TikTok vs Instagram | Dance, Dance, Revolution | 3
发布时间 2020-12-07 18:00:00 来源
摘要
It's August 2016 and Instagram co-founders Kevin Systrom and Mike Krieger are about to pull off the tech equivalent of a heist — and they just might get away with it. But despite its success, Instagram faces trouble at home when Mark Zuckerberg starts rocking the boat.In China, TikTok founder Zhang Yiming has his eyes on global expansion. He's willing to spend big to acquire his competition — and that poses a huge threat to Instagram's supremacy. Listen to new episodes 1 week early and to all episodes ad free with Wondery+. Join Wondery+ for exclusives, binges, early access, and ad free listening. Available in the Wondery App https://wondery.app.link/businesswars.Support us by supporting our sponsors!See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
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Hey, prime members, you can listen to business wars, add free on Amazon music. Download the app today.
嘿，Prime会员们，你们可以在亚马逊音乐上无广告地收听商战节目。今天就下载这个应用程序吧。
August 2016, Menlo Part, California, Facebook headquarters. Instagram co-founders Kevin Sistram and Mike Krieger are anxiously staring at a computer screen. They're about to do the tech equivalent of a heist, and this theft is happening in broad daylight.
2016年8月，加利福尼亚州门洛帕克，Facebook总部。Instagram的联合创始人Kevin Sistram和Mike Krieger正焦急地盯着电脑屏幕。他们将要进行技术领域的盗窃行为，而这次盗窃却是在光天化日之下进行的。
Krieger looks at Sistram. Okay, Instagram stories is live. Sistram immediately goes from relief to foreboding. They've just ripped off Snapchat's key feature, vanishing posts. With Instagram stories, users can post photos or videos that disappear after 24 hours.
Krieger看着Sistram说：好了，Instagram故事功能已经上线了。Sistram立刻从放心变成了忧虑。他们刚刚抄袭了Snapchat的重要功能，自动销毁的帖子。利用Instagram故事，用户可以发布照片或视频，这些内容会在24小时后自动消失。
It would be an ingenious edition. If they hadn't stolen it from Snapchat, the plagiarism is so blatant they don't even bother to change the feature's name, stories. But Instagram's under pressure. Snapchat is one over Gen Z, those born between 1997 and 2015.
如果他们没有从Snapchat窃取，这将是一个非常创新的版本。抄袭是如此明目张胆，以至于他们甚至不费心更改该功能的名称"stories"。但Instagram的压力很大。Snapchat已经吸引了出生在1997年到2015年之间的"Z世代"用户。
And while Gen Z users want to freely share their antics and opinions, they don't want to leave a permanent digital trail for disapproving parents or future employers. They want those posts to disappear. It's the capability that launch Snapchat after all.
虽然Z世代用户想自由分享他们的滑稽行为和意见，但他们不想留下令不赞成的父母或未来雇主看到的永久数字足迹。他们希望这些帖子会消失。这正是Snapchat蓬勃发展的原因。
Instagram's still ahead with more than 300 million daily users compared to Snapchat's 150 million. But the top brass is badgering Sistram and Krieger to do whatever it takes to keep Snapchat in check. Depending on how you look at it, this steel was either bold or reckless.
Instagram现在有超过3亿每日用户，比起Snapchat的1.5亿用户还要多。但高层一直在督促Sistram和Krieger尽一切努力控制Snapchat的发展。这种做法可以说是大胆的，也可以说是鲁莽的，具体取决于你的角度。
Sistram takes a deep breath before he picks up. It's Zuckerberg. Hi Kevin. Do we know how stories is doing yet? We've only just launched so no numbers yet. But we'll let you know as soon as we do. He puts the phone down and rolls his eyes at Krieger. The feature has been live for exactly one minute and Zuckerberg's already turning up the heat. The stakes are that high.
Sistram 深呼吸后拿起电话接起来，那是 Zuckerberg。嗨 Kevin，我们现在知道 Stories 怎么样了吗？我们刚刚推出，所以还没有数字。但是我们一旦有了，就会立即告诉你。他挂断电话，对着 Krieger 翻了个白眼。这个功能已经上线了一分钟，Zuckerberg 已经开始加压了，赌注太高了。
For Zuckerberg, the success of this new app feature is personal. Three years ago, he tried to buy Snapchat for $3 billion but its founder Evan Speagle turned him down. Now, Zuckerberg's determined to make Speagle regret that decision.
对于扎克伯格来说，这个新的应用功能的成功是个人的。三年前，他试图用30亿美元买下 Snapchat，但其创始人埃文·斯皮格尔拒绝了他。现在，扎克伯格决心让斯皮格尔后悔那个决定。
Zuckerberg's strategy beg, borrow or steal to win. The phrase, don't be too proud to copy, has become a motto at Facebook. The press quickly calls foul. Uh oh. Mike, check out these headlines. Krieger starts reading over System Shoulder.
