谷歌和Meta正仓皇效仿TikTok，他们能赶上吗？

 
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的崛起彻底改写了社交媒体格局，迫使Instagram、YouTube和lixedIn等竞品奋力追赶其在短视频领域的霸主地位。尽管用户互动节节攀升，但注意力衰退与变现难题也随之浮现。各平台在复制TikTok成功模式的赛跑中，面临一个棘手的问题：在“无限滚动”的时代，它们是否能在盈利、创作者满意度和用户福祉之间找到平衡？
 
@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.
 
一直刷短视频真的是毫无意义，令人脑袋发烂。真希望这些APP快点消失。像我现在在看的这种长视频才是更好的内容。
 
@LazyTeeRex
Short term content is what's frying these kids brains
 
正是这些短内容把孩子们的脑子给烤焦了。
 
@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.
 
平台能不能保持各自的特色？我敢肯定如果做个调查，大多数人会说他们喜欢不同的平台是因为它们各有千秋，我们不希望它们全都变得一样。比如，我超讨厌YouTube上的Shorts和Reels，这是他们最蠢的决定之一。大家喜欢YouTube是因为它的内容至少都有五分钟以上。我们不希望一切都变成一样。
 
@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.
 
我讨厌YouTube上的Shorts……它跟普通视频混在一起，格式完全不协调。而且还逼着做长视频的创作者去拍短视频来获得更多曝光，这也太烦人了。
 
@austinhawkins8201
The problem is Instagram only caters to their largest influencers and TikTok gives everyone a chance.
 
Instagram只关注大网红，而TikTok是人人有机会的平台。
 
@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.
 
我曾做了个实验，把TikTok和Instagram停用一个月，不再被那些标题党和情绪钓鱼的内容轰炸，感觉整个人都轻松了，心理健康明显提升。直到现在我都没有再重新启用它们。
 
@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.
 
年轻一代的注意力持续时间真的短了很多。我女儿放给我看一段视频，说话特别快，我问她怎么回事，她说是她自己把播放速度调快了。
 
@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，但四个月前删了它，现在一点都不后悔。有时我也刷刷Reels或Shorts，但从来没有被它们“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.
 
我从不主动打开TikTok看视频，都是朋友发给我我才点开。但就是那个“返回键”害人不浅——你本来是想退出，它却给你推下一个视频，就这样被困住了。其他平台按返回就是退出，而TikTok反而让你一直刷下去。
 
@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
 
我觉得长视频快没落了，因为广告都不能跳过。而在TikTok，广告来了滑一下就过去了。人们喜欢掌控感，而YouTube却硬要你看完广告，他们把这一点也剥夺了。
 
@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.
 
有时候真希望我们能回到公共电话亭的时代，那时候的生活对人类来说整体上更有质量。现在这一代孩子太难了，我根本无法想象从出生起脸上就贴着手机长大会是什么样子。
 
@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.
 
我们人的视野是横向的，而现代短视频却全是竖屏，这简直就是反人类。我认为TikTok对社会最大的威胁之一就是削弱注意力，它会彻底改变电影这类内容的存在方式。我的女儿从小在一个没有电视和广告的环境中长大，平时只在客厅电视上看电影和无广告的YouTube。但现在她说她已经不看电影了。谢天谢地，她每周至少还能看一本书。
 
@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.
 
这期报道真不错！这完全就是一场“向下竞赛”。我知道每一代人都会抱怨下一代在干嘛，但说到底短视频除了让推它们的平台赚大钱，根本没有服务谁。你所谓的“领先”，无非就是更擅长让人沉迷在你家APP里……这对人类有啥帮助？说到底就是一个个产品像喂鸭子一样塞给你，直到它不再盈利，这只惠及了少数富人而已。
 
@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.
 
看到如今的社会状态，尤其是社交媒体造成的影响，真是令人心碎。我真心希望我们能回到传统社交平台的年代，现在的局面根本带不来什么积极的影响。
 
@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.
 
在我所在的国家，TikTok不仅用于娱乐，还包括商业、宣传、新闻、教育、政治等各方面。很多人靠在TikTok上卖产品而有了一份工作。
 
@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.
 
电视节目早就有那些不需要集中注意力的游戏和“真人秀”了，现在的短视频只不过是那类垃圾内容的延续。
 
@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是给那些自认为比别人更高级的网红用的，Instagram是生活方式大师、骗子和他们的崇拜者的天堂。而TikTok是给普通人用的，也因此最有潜力，可惜它同时也是被审查最严重的平台，总是迎合掌权者的倾向。民主党执政时，它就偏向那边，现在则不然。
 
@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
 
我从不看Shorts，但现在我的YouTube频道全是Shorts，因为观众偏爱短内容。我那个Z世代的侄子说他都是靠Shorts和Reels一段一段看完整部电影的，这简直就是笑话。
 
@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.
我和我老婆从不看TikTok，这让我很高兴。她只是用Facebook和家人保持联系……就这些。我们睡得很好，也没有觉得错过了什么，我们根本没想过要加入那个平台，因为它只会让你变蠢。
 
@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.
 
也许我会这么沮丧就是因为我一直在有意识地避开短视频，那种快速的多巴胺刺激听起来确实很诱人。我甚至想短视频说不定可以被用来帮戒毒的人提供另一种形式的“兴奋剂”。或者，其实抑郁才是常态，只是没人愿意面对，于是大家就用这些上瘾的APP来麻痹自己。
 
@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.
 
