I-TikTok, igagasi lase-Asia elisongela i-Facebook
Sibona ukuwa kwe-Facebook. Okwamanje e-Asia. Idatha ngokukhuphuka kokuduma kwemikhiqizo yi-ByteDance, omunye wabathuthukisi bezinhlelo zokusebenza abahamba phambili base-China nabasabalalisi, iphakamisa ukuthi izwekazi selilahlekile ku-Facebook.
1. Impumelelo ye-TikTok Kumazinga Wohlelo Lokusebenza
Ngonyaka odlule, lolu hlelo lokusebenza lokuxhumana nabantu luphase uphawu lokulandwa kwebhiliyoni elilodwa emhlabeni wonke (1). TikTok (2) I-Instagram iphindwe ngaphezu kokuphindwe kabili (ukulandwa kwezigidi ezingama-444), manje osekuyisiteshi sokugcina sabasebenzisi abancane.
2. TikTok - indawo yohlelo lokusebenza
I-TikTok yavela e-China njenge UDouyinNgokuyisisekelo, inkundla yomculo wokuxhumana nabantu enekhono labasebenzisi lokudala nokuthumela amavidiyo amafushane (kufika kumasekhondi ayi-15). Lokhu akuwona kuphela umkhiqizo wenkampani yaseShayina. ByteDance. Futhi udala imikhiqizo yokuvelela eyengeziwe, efana nezindaba nokunye okuhlanganisa okuqukethwe. Toutiaoenikezwa ezimakethe zaseNtshonalanga njenge I-TopBuzz.
okwamanje akakaze enze lutho olungabizwa ngokuthi i-hit kusukela eminyakeni eyishumi edlule. Izingosi zakhe ezintsha, ezisathandwa kakhulu, i-Instagram kanye ne-WhatsApp, azisungulwanga yinkampani yakwaZuckerberg, kodwa zithengwe ngezigidigidi zamarandi..
Ukungasebenzi kuboniswa ngesibonelo I-Lasso, eyethulwe ngasekupheleni konyaka odlule, iwuhlelo lokusebenza lokuxhumana nabantu oluvumela abasebenzisi ukuthi babuke futhi benze amafilimu amafushane, ngokuvamile amavidiyo omculo wezimfundamakhwela. Uhlelo lokusebenza lucishe lufane ne-TikTok, kodwa lusilela kolokuqala ekudumeni entsheni. Njengamanje, i-ByteDance ibonakala ingaphambi kweplatifomu eluhlaza okwesibhakabhaka kokubili ngokwekhwalithi yesu kanye nezinga lokuqonda izidingo zabasebenzisi abasha be-inthanethi.
Yebo, i-China iyimakethe ekhethekile lapho i-Facebook noma i-Instagram ihlala ingatholakali ngenxa ukucwaninga. Kodwa-ke, ngaphezudlwana nje kwe-40% yokulandwa kwezinhlelo zokusebenza ngo-2018 kwavela kubasebenzisi base-India yentando yeningi, osekubuswe i-Facebook ezinzile, inkundla yezokuxhumana enkulu ngendlela ye-Instagram ne-WhatsApp eshiwo ngenhla.
Okubi kakhulu, isandiso TickTok iqala ukuhamba ngaphesheya kwe-Asia futhi iye endaweni yaseZuckerberg. Inombolo yokulandwa kwezinhlelo zokusebenza zesiShayina ku-Apple App Store kanye nesitolo se-Google Play isivele ingamashumi ezigidi e-US (3). Idatha enjalo inikezwe i-SensorTower, inkampani yocwaningo lwemakethe yesicelo. Ngesikhathi esifanayo, i-Facebook Lasso ilande izinkulungwane ezingama-70 kuphela. abasebenzisi. Ngenkathi i-TikTok isasele ngemuva kwe-WhatsApp, i-Facebook Messenger kanye ne-Facebook ngokwayo mayelana nokulandwa ngo-2018, ngokusho kwedatha ye-Sensor Tower, isibonelo sokulingisa "sokuphelelwa yithemba" ngokwakha i-clone yayo engaphumeleli sibonisa ngokusobala ukwesaba kuka-Facebook amaShayina abanzi.