扎克伯格的策略是通过“拜托、借用或抄袭”来获胜。“别太骄傲，复制是美丽的”已成为Facebook的座右铭。媒体很快就开始指责。嗯哼，Mike，看看这些头条新闻。Krieger在系统肩膀上开始阅读。
Instagram is a copycat and the internet is not pleased. Instagram stories are a near perfect copy of Snapchat stories. System shakes his head. I don't know what else we're supposed to do. Mark basically told us to copy Snapchat. Yeah, and uh, we need to stay competitive. Listen, if it works, it'll be worth it. Let's just see what happens.
Instagram抄袭了Snapchat的故事，网络不满意。 System摇了摇头，我不知道我们还应该做什么。Mark基本上告诉了我们要抄袭Snapchat。是的，我们需要保持竞争力。听着，如果它起作用，那将是值得的。让我们看看会发生什么。
They've weathered pushback before. In June, people protested a new algorithm that rearranged the order of posts based on what the companies AI determined they would like. At first, people complained, but then they got used to it. With Instagram stories, the same thing happens. While the media fusses about Zuckerberg ripping off Snapchat, Instagram's users don't seem to care.
他们以前也遭受了反对。六月份，人们抗议新算法，该算法基于公司的AI确定的内容改变了帖子的顺序。起初人们抱怨，但后来他们习惯了。在Instagram故事中，同样的事情也发生了。虽然媒体大惊小怪马克·扎克伯格抄袭Snapchat，但Instagram的用户似乎不在意。
Most two months after the launch, more than 100 million people are actively posting to Instagram stories every day. Stealing another startup's ideas has worked brilliantly for Instagram. And that will spell trouble for TikTok.
Instagram上线两个月后，每天有超过1亿人积极地发布Instagram stories。对于Instagram来说，窃取另一家初创公司的想法取得了巨大成功。这将给TikTok带来麻烦。
Hi, I'm Sarah Haggie, co-host of Wondering's podcast Scample Insers. In our recent two-part series, Three Weddings and a Funeral, we dive into the story of a German con man who built an entire life on fake names, lies, and schemes. And the unlikely true-kind twist that brought this decades-long charade crashing down. Listen to Scample Insers on Amazon Music or wherever you get your podcasts.
嗨，我是Sarah Haggie，Wondering播客《Scample Insers》的联合主持人。在我们最近的两部分系列《三场婚礼和一场葬礼》中，我们深入探讨了一个德国骗子的故事，他在虚假的名字、谎言和阴谋中建立了一整个人生。而这个持续数十年的骗局最终因一个不太可能的真正善意的转折而崩塌。请在亚马逊音乐或者你获取播客的任何地方收听《Scample Insers》。
From Wondering, I'm David Brown and this is Business Wars. In the last episode, we heard how Instagram's Mike Krieger and Kevin System started working together and how bite dances Jean Eaming got his start in China working at startups before striking out on his own. Now we pick up in 2016 with the explosive growth of Instagram and a new player on the scene, Musically.
我是David Brown，这里是《商业大战》。在上一集中，我们听到了Instagram的Mike Krieger和Kevin System是如何开始合作的，以及抖音的Jean Eaming是如何在中国的初创公司工作并开始自己的事业的。现在，我们来到2016年，Instagram迅速发展，舞蹈短视频应用Musically也进入了市场。
August 2016, Facebook headquarters in Menlo Park, California. Zuckerberg is sitting in a glass wall meeting room known as the Aquarium. He rubs his eyes. He just got back from another trip to China. Facebook is blocked from operating on the mainland, so Zuckerberg's courting Chinese officials, trying to make inroads in a market with 1.4 billion people. He's even learning Mandarin.
2016年8月，Facebook总部位于加州门洛帕克。扎克伯格坐在一个被称为水族馆的玻璃墙会议室里，他揉着眼睛。他刚刚从另一次去中国的旅行回来。由于Facebook在中国大陆被封锁，所以扎克伯格正在拜访中国官员，试图在拥有14亿人口的市场上打开局面。他甚至在学中文。
Meanwhile, Chinese entrepreneurs are taking ground in the US. The popular Shanghai-based app Musically allows users to upload 15-second clips of themselves lip-syncing and dancing to songs. It already has 90 million users worldwide and it's spreading like wildfire with the lucrative tween and teen audience. Some reports say more than 50% of American teens already have the app and Zuckerberg wants in.
与此同时，中国企业家正在美国扎根。总部位于上海的流行应用Musically允许用户上传15秒的自己配唱和跳舞的歌曲片段。它已经在全球拥有9000万用户，且与利润丰厚的青少年观众迅速扩散。一些报道称，超过50%的美国青少年已经拥有该应用程序，而扎克伯格则希望加入其中。
He's arranged to sit down with Alex Zhu, the app's Chinese founder. Zhu is in his late 30s with long black hair just beginning to show some grace trans. He's dressed in a simple sweater and jeans.