来个点子：在长视频中插广告其实跟在一连串短视频中插广告是一样的。如果用户选择某个创作者的视频持续滚动刷下去，TikTok完全可以在这些视频之间插入短广告。这样TikTok就知道是这个创作者带来了广告展示机会——哪怕用户滑过去了，也至少知道是谁促成了广告播放的开始。
 
@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火起来的时候我已经三十岁了，我当时就觉得那玩意是给小孩子用的，就没下载。现在我很庆幸，因为现在的人的注意力真是越来越短了。
 
@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改变整个局势的速度太惊人了。你能清楚看到Google和Meta在追赶，但它们似乎永远都慢一拍。
 
@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.
 
我几乎可以肯定这是一种有意的洗脑。视频越短，我们就得花越多时间去筛选自己想看的或不想看的内容。我当初买YouTube Premium就是为了不被广告打扰地看长视频、或者关屏听声音。但现在几乎不可能了，它们推荐给我的都是Reels或五分钟以下的短视频。我能感觉到自己大脑在退化，注意力越来越差。
 
@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！我们需要更多像TikTok这样的平台，它对年轻人帮助巨大。再过不久，我们就会有无数知识分子和天才科学家出现。
 
@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.
 
他们永远抄不来TikTok。IG Reels和YouTube Shorts偏向西方创作者，更像是带有宣传意味的电视节目，而不是真正公平的视频平台。讽刺的是西方老是说自己推崇多样性，但反而是中国的社交媒体更具多样性，也不那么西方或东方中心化。它会推荐你真正喜欢的视频，而不是让你“留得更久”的那种。看完之后你不会觉得被操控了，而是觉得被服务了、被满足了。
 
@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
 
所有的短视频平台上有超过70%的内容都转发自TikTok。中国版的TikTok已经进化了，上面有很多一两个小时的长视频，就像你喜欢的YouTube那样。
 
@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.
 
它正在重新编排你的大脑，让你只剩下短时注意力。它让你上瘾，你总想着“再看一个”，结果一口气刷了一百条。
 
@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.
 
社交媒体必须快，不能加载太久，它们跟着网速走。早期Twitter和Facebook主要是文字，图像很少，那时这样已经够快了。Instagram是我们可以快速浏览图片时诞生的，Snapchat引入了短视频。如今，数据便宜了、速度更快、质量更好，与其看静态图或GIF，不如直接看视频——但要够短。连Meta和Google都在追随这个趋势。
 
@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!
 
应该制定一项国际条约，禁止短视频平台，因为它们正在毁掉人们的注意力，导致学习和参与有意义活动变得困难！
 
@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.
 
要模仿很简单。用户要看“美女”或“甜心”，那就继续推这些视频就行了，或者给他们选项，很简单的事。但Google Shorts做不到，也许他们看到这条评论后会学着点。
 
@RyanDouglas-h3d
Short content videos are also taking-off because the attention span of people who spend hours everyday scrolling online has gotten shorter.
 
短视频的流行也跟人们注意力变差有关——毕竟现在每天刷几个小时手机的人越来越多了。
 
@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一样，吸引的都是最缺乏思考的人。短视频内容多是搞笑和无关紧要的信息，它们靠这些来吸引人。如果你看看美国的现状，你就会发现这种让人放弃思考的媒体其实对大多数美国人毫无好处。但就像可卡因一样，它被人喜欢甚至沉迷。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”.
 
为什么创作者对社交平台的商业模式感到沮丧？因为“病毒式传播”和“可持续性”本来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.
 
对孩子是有害没错，但真正该管的是家长。对企业来说，它是宝藏。lixedIn能参与进来简直太聪明了。这里吐槽的人显然根本不懂这些APP和用户是怎么赚钱的，而它们还能赚得更多，甚至赚到几百万甚至上亿。
 
@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.
 
我就知道我不注册TikTok、Facebook、Instagram这些社交媒体是有道理的。为什么？因为我还有个正常运转的大脑，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.
 
我讨厌TikTok、Reels和Shorts这种内容形式，全都是无意义的多巴胺诱导视频，只是在浪费你的时间。我讨厌的是YouTube原本让我很满意，因为我能自由选择想看的视频。但现在用手机打开，它会自动推给你Shorts。求你们别再这么搞了，让那些TikTok观众待在TikTok，不要跑到这儿来。
 
@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 !
 
这根本不是应该去追逐的方向……要么取消短视频格式，要么至少别把重点放在上面……我拒绝看Shorts！
这不过是又一个像Facebook一样的短命潮流……站出来反对Shorts和脑子退化吧！
 
@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有个能彻底关闭Shorts的按钮，我一定毫不犹豫地点下去。Shorts上线之后，我的国际象棋段位都掉了，注意力也明显变差了。
 
@DeEmperor1
Short form videos are good. Likewise long form videos.
That's why YouTube is still top tier alongside video
 
短视频挺好，长视频也不错。
这就是为什么YouTube依然是顶级的视频平台的原因。
 
@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”
 
“末日滚动”这个词太蠢了，你不过是在用手机而已，没人看电视几个小时会被叫“末日观看”。这就是我们所处的世界，让人们自己享受TikTok吧，别老用那些蠢词来装深沉。末日滚你个头。TikTok很棒，我们喜欢它，让大家好好享受就行了。不喜欢就扔了手机，但你不会的，因为你也不过是个“蠢得要命”的人罢了。
 
@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.
 
我真不明白为什么有人要模仿TikTok。TikTok网页版体验简直烂透了。就算推荐算法再好，如果你还得手动屏蔽用户才能不看到他们的内容，那还有什么意义？TikTok的用户体验就是烂，就连Rumble和Netflix的用户体验都比它好得多。