3. Ukunyuka kweTikTok e-US
Umphakathi uhlukile
Kulabo abangakaqinisekiswa yi-Facebook, ingasaphathwa eye-Instagram, iTikTok ingase ibonakale njengento engaqondakali ngokuphelele noma eyinqaba. Abasebenzisi bayo iningi labo yintsha eqopha amavidiyo wabo becula futhi bedansa kumahithi adumile.
Umsebenzi othakazelisayo yikhono lokuhlela amafilimu, okuhlanganisa ngomqondo "wezenhlalakahle", okuwumsebenzi wabantu abangaphezu koyedwa. Inkundla ikhuthaza kakhulu abasebenzisi ukuthi basebenzisane nabanye abasebenzisi ngalokho okubizwa ngokuthi indlela yokuphendula ngevidiyo noma isici sokucula nokubukwayo.
Ku-TikTok "abakhiqizi", uhlelo lokusebenza lunikeza ukusebenzisa yonke into kusukela kumavidiyo omculo adumile kuya kumazwibela amafushane ochungechunge, amamuvi, noma amanye ama-meme adalwe ku-TikTok. Ungakwazi ukujoyina "inselele" ukuze udale okuthile noma ubambe iqhaza ekwakhiweni kwememe yomdanso. Lapho ama-meme nokudalwa kwawo ezinkundleni eziningi kuthola ukucindezela okubi futhi ngezinye izikhathi aze avinjwe, i-ByteDance isekela umbono wayo wonke wobushoshovu kuwo. Njengezinhlelo zokusebenza eziningi ezifanayo, iTikTok iphinde inikeze uhla lwemiphumela, izihlungi, nezitika ongazisebenzisa lapho udala okuqukethwe. Ngaphezu kwalokho, konke kulula kakhulu lapha. Akudingekile ukuba ube uchwepheshe ekuhleleni ukuze udale iziqeshana zevidiyo kwesinye isikhathi eziphuma kahle.
Uma umsebenzisi evula uhlelo lokusebenza, into yokuqala ayibonayo akukhona ukuphakela kwesaziso okuvela kubangani bakhe njengaku-Facebook noma , kodwa ikhasi elithi "Okwakho". Lesi yisiteshi esidalwe ama-algorithms e-AI asuselwe kokuqukethwe umsebenzisi asesebenzisene nakho. Ngakho-ke abantu abazibuzayo ukuthi yini abangayithumela namuhla baqashwa ngokushesha ukuze babambe iqhaza emiqhudelwaneni yeqembu, ama-hashtag, noma ukubuka izingoma ezidumile.
Ngaphezu kwalokho I-algorithm ye-TikTok ayihlanganisi umsebenzisi neqembu elilodwa labangane, kodwa isazama ukumdlulisela emaqenjini amasha, izihloko, imisebenzi. Lona mhlawumbe umehluko omkhulu kanye nokuqanjwa kabusha okuvela kwezinye izinkundla..
4. U-Zhang Yiming, iNhloko ye-ByteDance
Thatha futhi ushayele iSilicon Valley
Ngaphambi kokuthi i-TikTok ikhule cishe ngama-300% ngonyaka, yayibizwa ngokuthi uhlelo lokusebenza "lwe-lip-sync", okungukuthi, oluhlobene ne-karaoke, kodwa ku-inthanethi. Abasebenzisi abaningi be-inthanethi abahlangabezane nayo bafane ne-Snapchat ngenxa yobuntwana bayo obujwayelekile. Kodwa-ke, ngubani okhumbula insizakalo ye-minivideo Vine ehlinzekwa yi-Twitter eminyakeni embalwa edlule, uhlelo lokusebenza lwesiShayina lungase lubonakale lujwayelekile. Lona omunye nje umzamo wokwazisa okuqukethwe kwevidiyo encane.
Ochwepheshe bayaqaphela ukuthi akukakakwazi ukukhuluma "ngezinkanyezi ze-TikTok" njengabasebenzisi be-YouTube abaziwayo, kodwa izindlela zokuthola udumo azinakushintshwa. Uma isicelo siqhubeka nokukhula ngesivinini esifanayo nangaphambili, ukuzalwa "osaziwayo be-tiktok»Kubonakala kungenakugwenywa.