他安排了和这个应用程序的中国创始人Alex Zhu见面。Zhu已经30多岁了，黑色的长发开始显现出一些优雅的转变。他身穿简单的毛衣和牛仔裤。
Alex is so nice to finally meet you. Mark, it's a pleasure.. Zuckerberg gets down to business. We're very impressed with how musically as grown, particularly with young people. Thanks. As I'm sure you know, most of our audiences between 13 and 20.
Alex非常高兴终于见到你了。马克，很高兴认识你。扎克伯格开始谈正事。我们对音乐艺术的成长印象非常深刻，特别是青年人。谢谢。如你所知，我们的观众大部分都是13至20岁。
Zhu knows that Zuckerberg is a kingmaker in Silicon Valley. He forked out a billion dollars for Instagram and Zhu can smell the payoff. He's pitching him, but Zuckerberg doesn't need persuading. He sees how young people are ditching Facebook for hip-hop platforms like Snapchat. He knows video is at the center of the appeal. An app like musically would be a lifeline.
朱知道扎克伯格是硅谷的权力巨头。他花了十亿美元买下了Instagram，而朱可以闻到回报的味道。他正在向扎克伯格推销，但扎克伯格并不需要被说服。他看到年轻人正在放弃Facebook，转向像Snapchat这样的嘻哈平台。他知道视频是吸引人的核心。像音乐一样的应用程序将成为救命稻草。
Well, we'd like to begin talking about what a potential acquisition would look like. That's a very exciting prospect. Why don't you come to our headquarters in Shanghai? That way you can see how we work. Zuckerberg makes the trip the following month, but a deal never materializes. While a tween and teen audience is attractive, Zuckerberg worries about coming under fire for collecting data without parental consent.
嗯，我们想开始谈论可能收购的情况。这是一个非常令人兴奋的前景。为什么不来我们位于上海的总部？这样你可以了解我们的工作方式。扎克伯格在下个月进行了旅行，但未能达成交易。虽然青少年受众对他很有吸引力，但扎克伯格担心在未经父母同意的情况下收集数据会引发争议。
Back in China, bite dance founder Zhang Yiming is watching Zhu's rise with interest. He sees Zhu as a rival, cut from the same cloth, a Chinese entrepreneur who is making it big in America. Right now, they're competitors. Zhu is someone Zhang would very much like to have on bite dances team. Zhang has steadily been growing his company. It's now home to a suite of apps, including TOTYO, a news aggregator app with millions of users. Zhang wants to rule mobile, and he's willing to team up with Zhu to do it.
在中国，抖音创始人张一鸣正在关注着朱的崛起。他将朱视为一位同行，同样来自中国，在美国大展宏图的中国企业家。现在，他们是竞争对手。朱是张一鸣非常希望加入抖音团队的人。张一鸣的公司稳步增长，现在已经拥有一套应用程序，包括拥有数百万用户的新闻聚合应用程序TOTYO。张一鸣想要主导移动市场，他愿意与朱联手实现这一目标。
September 2016 Beijing, China. A young man dances in front of his iPhone, which is playing a popular Chinese pop song. After 15 seconds, he picks his phone up and watches the looping image of himself. He adds to smiley face emojis to the video, and selects a filter that gives the entire frame a rosy hue. Satisfied? He clicks, publish. This is his first post on Do-Yin.
2016年9月，中国北京。一个年轻人在他的 iPhone 前跳舞，后者正在播放一首流行的中国流行歌曲。15秒后，他将手机拿起来，观看他自己的循环图像。他添加了几个笑脸表情符号到视频中，并选择了一个能让整个画面产生玫瑰色调的滤镜。满意了吗？他点击发布。这是他在抖音上的第一条帖子。
Do-Yin translates to shaking sound or vibrato and its Zhang's latest invention. As Do-Yin, Zhang is delivering content based on the same powerful AI algorithm he uses in TOTYO. But instead of news, the app lets people make and share short bite-sized videos set to music. Silly videos of users singing, dancing, and messing around.
Do-Yin 是颤音或颤抖音效，这是张先生最新的发明。在 Do-Yin 中，张先生使用与 TOTYO 相同的强大人工智能算法来提供内容。但这个应用程序让人们制作并分享配合音乐的短视频，而非新闻。用户可以在视频中唱歌、跳舞或玩耍等等。这些都是愚蠢有趣的视频。
Short-form videos are huge in China. All the major tech companies, including Baido and Tencent, have short-form video apps. But Zhang believes people want the equivalent of video candy. No politics are bad news. He wants to offer them something fun and easy, like cute songs and dances.
短视频在中国非常受欢迎。包括百度和腾讯在内的所有主要科技公司都有短视频应用程序。但张认为人们想要的是视频糖果。没有政治和坏消息。他想要提供一些有趣和简单的东西，如可爱的歌曲和舞蹈。
And Zhang has been paying attention to the lip-syncing app musically. It launched two years earlier, and his sense taken off. But his new app Do-Yin is extremely similar with full-screen videos. But the content expands beyond lip-syncing to include dancing and free-form silliness. To one-up competitors, he makes the videos high-definition.
