Câu này cho biết một
phần khác của bài sẽ
FOCUS
TIKTOK IS ON A TEAR
M O H A M E D O M A R — E P A / S H U T T E R S T O C K ; J E R R I T T C L A R K— G E T T Y I M A G E S ; S H I H O F U K A D A — B L O O M B E R G V I A G E T T Y I M A G E S ; S H U T T E R S T O C K ( 3 )
ORIGINAL PHOTOGR APHS: JOE SC ARNICI—GE T T Y IMAGES (2); GIULIA MARCHI—BLOOMBERG VIA GE T T Y IMAGES;
Lấy ví dụ đời thường là 1 cách
vào đề khá thông dụng :)
DURING LUNCHTIME AT middle schools
TECH
across the U.S., adolescents stare
at 15- to 60-second clips of their friends
lip-synching to Beyoncé on the video-sharing
app TikTok. At home, it’s more of the same:
Tap on TikTok, scroll through a feed of clips
featuring shimmies to Shakira or skateboard
stunts, and then pick one to watch.
Even in the annals of viral apps, TikTok is a
standout. Since debuting two years ago, it has
been downloaded 950 million times—mostly
by teens seeking snippets of entertainment or
PHOTO ILLUSTRATION BY MAX-O-MATIC
Câu này báo hiệu một
ý chính của bài báo là
phân tích việc kiếm
tiền của Tik Tok.
việc Tik Tok tăng độ
phủ sóng nhanh như
thế nào.
The video-sharing app has gained a massive
following of young users. The challenge
will be to turn that popularity into a money-
making business. By Eamon Barrett
looking to share their own rapping, dancing,
Những
or magic skills with the world.
cách khẳng TikTok is so popular in fact that, by one
định độ measure, it ranks among a who’s who of tech.
popular của During the first three months of this year, it
Tik Tok was the third most downloaded app worldwide,
ahead of Facebook and Instagram, and just
behind WhatsApp and Facebook Messenger,
according to app analytics firm Sensor Tower.
“TikTok’s all about these scrappy viral videos
shot with no budget and low production,” says
Randy Nelson, head of mobile insights at Sen-
23
F OR T UNE .C OM // JULY 2 0 1 9
 Miêu tả sự thay đổi
Ví dụ thực chứng về app một thời rực rỡ
của Tik Tok từ sơ
(flourished) tên Vine, rồi trào lưu (fad) này
đẳng (amateurish)
nhanh chóng phải đóng sập (shutter).
đến tinh vi/trau
FOCUS chuốt (elaborate,
sophisticated)
Chuyển hướng bài
sor Tower. “Unlike on Instagram or YouTube, viết: mặc dù tăng
Twitter, for example, learned the hard way,
which are far beyond their maturation point, độ phủ sóng after jumping on the video bandwagon in 2012
TikTok’s a Wild West.” nhanh mạnh by paying $30 million for Vine, a then-hot app
Still, with the growth, TikTok is quickly nhưng video apps that let users shoot and share six-second clips.
morphing from its roots in amateurish lip- rất bất ổn (fickle), For a short period of time, Vine flourished. But
synching clips to a destination for more elabo- và người dùng the fad quickly passed, prompting Twitter to
rate videos cut with increasingly sophisticated không thiếu trào shutter the service in 2016.
editing tools. Reenactments of movie comedy lưu mới (the next TikTok, which declined to comment for
scenes and cooking tutorials are just some of big thing). Và ý this article, is owned by ByteDance, a Chi-
what’s popular on the app. quan trọng: không nese tech conglomerate founded in 2012 by
But video apps are a particularly fickle busi- dễ kiếm lời (few former Microsoft engineer Zhang Yiming. The
ness, as users inevitably flock to the next big have turned a company’s first product provided users with
thing. They’re also notoriously difficult to make profit). a personalized list of news headlines. After a
money from—so much so that few, if any, have few more forays into news and entertainment,
ever turned a profit. Zhang introduced Douyin, a video-sharing app

Bắt đầu giới thiệu

thêm hoàn cảnh ra
đời của Tik Tok
A VIDEO SUPERSTAR IS BORN
In just a few years, the number of people who have downloaded TikTok has soared. It now ranks among the most downloaded
mobile apps, rivaling powerhouses like Facebook’s constellation of apps.

AVERAGE MONTHLY TOP APP DOWNLOADS IN Q1, 2019 (GLOBAL)

DOWNLOADS OF TOP
SOCIAL APPS
(GLOBAL)
73.4 M.

Dùng tốt cho

IELTS Writing Task
WHATSAPP
1 :)

58.7 M.

FACEBOOK

TIKTOK 58.1 M.

INSTAGRAM
36.4 M.

SNAPCHAT
YOUTUBE 22.5 M.

