合作
咨询
帮助
谷歌开户咨询 
“很多客户都是通过Instagram找到我的。”网红Operamericano在谈起自己的品牌合作方时说道，“但Tiktok才是我的主要平台。”
TikTok users complain that Reels' tools for editing videos are limited and that they don't let them add as many special effects to their videos, like slow motion. And some of the young Generation Z users said Instagram, the go-to social media service for adolescents just a few years ago, is now mostly where older people hang out.
“Having the power of Instagram to push Reels to users can make the difference between ‘life and death’ for a new social media format,” says Colin Sebastian, an analyst at investment bank Baird Equity Research.
“很多客户都是通过Instagram找到我的。”网红Operamericano在谈起自己的品牌合作方时说道，“但Tiktok才是我的主要平台。”
值得注意的是，Reels此番几乎与特朗普的“Tiktok禁令”同步上线，很难说清楚是纯属巧合，还是有意为之。近期，字节跳动有意与甲骨文达成交易，在不涉及任何算法和技术转让的基础上将甲骨文列为“值得信任的合作伙伴”。特朗普方面在9月19日曾经表示“原则性同意”，但据路透则9月21日报道，特朗普现下又声称：“如果美国公司对Tiktok没有完全的控制权，那么就不会批准这笔交易。”
Pivotal研究所（Pivotal Research）的分析师迈克尔•莱文在最近给投资者的一份报告中说：“我对Reels的总体印象是有些悲观的。我认为它只是一个模仿者，目前还没有任何吸引力。”
Asked why she doesn't use Reels, Billington says, "It's literally another TikTok, and there's already an app for that so there's no point."
The competitive landscape, however, is uncertain. President Trump threatened to shutter TikTok, owned by a Chinese company, over national security concerns. Since then, after TikTok proposed a deal involving Oracle and Walmart, Trump both tentatively approved the combination and cast doubts on it.
值得注意的是，Reels此番几乎与特朗普的“Tiktok禁令”同步上线，很难说清楚是纯属巧合，还是有意为之。近期，字节跳动有意与甲骨文达成交易，在不涉及任何算法和技术转让的基础上将甲骨文列为“值得信任的合作伙伴”。特朗普方面在9月19日曾经表示“原则性同意”，但据路透则9月21日报道，特朗普现下又声称：“如果美国公司对Tiktok没有完全的控制权，那么就不会批准这笔交易。”
There are reasons for optimism. Interest in Reels spiked when it debuted, based on the number of times users searched for it on Google, according to Sebastian. After slowing for several weeks, it's now making modest gains again, with searches for Reels increasing 15% during the week of Sept. 9 compared to the previous week. However, searches are still four times lower now than during the week Reels debuted.
Still, several influencers who are now on Reels use it merely to cross-post their videos from TikTok, which doesn't require much extra effort. They also say it helps them show off their social media portfolio to advertisers, who want to reach TikTokers but don't use the service.
Kara Billington, a 16-year-old TikTok user from Richardson, Texas, says users of Instagram, and therefore Reels, seem to skew a little older, meaning fewer dance challenges. She still uses Instagram, but not Reels. To connect with friends, she typically uses Snapchat; for watching videos, she uses TikTok.
从长远来看，Reels很可能会在将来杀入短视频市场，成为有力的市场竞争者。但在它找到自己的定位特色之前，时髦的年轻人可能还是会更倾向于在Tiktok上继续参加他们的“舞蹈挑战”。（财富中文网）
贝尔德股票研究所（Baird Equity Research）的分析师科林•塞巴斯蒂安说：“Instagram手中的流量市场可能会促使新媒体领域发生‘天翻地覆’的变化。”
尽管市场反应冷淡，但分析师认为，现在就对Reels下结论还为时过早，未来也不能排除大量Instagram用户受诱惑去尝试Reels的可能性。
为了把一些顶流网红吸引到Reels上来，Instagram推出了补贴政策，主动帮助创作者承担视频制作成本。Instagram方面解释称，公司早已对“引流”这件事情“轻车熟路”。
Reels has a big opportunity to become a dominant competitor in short-form video. But until it manages to step up its features, hip youngsters will continue dance their way to big money on TikTok.
编译：陈聪聪、陈怡轩
六周前，为了赶超广受欢迎的TikTok，Instagram也推出了同类软件Reels，人们可以在该平台上发布一些诸如穿着溜冰鞋跳舞、在家自制热狗派小吃等短视频。然而到目前为止，该服务的用户和广告商都觉得，Reels并不会对TikTok构成很大的威胁。
But to attract some top influencers to Reels, Instagram is covering the production costs of their videos. Instagram explains that it has a “long history” of trying to bring emerging creators to its service.
“Reels太简单，功能只在基本水平上。”24岁的洛杉矶社交媒体网红CJ Operamericano说。
对Instagram及其母公司Facebook而言，这是一场豪赌。
Instagram declined to disclose the number of users Reels has. Instead, as proof of the appeal of Reels, it pointed to several high-profile influencers who are using the service to make videos focused on food, beauty, and dance.