张一直关注口型同步应用Musically。这款应用诞生于两年前，人气爆棚。不过，他的新应用Do-Yin也借鉴了Musically的设计，采用全屏视频展示。但是，Do-Yin的内容不仅仅局限于口型同步，还包括跳舞和自由搞笑。为了超越竞争对手，他将视频制作成高清的。
But Zhang isn't going to wait for Do-Yin to go viral on its own. March 2017, Beijing, China. An LED sign spells out bite dance in English and Mandarin characters on the face of a beige brick building surrounded by skyscrapers. It's after 8pm on a Saturday. Inside, rows of engineers are still working quietly at their desks. A man gets up from his keyboard to grab the complimentary barbecue dinner. He passes a colleague in the hall and greets him by name. That's unusual in China, where employees normally address each other by their job title instead.
然而，张并不打算等待独自爆红的抖音。2017年3月，中国北京，一座米色砖石建筑的LED字幕屏上，用中英文拼写着“抖舞”。高楼林立，已经是周六晚上8点过后了。屋内，一行行的工程师还在静静地工作着。一位男子站起来去拿免费的烧烤晚餐。他经过走廊时和同事打了招呼，叫出了他的名字。在中国，员工通常用职称互相称呼，这种场面显得很少见。
Bite dance has adopted some of the trappings of American startup culture, but it mostly adheres to Chinese norms. Like the 996 Work Week, employees known as bite dancers work from 9am to 9pm six days a week. And they're still on call even after those grueling hours. Zhang is no exception. Tonight he sits in his office going over some paperwork. He's crossing the teas and dotting the eyes on the final acquisition papers for Flipagram, an American short movie making app. He's been on a bit of a shopping spree to grow his suite of products thanks to a recent round of funding that raised a billion dollars. In just five years, the company has developed eight different apps. Right now Zhang's focused on growing Do-Yin.
抖音已经采用了一些美国初创企业文化的外在形式，但大多仍然遵循中国的规范。和“996工作制”一样，抖音员工被称为“舞者”，每周工作六天，从早上9点到晚上9点。即使在这样令人精疲力尽的时间后，他们仍然会被叫去工作。张先生也不例外。今晚，他坐在办公室里看着一些文件。他正在审核Flipagram公司的最终收购协议，这是一款美国短视频App。由于最近一轮募资筹得了十亿美元，他一直在进行一系列收购，以扩大自己的产品系列。在仅仅五年时间里，该公司已经开发了八款不同的App。现在，张先生的重点是扩大“抖音”的规模。
Zhang gets a ping on bite dance's internal messaging service. It's from one of his lieutenants. Aiming, we have an idea for a dance challenge on Do-Yin.
张收到了 Bite Dance 内部消息服务的一条提示。这是来自他的一位副官的消息。瞄准，我们有一个在抖音上的舞蹈挑战的想法。
What sort of thing? Remember Gangnam Style? How could he not? Without a ragiously popular Korean dance and song that was the first to grab one billion YouTube hits, proving dance videos can go viral and drive growth. Last year Hip Hop duo Ray Sremmerds' mannequin challenge had people freezing in positions like mannequins, and a dance move from the video game Fortnite called Flossing is beginning to pick up speed two. The cogs are turning.
什么样的事情？还记得江南Style吗？他怎么可能不记得呢？那首疯狂的流行韩国歌曲和舞蹈，是第一个在YouTube上获得10亿点击率的，证明了舞蹈视频可以迅速传播和推进增长。去年，Hip Hop二人组Ray Sremmerds的橱窗人物挑战让人冻结在人体模型的姿势中，而来自游戏Fortnite的跳舞动作"Flossing"也开始逐渐走红。机器开始转动了。
Of course, do we have a creator?
当然，我们有创造者吗？
Yes, a Do-Yin user has come up with a dance.. Very good. Send me the video when it's complete. The next day, Zhang gets a link to a new Do-Yin post. He sees a slim Chinese woman wearing a great t-shirt and shorts sitting on her bed. The camera is in selfie mode. As an upbeat soundtrack plays, she mows the words and punches her fists at the camera and time to the beat, then cups her hands into a heart shape.
“唉，一个 Do-Yin 用户想出了一支舞蹈...太棒了！完成后请把视频发给我。”之后的一天，张收到了一个新的 Do-Yin 帖子链接。他看到一位身材苗条的中国女士穿着一件很棒的 T 恤和短裤坐在床上。相机处于自拍模式。伴随着欢快的背景音乐，她朗诵字句，对着镜头挥舞着拳头，并按拍子的节奏做出动作，随后合拢双手成为心形。
Zhang is pleased. The dance is simple, short and easy to recreate. He thinks people will copy it. But he wants to be certain. So he rejiggers the Do-Yin algorithm. The video shows up in millions of news feeds, and sure enough, soon users are recreating it. People start downloading Do-Yin so they can make their own version.
