?[每日英文科技新聞] [Day 2]?

How TikTok Virality Can Disrupt Business?

總結(jié)自WSJ Tech News Briefing

Social media app TikTok, owned by its parent company ByteDance, has revolutionized how businesses market their products and how they strategize their research and development cycles. This platform, which has become a billion-person focus group, prompts businesses to adapt swiftly to trends, often leading to rushed mass production or adjustments to existing products based on rapidly changing user feedback. One such example is Tarte Cosmetics, which noticed a trend for color-changing products on TikTok and expedited their development process to create a similar product, significantly reducing the normal 12-18 months cycle to just three months.

字節(jié)跳動旗下的社交媒體應(yīng)用TikTok，徹底顛覆了企業(yè)的產(chǎn)品營銷和研發(fā)策略。作為一個擁有十億用戶的巨大聚焦群體的平臺，TikTok使得企業(yè)必須快速適應(yīng)流行趨勢，有時甚至要根據(jù)用戶的即時反饋迅速調(diào)整產(chǎn)品，或者加快批量生產(chǎn)的步伐。比如，美妝品牌Tarte Cosmetics在TikTok上發(fā)現(xiàn)了變色產(chǎn)品的熱潮，為了緊跟潮流，他們縮短了原本需要12-18個月的研發(fā)周期，只用了三個月就推出了類似產(chǎn)品。

However, the speed of trend adaptation can also lead to challenges. For example, when a Chipotle menu hack went viral on TikTok, the restaurant chain found itself overwhelmed with orders for off-menu items, causing significant disruptions. Ultimately, Chipotle decided to incorporate the viral item into their permanent menu.

然而，快速適應(yīng)流行趨勢也會帶來挑戰(zhàn)。例如，Chipotle 在 TikTok 上走紅的一種秘制菜式引發(fā)了海量訂單，但餐廳無法滿足客戶需求，導(dǎo)致業(yè)務(wù)受到影響。最終，Chipotle 只能將這種爆火的菜式加入常規(guī)菜單。

While companies are often reacting to trends post-viral, some are becoming more proactive by having dedicated teams monitoring TikTok for emerging trends. However, the algorithm's unpredictability means that companies can sometimes go viral for the wrong reasons, like car company Kia did when videos of their cars being stolen became popular.

盡管大多數(shù)企業(yè)是在流行趨勢形成后才開始采取行動，但也有一些企業(yè)已經(jīng)開始更主動地應(yīng)對，成立專門的團(tuán)隊(duì)來監(jiān)測 TikTok 上的新興趨勢。然而，算法的不可預(yù)測性也意味著企業(yè)有時會因負(fù)面事件而意外獲得關(guān)注，比如汽車品牌 Kia 就曾因其汽車被盜的視頻在 TikTok 上走紅備受關(guān)注。

重點(diǎn)表達(dá)：

1. Billion-person focus group (十億人的焦點(diǎn)小組): A term used to describe how a large number of people can provide feedback on trends or products.
2. Example: Social media has turned into a billion-person focus group, giving instant feedback on new product launches.
3. Mass-produce (大規(guī)模生產(chǎn)): To produce very large amounts of something, often using machinery.
4. Example: The company is planning to mass-produce the new model next month.
5. Expedite (加快): To make a process or action happen more quickly.
6. Example: The manager expedited the project to meet the deadline.
7. Go viral (爆火): Refers to something, usually a piece of information or a trend, that quickly spreads on the internet.
8. Example: The funny video went viral, and millions of people saw it within a day.
9. Hack (竅門): A clever solution to a tricky problem
10. Example: She discovered a hack to make the computer run faster.