17.6 M.

NOTE: DATA INCLUDES DOWNLOADS OF MUSICAL.LY, WHICH WAS FOLDED INTO TIKTOK IN 2018. SOURCE: SENSOR TOWER

24
F OR T UNE .C OM // JULY 2 0 1 9

Bước ngoặt: trang musical.ly
trước đó đã có tên tuổi trong
giới teens ở Mỹ, bị thâu tóm
bởi ByteDance và được sáp
nhập vào (fold into) Tik Tok, và
nó cất cánh (take off)!
for the Chinese market, in 2016. A year later,
ByteDance created an equivalent video app for
overseas users under the brand name TikTok.
It was hardly an overnight success. But then
ByteDance paid nearly $1 billion for Chinese-
owned Musical.ly, which had gained impres-
sive traction among U.S. teens who used it to
share short videos of themselves lip-synching.
Zhang soon folded it into TikTok, which then
started to take off.
Các Facebook is clearly paying attention. Last
đối year, it introduced its own rival video-sharing
thủ app, Lasso. But the wannabe-TikTok has
cạnh been downloaded just 187,000 times as of
tranh June, according to Sensor Tower. Meanwhile,
Facebook-owned Instagram is also adding
TikTok-like features. Last year, for instance,
Instagram incorporated music into Stories,
IELTS its ephemeral feed of photos and videos,
Writing while in May it started letting users append
Task 1 :) song lyrics to their videos so viewers could
sing along.
But none of that has slowed TikTok’s rapid
growth. In the first quarter, on Android phones
alone, U.S. users spent 85 million hours in the
Không
app, nearly five times as many hours as were
ai cản spent during the same period last year, accord-
bước
ing to analytics firm App Annie.
được
“ByteDance has hundreds of engineers in
Tik
A.I. alone and is known for its algorithms,
Tok tại
which are just really good at figuring out what
thời
điểm you like and sharing with you other stuff it
hiện thinks you’ll like,” says Hans Tung, a manag-
tại! ing partner at investment firm GGV Capital
who was an early backer and board member
of Musical.ly.
TikTok’s rise has come with controversy.
Twice this year, it ran afoul of regulators over
its young users. In February, ByteDance paid
$5.7 million to settle allegations by the U.S.
Federal Trade Commission that Musical.ly,
before merging into TikTok, had illegally
collected data about minors. Following the
Rắc settlement, TikTok started purging users
rối under 13, the minimum age for using the app
với
in the U.S.
pháp
“It’s our priority to create a safe and wel-
luật
coming experience for all of our users,” TikTok
của
said in a statement at the time.
Tik
Then, in April, India’s high court banned
Tok.
TikTok over concerns that it had helped spread
pornography and put minors at risk. Judges
lifted the ban two weeks later, after TikTok as-
Các khó khăn trong việc tăng doanh thu: 1. Quá nhiều người down về mà
không dùng. 2. Người dùng không chia sẻ nhiều thông tin cá nhân nên
khó biết họ thích gì để quảng cáo (target ads). 3. Các nhà làm marketing
(marketers) đang đi đường vòng (bypass) để chốt deals trực tiếp với
những người có ảnh hưởng lớn (influencers) mà không cần qua Tik Tok.
Người viết khẳng định
Tik Tok đang còn chưa
hoàn thiện (a work in
progress) nên còn đang TECH
chịu lỗ (a money loser)
VIDEO’S sured the court it would address the issues.
WILD RIDE
ByteDance, which is privately owned,
doesn’t disclose financial details about TikTok.
TikTok has many But because its business is still a work in prog-
forerunners and
ress, TikTok is almost certainly a money loser.
current rivals—
but few, if any, Like many other apps, TikTok sells ads. But
have turned it’s also increasingly experimenting with other
a profit. ways to generate revenue. 1 cách để
Companies can pay TikTok to run spon- tạo doanh
sored “hashtag challenges,” in which users thu
are encouraged to share videos using a (generate
VIDDY hashtag affiliated with the advertiser. Guess revenue)
Launched 2011; Jeans was the first U.S. company to give it của Tik
closed 2015 a try. The label asked users to shoot “rags Tok là
to riches” videos showing people instantly cho các
changing—with the help of TikTok’s edit- nhãn
ing tools—from scruffy sweats into dapper hàng
VINE
Launched  2013;
denim, and then to share the clips with an dùng
“InMyDenim” hashtag. hashtag
closed 2016
To date, videos with “#InMyDenim” have để quảng
been viewed 37.7 million times. bá tên
Nevertheless, TikTok still has a lot of work tuổi
MUSICAL.LY to do if it wants to compete against the social
Launched media giants for ad dollars. Excluding China,
2014; acquired
TikTok has only 150 million monthly active
by TikTok in 2017
users worldwide, according to App Annie, indi-
cating that many people who have downloaded
TikTok’s app don’t use it. Facebook, in con-
DUBSMASH trast, has 2.4 billion monthly users across its
Launched family of apps, which includes Instagram and
2014
WhatsApp. And right now, TikTok has very
limited advertising abilities, says John Lincoln,
CEO of digital marketing firm Ignite Visibility.
Unlike Facebook, TikTok can’t target ads
FUNIMATE
to particular users based on their interests.
Launched
2016 TikTok’s users simply don’t share as much
personal information about themselves.
Increasingly, marketers are bypassing
TikTok’s sales team to cut deals directly
CHEEZ with TikTok influencers. These social media
Launched tastemakers earn money by using the brand’s
2017
products or sharing a particular hashtag—but
TikTok doesn’t share in the revenue.
Austin Sprinz, a 23-year-old from Tempe,
Ariz., who has over 2.4 million followers on
TIKTOK
Launched TikTok, says he and his brother have been
2017 approached for such deals. He declines to say
how much money they’ve earned, but posting
TikTok videos is their full-time job.
“We pretty much do it every day, from when
LASSO
( Facebook) we wake up to when we go to bed,” says Sprinz.
Launched In the end, their success depends on millions
2018 of flighty teens. And so does TikTok’s.
Góc vocab: Người gây ảnh hưởng
(trên mạng xã hội) = influencers =
(social media) tastemakers = 25
trendsetters :) F OR T UNE .C OM // JULY 2 01 9