张很高兴。这支舞很简单、短小，易于再现。他认为人们会跟着做。但他想要确认。于是他重新调整了 Do-Yin 算法。视频出现在数百万个新闻供稿中，并且很快，用户们开始复制它。人们开始下载 Do-Yin，这样他们就可以做自己的版本了。
As the dance spreads, Do-Yin catches fire in China. Within a year, it has 100 million users, nearly half the size of Snapchat, but it's only available in China. Zhang wants to take Do-Yin international, but he's got a problem. The name Do-Yin. English speakers struggle to pronounce the Chinese syllables, and its translation, shaking sound, is hardly catchy.
当舞蹈风靡开来时，抖音在中国如火如荼。一年之内，它已经拥有了1亿用户，几乎是Snapchat的一半规模，但是它只在中国可用。张先生想把抖音推向国际市场，但他有一个问题：抖音这个名字。英语母语者很难发音这些中文音节，而它的翻译“摇晃的声音”又不太吸引人。
Then there's China's very strict censorship laws. President moderators sweep the app constantly to make sure there's nothing that will offend the Chinese government. He knows he needs to make an international version free from any Chinese oversight, so he settles on the same concept, but with a different name. This time, he calls it TikTok. But he's got major competition. TikTok is a knockoff of musically, which has exploded in the US.
接着是中国极为严格的审查法规。主席主持人们不断检查这个应用程序，以确保不存在任何冒犯中国政府的内容。他知道自己需要开发一个无需任何中国监管的国际版，所以他采用了相同的概念，但使用了不同的名称。这次，他将其命名为TikTok。但他面临着巨大的竞争。TikTok是musically的复制品，在美国广受欢迎。
Zhang knows musically doesn't have the algorithm he does. What musically does have are young influencers, known as musers, using its platform. Teenagers like Baby Ariel and Jacob Sartorius, who have millions of followers. These influencers keep teens coming back to musically. So Zhang decides to copy musically's tactic.
张知道音乐应用程序Musically没有他所具备的算法。Musically拥有的是年轻的网络代言人，也被称为音乐家，他们利用平台宣传自己。像Baby Ariel和Jacob Sartorius这样的青少年，拥有数百万的粉丝。这些代言人让青少年一再回来使用Musically。所以，张决定抄袭Musically的策略。
September 2017. A young man with shaggy brown hair and a hoodie stares at the camera in selfie mode, and leans over to show a monkey on his back. This is David Dobrik. The 21-year-old is not your typical Hollywood celebrity. He's unpolished and not movie star attractive. He's part of a new breed of social media influencers who've gotten famous from their antics on platforms like Instagram and YouTube and musically. Only now, Dobrik's getting paid handsomely by TikTok.
在2017年的九月份，一个留着凌乱棕色头发，穿着帽衫的年轻男子以自拍镜头注视着相机，然后倾斜身体展示他背上的猴子。这个人就是David Dobrik。这位21岁的年轻人并不是您典型的好莱坞名人。他没有经过打磨，也不是那种电影明星般的吸引力。他是一群新一代的社交媒体影响者中的一员，通过在Instagram、YouTube和音乐平台等平台上耍宝而走红。现在，Dobrik正在通过TikTok获得可观的报酬。
He posts videos at a breakneck pace, jumping into a giant bean bag, firing a flame throw where his friends. Chasing his friend with a purple smoke bomb. They're all part of Zhang's larger strategy. With bite dance now valued at around $20 billion, Zhang has money to blow. So to create buzz around TikTok's US launch, he's poached musers like Dobrik to push the app to their followers. Dobrik posts links to his TikTok videos on Instagram and Twitter. Users who click the links are then prompted to download TikTok.
他以飞快的速度发布视频，跳入巨大的豆袋中，向他的朋友们发射火焰喷射器，追逐他的朋友并投掷紫色烟雾弹。这些都是张一部分更大的策略。随着抖音现在估值约为200亿美元，张有资金去挥霍。所以为了在TikTok的美国推出周围创造热潮，他从Dobrik等互联网名人中挖掘人才，以推动应用程序向他们的追随者推广。Dobrik在Instagram和Twitter上发布TikTok视频的链接。点击链接的用户随后将被提示下载TikTok。
Zhang has musically squarely in his sights. He wants to grow TikTok at all costs, and he's willing to shell out to do it. So he takes a page from Zuckerberg's book. November 2017 Beijing, China. Zhang sits down with Alex Zhu, musically founder.
张先生把音乐应用 Musically 放在了他的关注点上，他想不惜一切代价扩大 TikTok 并愿意倾斜资源。他采用了类似扎克伯格的方法。在2017年11月的北京，张先生与 Musically 创始人 Alex Zhu 开了个会面。
Alex, thank you for meeting me. Mr. Zhang, it's a pleasure. And please call me E-Ming. Zhang is far more informal than the average Chinese entrepreneur. He wears jeans to the office and likes to be called by his first name. He sees Zhu as a kindred spirit with his long hair and hippie flair. But while he respects his rival, Zhang's hungry for a deal that will neutralize musically. He doesn't want to waste time growing TikTok's users organically. Instead, Zhang's hoping to buy musically to acquire theirs.
