Why are TikTok creators so good at making people buy things?
為什么 TikTok 創(chuàng)作者如此擅長讓人們買東西惫撰？
Increasingly, consumers are turning to social media to discover products, spending money based on the recommendations of both high-profile influencers and casual creators alike.
越來越多的消費(fèi)者轉(zhuǎn)而在社交媒體上發(fā)掘產(chǎn)品俊戳，并根據(jù)推薦消費(fèi)，其中有高調(diào)網(wǎng)紅的推薦，也有來自普通用戶的衅檀。
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Yet there's more than a user's good endorsement that drives the instinct to purchase. A delicate psychological relationship with the face on the screen as well as the underlying mechanisms of TikTok both play major roles in moving users to buy something they see in their feeds.
然而铛嘱，促使消費(fèi)者產(chǎn)生購買沖動(dòng)的不僅僅是某個(gè)用戶出彩的種草。與屏幕中面孔之間微妙的心理連接以及 TikTok 的底層機(jī)制都是促使用戶購買推送中出現(xiàn)的商品的重要原因戚炫。
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Source credibility
來源可信度
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There are a few elements that move users to hop onto creators' endorsements. At the core of this is "source credibility". People are likely to be moved to buy the products on screen if they perceive a creator as competent and credible.
有幾個(gè)因素會(huì)讓用戶對(duì)創(chuàng)作者的種草“買賬”剑刑，其核心就是“來源可信度”。如果人們認(rèn)為創(chuàng)作者可靠双肤、可信施掏，那他們就有可能購買（同時(shí)出現(xiàn)在）屏幕中的產(chǎn)品。
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Video posts with both action and verbal cues — especially the demonstrations and transformations in TikTok videos, which almost serve as 30-to-60-second micro-infomercials — can inspire "particularly effective persuasion".
既有動(dòng)作提示又有語言提示的視頻帖子——尤其是 TikTok 視頻中的產(chǎn)品展示和前后對(duì)比茅糜，幾乎就是 30 到 60 秒的微廣告——可以激發(fā)“格外有效的說服力”七芭。
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The parasocial effect
擬社會(huì)效應(yīng)
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One of the largest elements that inspire consumers to purchase is an emotional connection to these creators.
激發(fā)消費(fèi)者購買欲的最大因素之一是與這些創(chuàng)作者的情感聯(lián)系。
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This phenomenon, called a parasocial relationship, leads audience members to believe they have a close association or even a friendship with a personality, when the relationship is actually one-sided.
這種現(xiàn)象被稱為 “擬社會(huì)關(guān)系”蔑赘，它使觀眾相信他們與某位名人存在密切的聯(lián)系狸驳，甚至是友誼，但實(shí)際上這種關(guān)系是單方面的米死。
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The phenomenon plays a role in consumer behaviour, too. Parasocial relationships are so strong that people are moved to buy, both in terms of influencers pushing sponsored products and organic creators sharing their favorite personal items.
這種現(xiàn)象在消費(fèi)者行為中也發(fā)揮著作用锌历。無論是網(wǎng)紅推廣廣告產(chǎn)品，還是創(chuàng)作者單純分享他們最喜歡的私人物件峦筒，擬社會(huì)關(guān)系強(qiáng)大到人們都會(huì)動(dòng)心購買究西。
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Buyer beware
買家需小心
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In some cases, the parasocial effect and subsequent intimacy that social media evokes can be so strong that users don't stop to "sleuth" whether the endorsement is sponsored or not. The nature of TikTok's rapid, quick clips may also make adverts harder to spot.
在某些情況下，擬社會(huì)效應(yīng)和在社交媒體中隨之產(chǎn)生的親密感是如此強(qiáng)大物喷，以至于用戶不會(huì)停下來“偵查”種草視頻背后是否有贊助商卤材。TikTok 視頻片段短、快的特性也可能使廣告更難被發(fā)現(xiàn)峦失。
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Additionally, these emotional attachments that drive purchases may make people likely to overspend. On TikTok, many of the products users talk about aren't expensive, which can make purchasing feel lower stakes.
