in the industry.
据两位业内人士称，另一种新的广告模式被称为“标签挑战”，让广告主可以尝试发起自己的“爆款视频”活动。这种广告模式吸引了许多广告主的兴趣。
“It is a new digital creative canvas that we can play with that allows for totally new ideas that weren’t possible before . . .[including] new ways to blend in,” said Kris Hoet, global head of innovation at ad agency Foote, Cone & Belding.
广告代理机构Foote, Cone & Belding全球创新高管克里斯•赫特(Kris Hoet)表示：“这是一块我们可以运用的新的数字创意‘画布’，它让以前不可能实现……的全新创意成为可能，（包括）新的（广告）融入方式。”
Photo credit: Getty Images
In the longer term, the app may introduce features including one-click shopping, which is already built into Douyin, the version of TikTok for the Chinese mainland.
较长期而言，这款应用可能会引入各种功能，包括一键购物——这种功能已经出现在抖音（Douyin，TikTok在中国内地的版本）上。
“TikTok only has a subset of the features of its sister app in China,” said Connie Chan, a general partner at Andreessen Horowitz, in a blog post. “A larger focus on livestreaming and ecommerce give creators financial incentives to broadcast and create great content through these mechanisms. So, it will be interesting to see how TikTok evolves on the social front.”
“抖音的功能只有一部分在TikTok上实现了，”风投公司Andreessen Horowitz普通合伙人陈梅陵(Connie Chan)在一篇博文中表示，“加大对直播和电商的关注，会给予创作者金钱激励，促使他们通过这些机制播放和创作优秀的内容。因此，观察TikTok在社交方面的发展会很有趣。”
TikTok would not confirm details of its ads offering but a spokesperson said that it was “exploring a variety of opportunities for brand partners” and that the most successful brands were embracing “the creativity and authenticity of the TikTok community”.
TikTok不愿透露其广告产品的细节，但一位发言人表示，该公司正“为品牌合作者探索各种机会”，同时一些最成功的品牌认可“TikTok社区的创造性和真实性”。
② authenticity [ˌɔː.θenˈtɪs.ə.ti] n. 确实性；真实性；可靠性
例句：The authenticity of her story is beyond doubt. 她讲述的事情的真实性不容置疑。
Meanwhile, the company has been hiring tech and media veterans as it builds its business.
与此同时，为了发展业务，该公司一直在聘用科技和媒体资深人士。
Earlier this year, it brought in Ms Pappas, YouTube’s former global head of creative insights, as its first general manager in the US, while Sameer Singh, former chief executive of South Asia at global media investment firm Group M, was recently tapped for the position of vice-president of monetisation in India.
今年早些时候，该公司请来前YouTube全球创意洞见总监帕帕斯担任其首任美国总经理，还请来全球传媒投资机构Group M前南亚首席执行官萨米尔•辛格(Sameer Singh)担任其印度变现业务副总裁。
It also appointed Mr Chandlee, Facebook’s first employee in Europe and its former vice-president of global partnerships, last month to a vice-president role overseeing business strategy in the Americas and Emea.
上月，TikTok还任命钱德利担任副总裁一职，负责美国和欧洲中东非洲的商业战略。钱德利是Facebook在欧洲的第一位员工，曾担任Facebook全球合作副总裁。
Photo credit: Getty Images
One hurdle to its expansion is the lack of a platform where advertisers can buy and track ads online, said analysts and advertisers. Advertisers currently have to seek information from TikTok’s sales team.
分析人士和广告主表示，其扩张的一个障碍是缺乏广告主可以购买和在线追踪广告的平台。广告主目前不得不从TikTok的销售团队那里获得信息。
“That will definitely be something that opens the door to other opportunities for them,” Ms Marmina said, adding that TikTok has “limited” metrics around the performance of ads. But the company intends to introduce these “self-serve” tools this year, she added.
“这肯定会为他们打开通往其他机会的大门，”马米纳表示，她补充称TikTok围绕广告表现的衡量标准“有限”。但她补充称，该公司计划今年引入这些“自助”工具。
Other critics pointed to the youth of TikTok’s user base and whether they will prove a fickle audience. “There’s a lot of challenges in terms of the short nature of the content . . . and very young consumers,” said Rich Greenfield, an analyst at BTIG. “The further you age down, the harder it is to monetise.”
其他批评者指出TikTok的主力用户偏年轻，不知他们的热情会不会来得快去得也快。“鉴于内容简短……以及消费者非常年轻，有很多挑战，”BTIG分析师里奇•格林菲尔德(Rich Greenfield)表示，“年龄越年轻，变现就越难。”
TikTok has also battled with regulators over safety concerns, particularly because of its audience. The app was banned temporarily in India, one of its largest markets, in April over allegations that it was “degrading culture and encouraging pornography”.
TikTok还在与监管机构就安全担忧作斗争，尤其是考虑到TikTok的受众面。今年4月，由于被指控“格调低俗和鼓励色情”，这款应用在其最大市场之一印度一度被禁。
Earlier in the year, it was also fined a record $5.7m by the US Federal Trade Commission for allegedly illegally collecting personal information from children.
今年早些时候，TikTok还因涉嫌非法从儿童那里收集个人信息被美国联邦贸易委员会(US Federal Trade Commission)处以570万美元的创纪录罚金。
“We’ve started to see them running into issues with content,” said Debra Aho Williamson, principal analyst at research firm eMarketer. “Part of that is being a newish company and very renegade.”
“我们已开始看到他们因内容惹上麻烦，”研究机构eMarketer首席分析师德布拉•阿霍•威廉森(Debra Aho Williamson)表示，“部分原因是它是一家新公司而且非常具有颠覆性。”
③ renegade [ˈren.ɪ.ɡeɪd] adj. 叛徒的；背弃的；脱离的
例句：They presumably fear jeopardising the stability of their renegade ally. 他们可能害怕此举会破坏这个变节盟国的安定。
The company said it has been investing in content moderation, including a mix of local contractors and employees.
该公司表示，正投入资金进行内容审核，包括聘用当地合同工和正式员工。
推荐阅读
抖音走向国际舞台，国际版全球下载量已超过10亿次 | 双语阅读