谢谢你见我，Alex。张先生，很高兴见到你。请叫我E-Ming。张先生比一般中国企业家更加随和，穿着牛仔裤到办公室，并喜欢被称为名字。他认为朱看起来就是一个有着长发和嬉皮气息的知己。但是他虽然尊重他的竞争对手，但张先生渴望一笔能让音乐中立的交易。他不想浪费时间有机增长TikTok的用户。相反，张先生希望收购musically来获得他们的用户。
Look, I know you've had a lot of interest from other companies, but we're the most serious. We would like to offer $800 million for musically. And you'd keep your job running it.
听着，我知道你已经受到了其他公司的浓厚兴趣，但我们是最认真的。我们希望出价8亿美元收购Musically。而你可以继续保留你的职位来继续管理它。
Zhu pauses. It's a life-changing number. He'd be teaming up with the biggest news aggregator in China and one of the largest startups in the world.
朱停了下来，这是个改变人生的数字。他将和中国最大的新闻聚合器以及世界上最大的初创公司合作。
Would you keep musically as a separate app or roll it into TikTok?
你会把Musically保留作为一个独立的应用程序还是把它和TikTok合并吗？
And you keep it separate for now. One day, when the time is right, we combine them. Zhu nods. It makes sense. He admires Zhang, a fellow Chinese entrepreneur who has built something truly original.
你现在先把它们分开，等时机成熟了再合并。朱点点头，觉得这很有道理。他很欣赏张，一个身为中国企业家却建立起真正原创的东西的同胞。
Zhu puts out his hand. We've got a deal. Musically now belongs to Bytan's, giving Zhang his first foray into the US. And it's a strong one. 60 million young American users. Bytan's is ready to take on the world.. Zhang knows he'll have to face off with Instagram and its powerful CEO, Mark Zuckerberg. Bytan's may be getting ready to rattle Instagram's gates.
朱伸出了手，我们达成了协议。音乐app "Musically" 现在属于贝克斯公司，这也是张先生在美国市场的第一步，非常强大。有6千万年轻的美国用户。贝克斯公司准备向全球进军。张先生知道他将会和Instagram及其强大的CEO马克·扎克伯格一决高下。贝克斯公司也许准备颠覆Instagram的格局。
But first, the photo app will have to face down trouble on the home front. Hi, I'm Lindsey Graham, the host of Wondries Podcast American Scandal. We bring to life some of the biggest controversies in US history, presidential lies, environmental disasters, and corporate fraud. In our newest series, we look at a covert US operation that toppled a democratic government in Iran.
但首先，这个照片应用程序必须面对家庭内部的麻烦。嗨，我是林赛·格雷厄姆，Wondries播客《美国丑闻》的主持人。我们将一些美国历史上最大的争议，总统的谎言，环境灾难和公司欺诈带入生活。在我们最新的系列中，我们将探讨一个秘密的美国行动，推翻了伊朗的民主政府。
In 1951, Muhammad Mosadek was elected Iran's prime minister. Mosadek was largely focused on strengthening his country's democratic institutions. But he also saw to nationalize Iran's oil industry, letting his country's citizens profit from their own natural resources. But as Mosadek carried out his sweeping reforms, US officials grew concerned that Iran would soon fall under the sway of communists. And with the blessing of America's top political leaders, the CIA launched a mission to oust Mosadek from power.
1951年，穆罕默德·穆萨德克当选为伊朗总理。穆萨德克主要关注加强伊朗的民主机构，但他也着手将伊朗的石油行业国有化，让伊朗公民从自己的自然资源中受益。但随着穆萨德克实施全面改革，美国官员开始担心伊朗很快会受到共产主义的影响。在美国高层政治领袖的祝福下，中央情报局发动了一次推翻穆萨德克政权的行动。
The campaign involved bribes, psychological warfare, and staged riots. And it all led to a showdown that promised to reshape the Middle East for decades. Follow American Scandal wherever you get your podcasts, and you can listen ad-free on the Amazon Music or Wondries App.
这个活动涉及贿赂、心理战和策划的暴乱。所有这些都导致了一场决斗，承诺在未来几十年重塑中东。请在任何可获取播客的地方关注《美国丑闻》，您可以在Amazon Music或Wondries应用中无广告地听取。
July 2018, Menlo Park, California. System and Krieger are sitting in their trendy new Instagram offices full of brightly-cuttered walls and perfectly lit rooms put together by a Hollywood set designer. Their app just reached a whopping 1 billion users. But the pair has been budding heads with Zuckerberg over little things, like tweaks to the app and staffing changes. Instagram once operated separately from Facebook, but Zuckerberg has been slowly encroaching on their independence.