Yiqiniso, kunemibiko engacacile yokuthi uhlelo lokusebenza, ngaphezu kohlangothi olusha nolujabulisayo, lubuye lube "mnyama" - umhlaba we-spyware algorithms kanye ne-stalkers, abantu abasebenzisa abanye abasebenzisi, nabasabalalisi bokuqukethwe okungekho emthethweni. Nokho, akekho okufakazele lokhu. Nakanjani iTikTok inokuningi impela ukuvikela okuyimfihlo okuqinile (ngokungafani nezinye izinhlelo zokusebenza ezidumile).
Abazali noma abasebenzisi ngokwabo bangasetha i-akhawunti kumodi yangasese, bayifihle ekuseshweni, bakhubaze ukubeka amazwana nokulayisha, bavimbele ukusebenzisana futhi bakhawulele imilayezo. I-TikTok yethula ngasikhathi sinye hlola isikhangiso - ngamafomu amafushane, okuthiwa. , okungukuthi amavidiyo andulela amamuvi amakhulu. Kumikhiqizo ehlukahlukene, iqembu labasebenzisi besayithi liyakhanga ngokuqinisekile, nakuba inkundla enjalo encane kufanele iqaphele ngezenzo ezinjalo ukuze ingesabi abasebenzisi. Isibonelo se-Facebook, okwathi eminyakeni yokuqala yokuba khona kwayo ayizange igijimele ekuthengiseni ngokweqile, kuyinkomba.
Impumelelo ye-ByteDance iphinde ibe yimpumelelo yomcabango wamaShayina ku-IT. Uma ihlula i-Facebook, Instagram, nezinye izingosi emhlabathini wabo waseMelika, kuzoba ukunqoba okunengqondo kwamaShayina phezu kweSilicon Valley.
Phela, i-ByteDance isanda kuvula ihhovisi labo lapho. Ngemuva komthelela, naye uhlela. Kuthiwa leli iphupho elikhulu kanye nomgomo oyinhloko ka-Zhang Yiming, umphathi wenkampani. Kuhle ukukhumbula ukuthi i-Facebook yake yaba nezinhlelo ezinjalo futhi yaze yasetshenziswa. Nokho, kwaba ukwehluleka okukhulu. Uma idivayisi ye-ByteDance yakhiwe futhi isetshenziswe ngempumelelo, i-Zuckerberg ingathatha elinye igalelo elibuhlungu.
Amaphilisi ambalwa ababayo
Ukuhlolwa okujulile kokuqukethwe "okujabulisayo" kwe-TikTok kuholela ngokushesha esiphethweni sokuthi ukuzijabulisa kakhulu kwentsha evela kulokho okubizwa ngeGeneration Z.
Ngabe bazophuma ku-TikTok? Noma mhlawumbe inkundla ethandwayo izovuthwa, njenge-Facebook, okwathi eminyakeni eyishumi edlule nayo yabonwa njengohlobo lokuzilibazisa oyisiphukuphuku, kodwa isikhule yaba indlela yokuxhumana engathí sina futhi ebalulekile yezenhlalo nezombusazwe? Sizobona.
Kuze kube manje, uhlelo lokusebenza luhlangabezane nomhlaba wabantu abadala ngokuphelele. Phakathi nenkulumompikiswano yomphakathi kwamanye amazwe (okuhlanganisa i-China ne-India), kuye kwavela imibono yokuthi i-TikTok ibamba iqhaza ekusabalaliseni okuqukethwe okungekho emthethweni, okuhlanganisa nezithombe zobulili ezingcolile. Ukufinyelela kunqatshiwe ivinjiwe e-Indonesia kakade ngoJulayi 2018, eBangladesh ngoNovemba 2018 futhi ngo-April 2019 Индия. Isinqumo seziphathimandla zaseNdiya sasibuhlungu kakhulu, ngoba isicelo kakade sinabasebenzisi abangaba yizigidi ezingu-120.
Ngakho-ke mhlawumbe izinkinga zohlelo lokusebenza okungenzeka abanikazi abangakwazi ukuzilawula nokuzilinganisela zizobambezela ukubulawa kwe-Facebook? Ngendlela, amaShayina aye azizwa esikhumbeni sawo ukuthi azizwa kanjani lapho othile ephazamisa futhi evimbela ukuthuthukiswa kwezinsizakalo zangaphandle emkhakheni wabo, abaye bawenza ngezakhiwo zangaphandle iminyaka.