此外扇丛，這些可以推動(dòng)消費(fèi)的情感依戀可能會(huì)使人們超支。在 TikTok 上尉辑，許多用戶談?wù)摰漠a(chǎn)品價(jià)格不高帆精，這可能會(huì)讓人覺得購買的風(fēng)險(xiǎn)較低。
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主編：蘑菇、Summer
品控：蘑菇
審核：Summer
重點(diǎn)詞匯
high-profile
/?ha??pro?.fa?l/
adj.（人或事件）引人注目的卓练，備受關(guān)注的
相關(guān)詞匯：profile（n.（人隘蝎、團(tuán)體或組織的）簡(jiǎn)介，概況襟企；（人或組織的）形象嘱么，姿態(tài)）
搭配短語：the financial profile of the family
搭配短語：have a high profile / keep a low profile（引人注目 / 保持低調(diào)）
例句：The star has a high profile in Britain.
casual
/?k??.u?.?l/
adj. 偶爾的；放松的顽悼；非正式的
搭配短語：casual filmgoers（偶爾去看電影的人）
endorsement
/?n?d??rs.m?nt/
n. 宣傳曼振，代言；贊同蔚龙；支持
例句：The election victory is a clear endorsement of their policies.（競(jìng)選成功顯然是對(duì)他們政策的支持冰评。）
mechanism
/?mek.?.n?.z?m/
n. 程序；機(jī)制府蛇；機(jī)械裝置集索；機(jī)件
搭配短語：a clock mechanism（鐘表機(jī)件）
英文釋義：the way that something works
搭配短語：the mechanism of the brain（大腦的運(yùn)行機(jī)制）
credibility
/?kred.??b?l.?.t?i/
n. 可靠性；可信性
例句：The scandal has damaged his credibility as a leader.（這樁丑聞?chuàng)p害了他作為領(lǐng)袖的可信度汇跨。）
hop
/hɑ?p/
v. 單足跳躍务荆；彈跳
搭配短語：hop in / on / out（匆匆跳上（或跳下）車）
例句：Hop in. I'll give you a lift into town.（上車吧。我順路送你進(jìn)城穷遂。）
cue
/kju?/
n. 提示函匕；信號(hào)
例句：They started washing up, so that was our cue to leave the party.（他們開始洗刷碗碟了，這就是暗示我們?cè)撾x開派對(duì)了蚪黑。）
demonstration
/?dem.?n?stre?.??n/
n. 示范盅惜；演示
搭配短語：demonstrations of new products（新產(chǎn)品的演示）
transformation
/?tr?ns.f??me?.??n/
n. 變化過程
infomercial
/??n.fo?.m??.??l/
n. 專題廣告片；電視促銷節(jié)目
association
/??so?.si?e?.??n/
n.（與某人忌穿、社團(tuán)或組織的）聯(lián)系抒寂，關(guān)聯(lián)，交往
例句：The police knew all about his associations with organized crime.（警方知道他與有組織犯罪的所有關(guān)聯(lián)掠剑。）
personality
/?p??.s?n??l.?.t?i/
n. 名人
近義詞：celebrity
sponsored
/?spɑ?n.s?d/
adj. 有組織贊助的
organic
/??r?ɡ?n.?k/
adj.（發(fā)生屈芜、發(fā)展過程）自然的；有機(jī)的朴译，未施化肥的
intimacy
/??n.t??.m?.si/
n. 親密井佑，親近
英文釋義：a state of having a close personal relationship with someone
搭配短語：the intimacy of marriage（婚姻生活的親密）
sleuth
/slu?θ/
v. 偵查；調(diào)查
詞性拓展：sleuth（n. 偵探）
近義詞：detective
英文釋義：To act as a detective
advert
/??d.v??t/
n. 廣告
補(bǔ)充：此為英式英語中對(duì)單詞 advertisement 的縮寫眠寿。
overspend
/?o?.v??spend/
v. 超支
詞性拓展：overspend（/?o?.v?.spend/ n. 超支）
stakes
/ste?ks/
pl.（比賽或行動(dòng)的）賭注躬翁，風(fēng)險(xiǎn)
例句：The stakes are too high / big.
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