2018年7月，System和Krieger坐在时髦的新Instagram办公室里，那里有明亮的剪裁墙壁和由好莱坞布景设计师完美组合在一起的房间。他们的应用程序刚刚达到了惊人的10亿用户。但是，这对夫妇一直在与扎克伯格为小事闹矛盾，如对应用程序进行微调和人员变动。Instagram曾经独立于Facebook运营，但扎克伯格一直在逐步侵犯他们的独立性。
System looks at his phone. It's a news article about Facebook's latest earnings call with investors. System scans the story and starts to fume. Mike, have you seen this article? No, what are you talking about? System starts reading aloud. Here's a quote from Mark. This is rich. We believe Instagram has been able to use Facebook's infrastructure to grow more than twice as quickly as it would have on its own. What the hell? System is furious. How dare he take credit for our 1 billion users? Yeah, we built that, not him.
系统看着手机。这是一篇关于Facebook与投资者最新收益电话的新闻文章。系统扫描了这篇报道，开始气愤起来。迈克，你看了这篇文章吗？没有，你在说什么？系统开始大声朗读。这是马克的一句话。真够荒唐的。我们相信Instagram通过使用Facebook的基础设施，增长速度比自己独立运营时快了两倍以上。他他妈的在说什么？系统十分愤怒。他怎么敢把我们10亿用户的功劳都拿去了？是的，是我们建立的，而不是他。
Commit Facebook's dropping user revenue and growth. Zuckerberg's highlighting the one bright spot. Instagram. The app has become a lifeline for Facebook producing revenue that makes its 1 billion dollar price tag look paltry. Some experts say Instagram is now worth $100 billion.
Facebook的用户收入和增长下降引起了许多关注，而扎克伯格则强调了仅存的光点——Instagram。这个应用程序已成为Facebook的救命稻草，其产生的收入使其价值仅为10亿美元的价格显得微不足道。一些专家称，Instagram现在的价值为1,000亿美元。
System and Krieger know that Zuckerberg underpaid. And to add insult to injury, Zuckerberg is publicly taking credit for their achievements. Zuckerberg asks one of his lieutenants to make a list of all the ways Facebook helped Instagram's growth rather than the other way around. It seems like every day, systems on a new magazine cover are giving an interview taking all the credit. Zuckerberg's growing resentful.
系统和克里格知道扎克伯格付的薪水不公。更加让人气愤的是，扎克伯格公开宣称他们的成就是自己取得的。扎克伯格让他的手下列出所有Facebook帮助Instagram增长的方式，而不是反过来。每天似乎都有一本新杂志刊登了专访，赞扬系统的成就，并将所有功劳归于自己名下。扎克伯格越来越感到不满。
Just then, System's phone buzzes. Hi, Kevin. I'm making some changes to the way Facebook funnels users to Instagram. Instagram is immediately suspicious. What kind of changes? Removing certain features like allowing Instagram to import your Facebook friends and suggesting them as followers. And I'm taking away a shortcut to Instagram from within Facebook's app. That's sort of thing.
就在这时，System的手机响了。嗨，凯文。我正在改变Facebook引导用户前往Instagram的方式。Instagram立刻起了疑心。改变什么？删除某些功能，比如允许Instagram导入你的Facebook好友并建议他们关注你。我还会从Facebook应用程序中移除到Instagram的快捷方式。就是这样的事情。
System is usually mild mannered, but now he's furious. He feels like he's being punished. Why would you do that? I need to protect the well-being of the Facebook app. So I need to concentrate growth there rather than funneling everyone to Instagram. You understand. But System doesn't understand. He sends a memo to Instagram employees informing them of the changes and making it very clear he disagrees with Zuckerberg's actions. The move raises eyebrows among Instagram's employees. There's surprised System isn't maintaining a united front.
系统通常温和有礼，但现在他非常生气。他感觉自己正在受到惩罚。你为什么要这样做？我需要保护Facebook应用的健康发展。因此，我需要集中发展而不是让所有人转向Instagram。你明白吧。但是，系统不明白。他向Instagram员工发了一份备忘录，告知变更，并非常明确地表达了他不同意扎克伯格的做法。这个举动引起了Instagram员工的关注。他们很惊讶系统没有保持团结一致。
While Instagram is in turmoil, one of its biggest competitors also happens to be one of its biggest customers. In 2018, TikTok spends more than $1 billion to advertise on Facebook and Instagram. Its meeting its prospective users where they are on social networking sites. Even if the strategy means lining the pockets of TikTok's rivals in the short term, Zhang is confident it'll pay off.
尽管 Instagram风云不测，但它最大的竞争对手之一恰恰也是它最大的客户之一。2018年，TikTok在Facebook和Instagram上投入10亿美元以上用于广告，从而在社交网络上接触潜在用户。即使这个策略意味着在短期内让TikTok的竞争对手暂时获利，张一鸣仍然有信心，这种投资将会得到回报。
In August 2018, bite dance takes another step to stake out TikTok's supremacy. Less than a year after purchasing musically, bite dance folds the app into TikTok. All of musically's user profiles are transferred over, and Zhu becomes its CEO. TikTok is officially a behemoth.
2018年8月，抖音迈出了一步来稳固TikTok的霸主地位。不到一年前的Musically已被抖音吞并。所有Musically用户的个人资料都被转移，并由朱烨担任CEO。TikTok正式成为一个巨无霸。
Zuckerberg meanwhile had promised Krieger and System they'd rule Instagram independently. And now he's gone back on that promise. And he's about to see the repercussions of his actions.. In a big way.
同时，扎克伯格曾承诺克里格和系统能够独立掌控Instagram的运营，但现在他食言了。他即将面对他所做行为的严重后果。
September 24th, 2018, Menlo Park, California. It's one of System's first days back in the office after paternity leave. He and Krieger huddle over a laptop poised when out's a very important decision.
2018年9月24日，加利福尼亚州门洛帕克。这是系统休产假后回到办公室的第一天。他和克里格聚在一台笔记本电脑前，准备做出非常重要的决定。
Over the past three months, Zuckerberg's made unilateral decisions without consulting them. He's pushed through design changes the pair never would have allowed. He's even tested location tracking. Is the last straw.
在过去的三个月中，扎克伯格做出了一些单方面的决策，而没有咨询他们的意见。他推行了设计上的变动，这些变动是这对伙伴不会允许的。他甚至进行了位置跟踪测试。这已经是压垮骆驼的最后一根稻草了。
Krieger is nervous. He looks over System's shoulder as System reads aloud from the company blog post he's writing.
Krieger很紧张，他紧盯着System的肩膀，在System读出他正在写的公司博客文章时看过去。
We're planning on leaving Instagram to explore our curiosity and creativity again. So how does that sound?
我们计划离开Instagram，重新探索我们的好奇心和创造力。这样听起来怎么样？
It's good. Krieger pauses. I can't believe we're actually doing this. Mark has it left us with any choice. It's not our company anymore. It's his.
太好了。克里格尔停了一下，我简直不敢相信我们真的在做这件事。马克已经没有给我们任何选择了。这不再是我们的公司了，而是他的。
Yeah. You're right. System half suspect Zuckerberg has been trying to make his life hell so he'll resign. All right. I think it's getting poised. Let's do it.
是的，你说得对。系统有点怀疑扎克伯格一直在试图让他的生活变得很糟糕，以便他辞职。好的，我觉得现在时机已经成熟了。咱们开始吧。
With that, system and Krieger quit. Through its acquisition of musically, TikTok now reigns supreme over short video and Instagram is in trouble.
随着此举，System和Krieger辞职了。通过收购Musically，TikTok现在在短视频领域占据了统治地位，而Instagram则面临麻烦。
On the next episode, Facebook mounts an attack with a copycat product. TikTok cements its place in pop culture but faces a serious threat from regulators.
下一个剧集中，Facebook会推出一款模仿产品来发动攻击。TikTok巩固了其在流行文化中的地位，但面临着来自监管机构的严重威胁。
Say prime members, you can binge every episode of business wars, add free on Amazon music. Download the Amazon music app today. Or you can listen, add free with Wondery Plus in Apple podcasts.
对于亚马逊Prime会员来说，你可以 binge 观看Business Wars的每一集，且无需额外付费。今天就下载亚马逊音乐App，或使用Apple Podcasts上的Wondery Plus，享受免费收听。
Before you go, tell us about yourself by completing a short survey at Wondery.com slash survey.
在你离开之前，请通过在Wondery.com/survey 上完成一份简短的调查告诉我们关于你自己的信息。如果需要的话，请改写。
From Wondery, this is episode three of TikTok versus Instagram for business wars.
从Wondery开始，这是《TikTok对Instagram的商业战争》的第三集。
A quick note about recreations you've been hearing in most cases we can't know exactly what was said, those scenes are dramatizations but they're based on historical research. If you'd like to learn more about Instagram, we recommend No Filter, the Inside Story of Instagram by Sarah Freyer.
关于你们听到的重现场景的一个快速说明：在大多数情况下我们不能很准确地知道当时说了什么，这些场景是戏剧化的再现，但它们是基于历史研究的。如果你想了解更多关于 Instagram 的内容，我们推荐读 Sarah Freyer 的《没有过滤器的Instagram内幕故事》。
I'm your host David Brown, Natalie Roba Med wrote this story, Karen Low is our senior producer and editor, edited and produced by Emily Frost, sound designed by Kyle Randall. Kate Young is our associate producer, our executive producers are Jenny Lauer Beckman and Marshall Luey, created by Ernan Lopez.
我是您的主持人 David Brown，这篇报道由 Natalie Roba Med 撰写，Karen Low 是我们的高级制作人和编辑，制作人是 Emily Frost，音效设计是 Kyle Randall。Kate Young 是我们的副制作人，执行制作人是 Jenny Lauer Beckman 和 Marshall Luey，由 Ernan Lopez 创造。
We're Wondery.
我们是Wondery。